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  1. #1
    Atomic Punk chefcraig's Avatar
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    Default This Year's "Super Bowl Ads" Thread...

    Budweiser to run 7 ads in Super Bowl
    By SETH SUTEL, AP Business Writer
    Tue Jan 22, 10:10 AM ET

    NEW YORK - Perennial Super Bowl advertiser Anheuser-Busch Cos. is leaning heavily on humor in a raft of ads slotted for this year's game, which airs Feb. 3.

    Bud Light will be featured in six of the seven spots being purchased by the brewer, while the trademark Clydesdale horses will return in the single spot for the core Budweiser brand.

    The cost for a 30-second spot on the game, which is routinely the most-viewed television broadcast of the year, has been reported as high as $2.7 million. The game will air on the Fox network, which is owned by Rupert Murdoch's News Corp.

    Bob Lachky, executive vice president for global industry and creative development at Anheuser-Busch, said two of the Bud Light ads will rely on "rug-pull" gags involving special powers that the beer supposedly endows on drinkers.

    In one spot, Bud Light claims to give people the ability to breathe fire — something that goes awry when two people are out on a date — while another spot claims the beer gives people X-ray vision, something a young woman who gets it wishes she didn't have.

    Other Bud Light spots include a humorous look at some cavemen who stumble upon a useful discovery — the wheel — when they need a way to get their cooler made of stone to a party. Another spot depicts a clever way that a guy attending a wine and cheese party still gets to enjoy his beer.

    The Clydesdale spot, which traditionally features an uplifting theme, focuses on a horse that didn't make the final cut to join the team and took a year to train — with a Dalmatian.

    The ad "tells a good story at at time when, let's face it, there's a lot of negativity and cynicism," Lachky said.


    http://news.yahoo.com/s/ap/20080122/...uEvynKOdSs0NUE
    "The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man."
    George Bernard Shaw

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    Atomic Punk chefcraig's Avatar
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    Ads Target Super Bowl's Female Fans
    by Sarah Mahoney, Tuesday, Jan 22, 2008 9:00 AM ET

    WHILE A WOMAN-FRIENDLY SUPER BOWL may sound as farfetched as, well, Eli Manning getting a ring, Super Bowl XLII is shaping up to be one of the girliest TV events in some time--and maybe for some time to come.

    At least, big-time marketers think so. Victoria's Secret--which has been missing on Game Day since 1999--is back this year, using the game to kick off its big Valentine's Day marketing effort. Procter & Gamble has bought a spot for Tide to Go, a stain remover. And Unilever will use the game to showcase a spot for Sunsilk, a hair-care product aimed at young women.

    On the surface, such buys are a bit of a no-brainer. The Super Bowl is always an enormous TV event. "Over 90 million people will watch the game in any given minute," says a Fox spokesperson. "But over 130 million will watch at least some of it. Historically, 45% are female." (During a typical season game in the NFL, only 37% of the viewers are women.)

    Still, marketers tend to ignore those 40.5 million women--instead using Super Bowl spots to showcase beer, razor and automotive brands aimed at men. And to be sure, the relationship between women and football has always been an uneasy one: Just this year, security at Giants Stadium, for example, has decided to address the Concourse D phenomenon (where Jets fans scream, spit and throw things at women who refuse to show their breasts as they walk by.)

    And for years--in what turns out to be as big an urban legend as alligators in the New York City sewer systems--people have believed that the Super Bowl was linked to domestic violence. (That myth may have been sparked by NBC's decision to run a PSA for domestic violence awareness during the game back in 1993.)

    Experts say there are two reasons behind the switch. The first, says Rick Gentile, director of the Seton Hall University Sports Poll, is the writers' strike. "The Super Bowl is the most-watched show, and almost always the most-watched show by women," he says. "And with the writers' strike, there is nothing else out there. Nobody's even sure if the Academy Awards are going to happen."

    And even in a good year, the Super Bowl beats the stuffing out of the Oscars for reaching women. Last year's Super Bowl posted a 31.3 rating for women in the 18-to-49 demographic group, and last year's Academy Awards hauled in just 17.2. So marketers "would need two ads in the Oscars to reach the same number of women as one Super Bowl ad," the Fox spokesperson says.

    Secondly, "while there may not be any more women watching the game than usual this year," says Todd Kirby, director of strategic research for Spark Communications, Starcom MediaVest Group's digital agency, there is a shift among the types of women watching the game. Baby Boomer women are a growth audience, he says, with women 55-plus up 25% since 2003.

    And of course, plenty of companies still target women as the MVPs in the Super Bowl party planning department. Wal-Mart, for instance, is rerunning its lighthearted spots that feature women cooking, shopping and serving with all the intensity of gridiron greats. "The Super Bowl is a tremendous social event," says Kirby, even if it's not a great match-up. "In many ways, it doesn't even matter if the game is good. That's almost a bonus for advertisers."

    And initially, Gentile says, when it looked like the Dallas Cowboys might make it, "some people talked about how good that would be for ratings, to have the teams with the two cutest quarterbacks playing one another. But I think that's insulting--a woman isn't going to sit through a three-and-a-half-hour game because she thinks the quarterback is cute."

    http://publications.mediapost.com/in...&art_aid=74773
    "The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man."
    George Bernard Shaw

  3. #3
    Atomic Punk chefcraig's Avatar
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    Who has signed up so far? From Advertising Age...
    http://adage.com/superbowl08/

    NEW YORK (AdAge.com) -- Months before the first dip of a halftime-show buffalo wing, ad time on the Super Bowl is (this is from October) nearly sold out, according to people familiar with the situation. One media buyer estimated News Corp.'s Fox has "less than 10, but more than five" 30-second spots left to sell. A person familiar with the situation said Fox has sold more than 90% of its ad time for the game.


    CHICAGO (AdAge.com) -- Shares of Under Armour are recovering today after last week's plunge following news that the athletic-apparel company bought its first Super Bowl ad -- a purchase estimated to amount to one-third of its total media budget.

    NEW YORK (AdAge.com) -- In the first of several marketing initiatives, Pepsi's 60-foot inflatable Gift Monster will make its way through Manhattan, making a dozen stops before reaching Times Square today. At each stop, a crew will give away Pepsi Stuff points and merchandise. The monster and its crew will then head south to make an appearance at the Super Bowl.

    COLUMBUS, Ohio (AdAge.com) -- Despite back-to-back Super Bowl spots, with Kevin Federline in 2007 and Fabio in 2006, Nationwide has decided to stay out of the game in 2008, shifting the extra dollars from its estimated $100 million annual budget to an expensive Nascar sponsorship.

    DETROIT (AdAge.com) -- Audi of America will tap into Paramount's "Godfather" movie saga for its 60-second Super Bowl commercial, which will show off the sleek R8 sports car.

    NEW YORK (AdAge.com) -- For the first time since 1999, Victoria's Secret has purchased a 30-second Super Bowl spot, which is slated to run once during the second half of the game. Executives at the Limited Brands unit declined to reveal what was spent on the buy, but Fox has sold spots for as much as $3 million for the Feb. 3 event.


    NEW YORK (AdAge.com) -- Nissan Motor Co. is quietly mulling a large spot buy that would allow the automaker to run lots of local ads on various Fox TV stations and affiliates during the Super Bowl, according to people close to the situation.
    "The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man."
    George Bernard Shaw

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    Atomic Punk chefcraig's Avatar
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    Companies banking on Super Bowl ads

    By SETH SUTEL, AP Business WriterSun Jan 27, 2:40 PM ET

    NEW YORK (AP) The story lines are unabashedly goofy. Cavemen invent the wheel to transport a beer cooler made of stone, and a car buyer enlists the help of a tribal warrior in case he needs some extra negotiating leverage at the dealership.

    For most of us, Super Bowl ads make fine entertainment. But for the advertisers who make and buy them, Sunday is white-knuckle time.

    The blogging boom has created crowds of armchair critics; the price for a 30-second spot is up again, to $2.7 million; and a writers strike has wiped out many other opportunities to reach mass audiences by putting scripted dramas like "Desperate Housewives" on hold.

    Even against odds like these, many major marketing powers and even a few first-timers couldn't resist the opportunity of reaching more than 90 million people in a single shot something that's increasingly hard to do in any medium.

    Advertisers still love the Internet for its ability to deliver measured results from click-throughs and carve audiences into tiny segments. But only the largest of television's "events" such as the Super Bowl, the Olympics, the Oscars and the Grammys have the muscle to pull in tens of millions of people in real time.

    "There are so few media vehicles out there that reach that size audience that there's still a big value in not only reaching so many people but in such an engaging manner," said Andy Donchin, director of national broadcast at Carat, a major buyer and planner of advertising.

    Add the extra buzz created by the possibility of the New England Patriots making history with an undefeated season, and advertisers have a lot on the line. The placement is great if they have a winning ad, not so great if the ad tanks. Last year's viewership of 93.2 million was close to the all-time record of 94.1 million set in 1996, and many believe that record could be surpassed this year.

    The results from online advertising often confirm the value of hitting big audiences with TV, Donchin said, because advertisers can measure the upswing in traffic to Web sites after an ad is broadcast.

    The Super Bowl continues to draw new advertisers, including Planters packaged nut company, part of Kraft Foods Inc., as well as Cars.com, an online auto classified advertising company co-owned by the newspaper publishers Gannett Co., McClatchy Co., Tribune Co., Washington Post Co. and Belo Corp.

    No neophyte in the advertising world, Kraft decided a Super Bowl spot was well worth the money last year as it began repositioning Planters beyond the $3 billion packaged nuts business to compete in the $20 billion market of salted snacks, which includes potato chips, pretzels and popcorn.

    Those attract fairly different age and gender groups, says Allan Lindsay, senior director of marketing for salty snacks at Kraft. Nuts tend to be bought by adults 45 and older, while salty snacks tend to be bought by people ages 35-55, and men more than women just the kind of people who watch the Super Bowl.

    "If we really wanted to accelerate our growth, we needed to think bigger," Lindsay said. "We wanted the big platform to get our message out there ... and it's a natural venue to do that."

    Lindsay, like many other advertisers, offered hints about his ad, but not the full story line. It will feature men being "drawn" to Planters' nuts, he said.

    Tire maker Bridgestone Firestone North America, another first-timer, is jumping in with two spots and sponsorship of the halftime show. One ad features a car accelerating toward Richard Simmons as he dances on a road at night. In the other, a woman screams as the car she's riding in approaches a squirrel nibbling on an acorn.

    Other big advertisers are venturing back to the Super Bowl after long absences. Audi, a subsidiary of Volkswagen AG, is coming back to the game after nearly 20 years, with a Godfather-themed spot. And Coca-Cola Co., whose main brand was back in the game last year for the first time since 1998, will have three or four spots this year.

    Katie Bayne, chief marketing officer for Coca-Cola Co. in North America, declined to divulge details but said the company is currently testing 11 ads with viewers and will pick a winner to run on game day a strategy that's also used by Anheuser-Busch Inc., traditionally the biggest advertiser in the game.

    Bayne said Coke viewed TV events like the Super Bowl, big NASCAR races and the NCAA college basketball tournament as "critical" for getting the company's marketing message out.

    Another theme cropping up again this year is amateur talent. The NFL itself ran a contest among fans last year to come up with ad ideas, and this year solicited league players to pitch ideas for a spot based on how they got into the sport. Likewise Doritos, which charmed viewers last year with spots made by amateur filmmakers, is running a contest where undiscovered musicians submit video performances of original songs. And Pepsico used its own employees in its Super Bowl ad.

    Ratings from the game, being broadcast from Phoenix, are sure to boost News Corp.'s Fox network, which is already well-positioned thanks to football and "American Idol," a ratings powerhouse unaffected by the writers strike because it's not scripted.

    Fox is getting as much as $2.7 million for a 30-second a spot, up from the $2.6 million CBS Corp.'s CBS network got last year.


    http://news.yahoo.com/s/ap/20080127/...super_bowl_ads
    "The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man."
    George Bernard Shaw

  5. #5
    Eruption timmac's Avatar
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    Quote Originally Posted by chefcraig View Post

    One media buyer estimated News Corp.'s Fox has "less than 10, but more than five" 30-second spots left to sell. A person familiar with the situation said Fox has sold more than 90% of its ad time for the game.
    Why can't they just say "from 6 to 9 spots left" rather than being as vague as possible?
    Nothing to see here.

  6. #6
    Atomic Punk chefcraig's Avatar
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    Quote Originally Posted by timmac View Post
    Why can't they just say "from 6 to 9 spots left" rather than being as vague as possible?
    You are forgetting the source...after all, it is FOX we are talking about, home to "When Animals Attack Magicians" and the like.
    "The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man."
    George Bernard Shaw

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    Atomic Punk chefcraig's Avatar
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    I dunno...as usual, this year's ads were hit or mis. About the only one that made me laugh out loud was this one, buried in the 4th quarter.

    Will Ferrell Superbowl Budlight Ad (:31)


    This was worth a chuckle...

    Bud Light Mencia Language of Love (:29)


    Other than that...
    "The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man."
    George Bernard Shaw

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    The Night at the Roxbury one i lol at the end when they showed Katan.

    The screaming squirrel Bridgestone one was pretty good...bud lights were pretty weak surprisingly
    Dealing with it.

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    My faves were the e-trade baby and the Will Ferrell ad.
    RIP - Classic Van Halen

    "A lot of people take Van Halen more seriously than we do." The Diamond One



  10. #10
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    I liked the Audi ad that was on early, and for the "Fox Rejected" GoDaddy ad with Danica Patrick go here:
    https://www.godaddy.com/gdshop/media...rbowl&ci=11591

    I think it's cute.
    Posted from yo' mama's house.


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    Not sure if this is the right place, but wtf was up with Tom Petty's halftime show? The sound was way off.
    RIP - Classic Van Halen

    "A lot of people take Van Halen more seriously than we do." The Diamond One



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    I only watched the 4th quarter, and from what I saw, the commercials for the most part sucked.
    "What we are dealing with here, is a complete lack of respect for the law" - Jackie Gleason, Smokey and the Bandit

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    Quote Originally Posted by ZeoHalen View Post
    I only watched the 4th quarter, and from what I saw, the commercials for the most part sucked.
    I watched the whole thing. I agree completely. There were a few that I liked. But in general, this was a weak year IMO.

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    Atomic Punk chefcraig's Avatar
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    By the way, did anyone catch that ad for an upcoming Disney film called "WALL-E", whose main character struck quite a significant resemblance to the robot in "Short Circuit"? The differences between the two were minimal.



    Superbowl XLII " Wall E " Commercial (1:00)
    "The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man."
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    Quote Originally Posted by chefcraig View Post

    Will Ferrell Superbowl Budlight Ad (:31)
    THIS was damned funny.
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