SUPER BOWL XLV :: "THE GOOD, THE BAD, THE WHAT WERE THEY TRYING TO CONVEY EFFECT"

The Pittsburgh Steelers vs Green Bay Packers 2010-2011 Super Bowl XLV has made a lasting impression for at least the next 12 months and we are not just talking about the 31-24 victory by the Cheese Heads.

Advertisers, Account Executives, Copy Writers, Production Companies, Graphic Designers and Story Boarders have worked long and hard to launch campaigns by the Global Media platform provided by the National Football League and the FOX network.

According to USA Today's Ad Meter, Doritos and Bud Light tied for first of all Super Bowl XLV advertising.

In my personal opinion I think Audi and Chrysler provided the BEST Super Bowl XLV spots. The use of celebrity didn't really help marketers as it has in past years on the BIG GAME DAY.

Snickers should have saved the money and pulled out from the Super Bowl or used a totally different agency or a different creative strategy that would keep consumers engage into the brand. After the AMAZING success of the Betty White spot, I think the should have re-routed consumers to a digital platform maybe utilizing Facebook or an original domain that would've allowed users to take a deeper look into their Super Bowl XLV preparation and execution.  VOTE: WHAT WERE THEY THINKING

Sketchers and Kim Kardashian; though relevant to her brand and loosely-based from her past personal mishaps, I think it was too little, too late to actually resonate with target demographic in which the Sketchers was looking to capture. Though Kim was in a gym setting it gave no relevance to the actual product in which they are trying to sell. VOTE: BAD

In the world of Social Media (Twitter, Four Square, Facebook, etc...) I think only few marketers took an effective post Super Bowl XLV approach to give their brand and/or campaign extended life.

Audi "Release The Hounds" spot was very direct, reflective of the demographic (age, income, celebrity integration and music) in which they looking to target. Implementing the likeness and music of adult contemporary and smooth jazz saxophonist "Kenny G" was right on time as well as sitting the product "Audi A8" next to it's main U.S. competitor the Mercedes S500 allowed viewers to spark an instant conversation and/or debate in why they would choose Audi over Mercedes and allowed them to back their arguments up with simple but effective extensive online execution and information. VOTE: GOOD

Chevrolet "Miss Evelyn"



Have you ever had a conversation with a buddy about how you would make a great Super Bowl ad if you just had the chance and the budget? Answer: YES... Well Chevy Camaro's new 2011 Super Bowl TV spot titled 'Miss Evelyn' does just that, as the fun ad features the running commentary of a couple of armchair ad execs ideas come to life. A clever idea as the spot has everything a Super Bowl car commercial should have; sexy girls, a desert scene with mirrors, a cool car chase threw city streets with helicopters and hay bails, and a slow motion shot of the Chevy Camaro flying off a building. But all great ads need a twist, and in this ending we all get schooled. VOTE: GOOD


Credits:


Advertising Agency: Goodby, Silverstein & Partners,

Co-Chairman/Creative Directors: Jeff Goodby, Rich Silverstein

Executive Creative Director: Hunter Hindman, Rick Condos

Copywriter: Alex Flint

Art Director: Dino Spadavecchia

Producers: Susan Crimley, TJ Kearney

Better spots not beyond reach

Chevrolet also leverage it's partnership with the Transformer's movie franchise and the NFL MVP Award to effectively position it's self as a leader in American Auto-Makers.


THOUGHTS FROM ADAGE.com..... AND I AGREE 100%

Treasure was hard to find in last night's Bowl, it's true, but there were definitely some pieces of gold among the dross. Wieden & Kennedy helped power both Coca-Cola and Chrysler to memorable commercials. In one Wieden Coke ad, a small bottle of Coke helps de-power a fiery dragon who is about to lay waste to an entire populace, and in the Chrysler spot, the automaker ties itself not only to the fading metropolis of Detroit, but also to themes of economic recovery and getting up after taking a punch. You can't import a car from Detroit if you live in America, as Chrysler suggested last night, but it's fascinating that Chrysler has enough chutzpah to think its cars are worthy of such an image.

The list goes on. Volkswagen won the sentimental vote with its depiction of a young child as Darth Vader. The NFL effectively plucked nostalgia with its culled-from-dozens-of-family-sitcoms montage (although one wonders if fans will remember the good feelings conveyed by this ad if players' and owners' contract fight cancels games next season).

Simply put, Pepsi and Anheuser may have won the Ad Meter, but they seem to have lost the war. The Volkswagen and Chrysler ads are the talk of the town this morning, not the frat-boy antics that Pepsi and Anheuser dusted off the shelf yesterday and pretended were new.

Maybe the Super Bowl simply doesn't fit either company's mission and marketing method as much as it once did.

'Refresh' remembered better than ads

Pepsi pulled all its beverages out of the big game last year, citing the social-media, good-feelings-themed "Refresh" campaign it was launching. The company got as much as if not more attention for doing so than it might have gotten if it ran ads in last year's Super Bowl.

Anheuser, for its part, is now controlled by a much bigger, overseas brewer, and these days seems uncomfortable talking about the image that the old Anheuser-Busch spent decades building. What does it say that the best Budweiser ad last night featured the company's iconic Clydesdales making a brief cameo, but not taking up the main storyline?

A Super Bowl without Pepsi or Budweiser? Why, it sounds un-American. But it might be more fun to watch -- and give millions of viewers more advertising that's truly worth their time and, yes, later consideration.\

By Brian Steinberg


All in all I think these large corporations that hire these "power house shops" should look to pull creatives from college students and smaller shops who often get over-looked when it's time to take the big stage. Though they might be used for online, on-the-ground and experiential programs these inviduals are in the green room waiting to on their names to be called so that they have an opportunity to play on the big field instead of the practice squad.

I think last year's Super Bowl ad's took a better approach to it's programs and executions beyond the TV platform. They gave the consumer to do quick at home research with the use of social media platforms. I also think that the use of celebrity is outdated though at times if done right can be very effective. In a time where our economy is still in the hole the average consumer can not relate to certain celebrities using certain products. i.e. When was the last time TMZ spotted Kim Kardashian purchasing or even jogging in a pair of Sketchers.

Black Eyed Peas to perform Super Bowl halftime

ARLINGTON, Texas (AP)—The Black Eyed Peas will be the featured halftime performer at the Super Bowl.

The Grammy award-winning group will perform Feb. 6 at Cowboys Stadium. The announcement was made Thursday during the Dallas Cowboys’ game against the New Orleans Saints.

Since forming in 1995, The Black Eyed Peas have sold more than 28 million albums worldwide and nearly 31 million digital tracks. Their new album, “The Beginning,” is set for release Tuesday.

Last year’s featured performer was The Who. Other halftime acts have included U2, the Rolling Stones, Bruce Springsteen & The E Street Band, Paul McCartney and Prince.

The Super Bowl halftime show is sponsored by Bridgestone.

PEPSI STORMS BACK INTO THE SUPER BOWL

Sets Consumer-Generated Push for Pepsi Max on Advertising's 'Largest Stage'

                            

 
 

NEW YORK (AdAge.com) -- Pepsi is back in the big game.

After a year-long hiatus, the beverage giant is coming back with three 30-second spots supporting Pepsi Max, and will be taking a page from sibling Dorito's playbook with a "Crash the Super Bowl" campaign.

JAY-Z "SUPER BOWL" PRE-GAME COMMERCIAL"

McDONALD'S "CHECK THIS" w/ LeBRON JAMES & DWIGHT HOWARD

MILLER HIGH LIFE GOES BIG FOR THE "Little Guys"

The Brand known for Common Sense Takes a Stand against Fancy Pants Commercials; Gives "Big Game" TV Ad to Deserving Small Businesses.

Miller High Life, the beer that surprised America last year with its one-second ad, will once again call a time-out for common sense during the Big Game – this year giving air-time to four deserving small businesses from around the country.

The 30-second spot will feature the owners of Del's Barber Shop in Escondido, Calif., Tim's Baseball Card Shop in Chicago, Ill., Loretta's Authentic Pralines in New Orleans, La., Bizarre Guitar & Drum in Phoenix, Ariz. as well as Miller High Life's very own no-nonsense deliveryman. It will air in major markets during the Big Game on February 7, 2010.

"Miller High Life is all about common sense and nothing makes more sense than giving deserving small businesses the opportunity to be a part of the Big Game," said Miller High Life Brand Manager Joe Abegg. "These businesses live the High Life everyday by retaining a steadfast commitment to service and authenticity. What better way to show our appreciation for hard-working Americans who share High Life's values than by providing a primetime stage for a few to tell their story?"

Miller High Life scoured the country to identify potential businesses to be featured in the Big Game commercial. From the many qualified companies that stood out, the folks at Miller High Life had the difficult task of narrowing it down to a few small businesses from around the country.

"We had a lot of fun working with the owners of these companies and we think they represent small businesses across the country very well," said Abegg. "We hope this experience has been as positive for them as it has for us and that it only serves to help small businesses thrive."

To build excitement for the commercial, which will air across much of the country through buys with local market CBS affiliates and owned-and-operated stations, a 30-second teaser ad will hit the air beginning this week. Additional content, including outtakes from the Big Game commercial shoot and information on the four businesses featured in the ad as well as others that are living the High Life, will be available online at www.MillerHighLife.com.

The commercial was created by Saatchi & Saatchi, New York.

About Del's Barber Shop, Escondido, Calif.

Del's Barber Shop was started by Del Engelbrecht in 1959 and is now run by his son, Dan. These self-proclaimed "Flat-Top" specialists are proud to offer a free haircut to their regular military personnel before and after deployment. Their friendly atmosphere and dedication to the community has kept loyal customers coming back generation after generation.

About Loretta's Authentic Pralines, New Orleans, La.

Loretta Harrison began making pralines with her mother when she was only eight years old. Decades later, she still uses the same original family recipe that has been handed down through six generations. Loretta started the company in 1989 with only $700 to fund her big dream. Over the years she has grown the business to include two locations and 15 employees.

About Bizarre Guitar & Drum, Phoenix, Ariz.

Bob Turner, owner and founder of Bizarre Guitar & Drum, is an expert when it comes to vintage guitars. He began selling used and vintage guitars out of his Phoenix apartment before officially opening his first store in 1976 with only 16 guitars and 300 square feet. Today, the new location boasts more than 1,500 acoustic and electric guitars, amps and drums.

About Tim's Baseball Card Shop, Chicago, Ill.

Chicago native Tim Herron opened Tim's Baseball Card Shop in 2004 in the Lincoln Square neighborhood of Chicago. Tim buys and sells all types of sports memorabilia including baseball cards, basketball cards, football cards and autographs. The store has prices to fit any budget and the expertise to assist both new and veteran collectors.

About MillerCoors

Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company's premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, WI and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create America's best beer company by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

GATORADE SUPERBOWL XLIV COMMERCIAL: NARRATED BY COMMON

12 begin the second season
12 tribes converge
12 plead
12 hang on every word
12 grind themselves for the struggle
12 take the field
but 12 become 8

8 collide
8 pay the toll
8 perform something selfless, relentless, beautiful
but 8 become 4

4 catch their breath
4 clear their heads
4 pick up the pieces
4 recover
4 try to be better, play harder
but 4 become 2

2 will emerge
2 will clash
2 will battle
and while 2 show us the heart, hustle and soul of the game

1 will be remembered

"HI, MAY I HAVE A HAPPY DEAL PLEASE: LeBRON JAMES PARTNERS WITH McDONALD'S

LeBron James is now shooting with a Golden Arch.

The NBA superstar has agreed to a multiyear partnership with McDonald's Corp., adding the global fast-food giant to a list of heavyweight corporate sponsors that already included Nike, Coca-Cola and State Farm.

Financial terms were not immediately known, but the deal certainly will add to James' substantial net worth. Last year, Forbes Magazine estimated the 25-year-old made more than $40 million in salary and endorsements. He is currently ranked behind only Tiger Woods on the Bloomberg BusinessWeek list of America's most powerful athletes.

James will support several McDonald's programs and promotions as well as Ronald McDonald House Charities, which provides housing to the families of seriously ill children.

He has filmed his first commercial with McDonald's, a take-off on the infamous 1993 ad that featured hoops legends Michael Jordan and Larry Bird engaging in a trick-shot competition for a Big Mac. The new spot will debut during the Super Bowl on Feb. 7.

James, a six-time All-Star with the Cleveland Cavaliers and reigning league MVP, is thrilled with his newest business partner.

"McDonald's and I make a great team," he said. "We share many of the same core values, including a commitment to excellence and giving back to the community. I am also excited about the opportunity to work with Ronald McDonald House Charities, which helps improve the lives of so many children and their families around the world."

Beyond his involvement in charity work with the company, James will be part of TV, print and online advertising campaigns for McDonald's, which operates more than 31,000 restaurants in 119 countries.

Maverick Carter, James' business partner and CEO of LRMR Marketing, called the pairing of James and McDonald's a "a perfect fit."

"McDonald's is one of the best known and most recognizable brands in the world," Carter said. "LeBron couldn't ask for a better partner and for him to be involved with such a company says a lot about where he is in his career."

Carter said James had "on-and-off" talks with McDonald's over the past four years, and that the sides began finalizing their deal in recent months.

James, who has two young boys, fits McDonald's wholesome image and his worldwide popularity makes him an ideal ambassador for the company.

"We really like what LeBron stands for on and off the court," said Peter Sterling, vice president of marketing of McDonald's USA. "He shares the same values as McDonald's. He's hard working. He's community minded and charity driven. LeBron is also that rare athlete that transcends his sport."

When Woods admitted to infidelity, the public firestorm led to some of his corporate sponsors either dropping the world's top golfer or re-examining their relationship with him. Woods' indiscretions may have prompted companies to take a closer look at potential clients.

McDonald's had no concerns in signing James.

"It's a fair question," Sterling said. "We've had a long-term relationship with LeBron, going back to when he was in high school. What we can do is rely on LeBron's past actions and if his past actions are any indication, we're very excited about our future."

In March, James will lend his support to the McDonald's All-American high school games in Columbus, Ohio. Proceeds from the event will go to Ronald McDonald House charities in central Ohio. James was named MVP of the game when it was held in Cleveland in 2003.

James filmed his commercial for McDonald's earlier this month in Indianapolis. The spot also features Orlando All-Star center Dwight Howard and Bird, the Boston Celtics legend. Howard recently signed a three-year deal with McDonald's worth a reported $3 million per year.

Filmed at Conseco Fieldhouse, the commercial is a spin on the famous "The Showdown" ad that Bird made with Michael Jordan. In that commercial, which first aired during the 1993 Super Bowl, the Hall of Famers engaged in a game of H-O-R-S-E with the winner getting a Big Mac. Bird and Jordan traded imaginary trick shots — the final one off a skyscraper's roof top — which had to be sunk with "nothin' but net."

James has made previous Super Bowl ads for Bubblicious and State Farm.

Carter said Steve Stoute, founder of New York-based Translation Advertising, played a key role in bringing together McDonald's and James.

SUPER BOWL HOST STADIUM GETS NAMING RIGHTS DEAL

Here's an unusual way to grab some Super Sunday media impressions: Slap your brand on the stadium the big game is being played in less than a month before kickoff.

Sun Life Financial's permanent signage will be up in time for next weekend's Pro Bowl. Sun Life Financial announced today it has purchased naming rights for Dolphins Stadium in Miami, which will host the Super Bowl and the NFL Pro Bowl in the coming weeks. The stadium is also home to baseball's Florida Marlins and college football's Miami Hurricanes.

Priscilla Brown, senior VP-U.S. marketing at Sun Life, said the nearly year-round tenants at the stadium, combined with its semi-regular hosting of high-profile events such as the Super Bowl and BCS Championship Game, made it an appealing platform for the Canadian financial services firm.

"As a company with very little name recognition, we couldn't afford to be an also-ran, one of 20 companies with their name on a wall," said Ms. Brown. "We needed to own something."

And it's always nice, of course, if that something comes with dozens of brand-name drops during an event watched by 150 million people worldwide. Asked for a dollar value to all the Super Bowl media impressions, Ms. Brown declined to offer one. "It's hard to do," she said, of finding a proper valuation. "It certainly came up once or twice."

TV spots
Nevertheless, Sun Life will leverage all the in-broadcast name drops with TV spots that will air during the Super Bowl pre-game and postgame shows, as well as during the Pro Bowl broadcast a week earlier. The buys were made before the naming-rights deal was in place.

And the company's permanent signage -- as well as additional temporary marks -- will be up in time for next weekend's Pro Bowl.

Dolphins Stadium spent the most recent NFL regular season as "Land Shark Stadium" via a trade deal with singer Jimmy Buffet that included a concert at the stadium by Mr. Buffet. But that arrangement, which expired at the close of the season, was always intended to be temporary.

The stadium has been previously known as Pro Player Stadium and Joe Robbie Stadium.

Ms. Brown said the frequent name changes actually make it easier for Sun Life to take over. "People don't really know what to call it now, so the Sun Life name has the ability to be memorable," she said. "If you're talking about [renaming] Fenway Park, you really can't do it."

90-day negotiation
The backstory of the deal starts with Dolphins CEO Mike Dee, who first met Sun Life's marketing leadership in 2008 when he was president of Fenway Sports Group, the marketing arm of the Boston Red Sox.

Those conversations culminated in an outdoor college hockey tournament at Fenway dubbed "Frozen Fenway." But when Mr. Dee took over the Dolphins in May, he was already familiar with Sun Life's marketing objectives and figured the stadium naming rights could be a fit when they became available.

He said the entire negotiation period took only 90 days, and Mr. Dee's former employer, FSG, helped to broker it. That's an impressive turnaround given the difficulties other stadiums have had selling naming rights in the current climate. "These opportunities have to stand on their own," said Mr, Dee. "The era of slapping a name on it because it makes you feel good is over."

The deal -- which is reportedly worth between $4 million and $7 million, though neither Ms. Brown nor Mr. Dee would comment -- is for five to 10 years, Ms. Brown said that because of built-in renewal clauses, she said she expected the Sun Life name to remain on the facility "forever."