Super Bowl XLVIII will air Feb. 2 on Fox from MetLife Stadium in East Rutherford, N.J. Fox Sports averaged around $4 million for 30 seconds worth of ad time during the game, media buyers said.
Buy: The brewer's crucial and expensive Super Bowl plans this year comprise three ads for Bud Light; two for Budweiser. The five ads will run a total of three and a half minutes, one minute less than the brewer bought in the past two Super Bowls.
Creative: Two celebrity-filled Bud Light ads, a 60-second spot and a 30-second spot, will introduce a tagline, "The Perfect Beer for Whatever Happens," that ends the four-year-run of "Here We Go." Teaser ads on TV and online promised appearances by Arnold Schwarzenegger, Don Cheadle and comedian/musician Reggie Watts. Another 30-second Bud Light spot in the game's first ad slot will promote a new aluminum bottle. One Budweiser ad will bring back the Clydesdale trainer from last year's well-received "Brotherhood" commercial and spotlight a bond between a Clydesdale and a puppy. The other Budweiser spot will pay tribute to soldiers returning from Afghanistan. Last year A-B InBev ran ads for four different beers, including two new line extensions.
Agency: The pair of celebrity-filled Bud Light ads mark the debut of BBDO on the account. Cannonball, St. Louis, handled the aluminum bottle spot. Budweiser's ads are from Anomaly.
Buy: One 60-second Super Bowl commercial in the first ad break after the third quarter kick-off, according to Audi
Creative: After releasing a teaser featuring Sarah McLachlan in a SPCA-style "Special Message," Audi posted the full spot nearly a week before the game. It depicts a couple that compromises on their choice of dog, cross-breeding a Doberman with a Chihuahua to yield a Doberhuahua (the subject of Ms. McLaughlan's plea). After chaos ensues, Audi chimes in to say "Compromise scares us too." It's the seventh consecutive Super Bowl appearance for Audi, this time promoting the new Audi A3, which the ad says was "designed without compromise."
Agency: San Francisco-based again handled the brand's Super Bowl work. The agency created previous Super Bowl spots for Audi including last year's "Prom" and "Vampire Party" the year before that.
Buy: One 30-second ad
Creative: Axe has released a 60-second version of its planned Super Bowl ad, depicting a series of soldiers and tyrants turning toward love. Last year the company used its Super Bowl ad to introduce the Apollo product line and a global contest to send 25 fans into space, or at least the very edge of space, aboard private commercial carrier Space Exploration Corp. The contest drew more than a million male and female entrants, according to Unilever.
Agency: Publicis Groupe's , London
Buy: One 60-second commercial between the first and second quarter to introduce a partnership among Bank of America, U2 and Red, the group co-founded by Bono to enlist brands in fighting disease, particularly HIV/AIDS.
Creative: The commercial will feature Bono and the rest of U2 performing a new song called "Invisible," which will be available free on iTunes during the game and over the next 24 hours. Bank of America said it will donate $1 for every download in that time, up to $2 million.
Agency: Hill Holliday in Boston and Mad Agency London
Buy: One thirty-second spot in the second half to promote the new Butterfinger Peanut Butter Cups, a line extension meant to go head-to-head with Reese's Peanut Butter Cups from Hershey.
Creative: Butterfinger's Super Bowl commercial will not include longtime Butterfinger mascot Bart Simpson, according to Butterfinger Brand Manager Jeremy Vandervoet, who said the plan is to do something "much more broad" than the Simpsons but keeping the brand's "clever, irreverent personality."
Agency: Interpublic Group of Cos.' of West Hollywood, Calif.
Buy: One 30-second spot in the second quarter of the game
Creative: Auto retailer Carmax has released a 45-second version of its 30-second spot, "Slow Clap," which is about what it sounds like. Carmax also released a version called "Slow Bark," which won't air during the Super Bowl but does recreate the ad with puppies.
Agency: Silver & Partners
Buy: One commercial in the first unscheduled time-out of the game
Creative: To be determined, but the company says the ad will be handled by the same creative team behind "Just Checking," a commercial that featured a mixed-race couple and prompted some racist comments on the web but scored well with most consumers.
Agency: , New York
Buy: Two 60-second ads, both in the first quarter. GM sat out the 2013 Super Bowl, citing the significant cost, but its Chevrolet brand has bought time in the next big game in conjunction with the introduction of 12 cars and trucks between mid-2013 and the end of 2014, according to the company.
Creative: To be determined. One of the ads will promote the Silverado.
Agency: Both ads are coming from Leo Burnett, which handles Silverado
Buy: One 60-second ad, Chobani's first in the Super Bowl, will run in the third quarter
Creative: The ad, called "Ransacked," will show a bear in a supermarket in a move to depict how hard it is to find "real, natural food." The spot will unveil the brand's new platform, "How Matters," which is meant to describe the company's mantra of making "nutritious, delicious foods with only natural ingredients accessible to everyone."
Agency: The spot and new campaign are being created by Chobani's creative agency of record,.
Buy: The regular Super Bowl advertiser will return to the game this year, but the company has not confirmed details.
Creative: While Coca-Cola has not discussed the creative direction, Jonathan Mildenhall, VP for global advertising strategy and content excellence, has tweeted scenes from the commercial shoot featuring roller skaters and tap dancers, as pointed out by UK-based MarketingWeek. He told the publication that the advertising "would be all about celebrating 'American society' and Coca-Cola's role within it."
Agency: Not confirmed. handled the 2013 Super Bowl ad.
Buy: Two 30-second spots chosen through the "Crash the Super Bowl" contest, back for the eighth year in a row but open for the first time to entries from people in all 46 countries where the chips are sold.
Creative: Consumers will choose one user-generated spot; Doritos' marketing team will select the other. The creators of the winning ads will get the chance to work on the set of "Marvel's The Avengers: Age of Ultron."
Agency: Omnicom Group's has long assisted.
Buy: Two 30-second ads, one in each half
Creative: One or both spots will feature Danica Patrick, the race car driver and longtime GoDaddy endorser. The company, which last year started toning down its typical risque approach somewhat, this year is promising no innuendo. Its first ad, released on Jan. 22, lives up to the promise. The question is now whether the second spot can achieve the same.
Agency:Deutsch New York
Buy: One 30-second spot during the second quarter
Creative: The spot, which will feature David Beckham, will let viewers with certain Samsung smart TVs use their remote controls to engage with the commercial and directly buy underwear from Mr. Beckham's Bodywear line, using tech from Delivery Agent.
Agency: H&M said all its ads are produced internally at headquarters in Sweden in cooperation with independent creatives.
Buy: One 30-second spot, only the second Super Bowl ad in the brand's history (the first was 16 years ago).
Creative: The ad will "highlight the belief that when someone picks up a bottle of Heinz Ketchup, they're triggering all the happy memories they've experienced over the years where Heinz was present," according to the company. It's a surprising move for a company that has traditionally spent very little on advertising, given its size.
Agency: Heinz agency of record Cramer-Krasselt
Buy: Two commercials during the 2014 game, which will be the seventh consecutive Super Bowl appearance for Hyundai. The marketer released posted both online on the Monday before the game.
Creative: One commercial shows Johnny Galecki from "The Big Bang Theory" trying to woo a fellow Elantra driver and includes a cameo by comedian Richard Lewis. The second shows a father repeatedly keeping his growing son from harm before finally teaching him to drive in a Genesis with automatic emergency braking. Last year it offered "Team," about a kid gathering a team to take on some bigger kids, and "Stuck," about using turbo to escape unsavory other drivers.
Agency: again handled Hyundai's Super Bowl spots.
Buy: One 30-second spot in the third quarter of the Super Bowl
Creative: Intuit, which makes financial and tax prep software such as Quicken and TurboTax, is actually promising the ad time -- a national 30-second spot on Fox during the game -- to the winner of a contest for small businesses. The four Intuit finalists were Poop Natural Dairy Compost, dog treat maker Barley Labs, egg company Locally Laid and Beastie Boys antagonist GoldieBlox.
Agency: Intuit is working with out of Santa Monica, Calif.
Buy: One 60-second commercial in the third quarter, the first Super Bowl commercial Jaguar has run. The marketer initially secured 30 seconds of time but increased its buy to tell more of a story.
Creative: The first Super Bowl ad for the venerable British brand, part of a months-long campaign promoting the new F-Type, will star British actors Ben Kingsley, Tom Hiddleston and Mark Strong as a trio of British villains. The spot is being directed by Tom Hooper, who won Best Director for "The King's Speech" at the 2011 Academy Awards. Jaguar has been running teaser spots directing viewers to a microsite.
Agency: Internal shop Spark 44
Buy: A teaser says "see you in the third quarter."
Creative: The teaser stars Laurence Fishburne reprising his role as Morpheus from "The Matrix."Kia is making its fifth consecutive Super Bowl outing to help introduce its new K900 flagship sedan in the United. States. Its spots in the last Super Bowl focused on "space babies" and "hotbots."
Agency: Independent will again handle the creative work.
Buy: One 30-second spot
Creative: Mars debated between featuring Snickers or M&M's this year, and decided to go with the bite-sized candies, whose colorful characters have been featured the past two years in Super Bowl commercials. This year, the brand is putting the spotlight on its peanut variety, featuring the character called Yellow, who first debuted in 1954 but has typically taken a supporting role to the Red character. The ad is part of Mars' "Year of Peanut" campaign. Watch the teaser here:
Buy: One 30-second spot during the fourth quarter
Creative: Dannon made its Super Bowl debut in 2012 with an Oikos Greek spot featuring actor John Stamos, but skipped the 2013 game because it wanted time to evaluate the long-term viability of the Oikos brand, which launched in mid-2011, as well as the sustainability of the relatively young Greek segment. Now it's back to reunite Mr. Stamos with fellow former "Full House" cast members Bob Saget and Dave Coulie. That's the full ad, released almost a week before the game, embedded below.
Agency: The concept for the commercial was crowdsourced using Poptent, which handled the 2012 Super Bowl ad with assistance from Y&R. The creative execution of the new ad was handled by Vinizius/Y&R.
Buy: One 30-second spot to promote "Transformers: Age of Extinction," the fourth movie in Hasbro and Paramount's "Transformers" franchise, due out in June
Creative: Footage from the film
Buy: One 30-second ad. PepsiCo is a key sponsor of the NFL and is sponsoring this year's Halftime Show for the second year in a row.
Creative: The spot will introduce the halftime show, weaving in scenes from the New York City-area. The ad is part of a larger "Get Hyped for Halftime" campaign that has been running for the past month as Pepsi switches to a "masterbrand" ad strategy.
Buy: A 30-second spot in the fourth quarter
Creative: The marketer of home soda-making machines is making its second straight Super Bowl appearance, this time adding celebrity appeal by employing Scarlett Johansson for its pitch. The theme is "better bubbles made by you," which sounds fairly innocuous, but CEO Daniel Birnbaum has promised an "edgy ad," telling Ad Age that the company sought a fourth-quarter time slot because it wanted to get the final word after any Coke and Pepsi ads.
Agency: Humanaut, a new Chattanooga, Tenn.-based shop that has Alex Boguky as a minority investor.
Buy: One 30-second ad
Creative: The commercial, posted online on the Monday before the game, brings all the horrors of browing the web to life before pitching Squarespace, a website platform and first-time Super Bowl advertiser, as the solution.
Buy: One 60-second spot promoting the Toyota Highlander
Creative: Toyota's teaser features Terry Crews driving up to what looks like an abandoned school bus in a Highlander, then getting ambushed by surprise passengers -- including Rowlf from the Muppets. For the prior Super Bowl, the automaker bought two 30-second slots, then combined them into a comedic 60-second ad starring Kaley Cuoco from "The Big Bang Theory" as a "RAV4 Genie" who grants wishes for a family.
Agency: Toyota's lead agency is Saatchi & Saatchi, Los Angeles.
Buy: One 60-second commercial in the second quarter, according to parent Intuit
Creative: The ad is being created for the Super Bowl but is part of a new TurboTax brand campaign entitled "It's Amazing What You're Capable Of," meant to celebrate hard-working Americans.
Agency: Wieden & Kennedy
Buy: One 60-second spot in the second quarter
Creative: Not yet disclosed, but Volkswagen has a habit of releasing its Super Bowl ads, or at least teasers for its ads, ahead of time.
Agency: A spokesman said the creative agency supporting the ad is Argonaut, while "key messaging" for the spot was developed by Deutsch.
Buy: One 30-second ad in the second quarter, according to the company, an automotive floor mat manufacturer
Creative: The ad, a new spot called "You Can't Do That," will focus more on the brand and the importance of manufacturing in the United States than the floor mats the company makes.
Agency: Schaumburg, Ill.-based Pinnacle Advertising and Marketing
Buy: Two 15-second spots in the second quarter.
Creative: Stephen Colbert will star in both spots, marking the beginning of a year-long endorsement deal using the campaign theme "Get Crackin', America."
Agency: The Fire Station, an in-house agency, along with director Tom Kuntz.