Well, we know who’s playing in the Super Bowl. Now it’s time to turn our attention to an equally pressing matter — who’s going to win the Ad Bowl? Several brands, including Chevy, Doritos and VW, have gone into launch mode two weeks prior to the kick-off.
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So since the brands have fired their first salvos, it seems like the perfect time to give you a little guide on what to look for on the NFL and Madison Avenue’s biggest stage.
From the A-list to the D-list, brands are lining the pockets of celebrities and tasking them with shilling for their brands. For this year’s Super Bowl look for the following peeps: Troy Aikman, David Beckham, Mark Cuban, Jillian Michaels, Motley Crue, Apolo Ohno, Danica Patrick, Pussycat Dolls, Joan Rivers, Andy Samberg, Deion Sanders, John Stamos and a whole lot more. Also look for a surprise cameo as everyone tries to come up with the “next Betty White” as Snickers masterfully did in last year’s game.
We’ve come a long way from a few years ago when automakers stayed on the sidelines and licked their bankrupt wounds. This year, Detroit, the Germans, the Japanese and the Koreans will duke it out for spot supremacy. Look for ads from Audi, Cadillac, Chevy, Chrysler, Honda, Hyundai, Lexus and Toyota. Plus related car services including Bridgestone tires and Cars.com.
I screen, you screen, we all screen …
The multi-screen era of Super Bowl watching is upon us. Now between gazing at our flat screens, sipping beer and munching chips and seven-layer dip, we’ll be tweeting and texting with our smart phones and tablets. Chevy is embracing this multi-screen reality with their downloadable Game Time app. This app will ask relevant trivia questions about the game and even the commercials. It will also connect consumers to all manner of prizes from Chevy and other brand partners.
Beyond the app, the iconic American car brand has also already launched one of its crowd-sourced spots on YouTube. Other brands like Lexus and VW have launched teasers.
The Twitterverse is already all a-flutter.
Clydesdales, dogs and meerkats, oh my!
Who let the dogs out? As mentioned above, VW has already launched some canine antics with their Star Wars-themed teaser. Look for a charming bulldog for Sketchers in the big game. There might also be some horses and hamsters too if Bud and Kia stay true to their brands. I’m also predicting there will be a new iconic animal to replace the chimp as animal rights groups are really pressuring agencies to stop using apes and monkeys. I see a resurgence of the bear. And the emergence of something new like a meerkat or a lemur.
A little song, a little dance, a whole lot of seltzer down your pants
Slapstick and visual humor will rule the day. Also look for a few examples of situational comedy with dialogue as everyone is always trying to create the next “Whassup.”
Finally look for a few musical numbers to capitalize on the country’s obsession with shows like "Dancing with the Stars," "Glee" and "X-Factor."
Above all, look for an amazing game. The New England Patriots certainly have a score to settle with the New York Giants based on the 2008 Super Bowl. And who knows, this might be one of those years where the game is actually more exciting than the commercials.
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