WHO'S BUYING WHAT ADS AT THE SUPER BOWL

A Chart of Current Advertisers

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Marketer Buy Creative Agency
American Honda Motors' Honda brand Two :30 spots, one in the first and one in fourth quarter Will launch Honda�s first pickup truck, the Ridgeline RPA, Santa Monica
AmeriQuest Mortgage Co. Two :30 spots, first half and second half. Company is also the halftime sponsor. The humorous campaign carries the tagline �Don�t Judge.� The two commercials feature everyday people who are caught in situations that are misinterpreted by observers. DDB Direct, Los Angeles
Anheuser-Busch Five minutes of airtime throughout the game One spot in contention pokes fun at last year�s halftime show. Work will highlight Budweiser and Bud Light brands and will include the Cyldesdale horses and a �don�t drink and drive� spot that will air in the fourth quarter. A-B hasn�t yet finalized its work, though competing agencies include DDB Worldwide, Chicago and New York; Goodby, Silverstein & Partners, San Francisco; and Hill Holliday Connors and Cosmopulos.
Buena Vista Pictures Unknown Will promote the movie The Pacifier. In-house
CareerBuilder.com Two :30 spots Creative unknown Cramer-Krasselt, Chicago
Cialis One :60 spot, third quarter The commercial for the Eli Lilly and Icos Corp. erectile dysfuntion drug features adult couples in romatic situations. Grey Worldwide
Cosentino USA, Houston :30 spot, second quarter This silestone countertop company ad features high-profile athletes including Dennis Rodman and Mike Ditka. Freed Advertising, Sugar Land, Texas
Emerald of California :30 spot Emerald�s nut product and mythological icons, including Santa Claus, a unicorn and the Easter Bunny, will be featured. Goodby, Silverstein & Partners, San Francisco
FedEx :45 spot, third break, second spot in the first quarter Company will break a new spot featuring actor Burt Reynolds and emphasize its overall express, ground, Kinkos and freight services. BBDO, New York
Frito-Lay :30 spot in second quarter Humorous spot featuring M.C. Hammer Spike DDB, New York
Godaddy.com Two:30 spots, first quarter and fourth quarter Parody of media censorship as Go Daddy Girl appears before committee. Adstore, New York
General Motor's Cadillac :60 spot, second quarter (undecided about whether to split the buy). Also has a five-second billboard in the second quarter, 3 :30 spots in postgame. Will tout Cadillac�s performance V series versions of the STS sedan, CTS sedan and XLR sportscar and the cars� ability to go from 0 to 60 mph in under five seconds. Chemistri, Troy, Michigan
McDonald's :30 spot Corporate brand work DDB, Chicago
MGM Studios Unknown Unknown In-house
MBNA Corp. :30 spot, in first quarter (B spot in a three commercial pod) Employs the tagline �If you�re into it, we�re into it.� According to the company, the campaign seeks to draw attention to the fact that MBNA issues credit cards for thousands of affinity organizations. WPP Group�s The Helm, New York
McIlhenny Company's Tabasco One :30 spot during first break, third quarter The new spot �Tan Lines� will feature an unexpected twist that depicts the unique qualities of what the company refers to as its �granddaddy� traditional Tabasco pepper sauce. The spot is expected to continue airing this year on national cable along with another spot featuring the Tabasco Chipotle Pepper sauce. DDB, Dallas
Napster One :30-spot, third quarter Subscription music download service to rival iTunes. Ad kicks off $30 million ad campaign. In-house
Novartis' Ciba Vision :30-spot, first quarter Will promote new product launch 02Optix. The Super Bowl will feature a �directors cut� of an ad currently on air. Grey Global�s Grey, New York
Olympus Imaging America Two :30 spots Will highlight m:robe 500, a digital music player. Martin Agency, Richmond, Va.
Paramount Pictures Two :30 spots Will promote two movies, War of the Worlds and The Longest Yard. In-house
Pepsi-Cola Co. 2.5 minutes of airtime The company is currently shooting work that will focus on corporate branding in addition to spots for Diet Pepsi and a Pepsi/iTunes promotion. BBDO, New York, for corporate Pepsi branding; TBWA, Playa del Rey, for Pepsi/iTunes; and DDB, New York, for Diet Pepsi
Sony Pictures :30 spot Promoting upcoming titles including Hitch, starring Will Smith. In-house
Staples :30 spot, third quarter Existing spot that launched current 'Easy Button' campaign. McCann-Erickson, New York
Subway One :60 in fourth quarter Also running two :30 spots in each hour of the pre-game show. Promotes toasted sandwiches Goodby, Silverstein & Partners, San Francisco
Unilever :30 spot, first half New campaign to reposition Degree antiperspirant is the first work on the brand by a new agency and Unilever�s first appearance on the Super Bowl in recent memory. Lowe, New York
Universal Pictures :30 spot Unknown In-house
Warner Bros. Two :30 spots Unknown though expected to promote upcoming releases including Batman Begins, Charlie and the Chocolate Factory, and The Dukes of Hazzard. In-house
Visa :30 spot, first half For Visa Check Card and will likely promote current tagline, �Everywhere You Want to Be� BBDO, New York
Verizon Wireless :60 spot Promotes new VCast Service that offers TV-quality video for cell phones. McCann-Erickson, New York
Ford Motor Co.'s Volvo :30 spot, third quarter Launch campaign for V8-powered version of Volvo XC90 sport utility vehicle Euro RSCG MVBMS, New York
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