Verizon confirmed to Ad Age Friday that it will be returning to the Super Bowl this year, marking its third consecutive appearance at the Big Game.
The wireless provider has yet to release its 60-second Super Bowl commercial, but it says the spot will air during the first half of the game.
Until then, Verizon is airing a total of three commercials to build momentum for its forthcoming campaign, which once again thanks first responders. But, in a first, Verizon will also turn the spotlight on 5G technology, demonstrating how 5G can potentially save lives. The first two spots will appear during NFL Championship Sunday, while the third pre-Super Bowl commercial will air during the NFL Pro Bowl on Jan. 26. The company worked with McCann New York on the creative.
The focus on 5G comes after rival T-Mobile became the first carrier to launch nationwide 5G coverage. Although T-Mobile hasn’t announced if it’s returning to the Super Bowl, the company has appeared in the Big Game for six consecutive seasons. And while Verizon does have 5G coverage in nearly a dozen cities, it doesn’t offer nationwide coverage, something it hopes to achieve later this year.
“It is going to be a heightened competitive market around 5G,” says Andrew McKechnie, chief creative officer at Verizon. “While we will talk about 5G, it will be in the context of first responders and how we have an impact with them.”
Meanwhile, AT&T confirmed to Ad Age that it has no plans surrounding the Super Bowl this year.