Super Bowl advertiser round-up

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Playing in advertising's big event ABC will reap some $130 million from the Jan. 30 telecast, a 38% increase over last year's game on Fox Broadcasting. ABC also is averaging $2.2 million per :30, up from Fox's $1.6 million average price.
Advertiser Ad Buy Creative Agency
Anheuser-Busch 10 :30s, or a combination of :30s and :60s Budweiser, Bud Light and, possibly, Michelob. DDB Worldwide, Chicago (Budweiser,Bud Light); Goodby, Silverstein & Partners, San Francisco (Budweiser); Leap Partnership, Chicago (Michelob), Fusion Idea Lab, Chicago (Bud Light) :30 in 3Q Used-car shoppers in a sea of virtual inventory, which changes via special effects. Tagline: "Your car is waiting." Doner, Southfield, Mich.
Blockbuster Video :30 Home video release of "Runaway Bride." J. Walter Thompson USA, Chicago
BMW of North America 2 :30s in 2Q and 3Q Unveiling the X5 sport-utility vehicle. Fallon McElligott, Minneapolis :30 in 3Q; 4 :30s in pregame Celebrities reveal what's on their minds and look up answers on Shot in black & white, new stars will join Peter Fonda and Lili Taylor. Deutsch, Marina del Rey, Calif.
Buena Vista Pictures :60 "Mission to Mars" theatrical release. In-house :30 in 4Q; 2 :30s in pregame Pokes fun at other dot-com TV commercials. 1It's the place for regular people, not just techies." Merkley Newman Harty, New York
Dreamworks Films :30 Spring theatrical release of "Gladiator." In-house
Dr Pepper/Seven Up Co. :30 in 2Q; 2 :15s & :30s in pregame Features new 1Make 7UP Yours' theme. Y&R Advertising, New York
Electronic Data Systems :30 Cowboys round up cats in the Old West. Fallon McElligott, Minneapolis
E*Trade Group 2 :30s in 1Q and 3Q; also halftime sponsorship 1It's time for E*Trade' theme. Goodby, Silverstein & Partners, San Francisco
Federal Express Corp. :30; :30 in pregame New "Be Absolutely Sure' work. BBDO Worldwide, New York
General Motors Corp. :30 New Oldsmobile brand campaign. Leo Burnett USA, Chicago
Healtheon/WebMD :30 in 1Q Says the site's not only for doctors. Ogilvy & Mather, New York :30 in 3Q; :15 in pregame; :15 in post-game "Hottest hand on the Web" cursor haggles for better job; and sounds like Samuel L. Jackson. McCann-Erickson, Troy, Mich. :30 in 3Q; 3 :30s in pregame Pregame spots are old creative, called "Best Man Wins." A job candidate faces stiff competition, with the tagline: 1Opportunity has a new address.' Grey Advertising, New York :30 in 4Q; :30 in postgame LifeMinders' own VP-marketing and communications believes 1It's probably going to be the worst [spot] on the Super Bowl.' In-house
MicroStrategy :30 in 3Q; 4 :30s in pregame E-business services company plans to feature a stock trade occurring from a wireless device. In-house :30 in 4Q Won't repeat the popular 1adult children' from last year, but promises the spot will have an "emotional impact." Mullen, Wenham, Mass.
Motorola :60; :30 in pregame (Busy signal, no word yet.) McCann-Erickson, New York :30 in 2Q; 2 :30s in pregame Strong possibility the Dallas Cowboys cheerleaders will show off the Web devices. McGarrah/Jessee, Austin, Texas
NFL Properties :60 and :30 "Thank you"promos from players personally thanking fans. And, of course, a United Way promo. In-house
John Nuveen & Co. :30 A business story about the marketer's efforts to revitalize itself. Fallon McElligott, Minneapolis :30 in 4Q Introduces a financial services portal. DDB Worldwide, Chicago :30 in 3Q; 4 :30s in pregame "Angry Brides,' described as "brides meet the WWF." Bennett & Co., Orlando
Oxygen Media :30 in 2Q Brand spot to promote women's cable network, launching in February, and related Web site. Mullen, Wenham, Mass.
Pepsi-Cola Co. 4 :30s; 1 pre-kick Mountain Dew's "Do." BBDO Worldwide, New York :30 in 4Q Further adventures of the "sock puppet.' TBWA/Chiat/Day, San Francisco
Universal Studios 2 :30s in 1Q and 3Q Two upcoming theatrical releases. In-house
Visa USA 2 :30s or a :60 "Everywhere you want to be" focused on Olympics. BBDO Worldwide, New Yorks
Volvo of North America :30 in 2Q In a reprise of a '98 spot, while driving his big rig, Gus offers pearls of wisdom and tries to come off as a normal, humble guy. But butler appears and says, "Your toothpick, sir." Carmichael Lynch, Minneapolis
Wall Street Journal Interactive Edition :30 in 4Q Hypes the sites as a personalized place to retrieve financial news and information. Arnold Communications, Boston
WWF Entertainment :30 in 3Q; 2 :30s in pregame New creative will have 1WWF attitude' and be 1entertaining.' In-house
Other major pre- and postgame advertising activity: Charles Schwab & Co., 2 :30s in pregame and kickoff, a continuation of sports personalities in the "Smart Investors" campaign (BBDO Worldwide, New York); Ford Motor Co., :30 in postgame for Lincoln LS, touting the car as Motor Trend Car of the Year (Y&R Advertising, Irvine, Calif., and San Francisco); Frito-Lay, pregame show sponsorship plus :30 in pregame for Ruffles (BBDO Worldwide, New York); Hewlett-Packard, 4 :30s in pregame featuring "Invention" spots (Goodby, Silverstein & Partners, San Francisco);, :30 in post-game (Burkhardt & Hillman, New York); NAPA Auto Parts, :30 pre-kick (WestWayne, Atlanta); Pizza Hut, :30 in pregame (BBDO Worldwide, New York).

Copyright January 2000, Crain Communications Inc.

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