Super Bowl XXXVIII advertisers

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American Legacy Foundation

One :30

Likely to be a new execution in the "Connect-truth" campaign. A :60 will appear in the MTV pregame show.

Arnold Worldwide, Boston; Crispin Porter & Bogusky, Miami

Anheuser-Busch Cos.

Five minutes total: Eight :30, One :60; three spots in Q1, and two each in remaining quarters.

Spots split between Budweiser and Bud Light, with one responsibility spot. One :60 spot after kickoff, as usual, likely Bud Light. One spot being considered stars a donkey that gets his wish to become a member of Budweiser's famed Clydesdale team.

Goodby, Silverstein & Partners, San Francisco, for donkey spot; other agencies competing to submit spots from which A-B will choose. Those that handle Bud and Bud Light include DDB, Chicago and Toronto; Fusion Idea Lab, Chicago; Hill, Holliday, Connors Cosmopulos and Modernista, both Boston; plus multicultural shops Del Rivero Messianu DDB, Miami; Dieste Harmel & Partners, Dallas; and Ornelas & Associates, Dallas.

America Online

Three :30

Sponsor of half-time show. Spots promote Top Speed, a technology that AOL says improves download times for both broadband and dial-up users.

Wieden & Kennedy, Portland, Ore.

Bayer and GlaxoSmithKline

One :30

Erectile-dysfunction drug Levitra bows at the Bowl.

Quantum Group, Parsippany, NJ


One :30

A Dodge model will be featured.

BBDO, Troy, Mich.


One :30

Spot will focus on service.

BBDO Worldwide, New York


One :30

Likely a new Lay's potato chip spot.

BBDO Worldwide, New York

General Motors Corp.

One :60, Two :30

A :60 Cadillac epic with multiple models, special effects and once again a Led Zeppelin tune. Caddy is the official car of the game. And a pair of :30 spots for Chevrolet, one in Q1, one in Q2 for its "An American Revolution" umbrella brand campaign.

Chemistri, Troy, Mich., for Cadillac; Campbell-Ewald, Warren, Mich., for Chevrolet

H&R Block

One :30

Yet another celebrity does the bookkeeping.

Campbell Mithun, Minneapolis

Monster Worldwide

Two :30

A new "Today's the Day" spot with images of people getting ready to start their day, the day when they finally hear the words "you're hired." With a newly designed mascot.

Deutsch, New York

National Football League

Three :30

A United Way related spot; one for NFL Network; and a spot with a volunteerism theme. All being shot over the next couple of weeks, including one that will be shot in Houston when the NFL people arrive there later this month.

Y&R, New York, for United Way; other two are in-house

Pepsi-Cola Co.

Three minutes total: one :60 in Q1; 120 seconds total in Q2; one :30 in Q3.

Pepsi and Sierra Mist focused spots, including one highlighting its iTunes promotion. Spots still being shot.

BBDO Worldwide, New York

Philip Morris USA

One :30

A new execution in its corporate responsibility, anti-smoking campaign.

Leo Burnett, Chicago

Procter & Gamble Co.

One :30

Charmin, winner of P&G's derby for its first-ever Super Bowl spot, will

highlight its ad icon bear , appearing on packages for the first time.

Publicis Worldwide, New York

Sony Pictures

Two :30

Likely one spot for" Spider Man II", opening in July, or "50 First Dates", an Adam Sandler comedy.


Touchstone Pictures

One :30

Likely for "The Alamo," a spring release.


Universal Studios

Two :30

Studio could promote "The Chronicles of Riddick", with Vin Diesel, "The Bourne Supremacy", with Matt Damon or "Van Helsing".


Visa USA

One :30

A branding spot for the credit card.

BBDO Worldwide, New York

Warner Bros.

Two :30

Lots of possibilities: "Starsky & Hutch" coming in spring; "Scooby Doo II" also in the spring; "Cat Woman" with Halle Berry a summer release; "Troy" with Brad Pitt as Achilles; or summer release "Harry Potter and the Prisoner of Azkaban".


White House Office of National Drug Control Policy

One :30

The drug office is in the big game for the third year in a row. Also expected to run a spot after the game.

Ogilvy & Mather, New York

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