Super Bowl XLI

Super Bowl XLI Lineup Starts to Take Shape

Honda, AIG, Chevrolet, Pepsi and Anheuser-Busch Are in

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NEW YORK ( -- Honda Motor Co. is the latest advertiser to reveal its plans for Super Bowl XLI. Honda joins a parade of big-name corporations paying upward of $2.6 million for a 30-second spot, including financial group AIG, Anheuser-Busch, General Motors's Chevrolet, Frito Lay for its Doritos brand, Federal Express and Pepsi Cola Co.
Robert Goulet will appear in an ad for Diamond Foods' Emerald Nuts that will air during Super Bowl XLI.
Robert Goulet will appear in an ad for Diamond Foods' Emerald Nuts that will air during Super Bowl XLI. Credit: Diamond Foods

Tom Peyton, senior manager-national advertising at American Honda Motor Co., said Dec. 5 the automaker will return to the big game, though he did not divulge any creative secrets or give details as to placement of its spots. The company's media agency is RPA, Santa Monica, Calif.

Emerald Nuts
Earlier this week, Diamond Foods' Emerald Nuts also confirmed it is back. The company is shooting a spot with actor Robert Goulet that will run in the third quarter. Its spot last year ran in the fourth quarter. Omnicom Group's Goodby, Silverstein & Partners, San Francisco, created the ad.

The National Football League's championship game, which is also Madison Avenue's biggest televised ad showcase, takes place in Miami on Feb. 4 and will run on CBS.

In the web category, two Super Bowl internet stalwarts, GoDaddy and, are also returning, while Time Warner's AOL, a former halftime sponsor and a major host of Super Bowl commercials, is considering buying time. AOL's new ad campaign promotes its online video product.

Sprint, Burger King
Among other major prime-time TV advertisers, Sprint said it was still considering whether to buy a spot, while Burger King, which is running a sweepstakes for a chance to win tickets to the game, is also expected to buy airtime.

GM's effort, from Interpublic Group of Cos.' Deutsch, Los Angeles, will center on phase two of its corporate offering, which highlights the automaker's 100,000-mile warranty on all its cars and light trucks.

Anheuser-Busch confirmed it is buying five minutes worth of airtime in the game. The blogosphere is ablaze with gossip about its creative plans, with talk centering on a possible spot featuring talk-show host Jerry Springer, and whether rap mogul Jay-Z, who was recently drafted as a brand consultant for Budweiser Select, will make a showing.

NFL's own ads
An NFL spokesman said Dec. 5 that the league will air a 10-second ad on behalf of the nonprofit organization United Way, along with a 30-second ad for its NFL Network in an undecided position. Two other NFL spots will run in the second half: a 10-second spot that will ask viewers to vote for the Super Bowl's most valuable player on, and a 30-second spot featuring the winning entry to the league's "Pitch Us" competition that has asked consumers to submit their own spots. The NFL will also air a postgame 30-second direct-marketing spot.

The halftime show will feature a performance by Prince, and Pepsi is the sponsor.

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Alice Cuneo, Jean Halliday, Abbey Klaassen, Kate MacArthur and Lisa Sanders contributed to this report.
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