Out to Launch -- Super Bowl Ads; Day 1

It’s 2012 and brands are releasing their Super Bowl ads prior to the big game, like it’s the end of the world or something. Not that I’m complaining…

CokeHaving a memorable Super Bowl ad is great -- but how do you take a traditional commercial to the next level? If you’re Coca- Cola, you bring back memorable mascots and outfit them with real-time social media capabilities. Two polar bears will be watching the big game live and rooting for opposing teams, wearing different scarves to denote their team allegiance. Via Twitter and www.CokePolarBowl.com, the pair will react to touchdowns, fumbles, the halftime show and even Super Bowl ads. For instance, if a racy ad appears onscreen, a polar bear covers the eyes of the cub watching TV. Fans can communicate with the bears online and they will respond. “Superstition” will run in the first quarter and features a superstitious polar bear that’s crossing his fingers, arms, legs and toes, making it hard for him to drink a Coke. His pal helps out by placing a straw in the Coke bottle, allowing the superstitious bear to panic and drink simultaneously.

“Catch” will run in the second quarter; two versions were created, depending on what team is losing and what bear is most in need of a Coke. The 60-second spot begins in a snow cave with the polar bears watching the big game. One bear leaves the cave to get a Coke and an accidental football game takes place when the bear slips on ice while trying to catch a bottle of Coke. The bear bobbles the bottle, sliding on the ice and taking down anyone in his way. If this were an authentic game of football, our clumsy bear would be doing a great job. With his friends knocked down, the polar bear trips on a chunk of ice, lands on his belly and catches the Coke bottle. See it here. Wieden + Kennedy Portland created the campaign.

cars.comCars.com is running “Neck” in the third quarter. A man grows a second head and neck, denoting his inner confidence that’s chock full of car knowledge learned at Cars.com. His inner confidence sings to the car salesman about his choice of vehicle saying, “Hey, baby, I want that car. Hey, baby, I really want that car. Let’s get that car.” The spot ends with the customer singing along with his inner confidence and buying his car of choice. See it here, created by DDB. The song makes me want to mute the TV, much like this ad for Jackson Hewitt does. And I LOVED Montell Jordan back in the day.

GoDaddyGoDaddy released its two Super Bowl ads without any hullabaloo -- and I’m left thinking, am I on “Candid Camera”? You get so used to the drama behind GoDaddy ads and the Super Bowl that when things go off without a hitch, you’re left waiting for the punch line. What hasn’t changed is the company’s tactic of airing a semi-risqué spot and driving viewers to watch unrated content online. I’m also going to stick with my yearly routine of never going online to view the too-hot-for-TV content. "Body Paint" is running in the first half and features Go Daddy Girls Danica Patrick and Jillian Michaels promoting .CO domain names by painting a naked model with logos and keywords. NASCAR, 2.0. Watch it here. "Cloud" airs in the second half and teams Patrick with the Pussycat Dolls. The ad answers the question of what’s inside GoDaddy’s cloud for two young tech guys. The answer is Patrick, dressed like a Victoria’s Secret model and the Pussycat dolls. “Is this heaven?” asks one guy. “No, this is,” says Patrick. Cue the bright light and invite to view more content online. See it here. Go Daddy Productions created the campaign in- house.

Recommend (2) Print RSS
  • NEW! Doctors Without Borders Launches #ToughDecisions Campaign

    TBWA\Hunt\Lascaris in Johannesburg launched a serious campaign for Medecins Sans Frontieres/ Doctors Without Borders, called #ToughDecisions. The objective is to encourage more South Africans to be more aware of medical humanitarian work and how they can help save lives by supporting MSF with donations. The #ToughDecisions TV spot places viewers ...
  • Slim Jim Revamps Its Website

    I haven't had a Slim Jim in ages, but the name brings back fond childhood memories -- and the remembrance that the product makes a decent convenience-store impulse buy. The brand has redesigned its web site, SlimJim.com, with quick snippets of content, targeting 18-29-year-old men. Created by Trisect, the site ...
  • Kmart Promotes Pay-In-Store Offering With Homage To Popular '80s Video

    Do you remember the '80s music video for Bonnie Tyler's "Total Eclipse of the Heart?" It was "Eyes Wide Shut" before that movie even existed. Kmart is paying homage to that memorable video while promoting its Pay In Store program, through which consumers can reserve items online and then pay ...
  • Woman Wearing Bra Camera Tallies Number Of Times Her Breasts Are Checked Out -- For A Good Cause

    McCann Paris and Nestle Cereals brand, FITNESS, equipped a woman with a "Bra Cam" to help fight breast cancer and illustrate the importance of regular self-examinations. As the woman walked through town, rode an elevator and went shopping, her chest was constantly checked out by men, women, children -- and ...
  • Wet N Wild Beauty Launches App That Lets Users Copy An Expensive Beauty Look On The Cheap

    Random App of the week: Those of us on a beauty budget are going to love "Steal This Look," an app from Wet n Wild Beauty. The free app allows users to steal an expensive look from a friend or beauty magazine by finding the less expensive equivalent color in ...
  • NEW! 'Friendly Competition' Awaits Two Gamers In Latest PlayStation Ad

    The latest ad from PlayStation's "Greatness Awaits" campaign turns opponents on a basketball court into friends in the gaming realm. "Friendly Competition" debuted during Sunday Night Football's San Francisco 49ers vs. Denver Broncos game and features two pals playing basketball. The real-life experience takes a gamer twist, with each competitor ...
  • NEW! Monopoly Millionaires' Club Game Is 'Making More And More Millionaires'

    David&Goliath has partnered with Scientific Games to create a national lottery campaign to launch the Monopoly Millionaires' Club Game. This is the first time all lottery jurisdictions chose to run one national campaign rather than local marketing efforts for a specific game. The campaign will run in 23 states in 2014 ...
  • NEW! New York-New York Hotel & Casino, Southwest Airlines 'Spread The Luck' On Flight To Vegas

    If only every flight was this much fun. The New York-New York Hotel & Casino in Las Vegas teamed up with Southwest Airlines to give passengers a flight to remember. Here's the skinny. The Wright Amendment, a federal law governing traffic at Dallas Love Field airport, expired this week, which ...
  • NEW! What Happens In Vegas, Stays In Vegas, Never To Become Water Cooler Gossip

    How do you stop water cooler gossip before it starts? This is the challenge facing one man in an ad for visiting Las Vegas. Can't he go away for an epic weekend without being hounded by his co-workers first thing Monday morning? The latest "What happens here, stays here" spot ...
  • After All The Dirt, Drool and Dings, Treat Your Car Well By Selecting ARCO Gas

    ARCO gas has launched a trio of TV ads encouraging drivers to treat their cars well by selecting a top-tier gas for cheap. In "Treat," a woman decides to clean her car from top to bottom after she filled up with ARCO. She scrubs the car inside and out, and ...
>> Out to Launch Archives