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 (3) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
  • NEW! Man Treats Beloved Dog To 'Dream Weekend' In Subaru Ad

    Subaru launched an adorably sweet TV spot that highlights the bond between a man and his aging dog. "Dream Weekend" is a road trip between man and his aging best friend in a 2016 Subaru Impreza. The pair cross off activities on the dog's bucket-list, like playing with an endless ...
  • NEW! Sprint Goes 'All In' With David Beckham And New Pricing Plan

    Sprint debuted an "All-In" pricing plan that offers consumers a smartphone with unlimited talk, text and high-speed data for $80 a month. This amounts to $20 per month to lease a smartphone, and $60 per month for the data plan. Sprint enlisted will David Beckham to score a deal for ...
  • Telmar Updates Its Keystone Cross-Media App

    Random iPhone App of the week: Media planning software company Telmar updated its Keystone Cross-Media app that gives advertisers media planning access anywhere. Keystone users are now able to analyze advertising options using the latest information on the delivery and usage of media. The app is available on all Apple ...
  • National Park Foundation Launches 'Find Your Park' Campaign

    To support the National Park Service centennial in 2016, the NPS and the National Park Foundation has launched a 60-second TV spot called "Find Your Park." Beautiful shots of birds, trees, mountains and oceans are shown throughout the ad, which then pays tribute to important historical figures like Harriet Tubman, Thomas ...
  • UTEC Develops Billboard That Creates Pollution-Free Food In Peru

    UTEC (University of Engineering & Technology) used engineering to solve a contamination problem in the Bujama region of Peru. Irrigation comes from local rivers, but these rivers are contaminated with arsenic, lead or cadmium, which then seeps into nearby farmland and crops. The university created an "Air Orchard" billboard that ...
  • Subaru Impreza Can Handle Potholes And A-holes

    Just how much can the Subaru Impreza handle? Think rough terrain, bad weather, bad drivers and distracted pedestrians. Various Impreza owners are shown during happy moments and fits of rage. The car can hold items for an impromptu birthday meet-up, a construction tie-up, potholes, mudholes, a pedestrian who walks into ...
  • NEW! Esurance Creates Marriage Equality Video

    Prior to the Supreme Court ruling on marriage equality, Esurance launched a sweet video supporting marriage equality, told through the eyes of children. While at a wedding, kids describe what their dream weddings would include -- and there's everything from donuts and pets to volcanos and snazzy outfits. I did ...
  • NEW! Lean Cuisine Rebrands With #WeighThis Campaign -- And It's Not Pounds

    Lean Cuisine has launched an online video to support its rebranding theme, #WeighThis. Rather than stressing about a number on a scale, Lean Cuisine wants consumers to weigh the things in life that matter most to them. Often, these precious items cannot be measured. When a series of women of all ...
  • NEW Lifebuoy Creates Sanitizing Device For Shopping-Cart Handles

    File this under "Why wasn't this product invented sooner?" Shopping-cart handles are touched daily by countless people and probably cleaned only when left out in the rain. Basically, a hotbed for germs. Lifebuoy soap got a "Handle on Hygiene" in Dubai when it partnered with the country's largest supermarket and ...
  • NEW! Volkswagen Controls Destiny For Teens Looking For Love And A License

    Volkswagen Canada launched a pair of sweet ads promoting the 2015 Tiguan and 2015 Passat. Playing off the brand's "Unforgettable" branding model, the ads feature teenagers having their fate changed for the better, thanks to the great control of the Tiguan and Passat. "Prom Night" supports the Tiguan and young ...
>> Out to Launch Archives