Out to Launch -- Super Bowl Ads; Day 2
What cost more: Honda’s Super Bowl ad -- or getting Matthew Broderick to play Mathew Broderick channeling his Ferris Bueller character of yesteryear? Broderick is starring in a fourth quarter Super Bowl ad that promotes the 2012 Honda CR-V. The brand launched a teaser ad that clocks in at 2:25, longer than the actual Super Bowl spot. Anyone who’s a fan of “Ferris Bueller’s Day Off” will enjoy dozens of Easter eggs hidden throughout the ad. Look out for a Red Wings jersey on the roller coaster, and squint at the minute mark and see if you can spot Bueller’s infamous vest. Do I secretly wish they had hired Ben Stein to play the valet saying, in a monotone voice, “Broderick. Broderick.” Yes. "Matthew's Day Off" is part of Honda’s “Leap List” campaign that encourages young twentysomethings and thirtysomethings to do fun things, take risks and enjoy life. This time around, Broderick calls in sick and partakes in a day of fun throughout Los Angeles. He closes with a quote Bueller made famous: “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” And then the valet takes his CR-V for a joyride. From Ferrari to CR-V. I’m feeling old. Anyone? Bueller? See the extended ad here and the actual Super Bowl ad here. Todd Phillips, director of “The Hangover,” “Due Date” and “Old School,” directed the ad, created by RPA.
Wondering what Regis Philbin has been up to since leaving “Live with Regis and Kelly?” He’s been filming a Super Bowl commercial for Pepsi MAX. “Check-Out” continues with the brand’s Cola Wars campaign, but the Coke Zero deliveryman is the unwanted star of the ad. Playing off that unwritten rule that when you want to be discreet, all attention gets diverted towards you, the Coke Zero guy, paranoid and in uniform as always, buys a Pepsi Max. The perky cashier at the checkout ribs him about his purchase, scans the bottle and bells go off. Coke Zero guy is the winner of Pepsi MAX for life. He’s in shock as balloons, confetti and cases of Pepsi MAX drop from the ceiling. Making matters worse, he’s awarded a check from his archrival the Pepsi MAX deliveryman -- and then Regis Philbin gets ready to interview him. “I’m back, and you’re my first guest,” yells Philbin. Sugarland’s Jennifer Nettles recorded an updated version of “Your Cheatin’ Heart” specifically for the ad, seen here and created by TBWA/Chiat/Day.
Trivia Break: What do Adriana Lima and Deion Sanders have in common? Both appear in ads for two different brands advertising during the Super Bowl. Lima will be in ads for Kia and Teleflora, and Sanders for Century 21 and Bridgestone. More on them later in the week.
Some brands place as much effort into a teaser spot as they do in the actual Super Bowl ad. It’s hit or miss. And then there’s Kia. This teaser took about 12 seconds to shoot and contains a checkered flag and scantily clad model. In other words, that’s all Kia needed to get the attention of its target audience. The brand is launching a 60-second spot for its 2012 Kia Optima Limited. Given that the tune “Mr. Sandman” plays while Adriana Lima waves a checkered flag, I’m guessing this will be some dream. “Drive the Dream” will debut first in 18,000 movie theatres nationwide on Feb. 2 in National CineMedia’s FirstLook pre-show program. The ad follows a Gen X couple’s wildest dreams, which consist of Lima’s checkered flag-waving, a Mötley Crüe concert, a fight between MMA fighter Chuck Liddell and an octagon and a romantic ending. Should be interesting. See the teaser here, created by David&Goliath.
Judging by the teaser ad for the Lexus 2013 GS, the brand has created a monster -- or “Beast.” And it’s trapped in a steel box. This marks the automaker’s first trip as a Super Bowl advertiser, with an ad running in the first half. All the teaser tells us is this: when the beast moves, the lights flicker and a cup of coffee vibrates. “The next generation of Lexus cannot be contained,” says the voiceover. See the teaser here, created by Attik.