A number of big advertisers are choosing to debut their Super Bowl ads before the game -- but not on TV. Kia Motors America, Taco Bell, and E*Trade are all turning to cinema advertising to preview their Super Bowl spots; meanwhile, CBS is using a cinema ad spot to create buzz for its Super Bowl ad for “Two Broke Girls.” All the ads are appearing as part of NCM Media Networks’ FirstLook pre-show package of entertainment and advertising, where they are being highlighted in a special “Big Game Ad Showcase.”
Kia is previewing its 60-second “Space Babies” ad for the redesigned 2014 Sorento CUV beginning today (Feb. 1) on 19,000 movie screens nationwide. Previously the carmaker teased the ad with 15-second spots beginning Jan. 25. “Space Babies” takes viewers to a faraway planet known as “Babylandia,” with predictable cuteness ensuing (further augmented by dogs and pandas). The audience then follows a young movie-goer on his car trip home, during which his father avoids an awkward conversation about the real origin of babies by using the car’s voice-activated jukebox feature. In addition to NCM’s network, the Kia spot will also be appearing on 14,000 screens in the Screenvision network.
Taco Bell is also previewing its 60-second “Viva Young” Super Bowl ad in NCM’s FirstLook “Big Game Ad Showcase,” beginning the day of the Super Bowl and running through the following week. The ad follows a group of elderly nursing home residents who sneak out to wreak youthful havoc on the world between MexAmerican fast-food snack breaks.
E*Trade is also turning to cinema advertising to give audiences a sneak peak at its “Save It” commercial, which will run across 23,000 movie screens in the NCM and Screenvision networks beginning this weekend. The ad creative involves E*Trade’s signature talking baby day trader, polo mallets and a panda bear in a Jacuzzi, among other oddities.
Last but not least, CBS is running a 2:30 entertainment content piece as part of NCM Media Networks FirstLook giving movie audiences a behind-the-scenes sneak peak at the making of its “Two Broke Girls” Super Bowl spot, in which the show’s stars turn a Brooklyn diner into a disco with help from visual auteur David LaChappelle and 1,000 pounds of sugar.