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The Super Bowl

Budweiser Gets Serious with ‘A Hero’s Welcome’ from Anomaly

Budweiser decided to get serious this year with their patriotic “A Hero’s Welcome” commercial from agency Anomaly.

The 60 second spot documents the homecoming of a single soldier, welcomed (with Budweiser as a sponsor) back from Afghanistan by the entire town of Winter Park, Florida. Winter Park’s celebration included “a full ticker tape parade, complete with marching bands, antique military vehicles, the VFW motorcycle club and an appearance by the world-famous Budweiser Clydesdales.” The 24 year-old Lt. Chuck Nadd, who was just happy to be reunited with his girlfriend, Shannon Cantwell, seemed genuinely surprised and touched.

If all that’s not enough to get you emotional, there’s the 5 minute behind-the-scenes documentary which features members of the Winter Park VFW who helped make the homecoming happen. Several of the veterans talk about their own experiences returning home from war, which were decidedly less pleasant than the welcome Nadd received, and how it really means a lot to feel appreciated. They get pretty emotional, as it clearly means a lot to them to help a fellow serviceman receive the homecoming that would have meant so much to them. Stick around for the behind-the-scenes footage after the jump, if you’re not worried about a case of the onions at work. Read more

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DDB Launches Seahawks-Inspired Print/Banner Campaign


DDB has created a series of print and banner ads for Skittles celebrating the Seahawks in anticipation of the Super Bowl.

The straightforward ads claim that the “S” on Skittles (pictured in green in the ads) now stands for Seahawks. These ads continue the brand’s celebration of the Seattle Seahawks and their star Marshawn Lynch. Last night, Skittles began a charitable auction to benefit Lynch’s the Fam 1st Family Foundation. The auction’s three lots include “24 packs of Skittles Seattle Mix (one of them signed by Marshawn Lynch) and one unique Skittles covered item, such as a football, a helmet or a megaphone.” The bidding began at $100, with one of the lots’ current high bid at $5,700. DDB’s print campaign will run “tomorrow in the Seattle Times, and on Saturday in the Tacoma Tribune and The Olympian, and they will take over Skittles’ entire existing digital media buy starting today.”

Jaguar’s Debut Big Game Ad ‘Rendezvous’ is Really Bloody British

About two weeks ago, we shared the teaser trailer for Jaguar’s Super Bowl ad, which features Ben Kingsley, Mark Strong, and Tom Hiddleston (although only Kingsley was featured in the trailer). Today, Jaguar and their in-house agency, Spark44, have debuted the full 60 second spot, “Rendezvous.”

“Have you ever noticed how in Hollywood movies, all the villains are played by Brits?” Kingsley asks at the opening of “Rendezvous,” featuring the three star British actors as vaguely defined villains who all drive Jaguars. Filmed in London by Oscar-winning British director, Tom Hooper (The King’s Speech), in collaboration with Smuggler, Spark44 and Jaguar clearly threw a lot into “Rendezvous” to make the spot cinematic, also employing Alexandre Desplat, who worked with Hooper on The King’s Speech, to compose the ad’s original soundtrack, which was recorded by The London Symphony Orchestra at Abbey Road studios. “‘Rendezvous’ was filmed with the realization that many of today’s television viewers have access to beautifully sharp picture screens and multi-channel surround sound not unlike the best movie theaters,” explained Brand Vice President of Jaguar North America, Jeff Curry.

“Rendezvous” marks Jaguar’s debut Super Bowl advertisement, and also launches their straightforwardly-titled “British Villains” campaign, which promotes the new Jaguar F-TYPE Coupe (available spring, 2014) and will run through July. The spot features the campaign’s #GoodToBeBad hashtag (a line also spoken by Kingley during the ad, which honestly sounds a little forced), but that’s only the tip of the iceberg in terms of Jaguar’s online and social engagement. They’ve launched a campaign landing page, that “hosts information about the F-TYPE Coupe, the commercial and some unique video content including teasers starring each of the three actors.” Jaguar is also hosting an event with Deadspin as part of their partnership with the latter’s parent, Gawker, as well as two co-sponsored events with Sports Illustrated, including during the magazine’s Super Saturday event the night before Super Bowl Sunday.

What’s more, Jaguar “aims to be the most real-time engaged advertiser during the Super Bowl through a unique physical space calledThe Loop,’  developed by Mindshare, where multiple screens will monitor real-time consumer data and translate it into actionable insights, and ultimately, rapid marketing decisions…” Jaguar claims “The Loop” is “the first real-time marketing tool to impact paid media – whereby media dollars can be quickly shifted and redeployed to leverage opportunities uncovered by the data.” It will be interesting to see how Jaguar’s first Super Bowl advertisement, and their “The Loop” strategy plays out this Sunday. Stick around for behind the scenes footage of “Rendezvous” after the jump. Read more

Venables Bell & Partners, Audi Present ‘A Special Message from Sarah McLachlan’

We know what you’re thinking: “Holy shit, Sarah motherfucking McLachlan!!” But you should probably sit back down, take a deep breath, maybe drink a glass of water. You don’t want to get yourself too worked up. We don’t want you to start pounding your desk and throwing chairs in excitement. Hopefully you didn’t just scream that out loud for your boss to hear.

The Lilith Fair founder stars in this bizarre Super Bowl teaser that Venables Bell and Partners put together for its longtime client and perennial big game advertiser, Audi. In the spot, McLachlan parodies her own advertisements in support of the ASPCA, offering up a “special new song” to raise awareness for “misunderstood animals.” In this case, the “misunderstood animals” are Doberhuahuas (a cross between a Doberman and Chihuahuas, get it?). The freaky-looking things populate the spot, pictured hanging on couch by the fireplace, on a walk along the beach, tearing up a couch, and hanging out with kittens, ducklings and bunnies. It’s a bit bizarre, but it certainly should get people’s attention. And it features the always exciting music of Sarah McLachlan. You might want to wait until later to watch this, so you can appropriately rock out and get your Sarah on. Just saying.

The ad marks the second teaser from Audi, following “Dog Show,” which debuted earlier this week. Audi’s latest Super Bowl effort will be promoting the automaker’s all-new A3, billed as “the brand’s entry-level luxury sedan.” It will mark Audi’s seventh return to the Super Bowl. Keep an eye out for the spot during the first in-game break and following the third quarter kickoff. Stick around for “Dog Show after the jump. Read more

‘Fantasy Brands’ Brings Us the Fantasy Football of Advertising


If you’re looking for a slight escape from the glut of Super Bowl teasers, here’s an effort (that we’ve been told comes from a few GSD&M creatives) dubbed Fantasy Brands, which collides fantasy football-style action with Super Bowl advertising. And yes, it seems

To play, you first select your lineup from a list of brands. Certain brands are more expensive than others, and you have to work within a $100 MM salary cap, while also selecting one brand from each of five categories: Automotive, Food and Drink, Wildcard, Rookies and Veterans. Watch the Super Bowl and cheer on your brands , which range from big game advertisers like Audi and M&M’s to GoDaddy and SodaStream,  will earn points based on a series of online metrics (“the more they’re liked, the better you do”). Then, check back on the hungover Monday after the Super Bowl to see how your team fared. It should bring Super Bowl ad watching to a whole new level. Head on over to Fantasy Brands , indulge your geekdom and draft your team now, and feel free to share your draft picks in the comments section. Here’s a free hint: stay clear of Butterfinger.

Ravens Win Super Bowl, 49ers Get Jell-O

As far as consolation prizes go, free Jell-O pudding events for the San Francisco 49ers and their fans might not be able to take the sting away from a three-point Super Bowl defeat. But, beggars (and losers) can’t be choosers, so CP+B solicited the help of 49er Hall-of-Famer Ronnie Lott to spread the word about the Jell-O Pudding Drops taking place throughout San Francisco on February 5th.

It looks as if helicopters will fly over the city and drop snackpacks at the five designated drop zones Vietnam-style, which if true, makes this campaign 47 times better. Will San Franciscans walk underneath the onslaught of pudding screaming, “I love the smell of chocolate in the morning?” But, if napalm smells like victory to Robert Duvall, then chocolate pudding must smell like defeat to the Bay Area. Is it wise to associate your brand with losing?

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VB+P Graphs ‘Super Bowl and the Digital Water Cooler’

Super Bowl: The only day in America where TV viewers actually want to watch commercials. This year’s NFL championship, pitting the New York Giants against the New England Patriots, is in a sense a “rematch” of the 2008 edition of the big game. Due to this unfortunate match-up (blame Billy Cundiff and Kyle Williams for their failures), it’s possible that TV ratings could actually be lower than last year’s game. This would clearly be a total bummer for advertisers who spent $3.5 million for a 30-second spot. But, on the bright side, maybe people will be talking more about the ads than the actual game at the water cooler the next day, right?

Of course, the veritable “water cooler” has evolved in the digital age. The folks at Venables Bell & Partners have decided to provide a handy infographic that maps the who, where and how of post-game advertising conversation. Out of the bevy of stats they’ve given us, a few stand out. For example, “Almost one in five (19%) Americans searched for ads before the game in 2011, about double (11%) who did in 2010. Of that group, 48% searched for ads on Facebook, putting the site just ahead of popular video sharing site YouTube, brand sites, and media sources as the lead destination to find ads.” In other words, Facebook is becoming a more popular video search engine than YouTube, a fact than is no doubt pissing off the powers that be at Google.

Also, “Americans are almost as likely to ‘like’ a brand on Facebook that advertises during the Super Bowl (20%) as they are to ‘like’ a team (29%), with 23% of young adults likely to ‘like’ a brand.” Not a bad way to measure social media ROI compared to TV ROI, is it? Well, at least it’s somewhat “believable.” Check out a full-size image after the jump.

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Op-Ed: We’ve Only Scratched the Surface with Super Bowl Digital Advertising

HUGE senior marketing strategist Josh Seifert returns for 2012, this time tackling, what else, the Super Bowl and the ad opportunities that come with it–specifically in the digital arena. Seifert looks at how some marketers have fared when it comes to digital advertising around the big game and how we’ve only just begun. Take it away, sir.

Reading last month that the Super Bowl would be streamed online for the first time, it struck me that digital advertising could start getting a whole lot more creative than expanding banner ads and pre-roll video. An online streaming Super Bowl will deliver a captive, real-time audience on a scale atypical for online. And with it, digital advertising opportunities never before possible. For sometime, Super Bowl advertisers have turned to digital to extend their TV efforts.

While the TV audience is massive, digital extensions create added buzz among the press and consumers, making spots even more effective. The Pepsi Refresh Project took this to an extreme in 2010, generating massive buzz and online traffic by not advertising in the Super Bowl. To overly simplify, digital at Super Bowl time has meant online contests to win a trip to the game (VISA’s You + 10 sweepstakes), create a commercial (Dorito’s Crash the Super Bowl Contest), or alternatively, digital has been a destination for branded content or e-commerce ( Girls videos). While innovative use of online may have impacted the ads to a degree, the real excitement has always been about the TV spot, not about anything digital.

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72andSunny Grabs Samsung Super Bowl Work?

A month after picking up a project for Samsung (the end result of which was this), it looks like L.A./Amsterdam’s 72andSunny made enough of an impression to merit more work from the South Korea-based electronics giant. Sources familiar with the matter are telling us that not only is 72andSunny working on a series of ads that follow in the Apple-baiting tone you saw over Thanksgiving, but the agency has landed the assignment to create the coveted Super Bowl spot for the brand (there was no pitch this time around, we hear). No word on how the Super Bowl ad will look or if it differs from the current campaign, but guess you’ll find out soon enough. We’ve reached out to the 72andSunny camp for comment but have yet to hear back (tis the holidays and all).

Eminem, Audi Settle ‘Lose Yourself’ Ripoff Case

This one flew under our radar over the weekend, but seems noteworthy. Did you know Eminem was engaged in a legal battle with Audi over the latter’s use of a “Lose Yourself”-ish sounding song in a promotional video? As you can see below, the similarities between Audi’s clip for the 2012 Avant A6 (which didn’t air in the U.S.) and the W+K-created “Imported from Detroit” Super Bowl spot are rather eerie…so, we can’t really blame Marshall Mathers for taking this to court.

But anyhow, the Detroit Free Press reports that the two sides have reached an agreement (of which full terms were not disclosed) that calls for Audi to “support the revitalization of Detroit by contributing to selected social projects.” In a statement, the German automaker says, “Audi has tremendous respect for Eminem and his works and likewise for the Imported From Detroit campaign which was created by Chrysler. Certainly Audi would never wish to insult or harm those parties or their fans and customers.”