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Super Bowl

Secret Weapon, Horizon Media Create Pig/Cow Hybrid for Jack in the Box

Secret Weapon Marketing and Horizon Media have a new spot for Jack in the Box set to run regionally during the Super Bowl.

The spot introduces the new Bacon Insider burger, a burger with bacon built into the patty, on top of the burger, and (in case that’s not enough bacon) bacon mayo. To introduce the new burger, the spot takes viewers to Jack’s fantastical farm, complete with a brioche barn, curly fry trees, and a creature called a bork — that would be the pig/cow hybrid. The cheesy spot, which feels the need to sing/narrate everything you see, ends with the creatures saying “Moink” (moo+oink, get it?).

Iwona Alter, VP of menu strategy & innovation for Jack in the Box, says in a statement, “What better way to honor America’s favorite pigskin tradition than by giving America a bacon burger unlike any they’ve ever tasted before? We didn’t just put bacon on the burger. We put bacon in the burger, on top of the burger, underneath the burger and mixed it in the special bacon mayo sauce!”

While America has the drunk munchies is clearly the right time to introduce your new bacon, bacon and more bacon burger, so the regional Super Bowl ad makes sense, even if it likely cost Jack in the Box a small fortune. And the ads’ cheesy antics and bork creature should appeal to kids, especially kids who really love bacon.

David&Goliath, Kia Reveal Extended Version of Super Bowl Spot, ‘The Truth’

Yesterday, we brought you news of David&Goliath’s teaser for their big game spot, “The Truth,” promoting the all-new 2015 K900, Kia’s first-ever luxury car. Today, David&Goliath and Kia revealed the extended, 90 second version of their Super Bowl ad, designed to “dispel the notion that tradition and history are what makes a luxury sedan,” according to Michael Sprague, executive vice president of marketing & communications, KMA.

“The Truth” features Laurence Fishburne reprising his role as Morpheus from The Matrix. Morpheus offers a couple waiting for the valet outside a restaurant a choice: “Take the blue key, you go back to the luxury you know. Take the red key, and you’ll never look at luxury the same again.” (Spoiler alert: They take the red key.)  Fishburne repeats the word “luxury” ad nauseum during the spot’s first 30 seconds or so, really hammering home that Kia is now offering a luxury vehicle. The spot manages to contain a lot of the Matrix references you’d expect, like a bending spoon and an explosion filled action sequence. But at the same time, “The Truth,” via Fishburne, manages at least one big surprise.

The 60 second version of “The Truth” will debut during the third quarter of the Super Bowl this Sunday, Feb. 2, launching the Kia’s campaign for the 2015 K900 in earnest, and marking Kia’s fifth consecutive year advertising in the big game. You can expect more Matrix-themed advertising from David&Goliath and Kia. Before and after the Super Bowl, David&Goliath’s integrated campaign “will incorporate TV, cinema, digital, print, experiential, social media and CRM components, all drawing heavily on imagery and ideas from the films.” Credits after the jump. Read more

W+K’s New ‘This is Sportscenter’ Ad Showcases Big Game Mascot Rivalry

More from W+K, as W+K New York have unveiled their latest “This is Sportscenter” offering.

The 30 second spot, “Long Week,” celebrates Super Bowl XLVIII with a fun look at the rivalry between Denver Broncos’ mascot Miles and Seattle Seahawks’ mascot Blitz. Set in an elevator on ESPN’s Bristol, Connecticut campus, the spot stars SportsCenter hosts Jay Crawford and Steve Levy, who witness a tense, awkward exchange between the rival mascots. Credit has to go to director Jim Jenkins and the guys playing the mascots for perfect comedic timing. At the end of the spot, Everett and Levy reveal that the two mascots have been engaging in such behavior all week. Hopefully Miles and Blitz don’t kill each other before the big game.

The timely “Long Week” is designed to promote ESPN’s weeklong coverage of Super Bowl XLVIII, which began yesterday with ESPN Radio’s Mike & Mike kicking off 115 hours of TV and radio programming from New York City. ESPN’s programming originates from their Herald Square and Times Square Studios all week, up until Superbowl Sunday. Keep an eye out for “Long Week” during that coverage. Credits after the jump. Read more

W+K, Coca-Cola Pre-Release Big Game Ad, ‘Going All The Way’

W+K Portland and Coca-Cola have pre-released their Super Bowl ad, “Going All The Way.” One of two big game spots for Coca-Cola, “Going All The Way,” was shot in Ashwaubenon, a suburb of Green Bay, Wisconsin, with the exception of the final moments, which were shot at Lambeau Field.

The 60 second spot, directed by Jake Scott and set to House of Pain’s classic “Jump Around,” tells the story of Adrian, a small high school football benchwarmer who finally gets his chance to shine. “Don’t mess this up again, Adrian,” his teammate says when he’s put in the game, telling us all we need to know about Adrian’s past on the playing field. But things break Adrian’s way, and he’s given the opportunity to make the play of a lifetime.

Most of the cast of “Going All The Way” was made up of actual Green Bay-area residents, and Lambeau Field’s groundskeeper of 17 years has a featured role in the spot. “‘Going All The Way’ is a story that celebrates a young man accomplishing his dreams. It’s also a celebration of the amazing town of Ashwaubenon, Wis. coming together and our wonderful partnership with the city of Green Bay,” said Katie Bayne, President, North America Brands, Coca-Cola North America.

The feel-good spot will air during the second half of the Super Bowl, while Coca-Cola’s other big game ad will air during the second quarter. This marks Coca-Cola’s eighth consecutive year advertising during the Super Bowl. To celebrate the launch of “Going All The Way,” Coca-Cola has pledged to donate $50,000 to the Boys & Girls Clubs of America’s Triple Play program when the spot reaches 10,000 shares. So please feel free to share “Going All The Way” with friends, family and colleagues. Stick around for a behind-the-scenes video about the making of “Going All The Way” after the jump. Read more

David&Goliath Reveals Teaser for Kia K900 Super Bowl Ad

With the big game less than a week away, the folks at El Segundo, CA-based David&Goliath have released a teaser for their Kia K900 Super Bowl spot.

The “Official K900 Game Day 2014 Teaser” sees Laurence Fishburne reprising his role as Morpheus from The Matrix trilogy. Morpheus returns to the Construct, where he fiddles with a classic Radiola TV set in an attempt to kick back with some chips and watch the big game. The trailer doesn’t really let us know what to expect on Sunday, other than Fishburne as Morpheus sometime in the third quarter, as it’s designed to keep us guessing. The spot won’t be the first featuring Fishburne promoting the K900, as he narrated December’s “Preconceived Notions” ad, which may offer more clues to the Super Bowl spot than the teaser itself. Stick around for credits after the jump. Read more

Newcastle, Droga5 Parody Big Game Ads with ‘If We Made It’

Droga5 New York have a new campaign for Newcastle Brown Ale making fun of all the cheesy theatrics and excesses of typical big game advertising.

Entitled “If We Made It,” Droga5′s site for Newcastle imagines the over-the-top campaign that could have been, if Newcastle had the marketing budget of a much larger, shittier brewery. Oscar-nominated actress Anna Kendrick and former NFL receiver/current ESPN analyst Keyshawn Johnson are at the center of the campaign, which includes “trailers, storyboards, focus groups and behind-the-scenes interviews.”

The campaign features “giant robots, skateboarding cats and bikini babes that would have starred in the ad – if they made it.” Above you can view the “Teaser for the Trailer” for Newcastles would-have-been huge Super Bowl spot. It’s a much needed deflation of the self-importance surrounding big budget Super Bowl ads, parodying both the content typical of such mega productions and the trend of releasing teaser trailers for 30 second TV advertisements. Stick around after the jump for a second teaser, called “Newcastle’s Cheap Ad we made for the pricey ad we didn’t make.” The bigger pieces of the “If We Made It” campaign — the centerpiece “ad” in the campaign, as well as behind-the-scenes interviews with Kendrick and Johnson — will remain under wraps until Tuesday, so you’ll have to check back in on the ”If We Made It” website next week.

By the way, if you’re looking for a relatively inexpensive beer that’s still pretty tasty, you could do a lot worse than Newcastle. It sure beats the shit you’ll see advertised during the Super Bowl. Read more

BBDO NY Releases M&M’s Super Bowl Teaser

On Sunday, February 2nd, M&M’S character Yellow will win a victory for sidekicks everywhere, finally starring in his own Super Bowl ad, created by BBDO NY. Mars Chocolate North America announced today that “M&M’S will debut a new 30-second commercial in the first half of Super Bowl XLVIII about M&M’S® Peanut, with Yellow taking the lead role in the Big Game for the first time.”

“It’s about time we remind the world how irresistible M&M’S Peanut really is,” said Seth Klugherz, senior director, M&M’S Chocolate Candies, adding the fun fact that  “Each M&M’S Peanut is literally 1 in 100 – meaning we have to sort through 100 different peanuts, just to find one that’s lucky enough to make its way into a bag of M&M’S Peanut.” This makes me wonder: where do all the reject peanuts go?

The Super Bowl spot is the latest in M&M’s “Year of Peanut” campaign, “a yearlong effort to showcase the irresistibility of M&M’S Peanut” that kicked off “with a star-studded event on New Year’s Eve in Atlanta.” M&M’s integrated “Year of Peanut” campaign will continue following the Super Bowl, with “multiple English and Spanish television, print and digital ads, in-store displays, consumer promotions, public relations and social media.”

As you can see for yourself above, BBDO’s Super Bowl teaser doesn’t give a whole lot away. You’ll have to keep your eyes peeled during the first half of the Super Bowl for Yellow’s moment in the spotlight, as the 30 second ad itself will remain a secret until the big game.

Here is Argonaut’s Teaser for VW Super Bowl Spot

Yes, we’re heard the bells chiming today on the Spy line and above, you’ll see the teaser for San Francisco-based Argonaut’s Volkswagen Super Bowl spot, which as you can imagine, does not involve Deutsch LA in the mix. Argonaut, if you recall, was founded by Goodby, Silverstein &  Partners alums Rick Condos and Hunter Hindman, who serve as co-chief creative officers of their operation, which also just added head of interactive development Aaron McGuire and head of broadcast production Dan Watson to its roster.Let the confetti, Carmen Electra and chaos fly, with an added dose of Wang Chung. Credits after the jump.

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Here’s Dailey’s ‘Big Game Teaser’ for Butterfinger Cups

Last week we brought you the teaser for Butterfinger’s Superbowl spot promoting their new Butterfinger Cups, confusingly enough created by Threshold, not Dailey and Associates, who created the Super Bowl spot itself.

If you’re confused as to why Nestlé needed two different agencies for the ads, the above spot won’t exactly help. “Big Game Teaser” is very much in the same vein as the 1:11 teaser from Threshold, a direct follow-up to the events depicted in that ad. The 30 second Super Bowl spot sees Chocolate and Peanut Butter in “cup therapy” with an outdated Freudian psychoanalyst stereotype of a couples counselor. Chocolate talks about her need to try something new and exciting, while Peanut Butter expresses his feeling that “nobody likes change.” The spot ends with the campaign tagline, “Get Some #CupTherapy.” Although the spot supposedly showcases the brand’s “irreverent sense of humor,” there’s really not a lot going on here, and certainly nothing to laugh it. This all makes the decision to oust longtime spokesperson Bart Simpson all the more questionable.

Nestlé seems confident that their new product can compete with longtime peanut butter cup favorite Reese’s, claiming a “recent E! Online poll of consumers reported that Butterfinger Peanut Butter Cups will win the candy industry’s epic peanut butter cup battle.” We’re not so sure unseating Reese’s will be quite so easy, but if Butterfinger would like to send us samples to convince us otherwise, we’re all for it.

Butterfinger Cups are also part of a new greenwashing campaign for Nestlé called Nestlé Cocoa Plan, an attempt to gain an improved public image for the company following what seem like endless environmental, labor, and human rights violations. According to Nestlé, the new initiative aims “to help improve the lives of cocoa farmers and the quality of their products while also assuring a sustainable cocoa supply for years to come. The beans will be certified by UTZ Certified, an independent organization focused on developing sustainable farming and better opportunities for farmers and their families.”

You can expect to see Dailey’s “Big Game Teaser” during the Super Bowl on Sunday, Febrary 2nd, marking Butterfinger’s debut Super Bowl advertisement. Butterfinger Cups are available in stores now. Stick around for partial credits after the jump. Read more

And Now, Our Final Super Bowl Quickfires (Part 2)

As promised, we will close our our Super Bowl ad-related Q+As and coverage on the topic in general with some thoughts from Andre Woolary, digital synthesis director at kbs+ unit, The Media Kitchen. Once again, hope you enjoyed reading the various agency perspectives on the Big Game’s advertising and aftermath. Take it away, Andre.


 Which ads did you like the most this year?
The Ram Farmer ad. It was the one moment when the commercial actually commanded everyone’s attention and there was silence at our Super Bowl party.  It was a departure from the humor, fast edit cuts, pop music and typical tricks seen over and over.  The combination of Paul Harvey’s voice, beautiful imagery and the sentiment just made the entire commercial feel honest and authentic.  Overall it was extremely well done without having to follow the formula for the Super Bowl spot.

How important are the digital tie-ins to the TV spots, i.e. mobile and social, is value increasing?
It’s absolutely critical. The TV spots need a life beyond that intangible moment on the screen. It’s the one moment that consumers are paying acute attention and anything can create a trigger for interaction (search, tweet, shazam, etc).  The tie-in also doesn’t have to be incorporated into the spot itself either.  There are many touch points available as people talk about the game or go view the spot again online that can activate the viewer in some way.  There are several approaches but no matter what, the ad shouldn’t end once the commercial is over.

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