Super Bowl Ad Expectations
- by Matthew McNairy, January 31, 2012
The Super Bowl is less than a month away. As much anticipation as there is for the game, for many viewers the best part is the commercials. Rumors are starting to leak about some of the big ads expected to run during the game. The following companies and segments are already generating some buzz:
1.) Doritos – The snack chip is scheduled to have two spots during the game. One will be the annual winner of the Crash the Super Bowl contest for amateur filmmakers. The other will feature comedy, hip-hop trio The Lonely Island. Expectations are high for both ads.
2.) Sketchers – The shoe maker got a great response from last year’s ad featuring Kim Kardashian – most notably, a significant bump in Facebook fans. This year’s spot, despite not having yet been viewed, has garnered negative publicity for taking place at a dog racing facility. Company representatives have tried to spin the focus on the subject of the ad: a cute bulldog and a cameo by Dallas Maverick’s owner Mark Cuban. Time will tell how the clip plays out.
3.) Movies – The major studios have a history of keeping a lid on which big budget films will get the high profile ad slots. Two of the most anticipated summer blockbusters – The Dark Knight Rises and The Amazing Spider-Man – are rumored to be absent from the list. Expected, however, are clips for The Avengers, Men In Black 3, and GI Joe: Retaliation. Already confirmed is an ad for Act of Valor, a summer action movie starring real Navy SEALs.
4.) M&Ms – The popular candy hasn’t been featured in a Super Bowl ad in 14 years, so expectations are high for a re-emergence of the brand as a Super Bowl ad tent pole.
5.) Pepsi – The soda maker is scheduled to have two spots focused on X-Factor winner Melanie Amaro. The popular diva singer route has been successful for the company in the past – see Beyonce and Christina Aguilera – so the strategy is sound.
What ads are you looking forward to come Super Bowl Sunday? What spots are going to land with a Groupon-like thud? Get ready to watch.