2010 Super Bowl: Commercial Sponsors/Creative/Agencies
Who’s Buying What in the Super Bowl 2010 (from AdAge)
The Marketers, the Creative, the Agencies
By Brian Steinberg
Published: December 21, 2009
Anheuser-Busch InBev
Buy: The company is keeping mum at present, but last year purchased four minutes and 30 seconds’ worth of air time, and has been known to stay at around those levels year after year.
Creative: n/a
Agency: Omnicom Group’s DDB, Chicago
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Bridgestone
Buy: Will sponsor the game’s halftime show once again (this year’s festivities include an appearance by The Who). As part of its sponsorship, Bridgestone gets two 30-second spots. One 30-second spot will appear in first quarter and the other will appear in the second break of the third quarter.
Creative: Showcasing the performance of Bridgestone Tires with humor and the element of surprise.
Agency: Richards Group
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Cars.com
Buy: One 60-second ad in the first half of the game. This will mark Cars.com’s third consecutive appearance as a Super Bowl advertiser.
Creative: The company says its ad will discuss how Cars.com gives shoppers the confidence they need as they prepare to head to the dealership to buy a car.
Agency: Omnicom Group’s DDB Chicago
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Careerbuilder
Buy: One spot in the second quarter.
Creative: Focused on a consumer contest.
Agency: n/a
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Coca-Cola
Buy: The beverage giant has bought Super Bowl ad time but declined to elaborate. In 2009, Coke advertised both Coke Zero and its flagship drink.
Creative: n/a
Agency: Wieden & Kennedy for flagship Coca-Cola; Crispin Porter & Bogusky for Coke Zero.
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Denny’s
Buy: One spot, in a quarter still to be determined.
Creative: The company is considering a giveaway similar to last year’s Grand Slam breakfast freebie, which brought more than 2 million consumers to its restaurants on Feb. 3. Denny’s will supplement the 2010 event with significant social and digital media.
Agency: Omnicom Group’s Goodby, Silverstein & Partners
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Diamond Foods’ Pop-Secret
Buy: One 30-second spot in the fourth quarter for this popular popcorn, which makes its first appearance in a Super Bowl.
Creative: Diamond Foods is re-launching Pop-Secret as the perfect accompaniment to a family movie night at home. An ad campaign launched last week and expected to build up to the Super Bowl depicts Pop-Secret as a family of movie-loving corn kernels liable to get worked up over impressions and pop.
Agency: Omnicom Group’s Goodby, Silverstein & Partners
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Dockers
Buy: One 30-second ad in the second quarter.
Creative: The company will try to refocus attention on its popular khaki pants.
Agency: Interpublic Group of Cos.’ DraftFCB
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Doritos (part of PepsiCo’s Frito-Lay)
Buy: Three 30-second spots, in quarters to be determined. Frito has picked up last-minute spots for each of the last two years, in 2008 for Cheetos, and adding a second Doritos spot days before the 2009 game. The company said there are no plans to add Super Bowl media in 2010.
Creative: Once again, the company is sponsoring a “Crash the Super Bowl” contest, offering cash prizes to amateur ad makers who can create spots that garner top reaction from USA Today’s annual Super Bowl ad poll.
Agency: Omnicom Group’s Goodby, Silverstein & Partners
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E-Trade
Buy: One 30-second spot
Creative: In the past, the online trading and investment firm has featured videos of a talking baby who typically says something or does something a little off color.
Agency: WPP’s Grey
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GoDaddy.com
Buy: Two 30-second ads, one in the first quarter and one in the fourth quarter
Creative: Ads will feature “GoDaddy Girl” Danica Patrick
Agency: GoDaddy Productions (in-house)
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HomeAway
Buy: This Austin, Texas, based online vacation-rentals listings services is a Super Bowl newcomer and will run one 30-second ad.
Creative: Ad will feature Chevy Chase and Beverly D’Angelo reprising their roles as Mr. and Mrs. Clark Griswold from the popular “National Lampoon’s Vacation” movies.
Agency: Publicis Groupe’s Publicis in the West
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Hyundai
Buy: A pair of 30-second spots in game; one will run one in the second quarter and one in the third quarter. Plus two 5-second billboards
Creative: As name sponsor of “The Hyundai Pre-Kick Show,” there will be programming 20 minutes before the kickoff by announcers at the stadium; the automaker will have three 30-second ads.
Agency: Innocean Worldwide Americas, Irvine, Calif.
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Mars
Buy: A spokesman for the company’s chocolate division confirms Mars has purchased some time in the Super Bowl, but won’t offer any specifics or discuss which brands might be advertised, though people familiar with the matter suggest Snickers might be one product under consideration.
Creative: n/a
Agency: Depends on brand selected
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Monster
Buy: A spokesman for the company says the online-jobs site will have one spot in the game.
Creative: Monster has already been promoting its efforts to help find a “NFL Director of Fandemonium” via a contest that sends the winner to the Super Bowl.
Agency: Omnicom Group Inc.’s BBDO
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Motorola
Buy: Motorola has purchased at least one ad, according to people familiar with the situation, though a company spokeswoman declines to comment. The company is the maker of the handset for the new Droid smartphone being sold by Verizon Wireless.
Creative: n/a
Agency: WPP’s Ogilvy Worldwide
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Teleflora
Buy: After making its debut in 2009’s Super Bowl, Teleflora has plans for a new ad in 2010, according to a spokeswoman.
Creative: n/a
Agency: n/a
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U.S. Census Bureau
Buy: One 30-second spot in third quarter
Creative: Not announced yet, but the ad will be part of a new campaign slated to break in January.
Agency: Interpublic Group of Cos.’ DraftFCB
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Viacom’s Paramount Pictures
Buy: Three ads in the first and second quarters
Creative: Paramount will promote February’s “Shutter Island,” May’s “Iron Man 2″ and July’s “The Last Airbender,” a film from M. Night Shayamalan.
Agency: n/a
