New Year’s Day College Football Games See Brands Suit Up


Amazon Prime Rose Parade Tish and Cord - Will Ferrell and Molly Shannon

The New Year’s Day college football semi-final games saw the debut of ads by a slew of brands, including by the title sponsors of The Rose Bowl Game presented by Northwestern Mutual, the Allstate Sugar Bowl, the Chick-fil-A Peach Bowl, the Outback Bowl and the Citrus Bowl presented by Overton’s.

Amazon, for one, promoted its Prime Video live stream of the Rose Parade with Molly Shannon and Will Ferrell in character as co-hosts Tish and Cord:

…although not everyone was laughing while trying to access it:

Intuit‘s TurboTax spoofed tax prep fears during the Sugar Bowl:

H&R Block came out swinging in its spots with Jon Hamm:

Northwestern Mutual ran its “Spend Your Life Living” campaign and promoted a Touchdown Dance event as a sponsor:

Allstate brought back Mayhem for #ResolutionsAreMayhem:

While State Farm ran:

Lincoln ran its latest Matthew McConaughey spot (“Perfect Rhythm”) during the Rose Bowl:

Nissan updated its Star Wars: The Last Jedi spot:

…while its Infiniti model ran its new “Thrones” campaign (more in our Q&A):

Miller Lite wished fans a Happy New Year:

Dos Equis teased its Jan. 7th statue reveal with Rob Riggle (its “most interesting fan”) and Augustin Legrand (its “most interesting man” who was introduced in Sept. 2016):

Applebee’s featured its All You Can Eat promotion:

Taco Bell ran its Belluminati campaign during the Sugar Bowl:

…and continued its social sweepstakes:

Diet Dr Pepper brought back “Lil’ Sweet” (Justin Guarini):

Apple promoted the iPhone X:

And behind the scenes at the Rose Bowl, Honda‘s Southern California dealers and Wells Fargo donated a new Honda Accord to wounded warrior Lance Cpl Simon Kim, USMC: