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Super Bowl Ad Watch: Sneak Peeks from CareerBuilder, Skechers & more

Posted by Dale Buss on January 24, 2012 06:22 PM

The rules of Super Bowl advertising have changed — it's no longer about the surprise of debuting your spot during the Big Game, but about seeding buzz through viral sneak peeks (or the entire spot) on YouTube, Facebook and Twitter.

Brands are eager for a "halo effect," adding to a record tide of early "reveals" of Super Bowl ads and related content. So with that in mind, here is the latest crop of sneak peeks at the commercials you'll see on Super Bowl Sunday, starting with CareerBuilder's crazy office chimpanzees at top.

Skechers also released a teaser for its Super Bowl XLVI spot, which will air just before the two-minute warning at the end of the first half and spoofs its underdog status with a dog — a sneaker-wearing French bulldog, to be exact.

E*Trade has spilled the beans on the Super Bowl ad for its new "360 Investing Dashboard," in which its by-now familiar talking baby is shown as best man at a wedding, where he's bucking up the groom's confidence as a financial investor as the bride is coming down the aisle. is providing more behind-the-scenes looks of its 2012 .CO-touting Super Bowl campaign, featuring racecar driver Danica Patrick and fitness guru Jillian Michaels in a return engagement — this time "painting" GoDaddy slogans and ad messages on a "nude" model in this spot (one of two it's running this Super Bowl) called "Body Paint" —

In Go Daddy's behind-the scenes look at "Body Paint," Michaels says the brand's approach to Super Bowl commercials is to "allow strong women to be pretty, and sexy and soft." One of those women, Natalia Velez, who plays the "nude," is labeled in one of the BTS spots a "model and industrial design engineer."

Bridgestone started teasing its Super Bowl campaign on January 2nd, with a series of viral videos claming the tire brand is expanding to sports, bringing its rubber to balls and pucks. Continuing the pre-game campaign, the latest batch of videos includes two spots featuring sports reporter Kelly Beadle  (here and here), another video featuring pro bowler Kelly Kulick, and this "engineer" who enjoys riding on the company's new Ecopia tires so much that he ended up far from home:

Lexus executives, meanwhile, are talking about how the brand's first ad in any Super Bowl, for its important new GS sedan, will be the first marker of a big new change of direction for one of the leading marques in the luxury segment — and not just because Toyota's upscale brand has never advertised during the Big Game before.

"The GS is the focus of the spot, but it is the beginning of a change for the Lexus brand, with more exciting and dynamic products," Brian Smith, CMO for Lexus, told Marketing Daily. "While we are going to continue to be leaders in product quality and ownership experience, we are adding more 'emotional' and performance products. The Super Bowl is the beginning, and a great time to get that message out. The ad will surprise a lot of people that it's Lexus."

Once again this year, YouTube's AdBlitz channel (this year sponsored by NBC Sports) is ready to feature Super Bowl XLVI spots after the game, as is Hulu's AdZone channel

Not all advertisers will score a touchdown with their Super Bowl ad buy, based on consumer interest heading into the game. As Mediapost notes, "Brand Keys' 10th annual Super Bowl Engagement Survey finds that only half of Super Bowl XLIV’s advertisers will get real ROI from their Super Bowl purchase. Among the winners are Doritos, Hyundai and Those that the survey suggests will get nothing or worse are: Budweiser, Century 21 and Dannon."

What do you think of the Super Bowl ad teasers so far — and which commercials are you excited to see on February 5th? Post a comment below!


Nancy Jay United States says:

Those E-trade baby ads are getting old (even if the babies aren't!)

January 25, 2012 12:09 AM #

ForTomorrow United States says:

We are asking Super Bowl fans to change the channel for 30 sec. when the Careerbuilder ad comes on.  Careerbuilder has repeatedly exploited live chimpanzees -an endangered species- in the company's ads.  To learn more about why chimps don't belong in entertainment and to petition Careerbuilder to stop using live chimps, visit our blog by clicking our user name above.  

January 27, 2012 03:21 PM #

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