Just four days before the game, only a few Super Bowl advertisers have kept the creative content of their commercials entirely under wraps — and even fewer are yet to come forward reveal their participation.
One of the last hand-raisers came clean today: Speed Stick, which will air its first-ever Super Bowl commercial. The spot will represent the latest execution of "Handle It," a campaign that "celebrates moments when guys are sweating on the inside but step up and Handle It on the outside," according to a release.
In the spot, "Laundry," which was crowdsourced by the Tongal video community, a man demonstrates that he knows how to "handle it" in a laundromat when a woman finds him accidentally handling a pair of her panties. With the ad, Speed Stick and parent Colgate joinma men's personal-care battle-within-a-battle during the Super Bowl, competing against Unilever's Axe (which is sending contest winners to space).
Calvin Klein is also making its Super Bowl debut, and it's also about men and underwear:
The brand's 2013 Super Bowl commercial, above, features model Matthew Terry in Calvin Klein Concept — "the latest offering from Calvin Klein Underwear that utilizes 360-degree seamless technology for a new standard in comfort and fit."
Marvel released its Super Bowl teaser for Iron Man 3.
Beyonce released the sneak peek, above, of a rehearsal for Sunday's Pepsi-sponsored halftime show.
Skechers revealed its game-day ad featuring Super Bowl legends Joe Montana and Ronnie Lott. Previous ads in the series have featured sports icons like Tommy Lasorda, the former Los Angeles Dodgers manager, and Mark Cuban, exuberant owner of the Dallas Mavericks. (Its other Super Bowl ad, a man-vs.cheetah-vs.-gazelle spoof, has been teased for much of this month online.)
The 49ers also play a part in Visa's Super Bowl ad, unveiled today, in which the duty of giving an over-the-top locker-room speech falls to an average fan.
Quaker Oats revealed the grand prize winner of the NFL Play 60 Super Bowl contest that it sponsored with the NFL. Ten-year-old Hunter Paulin of Washington, D.C., got to begin a Super Bowl adventure in New Orleans by joining Indianapolis Colts quarterback Andrew Luck at a Quaker event at the Kids' Day at the "NFL Experience Driven by GMC," which includes football drills.
Super Bowl advertiser Cars.com has been using a clever banner-advertising device on ESPN.com in advance of the game dubbed "The Dramatizer" by Piston, its creator. Viewers watch a video ad and then click on an icon next to it to heighten the action — for instance, moving three guys from watching a football game on a couch to sitting in full uniform on the bench on the football field as the game unfolds.
Meanwhile, with so many brands already having revealed their ads (or significant teasers), much of what formerly occurred around the commercials only after the Super Bowl now has been moved up to before the game. Volkswagen, for instance, has already moved through a pre-game mini-controversy over one of its ads.
Measurements of Super Bowl ads' impact via social media are already coming in. In social mentions between Jan. 22-28, Mercedes-Benz led the pack with its online video of Kate Upton "supervising" the washing of a new CLA Class sedan. The spot also enjoyed a 55 percent positive-sentiment ranking despite objections by the Parents Television Council and others that Mercedes objectified the supermodel. Three other auto brands in the Big Game — Volkswagen, Audi and Toyota — ranked in the top 10.
Surprisingly, the No. 2-ranking brand in this measure by Salesforce Marketing Cloud was BlackBerry, which announced its new smartphone and operating system — with Alicia Keys as its main ambassador and "global creative director" — on Wednesday, ahead of its Super Bowl ad debut on Sunday.