Super Bowl Ad Watch: Axe and MillerCoors Suit Up for Big Easy


With the Super Bowl XLVII in New Orleans just seven weeks away, more brands are announcing and making their decisions about TV spots and about the ever-broadening advertising environment around the Big Game. CBS is working to sell the last handful of spots for the broadcast of Super Bowl XLVII from New Orleans, and Ad Age reports that ad packages are going for an average of $3.7 million to $3.8 million. A few of the latest:

MillerCoors is sneaking through the back door into the Super Bowl using a tactic that other advertisers, including auto brands, have used over the years: buying up regional and local TV time. In the brewer’s case, it has purchased time during the game on local TV stations in the Great Lakes and Southeast for a 15-second ad for Redd’s Apple Ale, an apple-flavored malt beverage that it began testing over the summer, Ad Age reports. MillerCoors can’t do national Super Bowl buys because Anheuser-Busch InBev is the exclusive beer sponsor of the NFL, meaning it gets to bring back its Bud Light Hotel to the Big Easy among other cross-promotion around the game.[more]

Axe: Unilever’s #1 men’s grooming brand in the US has shaken up men’s care since its debut in 2002, and has tapped BBH Londond for its upcoming Super Bowl debut. All Axe will say is that the :30 spot is titled “Lifeguard” and includes a “twist” at the end that “aligns with a creative campaign” that will kick off in the new year as a teaser to Game Day. “As a lifestyle brand synonymous with innovative products and marketing, we are always pushing boundaries into uncharted territories,” says Gaston Vaneri, Brand Director for AXE. “We have some extraordinary news to announce in 2013, taking our interaction with our fans to new heights, so the Super Bowl became the obvious platform to share it with the world.”

GoDaddy plans two new spots (by Deutsch) featuring Danica Patrick in its return to the Super Bowl. Patrick has been in New York lately to promote a new game for Sega for the holiday-shopping season. At least we know what to expect — again — from the web services brand, although GoDaddy did say in a press announcement in October that it plans to “repositio[n] sexy.”

Meanwhile, USA Today is expanding its annual Super Bowl Ad Meter program to include more voters and more commercials, but it is dumping the longstanding in-person panels and discontinuing its brief Ad Meter collaboration with Facebook, Ad Age says. The Ad Meter began in 1989 and has become a fixture of coverage of Super Bowl advertising.

And the rapid rise of social media has lured more advertisers to disclose their Super Bowl game plans early and to launch associated marketing efforts way ahead of the actual game, notes the New York Times. Mercedes-Benz, Lincoln and SodaStream, for instance, already are honing their “game strategies while shoppers still seek Christmas gifts.”

Also, said that its ad inventory for the second live-streaming of the Super Bowl is nearly sold out. Ads will support the pre-game and Super Bowl broadcasts on CBS TV and primarily will come in the form of video commercials that appear during breaks in the game and “companion” advertising that is placed around the CBSSports player during game time, Ad Age says.

And on the back of its Chrysler spot during the last Super Bowl featuring Clint Eastwood, “It’s Halftime in America,” Wieden + Kennedy was named Adweek Global Agency of the Year.