Tag: Ad Meter 2020 – Kia

Ad Meter rewind: 5 of the best spots of 2013

Taking another trip down Ad Meter Memory Lane, we’re turning back the clock to 2013, the last time the San Francisco 49ers played in the Big Game. Super Bowl XLVII-the battle of brothers John and Jim Harbaugh-was a close one, with the Baltimore …

Taking another trip down Ad Meter Memory Lane, we’re turning back the clock to 2013, the last time the San Francisco 49ers played in the Big Game.

Super Bowl XLVII—the battle of brothers John and Jim Harbaugh—was a close one, with the Baltimore Ravens holding off a third-quarter rally by the 49ers to edge out a 34-31 victory. It was the first Super Bowl loss in 49ers history.

From the commercial side of things, a 34-minute blackout in the Superdome allowed for plenty of time to focus on the ads. The cost of a 30-second spot in 2013? Approximately $4 million. That was a record-high buy in at the time. Based on 2020 numbers, though, companies would be saving themselves over a million.

Of those that did take the Super Bowl expense plunge that year, based on Ad Meter rankings, here were five of the best:

Anheuser-Busch: Horse and trainer reunited, 7.76

The top spot in 2013 went to Budweiser’s “Brotherhood,” a feel-good tale between man and horse (Clydesdale, to be exact). It was a three-year journey squeezed perfectly into 60 seconds and scored by Stevie Nicks’ “Landslide.” And the ending? It was hard to find any “nay”sayers when considering that type of cinematic buildup.

Tide: Miracle Stain, 7.75

That looks like Joe Montana! One unique stain on a 49ers jersey captivated people and created a fan frenzy around the sports world in this 2013 Tide ad. Unfortunately, the man’s wife—a Ravens fan—didn’t think it was right to leave the stained shirt lying around, so she washed it. (Looking back, she could say the Ravens won twice that night.)

RAM: Farmers, 7.43

Narrated by the iconic voice of the late Paul Harvey—the longtime ABC broadcaster—Ram Truck’s nod to the American Farmer in 2013 was another epic tale that almost seemed like a short film.

Doritos: Fashionista Dad, 7.27

 

A bag of Doritos was all it took for this little girl’s dad to change his plans for the day—from football to an all-out princess extravaganza. Even the man’s friends had no problem making the switch once they saw what was being served at the party.

Kia: Spaces Babies, 6.74

While the Super Bowl XLVII crowd wondered when the lights might come back on, the dad in this Kia ad was wondering how he was going to answer his son’s not-so-simple question: Where do babies come from? His response was eloquent, outlandish, and played out in a hilarious inner-thought montage.

 

Want to be part of this year’s Ad Meter voting? You register now to be a panelist.

WATCH Budweiser teaser a perfect build to newly released Super Bowl LIV spot

The King of Beers turned the cameras during its first teaser, giving a few lucky viewers a powerful (and unexpected) peek at the stars of its Super Bowl LIV spot: themselves. The ad, created by DAVID Miami and directed by Oscar-winning director …

The King of Beers turned the cameras during its first teaser, giving a few lucky viewers a powerful (and unexpected) peek at the stars of its Super Bowl LIV spot: themselves. The ad, created by DAVID Miami and directed by Oscar-winning director Kathryn Bigelow, highlights ‘Typical Americans.’

What that meant, exactly, was anyone’s guess…until now.

 

The ad will air in the fourth quarter of Super Bowl LIV.

To have your opinion heard on this spot—and all Big Game commercials—register now to be a USA Today Ad Meter panelist.

WATCH NOW Ad Meter looks at recent Super Bowl LIV commercial teasers, campaigns

While it hasn’t reached anything close to the decibels at a Chiefs’ home game, with Super Bowl Sunday less than two weeks away, the commercial buzz is steadily increasing. Since last week’s update, there have been a few significant companies that …

While it hasn’t reached anything close to the decibels at a Chiefs’ home game, with Super Bowl Sunday less than two weeks away, the commercial buzz is steadily increasing. Since last week’s update, there have been a few significant companies that have either released teasers for their SB spots or provided info about the stars, directors, and even theme.

A few others are getting into the mix ahead of the game, while one car brand is getting viewers in the mood for…safties.

Until the next commercial break, here’s some of the latest.

(Don’t forget, if you want to have your opinion on Super Bowl commercials heard, you can register now to be an Ad Meter panelist.)

 

Snickers is taking a comical approach to help “Fix the World”

The company has released two teasers this week, aiming at a few current cultural dilemmas—such as the selfie stick, adult children living with their parents, and talking on speakerphone in public. The spots, created by BBDO New York and AMV BBDO, are smaller parts to the, ahem, “hole” picture that will be revealed in the full ad.

Pop-Tarts’ first Big Game appearance hints at a…twist

The company released its first teaser this past week, with television personality Jonathan Van Ness at the craft services table looking for something to snack on (other than pretzels!). Phil Schaffer, senior director of marketing for Pop-Tarts, discussed the release:

“When it comes to ‘bringing out your best’, nobody does it better than Jonathan Van Ness – so it was only natural for Pop-Tarts to enlist him to help ‘fix’ the classic pretzel and introduce Pop-Tarts Pretzel,” he said. “Already a loyal brand advocate, Jonathan’s upbeat personality is a natural fit to help Pop-Tarts unveil our latest craveable flavors.”

The spot, created by MRY, will run after the first half’s two-minute warning.

Two points for Volvo

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It’s happened nine times in Super Bowl history, and Volvo Car USA is giving fans a reason to cheer for number 10 during Super Bowl LIV. The company is celebrating its incredible safety record (“one million lives saved by Volvo safety innovations, including the three-point safety belt”) by giving away $1 million in cars should a safety occur during the Big Game.

Olay nears launch into space on Super Bowl night

The company unveiled another teaser this past week, this time giving the audience an inside look at the difficulty of space travel—especially when it comes to the food. (You can read more about the #MakeSpaceForWomen campaign here.)

 

Ad Meter will have more updates soon, so don’t forget to check out the site each day for All Things Super Bowl LIV Commercials!

Continuing the mission: Olay returning to Super Bowl with ad featuring a star-studded, all-female cast

Olay is blasting into the cosmos on Super Bowl Sunday, forgoing the expected small steps by man to instead focus on the giant leaps taken by some inspiring women. The P&G brand’s spot will feature an impressive all-female crew aboard the Olay Space …

Olay is blasting into the cosmos on Super Bowl Sunday, forgoing the expected small steps by man to instead focus on the giant leaps taken by some inspiring women.

The P&G brand’s spot will feature an impressive all-female crew aboard the Olay Space Shuttle, with stars Lilly Singh and Busy Philipps on the launch, alongside retired astronaut, Nicole Stott. A few familiar faces back on Earth round out the cast, as Taraji P. Henson takes the reins at Mission Control, while Katie Couric keeps the viewing audience informed over the airwaves during the journey.

The lady’s mission: #MakeSpaceForWomen

Check out the newly released teaser:

 

A nod to last year’s all-female spacewalk, the creatively worded campaign looks to impact women of all ages while aiming to close the gender gap in technology fields and inspire the next generation of scientists, programmers, engineers, and beyond.

“We recognize that many industries have yet to reach gender parity,” Eric Rose, Olay’s Associate Brand Director, said in a statement, “which is why we’re using our Super Bowl ad to feature fearless women who have been trailblazers in their own industries as a way to inspire people everywhere to get involved and support Operation #MakeSpaceForWomen. Olay believes that when we make space for women, we make space for everyone.”

To help spread the mission (back on the ground), Olay has teamed up with Girls Who Code and will donate $1 (up to $500,000) each time someone tags @OlaySkin and uses the campaign’s hashtag between January 15 and February 3.

It’s the second straight appearance for Olay during the Big Game, following last year’s “Killer Skin” ad, a comedically spun, 90s-era horror homage that featured Sarah Michelle Gellar. Like in 2019, the company’s overall vision will work to shift another dynamic, too: Although women make up nearly half of the NFL’s total fan base, the stars of the biggest ads on its biggest day aren’t as equal, with just over a quarter of past spots having starred women.

The reality of such lopsided numbers didn’t deter Olay or its creative partner, Badger & Winters, during the new campaign, though. Instead, they took the challenge head-on.

“The Super Bowl is advertising’s biggest night, which is why we wanted to go big as well,” Madonna Badger, Chief Creative Officer of Badger & Winters, added. “With ‘Make Space for Women,’ we loved combining a bit of word play with the very serious world of science and technology—a world, by the way, that continues to exclude women in large numbers. We’re very excited to partner with Olay to help change that and thrilled to be working with so many talented women behind the camera.”

The 30-second spot is slated for blastoff during the fourth break of Super Bowl LIV. Assuming the ladies can find the keys, look for the ad to echo Busy Phillips’ inspiring thoughts:

“As a mother of two girls, I’m so proud to star in a Super Bowl ad that reinforces the idea that they—and all girls—can do anything.”

 

For more details about the campaign, check out Olay’s website here.

New York Life will air spot during Super Bowl LIV celebrating 175th anniversary

New York Life, the largest mutual life insurer in America, is celebrating its 175th anniversary in 2020, and the company is starting the Dodransbicentennial with a bang: A Super Bowl spot. The 60-second spot-which details of the ad have not been …

New York Life, the largest mutual life insurer in America, is celebrating its 175th anniversary in 2020, and the company is starting the Dodransbicentennial with a bang: A Super Bowl spot.

The 60-second spot—which details of the ad have not been released yet—is scheduled to run between the first and second quarters during the game, and will be part of a more extensive campaign that celebrates the company’s incredible run.

From Kari Axberg, New York Life’s vice president, brand marketing:

“As we prepare to celebrate New York Life’s first 175 years in 2020, we plan to highlight the values that have been the foundation of New York Life for nearly two centuries. Core beliefs shared by our customers, agents, and employees have helped build better futures for those they love, providing financial security and peace of mind for millions of Americans since 1845. This global media moment provides the perfect platform for us to launch our anniversary and our new brand campaign.”

The company hasn’t advertised during the Super Bowl since 1990.