WATCH Michelob ULTRA Pure Gold’s Super Bowl spot aims to help farmers go ‘organic’

Michelob ULTRA Pure Gold is looking to change the beer landscape-to a more organic one. A member of the Anheuser-Busch family, Pure Gold is the first national beer brand to be USDA-certified organic and the first to use its 60-second spot during the …

Michelob ULTRA Pure Gold is looking to change the beer landscape—to a more organic one.

A member of the Anheuser-Busch family, Pure Gold is the first national beer brand to be USDA-certified organic and the first to use its 60-second spot during the Super Bowl to help provide a solution for farmers looking to transition to organic farmlands.

According to the numbers, less than one percent of America’s farmland is organic, making the change a considerable overhaul for farmers. Through its “6 For 6-Pack” campaign, Michelob ULTRA Pure Gold is helping make the challenge a group effort: For each six-pack sold, a farmer will be able to transition six square feet of farmland to organic.

“There’s an imbalance between consumer preference for organic products and the amount of organic farmland we currently have in the U.S. to support this need,” said Azania Andrews, Vice President of Marketing, Michelob ULTRA. “The future of organic beer relies on more farmers converting to organic; we feel a responsibility to help provide choice and support to those who want to transition, so that together we can help farmers sustain and grow their business and provide consumers the products they want.”

Watch the newly released spot here:

WATCH Hyundai unveils star-studded Super Bowl LIV ad for ‘Smaht Pahk’

Hyundai will spend 60 seconds Sunday night introducing the country to “smaht pahk.” In a star-studded, Boston-themed ad that will air during the first quarter of Super Bowl LIV and was released Monday morning, actor John Krasinski introduces the …

Hyundai will spend 60 seconds Sunday night introducing the country to “smaht pahk.”

In a star-studded, Boston-themed ad that will air during the first quarter of Super Bowl LIV and was released Monday morning, actor John Krasinski introduces the 2020 Hyundai Sonata’s “remote smart parking assist” feature as fellow celebrities Rachel Dratch, Chris Evans and David Ortiz look on.

Naturally, there’s also plenty of Boston banter along the way.

Barney Goldberg of INNOCEAN USA, the advertising agency that produced the spot, told USA TODAY Sports that the agency and Hyundai went through 344 scripts for the ad before landing on this one.

“We had a writer who has Boston roots, and he started saying ‘smart park’ in a Boston way, which would be more like ‘smaht pahk,'” said Goldberg, who is INNOCEAN’s executive creative director. “That became the beginning of the idea.”

Here’s Hyundai’s full Super Bowl LIV commercial:

WACTH Porsche’s new Super Bowl LIV teaser takes the audience on an iconic chase

Making the first Super Bowl commercial appearance since 1997, Porsche has revved up its engines in a fast-paced, go-get-em teaser for the upcoming spot in Super Bowl LIV. Titled “The Heist,” the German sports car maker takes the audience from the …

Making the first Super Bowl commercial appearance since 1997, Porsche has revved up its engines in a fast-paced, go-get-em teaser for the upcoming spot in Super Bowl LIV.

Titled “The Heist,” the German sports car maker takes the audience from the Porsche Museum— where one new car, the 2020 Taycan, is snuck out for a spin—to Heidelberg, the Black Forest, and the Zuffenhausen district of Stuttgart.

On the heels (check that: wheels) of the sleek white Taycan are some truly iconic classics: The legendary 917 K race car, 918 Spyder hybrid supercar, and of course, the Porsche 911 (modified 2020 model).

It’s only a matter of a few museum workers figuring out who’s driving what before we’re off in the newly released—and very “electric”—teaser:

“The spotlight and buzz around ads at this event make it a perfect venue for reaching new fans – in a fun way that connects with the game’s themes of performance and competition,” said Klaus Zellmer, President and CEO of Porsche Cars North America, Inc.

The “buzz,” mind you, isn’t being fueled the way car lovers would expect from the company’s 70-plus years of automotive design. The Taycan is a fully-electric powered car, a new area for the company. However, that doesn’t downplay the expectations with Porsche.

“A Porsche is always a driver’s car, and the playful chase in ‘The Heist’ draws a clear line through decades of models to the Taycan. They all share the same soul,” Zellmer added.

Will audience members enjoy the ride?

Make sure to keep an eye out for the full ad, created Cramer-Krasselt, during the first quarter of the Big Game on February 2.

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

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 …

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 …

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!

Ad Meter rewind: 5 funniest spots of 2019

Super Bowl Sunday will be here before you know it, which means all the Super Bowl commercials are on the way, too. The good, the bad, the funny, the unexpected, and everything in between and beyond! As USA Today gets ready for the 32nd AD Meter …

Super Bowl Sunday will be here before you know it, which means all the Super Bowl commercials are on the way, too. The good, the bad, the funny, the unexpected, and everything in between and beyond!

As USA Today gets ready for the 32nd AD Meter competition—the most prominent tracker of public opinion on Super Bowl ads—we wanted to get back into the Super Bowl commercial energy flow! And what better to way to get ready for this year’s spots than by looking back at some of the previous best.

First up: The 5 Funniest of 2019!

(Plenty more ahead, too. Plus, when you’re finished with this nostalgic recharge, head over to AdBlitz, a YouTube exclusive, for some more Super Bowl Commercial bliss!)

1. NFL, “The 100-Year Game”

The NFL got a head start on the league’s 100th anniversary with a simple ‘black tie” ceremony that featured some the past and present greats. Things turned quickly, though, when Marshawn Lynch caused a frenzy-inducing fumble!

2. Amazon Alexa, “Not Everything Makes the Cut”

Forrest Whitaker has issues listening to a podcast that’s playing on his electric toothbrush. Harrison Ford isn’t happy with his dog’s purchasing habits (from the ease of its collar). And, is it a hot tub, or a fountain in Vegas? Amazon’s 2019 Alexa ad showed that some location ideas for the virtual assistant aren’t all winners—while also providing one of the highest-rated spots of the year!

3. TurboTax, “RoboChild” ( AdBlitz favorite!)

A.I. went awry in TurboTax’s 2019 Super Bowl commercial, when the online company’s introduction of its ‘live” version, with real-life CPAs on demand, took an artificial twist and turned into comedic reality. The spot was quite a hit on YouTube’s AdBlitz, too (you check it out here).

4. Hyundai, “The Elevator”

Going down? It was one of Ad Meter’s overall best in 2019, and one of the funniest! Jason Bateman is an elevator liftman, taking people to some less-than-thrilling stops. It was a hilarious ride down, though, all the way to the bottom floor: car sales.

5. bubly, “Michael Bublé vs bubly”

It was 30 seconds of bubbly (or is that Bublé?) fun in this 2019 spot for the sparkling water company, bubly!

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.

Ad Meter 2020 FAQ

Super Bowl LIV is almost here, and that means it’s officially Super Bowl Ad Season! One of the most anticipated highlights of every Super Bowl Sunday, the commercials run during the big game are as memorable, if not more so, than the game itself. …

Super Bowl LIV is almost here, and that means it’s officially Super Bowl Ad Season!

One of the most anticipated highlights of every Super Bowl Sunday, the commercials run during the big game are as memorable, if not more so, than the game itself. And chances are, you’ll have some strong opinions on what exactly are the best (and worst) commercials of the night.

If you do, you can have your voice heard—beyond the usual chitchat from the couch, bar, or next day at the office—by participating in USA TODAY’s 32nd Super Bowl Ad Meter, the leading tracker of public opinion on Super Bowl ads. Sound like fun? Have questions? See the FAQ below so you can get started.

How does Ad Meter work?

Voting on ads that have been revealed to the public will begin on Wednesday, January 29, at noon ET. As soon as an ad is released, we will add it to the voting platform. Remember: in order for your vote to count, panelists must vote on every ad—so don’t forget to come back during the Super Bowl to finish rating all the commercials.

Like previous years, voting will remain open until 1 a.m. ET/10 p.m. PT the night of the Super Bowl. This will give participants more time to weigh in on their favorite commercials.

U.S. citizens 18 years of age or older who want to be Ad Meter panelists can register online now to get access to use a password-protected microsite to vote on Super Bowl Sunday. We’ll again rate halftime ads as well as the commercial block between the coin toss and kickoff (as well as the ads that run all the way through the end of regulation of the game). Additionally, a dedicated online portal—admeter.usatoday.com—will host daily content supporting the excitement and stories leading up to the game.

When does Ad Meter voting registration begin and end?

The pre-Super Bowl Panelist registration begins January 15. But you can register and vote anytime between January 29 and February 2 (even during the game).

If you’re having trouble signing in, please try resetting your password here. If the email you provided is a registered user, we will send an email containing a unique link to reset your password.

Register here!

What is the history and significance of Ad Meter?

USA TODAY created the Super Bowl Ad Meter in 1989 to gauge consumers’ opinions about television’s most expensive commercials. The 2020 Ad Meter is the 32nd year, and the results have become the industry-leading tool used to measure public opinion surrounding Super Bowl ads.

Can just anyone participate? How can you “control” who they are?

Yes, US citizens 18 years of age and older can participate. Interested panelists must register in advance at admeter.usatoday.com. Once they are accepted, they will receive the information on how to vote on Super Bowl Sunday.

Will you be gathering personal metrics information (salary, location, age range, gender)?

No. Unlike past Ad Meter registrations, we are no longer gathering data from users’ personal metrics, due to the CCPA Law.

Can an advertiser “game” the system?

As proved by the size of the voting panel in 2018 and 2019, we will again have a statistically significant amount of votes cast in 2020 to keep any advertisers from “gaming” the system. We will be monitoring our registrations and auditing the voting process closely for any sort of patterns or discrepancies—like bulk voting or Bots—and we will investigate anything that seems odd.

Are there any incentives to participate?

We are not offering incentives or payment for participation.

How many panelists do you expect/want?

We expect to have thousands of participants, much like we did in 2018 and 2019.

Are you changing any of the rules around eligible ads?

No. All national ads that air from after the coin toss through the two-minute warning of the fourth quarter (including halftime) will be voted on.

Note: House promotions for Cable/Broadcast Networks (such as sitcom promos) are not eligible.

How does the voting work? How is the winner determined?

Each commercial will receive a rating by every panelist who votes. The average rating will be the total of all ratings divided by the number of users who rated. The highest average rating will be the winner. The winner of the 2020 USA TODAY Super Bowl Ad Meter will be declared after voting on admeter.usatoday.com has ended. The results will also be printed in USA TODAY.

Will Ad Meter include halftime and coin toss-to-kickoff ads?

Yes, we will continue the same system. Brands have started developing ads specifically for halftime as part of their marketing strategies, so we’ll continue to include these commercials. Also, ads in the coin toss-to-kickoff window are now almost identically priced to ads inside the game, so like in 2019, those will be rated as well.

As panelists are voting, will ads be in the same order as they are in the telecast?

Yes, we plan to put the ads in the telecast order on the voting site.

Do panelists have to vote on every ad?

Yes, all panelists are required to vote on every ad.

How does an advertiser upload their ad?

Advertisers must email a public YouTube link (and optional digital video file) directly to our Ad Meter editor, Rick Suter (RSuter@gannett.com). You can upload the video(s) as private before the Super Bowl, but it must be switched to public or unlisted to live on the USA TODAY Ad Meter.

Additionally, please send a high-resolution horizontal screenshot from your ad. This will serve as the thumbnail image for your ad on Ad Meter.

Note: You will need to upload the exact commercial creative that airs during the Super Bowl timeframe. Extended cuts are often included in Ad Meter editorial coverage, but are not used in the panelist-rating platform.

* For instructions on how to upload a video, check out the YouTube help center.

Rick will send a confirmation to you that he has received the ad. Please be sure to communicate any specific instructions regarding the spot’s release.

If you have more questions, contact us at admeter@usatoday.com.

Welcome to Ad Meter 2020

Super Bowl LIV will be here before you know it, with the big game set for February 2, on FOX. And with less than a month to go, we’re also reminded of another exciting element: It’s also USA Today’s AD Meter time! Let’s bring on the Super Bowl …

Let’s bring on the Super Bowl commercials!

This year marks the 32nd Ad meter competition, and it is starting to look like another good one. Complemented by the NFL’s centennial celebration, the possibilities for what types of Super Bowl commercials we’ll see are being unveiled almost daily.

Remember, if you’d like to have your opinion heard on this year’s commercials, you can register to be an Ad Meter panelist beginning January 15.

Until then, here a few updates as we get ready to kick things off!

Gathering metrics has changed

Due to 2018 regulations established in the California Consumer Privacy Act (CCPA), Ad Meter will no longer gather personal metrics information (salary, location, age range, gender). You can read more about the law here: CCPA Law.

Fewer commercial breaks

Back in May, FOX announced that it would be cutting the number of commercial breaks each quarter, going from the usual five down to four. Commercial lovers shouldn’t worry, though: The cut won’t restrain the total number of spots, because each break will be longer than in past years.

Prices have not changed—fewer breaks have only increased the demand

The cost for a spot in the Super Bowl ad lineup continues to rise. This year, purchasing two 30-second spots will run $5.5 million per, while one 30-second spot is $5.6 million. Because of the fewer breaks, advertisers are moving quickly to get into the mix, with only the 2014 Super Bowl (New York) selling as many spots at this current point of the process (as of 1/9/20). The demand, with a reported 25 advertisers positioning for the final 17 spots, might boost spends closer to $6 million!

Plenty to eat, plenty to drink

Anheuser-Busch is back, marking the 40th year as an official sponsor of the game. They told Ad Meter they’ll feature “Budweiser, Bud Light, Michelob ULTRA and Michelob ULTRA Pure Gold in four, 60-second spots.” Coca-Cola will be there, too, along with Pop-Tarts, Avocados from Mexico, Pringles, Snickers, with certainly more to follow!

Vroom! Vroom!

Of course, no Super Bowl is complete without a few great car commercials. Kia, which is celebrating 25 years, will be there on Super Bowl Sunday. Audi, Hyundai, Toyota, and Porsche have started their engines for a trip to the SB Commercial Garage, too.

New to the “game”

Facebook made the biggest inaugural splash, thanks in part to Sylvester Stallone’s social media post. Sabra will make its first appearance. Both, however, have been overshadowed by a particular campaign one-up: President Donald Trump and former NY mayor Michael Bloomberg, according to reports, will be fight-spending during Super Bowl LIV, with the two camps dumping millions for ad space.

And that’s just the beginning! Make sure to follow along all month as we get closer to Super Bowl Sunday!