WATCH Nick Jonas stars in rare Super Bowl spot for diabetes tech company

The absence of Super Bowl advertising juggernauts like Budweiser and Coke has created openings for first-time advertisers to enter the fray during this year’s broadcast

The absence of Super Bowl advertising juggernauts like Budweiser and Coke has created openings for first-time advertisers to enter the fray during this year’s broadcast.

One such newcomer is Dexcom, which is hoping to make a splash with an ad starring Nick Jonas.

The company, which produces continuous glucose monitors for those with diabetes, released its 30-second spot Tuesday. It will air after the first quarter.

Dexcom hopes the spot will both market its product and raise awareness of changes in diabetes management technology with the help of Jonas, a musician who was diagnosed with Type 1 diabetes when he was 13.

“Too many people with diabetes suffer through painful, antiquated fingerpricks because they
don’t know a better way exists,” Jonas said in a statement. “I truly believe people with diabetes deserve the absolute best care, and that’s really the spirit of my first Super Bowl commercial. It means so
much to me to bring this message of awareness and the need for improved (continuous glucose monitoring) access to as many people with diabetes as possible.”

Check out the full ad — which will be a Super Bowl first for both Dexcom and Jonas — below:

https://www.youtube.com/watch?v=zN8naTqX3TI&feature=youtu.be

Register today for this year’s USA TODAY Ad Meter and have your voice on the Super Bowl LV commercials heard.

Ad Meter 2021 roundup: The latest Super Bowl commercials to premiere

Super Bowl commercials have already started to premiere, with Chipotle, Mercari, Pringles, Tide, Michelob ULTRA, Vroom, and Bud Light Seltzer Lemonade unveiling their Big Game spots.

The Super Bowl is just over a week away, and the commercials that will tempt to capture the approval of the millions of fans are beginning to go live ahead of February 7.

The spots in this year’s Big Game have a price tag of nearly $5.6 million for 30 seconds of airtime, so expectedly, some brand’s are looking to make an impression on the national audience well before people start making trips to the refrigerator during breaks in the Super Bowl LV action.

And the early releases are always a fun treat for USA TODAY Ad Meter, a perfect way to get into that Super Bowl Commercial mindset before the ratings go live next Wednesday.

Register today for this year’s USA TODAY Ad Meter and have your voice on the Super Bowl LV commercials heard.

So, what’s new?

Heading into the weekend, here’s a look at some of the latest…

Pringles is ba—Hey, look at this flavor combo I just made!

https://www.youtube.com/watch?v=Meuc2d3SICM&feature=youtu.be

Pringles is back in the Super Bowl lineup in 2021, providing the audience with more stacking-fueled mishaps and distractions in its “Flavor Stacking Space Return” spot. The company went animated in 2020, calling on “Rick and Mortyto spark the Flavor Stacking fun. And it continues the comedic themes this year with a pair of stranded astronauts, who are out of luck thanks to some creative combos causing a diversion at Mission Control and a fishing boat passing by…

And did you notice it? The ad also features the recently unveiled new Pringles can design.

Michelob ULTRA hits with 60 seconds of “happy”

https://www.youtube.com/watch?v=6nzZW8BN-WY&feature=youtu.be

Michelob ULTRA unloads an impressive list of athletes in this new 60-second ad, featuring stars like Serena Williams, Mia Hamm, Anthony Davis, Usain Bolt, Brooks Koepka—and even going “throwback” with Billie Jean King, Arnie Palmer and Willie Mays. The message is an interesting one, geared toward the low-cal brew and finding happiness within—and kudos for adding the song in the background, as I’m still humming it as I complete this note.

You owe Jason Alexander an apology!

https://www.youtube.com/watch?v=YvjuL6Bci6M&feature=youtu.be

Tide’s also back in the Big Game in 2021. The laundry detergent brand relied on the comedic prowess of Jason Alexander’s now-iconic expressions…and used his face to make the most unique hoodie of all time. In the time of travel restrictions, set restrictions, booking the talent—making sure the craft service pretzels don’t make him thirsty—and just the general ‘blah” of 2020, you have to give this type of thoughtful concept a nod. (Alexander making a cameo is also perfect.)

Check out Tide’s bonus footage here.

New to USA TODAY Ad Meter: Vroom

https://www.youtube.com/watch?v=haXc74orwhg&feature=youtu.be

Newcomer to the Super Bowl commercial hoopla is used car company, Vroom. It’s the first such brand to enter the lineup since 2014, when Carmax’s “Slow Clap” failed to resonate with the Ad Meter panelists, finishing 51st (out of 57). Don’t count out Vroom, though, as the brand does a standup job of portraying society’s general nightmare of dealing with used-car salespersons— while adding in the right touch of humor.

New to USA TODAY Ad Meter: Mercari

https://www.youtube.com/watch?v=K6nwCssL-aU&feature=youtu.be

Mercari joins the intriguing list of brands that will have an inaugural Super Bowl commercial this year, with the online marketplace dropping this 15-second spot that involves some cool editing to show that, when it comes to unneeded items, you say goodbye…and someone else says hello.

New to USA TODAY Ad Meter: Bud Light Seltzer Lemonade

https://www.youtube.com/watch?v=g6CVKs77X74&feature=youtu.be

Bad do-it-yourself haircuts, disastrous wedding postponements, 2020 gave us lemons…and Bud Light Seltzer Lemonade’s first-ever Super Bowl spot found a way to capture the overall story arc in 60 seconds and add a dash of levity to the situation.

New to USA TODAY Ad Meter: Chipotle

https://www.youtube.com/watch?v=BkXHqihY4RE&feature=youtu.be

Rounding out this first wave of Super Bowl commercial spots to go live, newcomer Chipotle asks a simple question in its 30-second spot: Can a burrito change the world?

The stream of followup questions helps highlight the larger picture for the brand’s sustainable impact being created through a commitment to Food with Integrity.

Related

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Join USA TODAY and Adweek for The Big Game Summit

M&M’s to host a virtual Super Bowl LV ad premiere

The iconic brand that has long been sharing the candy that “melts in your mouth, not in your hands” is sharing a different type of experience this Super Bowl commercial season—one that’s also aimed at bringing joy and a chance for a few smiles here and there.

The iconic brand that has long been sharing the candy that “melts in your mouth, not in your hands” is sharing a different type of experience this Super Bowl commercial season—one that’s aimed at bringing fans together for a few laughs.

And it will happen virtually.

M&M’s is back in the Big Game commercial lineup this year, the brand’s sixth appearance over the past decade. And while fans have typically needed to wait until Super Bowl Sunday for a glimpse of the latest spot, this year M&M’s is offering a chance to watch the premiere via Zoom on Wednesday, February 3, at 9 a.m. ET.

To kick things off, they have a newly released teaser that sets the stage:

https://youtu.be/MJZX5Ylo8CE

 

The Zoom premiere will be the first-ever such Super Bowl commercial release. It takes a direct aim at what’s become a “new normal” and gives it a creative spin to not only reach consumers—something that Sarah Long, the CMO of Mars Wrigley North America, reflected during a video chat with USA TODAY Ad Meter—but reintroduces the type of feelings conjured by a simple 30 seconds of air time.

(Let’s face it; the 15 seconds above has already worked some of the commercial intrigue that makes these spots so great.)

“M&M’s is really trying to have fun and show how humor can bring us all closer together,” Sarah explained.

And while there have been other brands that passed on this year’s Super Bowl, the idea to showcase the power of a good laugh didn’t take a second thought, nor did the platform that would provide the virtual experience for M&M’s 50,000 lucky fans. “Interacting with Zoom has been happening a lot,” she laughed, “it’s very much a part of our daily lives.”

Unlike your average business call, however, the virtual release will include a few famous faces. The event will be hosted by M&M’s popular Spokescandy, Yellow, and feature guests such as former NFL coach Joe Gibbs, plus a few other surprises.

As far as the details behind the Super Bowl ad? While Sarah and her team hinted that the teaser isn’t a one-off to the Big Game picture, the details were kept under wraps.

So, stay Zoomed!

 

Register today for this year’s USA TODAY Ad Meter and have your voice on the Super Bowl LV commercials heard.

EXCLUSIVE first look: Latest Doritos 3D teaser unveils star of Super Bowl LV commercial

Doritos unveils its star for the Super Bowl commercial lineup in 2021.

Which Matthew?

Flat…Matthew?

It took less than 15 seconds—and one hashtag—for Doritos to create some of the first Super Bowl LV commercial buzz this past week, after releasing a teaser starring television host Jimmy Kimmel and actress Mindy Kaling. In it, the two briefly chat about a Mystery Guest and his “new look” before Kimmel welcomes…

A week later, we now have the answer to this #FlatMatthew enigma. 

Take an exclusive, first look at the newest Doritos 3D Crunch teaser:

https://www.youtube.com/watch?v=R0u_DTdijkI

F-L-Y-I-N.

The follow-up act—though still hilariously vague—hints at the larger Super Bowl spot which highlights Doritos 3D Crunch, a nostalgic and popular request by fans of the snack brand that is making a Super Bowl appearance some 20 years after its first.

That 1998 ad— “The Laundromat”—finished seventh in the USA TODAY Ad Meter ratings (8.33), while also making Ali Landry a household name.

And though few might need an introduction to Matthew McConaughey, perhaps this “new look” will have the same type of effect on February 7. 

Courtesy of Doritos

Want your voice heard on this year’s Super Bowl commercials? Register now to be a USA TODAY Ad Meter panelist.

Welcome to Ad Meter 2021

You can practically feel the anticipation building as that first commercial break after the coin toss nears… And with that, hello USA TODAY Ad Meter 2021! We are excited to kick off another year as the leading tracker of public opinion on Super Bowl …

You can practically feel the anticipation building as that first commercial break after the coin toss nears…

And with that, hello USA TODAY Ad Meter 2021! We are excited to kick off another year as the leading tracker of public opinion on Super Bowl ads—and remember, if you’d like to have your opinion heard on this year’s Super Bowl LV commercials, you can register NOW to be an Ad Meter panelist.

Have questions? The 2021 FAQs are here to help.

The timeframe from now until voting opens—which will begin February 3 at noon ET—is always full of unknowns and surprises, so once again, our editorial staff will keep track of all things Super Bowl commercials, providing coverage of the latest and greatest as the Big Game goes live on February 7 on CBS.

Until then, sit back and enjoy what is setting up to be an exciting year for Ad Meter and all the great panelists.

To get things started, here are a few updates:

The two biggest names in Super Bowl ad coverage are partnering

Adding to the Super Bowl commercial coverage, Ad Meter is joining forces with Adweek to provide extensive editorial insights before, during and after the game. And keep an eye out for The Big Game Summit, a virtual event that will stream on Thursday, February 4.

Featuring both Adweek and Ad Meter editors, along with industry guests, the show will offer an inside look at Super Bowl commercial trends and sneak peeks, plus marketing and media leaders’ Big Game playbooks.

Note: If Super Bowl LV is postponed to February 28, 2021, the event will be rescheduled for February 26, 2021. No reregistration necessary—all existing registrations will be carried over to the new date, if required.

Rate it again!

Also brand-new to the Ad Meter fun, if you missed the opportunity to rate the ads during the Super Bowl—or just can’t get enough of the commercials—the Replay Ratings will provide a second chance to weigh in with an opinion.

The Replay Ratings will award superlatives like Most Comical, Most Heartwarming, Best Teaser, etc. Our editorial experts will select five ads in each category, and much like high school yearbook polling, it will be a popularity contest, where the ad with the highest total of panelist votes wins the title of “Most/Best ___.”

The ratings will take place from Monday, February 8 to Wednesday, February 10, when the Super Bowl commercial chatter is at a maximum level. And yes, we have totally made sure to include the best photo backgrounds of yesteryear, just so you can have that extra dose of yearbook nostalgia:

Green

Gray

Blue

80s Neon

60s and 70s Neutral

Note: You must be a registered panelist to participate and cast your superlative votes.

Big Game Sweepstakes

Incentives to register as an Ad Meter panelist? You bet! Thanks to the Pro Football Hall of Fame, registration this year could mean a trip to the Big Game in 2022. Learn more about the Sweepstakes here.

Going LIVE

The Monday after the Super Bowl is always one of the busiest days for Super Bowl commercial breakdowns and recaps. This year, on Monday February 8, USA TODAY will take a dive into the Big Game’s best during Ad Meter Live powered by Verizon. The premium, 20-minute live experience will be hosted by USA TODAY’s Ralphie Aversa and will air on the Ad Meter site, USA TODAY YouTube channel, and social channels.

Stay tuned for more details!

Now, about that buzz.

Prices are holding steady

The cost for a spot in the Super Bowl LV ad lineup is reportedly in the $5.5 million range, a similar price tag to 2020 ($5.6 million). Additionally, it’s been said that CBS requires advertisers to pay an extra $200,000 to have the spot run on its streaming platform.

Currently, CBS has not sold out their inventory, with somewhere in the 80-percent range having been filled. (Last year, FOX sold out in late November.)

Speaking of which …

Who’s in, who’s out?

Unlike the past several years, many brands have been quiet about their plans for the Big Game spots. Whether that’s because of the Presidential Inauguration, the impact of the coronavirus, or a combination of many elements, the news surrounding who’s in and who’s out has been minimal at best.

But that doesn’t mean there hasn’t been any news. 

Big names like Coca-Cola and Pepsi-Cola have both bowed out of this year’s Super Bowl (though Pepsi will have the Halftime Show, plus brands under its umbrella). They join Hyundai, Avocados from Mexico, and Olay as brands from the 2020 lineup that won’t be appearing. 

On the other side, Cheetos and Doritos—two brands that have already released teasers—will be part of the commercial festivities, along with Pringles, M&M’s, Kia, TurboTax, Mountain Dew, WeatherTech, and Amazon… and we expect more to come as we get closer to the beginning of February.

Just a fun guess: From what we’ve seen so far, it would be a safe bet to expect more than a few big-name celebs in this year’s spots.

New to the “game”

According to Adweek, Vroom, Fiverr, and Miracle-Gro will all make inaugural appearances during Super Bowl LV.

That’s all for now—again, welcome to USA TODAY Ad Meter 2021!

Register to become a panelist

Ad Meter 2021 FAQs

Everything you need to know for USA TODAY’s 2021 Ad Meter as Super Bowl LV nears.

Super Bowl LV is within sight, which means, Super Bowl Commercial Season is almost here!

Along with that, comes another wonderful year of USA TODAY’s Ad Meter.

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

We expect a big voter turnout for SB LV and understand that you might have questions—whether it’s how to vote on the ads or how to enter an ad in the Big Game—so please see the FAQs below to help you get started.

When does Ad Meter registration begin and end?

U.S. citizens 18 years of age or older who want to be Ad Meter panelist can register online between January 20 and Super Bowl Sunday (even during the game), which is February 7 this year on CBS.  

Once registered, you’ll receive access to use a password-protected microsite to vote on the Super Bowl commercials. 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.

How does Ad Meter work?

Panelists will have the opportunity to begin rating the ads on Wednesday, February 3, at noon ET. As soon as an ad is released, we will add it to the Ad Meter platform. Remember: for your vote to count, panelists must rate every ad—so don’t forget to come back during the Super Bowl to finish rating all the commercials that have not been made public beforehand.

Like previous years, Ad Meter will remain open until 1 a.m. ET/10 p.m. PT the night of the Super Bowl (February 7). This will give participants more time to weigh in on their favorite commercials.

How many commercials will there be?

Ad Meter panelists are asked to rate the National Commercial Block between the coin toss and kickoff all the way to the two-minute warning in the fourth quarter—plus halftime. While the count varies from year to year, panelists should expect to rate some 50-plus commercials.

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 completed rating all commercials. The highest average rating will be the winner.

The winner of the 2021 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.

As panelists are rating, 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 rate every ad?

Yes, all panelists are required to rate every eligible ad.

Will there be a way to get more info about the ads?

Most of the brands advertising during the Big Game keep things pretty close to the chest, but that doesn’t mean they won’t share a sneak peek here and there. The good news: a dedicated online portal—admeter.usatoday.com—will host daily content supporting the excitement and stories leading up to the game.

Can just anyone participate?

U.S. citizens 18 years of age and older can participate. Interested panelists must register in advance at admeter.usatoday.com.

Can an advertiser “game” the system?

As proven by the size of the voting panel in 2018, 2019 and 2020, we will again have a statistically significant amount of votes cast in 2021 to keep any advertisers from “gaming” the system. We will be monitoring our registrations and auditing the rating process closely for any patterns or discrepancies—like bulk voting or Bots—and we will investigate anything that seems odd.

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

No. Ad Meter registration no longer includes gathering data from users’ personal metrics due to the CCPA Law.

Are there any incentives to participate?

Yes! When you register to become a panelist, you will be entered into exclusive sweepstakes for a chance to win a trip to the Big Game in 2022. See Prize Details and Official Rules here.

How many panelists do you expect/want?

We expect to have thousands of participants, much like we did in previous years.

Are you changing any of the rules around eligible ads?

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

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

Are there ever exceptions where Ad Meter includes commercials that don’t fall under the eligibility guidelines? 

While there are plenty of great spots around Super Bowl time, USA TODAY’s Ad Meter only permits ads that fit within the eligibility criteria. Out of fairness to the system, no exceptions are made.

How does an advertiser upload their ad?

Advertisers must email a YouTube link 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. 

The sooner we get the commercial, the better. It allows time to get everything set up for when the spot is to go live. 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.

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

We have an extended cut that we’d like to use—is that OK?

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.

What if the Super Bowl is moved?

If 2020 has taught us anything: be prepared for the unexpected. While we hope the Super Bowl will go on according to plan that might not be the case. If the game is moved, we will relay the information that becomes available about the new dates/times. From there, we will set the voting window for Ad Meter panelists and communicate with the advertisers who have sent in an ad.

What if an advertiser’s commercial is already live before the game gets moved?

We will unpublish the ad until the new timeframe is set. Once the NFL has confirmed the date, we will reset the voting window for Ad Meter and republish the eligible spots accordingly.

Anything we missed?

Yes—the Replay Ratings!

Brand-new to the Ad Meter fun, if you missed the opportunity to rate the ads during the Super Bowl—or just can’t get enough of the commercials—we’ve created a second chance to weigh in this year that will take place from Monday, February 8 to Wednesday, February 10.

The Replay Ratings will award superlatives like Most Comical, Most Heartwarming, Best Teaser, etc. Our editorial experts will select five ads in each category, and much like high school yearbook polling, it will be popularity contest, where the ad with the highest total of panelist votes wins the title of “Most/Best ___.”

Note: You must be a registered panelist to participate and cast your superlative votes.

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

Register for Ad Meter here!