Nick Jonas brings ‘magic’ of Dexcom to life in Super Bowl 57 ad

Nick Jonas and magic feature for Dexcom at the #SuperBowl:

Linking up with Dexcom for another commercial during Super Bowl 57 was a no-brainer for Nick Jonas.

That mostly has to do with his relationship with the company as a person with type-1 diabetes. But there’s a little added bonus: the scoreboard.

Jonas, 30, made his Super Bowl ad debut in 2021 with Dexcom, which was the company’s first-ever appearance during the game and on Ad Meter. It will be his second time with them and his third overall Super Bowl commercial appearance. Combined with brothers Joe and Kevin, the family has three total Super Bowl appearances.

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You do the math. Nick has.

“Exactly, I’m up three now,” he laughed.

But as a longtime advocate for diabetic awareness, that aspect holds much more weight for Jonas. Being able to have a personal message that reaches so many is priceless.

“I was just thrilled to bring awareness and conversation around diabetes management to a stage as the Super Bowl,” Jonas said. “Then to do it twice now, it’s really exciting and crazy feeling.”

“I feel very passionate about all of it, which is why I was happy they asked me to do another Super Bowl commercial,” he added.

In the ad, Jonas is highlighting Dexcom’s G7 glucose monitoring system. It reads a user’s glucose levels and synchs them with their phone. No fingersticks are required. Those advancements are something Jonas said people with diabetes might not even realize are readily available.

“That’s been one of the most incredible things for me to experience over the last 17 years,” Jonas said. “When I was first diagnosed, it was a different landscape.”

And you don’t need a star on the Hollywood Walk of Fame to relate to it. Sure, during pre-recording sessions and shows, it helps for Jonas to check in on his Dexcom. But there are other times that stand out for him, like during a day on the slopes snowboarding.

“On the lift, I checked my phone and saw that I was tending down and was able to make a real-time adjustment, and it made that day so much more fun and enjoyable,” Jonas explained.

In the latest Dexcom ad, which will be in the running for the top spot on Ad Meter in its 35th year, the approach of magic is used. After all, the technology makes that a seamless transition. But on-screen transitions really take the message and magic to the next level.

Don’t miss a second: WATCH the latest Super Bowl commercial buzz on YouTube AdBlitz

“I was thrilled when I first saw the creative for this commercial. I’ve always been a big fan of magic. I’ve always been enamored by it. I’ve always tried to poke holes in tricks when I see them,” Jonas said. “But there’s no holes being poked in life with diabetes and certainly with the technology I use.”

The ad is set to run during a 30-second spot in the second quarter of the Big Game.

Before that, you can get a first look at the full commercial below:

Meghan Trainor, Pringles combine TikTok, ‘iconic brand’ for Super Bowl 57 ad

Meghan Trainor, Pringles combine Tik Tok, ‘iconic’ brand for Super Bowl 57

During Super Bowl 57, it’s all about the Pringles for Meghan Trainor.

And being stuck in a tube of them.

Trainor features in the snack brand’s 2023 campaign that will be in the running for Ad Meter’s top spot in its 35th year. The concept takes a… if it’s not broke, don’t fix it, approach.

We mean the ad, not the chips.

The 29-year-old joins the many who get their hand stuck in a can of Pringles. The company’s advert is one most have seen, Trainor included.

Appearing in a Super Bowl commercial was big enough for Trainor. But she exclusively told Ad Meter the fact that it was Pringles kicked it up a notch.

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“When I tell people, ‘Heads up, keep an eye out for Pringles,’ they’re like ‘oh my gosh, you got Pringles?!'” Trainor said. “Not only is it an iconic game, it’s an iconic brand.”

“I had two brothers in my household so the Big Game was a big day, we’d all get together as a family, we’d all eat a bunch of food. I’m there for the halftime show and the commercials,” Trainor added. “It’s always been the most iconic thing ever, I just never knew it would ever get to happen to me. When we got the call and the opportunity I nearly cried because I was like, ‘No way, are they sure? Pringles?'”

Perhaps winning a Grammy ups a Super Bowl ad for a recognizable brand. But it sounds like a close second.

“My family thinks that I’m the coolest girl ever and I think I’m pretty cool now, bucket-list dreams,” Trainor said.

In the full-length ad titled “Best Of Us,” a family bonding moment ensues over a young boy who, you guessed it, gets his hand stuck. Then some grandfatherly advice comes along, and Trainor is part of it.

“It happens to judges, airport ground crew, game-show contestants, Meghan Trainor,” he says as the screen pans across the different scenarios.

Trainor is shown hilariously petting a pooch with her can-stuck hand. While Trainor is introduced by name in the commercial, it’s time for us to intro her co-star.

That’s no random pup. It’s Trainor’s own dog, Roo.

She also noted that, while Cheddar made her look “pop” in the video, the barbecue are actually her top choice:

Prior to the full-length ad, Pringles released a teaser of a bit different variety, but Trainor tied the two together.

The singer-songwriter has expanded her popularity in recent years due to her TikTok account. In the teaser, Trainor preps to shoot one of her videos as her viral song on the app “Made You Look” plays when, once again, she gets her hand stuck.

The two concepts cross thanks to the extended idea Pringles and Trainor have.

Trainor referred to TikTok as a space in social media she appreciates. Trainor added it’s not only helped her career but feels like it’s a “safe place where she can be herself and honest with people.”

Don’t miss a second: WATCH the latest Super Bowl commercial buzz on YouTube AdBlitz

In a way, she has interacted with followers is creating “duets.” The feature allows the creator, Trainor, in this case, to splice together videos. Trainor has often created these side-by-sides, which center around her reacting to fan videos as they are next to her while she gives commentary.

Trainor plans to do so again with Pringles. Are you lucky enough to get put into a duet by Trainor? Only one way to find out.

“I hope that other people do #StuckInPringles and do something funny with Pringles,” Trainor said. “If they’re creative, cool, and funny enough… that’d be a dream, I would love that.”

More:

Billy Idol, rock legends convene in the office for Workday Super Bowl commercial

Snack attack: The best food ads from the past 5 Super Bowls

#SuperBowl ads of a delicious variety:

Football and food. Toss in the halftime show and you’ve got every ingredient for the perfect Super Bowl Sunday.

But the food isn’t just part of the party. They’ve traditionally played a big role in the advertising circuit, too.

Check out Ad Meter’s top-five snack advertisements from the past five Super Bowls below:

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USA TODAY Ad Meter 2023 FAQs

Super Bowl coin toss outcomes since 1989

The anticipated act has played a significant part of Super Bowl and Ad Meter history.

Heads or tails?

Few elements of a football game have as dramatic an effect as the answer to that simple—yet extraordinarily profound—question. And the emphasis is only magnified on Super Bowl Sunday.

Though the lead-up productions can be quite extensive, the Super Bowl coin toss happens in mere seconds but creates a ton of excitement and sets up the action on the NFL’s biggest stage.

Gasp—it’s ours!

Sigh—it’s…theirs.

Since the first Super Bowl, the outcome has been nearly even. Heads has landed 27 times. Tails has been the winning call 29 times. And it’s been 100% riveting each time.

But the chance-based hoopla sets an important marker beyond what’s about to take place on the football field, too. Anyone familiar with the Super Bowl commercial rush of USA TODAY’s Ad Meter recognizes that the coin toss represents the opening act to the national block of commercials featured in the ratings. (From the coin toss to the two-minute warning in the fourth quarter!)

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USA TODAY Ad Meter 2023 FAQs

So, with that in mind, we’ve decided to take a look back at every coin toss since Ad Meter’s inaugural year in 1989. Who won the toss? Who won the game? Who took the Ad Meter crown?

All great questions. And here are the answers….

Teams: Kansas City Chiefs vs. Tampa Bay Buccaneers

Heads or Tails: Heads

Coin Toss Winner: Chiefs

Super Bowl Winner: Bucs

Ad Meter Winner: Rocket Mortgage

Super Bowl LVI, 2022

Teams: Los Angeles Rams vs. Cincinnati Bengals

Heads or Tails: Heads

Coin Toss Winner: Bengals

Super Bowl Winner: Rams

Ad Meter Winner: Rocket Mortgage

More:

WATCH the latest Super Bowl commercial buzz on YouTube AdBlitz

Enter the KIA Big Game Sweepstakes for a chance to go to Las Vegas in February 2024!

Serena Williams sizzles in Rémy Martin Super Bowl 57 teasers

Ad Meter Time Capsule: NFL’s greatest hits

The best #NFL Super Bowl ads:

The NFL’s biggest stage each year is undoubtedly the Super Bowl.

Fans and advertisers alike look forward to the event each year.

But the league itself has often gotten in on the fun, too. The NFL doesn’t pop in with an advert each Super Bowl, but when their game is being broadcasted, they’ve stayed on the screen during the commercial breaks sporadically throughout the years.

When doing so, the league has really hit their target audience with some fun and fantastic ad work.

Check out some of the NFL’s top hits in recent years, according to Ad Meter’s ratings:

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USA TODAY Ad Meter 2023 FAQs

Ozzy Osbourne is a ‘rock star’ for Workday in Super Bowl 57 teaser

Workday lands a ‘rock star’ for Super Bowl 57:

Heavy metal icon Ozzy Osborne is set to make his second Super Bowl ad appearance during USA TODAY Ad Meter’s 35th year in 2023.

The finance/HR software company Workday tabbed Osbourne to appear on football’s biggest stage for the first time since 2011. It’s going to be the company’s first time on the Super Bowl stage.

In their ad preview, a simple yet perfect pun is used.

The 15-second preview features two office workers talking about the new hire. How was the newbie described?

They were called a… rock star…

A clever idea:

Naturally Osbourne doesn’t go long without giving the commercial an Ozzy feel with his question, even in his new-found look featuring a button up and tie at his desk.

That appears to be the concept Workday was going for. A common workforce office vibe but taking the “rock star” idea to a literal level.

Osbourne is also just a tease of more musical guests to come. The Workday ad will also feature Joan Jett and Gary Clark Jr., to name a few.

The full-length advert is going to be a one-minute spot. It’s set to air in the third quarter of Super Bowl 57.

Hopefully fans are still in a music mindset following halftime.

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USA TODAY Ad Meter 2023 FAQs

More:

Check out the latest Super Bowl commercial buzz on YouTube AdBlitz

Enter the KIA Big Game Sweepstakes for a chance to go to Las Vegas in February 2024!

Foo Fighters’ Dave Grohl is Crown Royal’s Super Bowl 57 frontman in teasers

Super Bowl Commercial Tracker: Eligible brands confirmed for Ad Meter 2023

An updated look at the brands with national commercials airing during Super Bowl 57.

The Super Bowl 57 teams are set, with the Philadelphia Eagles and Kansas City Chiefs heading to Arizona as the headliners of the NFL’s biggest act on February 12.

Regarding the breaks in the action that night—arguably the real stars of the show—much of the big game commercial lineup is shaping up, too, as nearly 30 brands have gone public with plans to unveil a Super Bowl spot that night.

Some have already created a buzz with teasers that have landed in social-media discussions and general searches over the past few weeks.

And within that consumer vortex of info also lies the brands that will air national spots between the coin toss and two-minute warning in the 4th quarter. This timeframe makes a Super Bowl commercial eligible for the USA TODAY Ad Meter ratings, which celebrates 35 years in 2023.

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USA TODAY Ad Meter 2023 FAQs

Ahead of the ratings opening on Feb. 8 at noon ET, we’re keeping track of the confirmed brands in the national block during Super Bowl Sunday.

Here’s the current list of advertisers as of 1/29:

Pringles

Rakuten

Avocados from Mexico

Hellmann’s Mayonnaise

M&Ms

PopCorners

Downy

He Gets Us

DraftKings

KIA

Turbo Tax

Doritos

Crown Royal

Molson Coors

Rémy Cointreau

Booking.com

Pepsi Zero Sugar

Squarespace

Molson Coors

E-Trade

Michelob Ultra

Busch Light

Bud Light

Planters

GM

Workday

Notable brands not advertising during Super Bowl 57:

BMW

Meta

Taco Bell

Coca-Cola

Toyota

CarMax

Carvana

Vroom

Nissan

More Super Bowl commercial updates:

Check out the latest Super Bowl commercial buzz on YouTube AdBlitz

Enter the KIA Big Game Sweepstakes for a chance to go to Las Vegas in February 2024!

Ad Meter Rewind: The 2012 Super Bowl commercial lineup was the Year of the Dog

Over a decade ago, dogs ruled the Super Bowl commercial lineup.

The 2012 Super Bowl continues to be part of NFL conversations over a decade later, holding rank as an often-used reminder in the context of quarterback discussions — specifically, Eli Manning vs. Tom Brady. Or: Manning 2, Brady, 0.

Beyond the Giants’ victory over the Patriots, however, was another incredible footnote (check that: paw note) to Super Bowl XLVI.

That year’s commercial lineup was dominated by dogs, with four of the top 10 national commercials in the USA TODAY Ad Meter ratings starring man’s best friend.

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USA TODAY Ad Meter 2023 FAQs

And because there’s never a bad time to look back on Super Bowl commercials or videos of dogs, we’re taking the combo and heading to the Ad Meter vault.

Bud Light – “Here We Go”

The great Bud Light spot featuring rescue dog WeeGo landed at No. 6 in the Ad Meter rating in 2012. And it still makes for a classic line — “Here We Go!”

Skechers: “Mr. Quiggly”

Who could ever forget Mr. Quiggly?! The Skechers-clad French bulldog took on the Greyhounds in a race for the ages back in 2012, winning the hearts of commercial fans and the sprint. Even Mavericks/Mr. Quiggly owner Mark Cuban was impressed, and for a good reason: The ad placed third in the Ad Meter ratings that year.

Volkswagen: “The Dog Strikes Back”

Volkswagen hit it big in 2011 with a “Star Wars” nod that starred a little Darth Vader, who finally experienced the power of the force (albeit with the help of his father). And the car brand kept the momentum going in 2012 thanks to a four-legged pooch and his fitness goals. Stair climbs, swimming, and a little sled (or rug) work allowed the doggo to finally fit through the dog door, so he could chase the Volkswagen Beetle.

Of course, the commercial wasn’t complete without a bit of galactic nostalgia from the previous year’s success, which crated the perfect formula—dogs and “Star Wars”, who knew?—as the spot landed at No. 2 in the Ad Meter ratings.

Doritos: “Man’s Best Friend”

Man’s best friend can sometimes mean “partner in crime,” as evident in this legendary ad from Doritos. The snack brand took the top spot in 2012, capping off a Super Bowl commercial lineup that genuinely was the Year of the Dog.

More:

Check out the latest Super Bowl commercial buzz on YouTube AdBlitz

Enter the KIA Big Game Sweepstakes for a chance to go to Las Vegas in February 2024!

How much does a Super Bowl commercial cost? Here’s the average breakdown since 1967

Ad Meter Time Capsule: Looking back at the best of 2013

Top-rated commercials by Ad Meter in 2013 during Super Bowl 47 including Anheuser-Busch, Tide.

It’s hard to believe that the memorable Super Bowl 47 (or XLVII for the Roman numeral fans) in 2013 was already a decade ago.

On the most famous of football stages, it’s one that has always stood out above the rest.

It featured a noted football family as John and Jim Harbaugh were head coaches for the Baltimore Ravens and San Francisco 49ers, respectively.

It was a contest that ended in a tight 34-31 win for the Ravens.

Not to mention it’s most-known callback: it was the “blackout” Super Bowl. Remember when the power went out at the Big Game down in New Orleans? Yup, this was the one.

And of course, the Ad Meter scene for Super Bowl 47 was one to look back on fondly. In that year’s final ratings, every member of the top five earned an impressive grade over seven in a tight race for the top advert.

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USA TODAY Ad Meter 2023

Check out Ad Meter’s top-five Super Bowl 47 commercials from a decade ago below:

USA TODAY Ad Meter 2023: Early FAQs for panelists, brands and agencies

A helpful tool as Super Bowl Sunday quickly approaches.

Greetings, Super Bowl commercial fans!

If you’ve come to USA TODAY Ad Meter, you’re probably just as eager for the big game ads that await in 2023 as we are — and most likely, you also have a question or two about what’s what as Super Bowl Sunday quickly enters the conversation.

The good news: While much of the 2023 Ad Meter landscape is still in a production phase, the overall steps for submitting a commercial and registering to be a panelist will remain the same as previous years.

Here’s a little guidance to get things kicked off, for both panelists and brands/agencies…

Ad Meter Panelists

How does Ad Meter work?

Panelists will have the opportunity to begin rating the ads on typically the Wednesday before the Super Bowl, at noon ET. As soon as an ad is released, we will add it to the Ad Meter platform.

Like previous years, Ad Meter 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.

How many commercials will there be?

Ad Meter panelists are asked to rate the National Commercial Block between the kickoff 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 from 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 2023 USA TODAY Super Bowl Ad Meter winner will be declared after voting on admeter.usatoday.com has ended, with the results being announced the following morning—in digital, print and television.

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—otherwise, your votes will not count.

Can anyone participate?

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

How many panelists do you expect/want?

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

Brands and Ad Agencies

What ads are eligible for Ad Meter?

All national ads that air from after the coin toss through the fourth quarter’s two-minute warning (including halftime) will be rated.

House promotions for Cable/Broadcast Networks (such as sitcom promos) are not eligible.
Commercials must be national ads. Even if the spot will air in the top major markets, it’s not eligible. It must be the national spot. This is the first thing that Ad Meter editors will ask.

How do we submit our national ad?

Once confirmed that your ad is a national spot, you will need to submit the following (to RSuter@gannett.com):

A YouTube link to the actual commercial that will air during the Super Bowl
A hi-res image of the commercial (it should be in the 1000 x 600 pixels range)
The title of the commercial
Quarter it will air (including halftime)
Length of commercial

What is the deadline to submit these assets for Ad Meter voting?

We’ll accept a company’s commercial package right up until the coin toss on Super Bowl Sunday.

We’ll only have the extended version on YouTube at that point—will that work?

Ad Meter editors will not accept extended cuts. It must be the exact spot that runs during the Super Bowl.

Will Ad Meter accept any other types of video files?

No. For a brand’s commercial to be uploaded to the Ad Meter site, it must be a YouTube link.

We’ll have the actual YouTube spot available after it airs during the Super Bowl—will that work?

No. Due to the substantial pace and production workload of Ad Meter, it’s not possible to upload a brand’s commercial spot along with images, description, etc., while other brands—that submitted on time—are expecting their spots to go live as it airs.

Brands must submit all assets before the coin toss.

* Editor’s note: It’s common practice to submit a private YT link to Ad Meter that will remain private until the commercial airs. Ad Meter editors will agree to the embargo and are the only ones who will see the spot.

Is there a correlation between Ad Meter success and YouTube views?

No. The amount of views a commercial receives on YouTube’s platform does not carry any weight during the Ad Meter rating process.

* Editor’s note: The view counts a commercial receives on Ad Meter will factor into the overall views on the spot’s YouTube count.

Why do we need a hi-res image?

The image acts as the thumbnail to the commercial, and the video will not populate on the voting platform without one.

* Editor’s note: This step frequently gets overthought. While many brands have submitted an image in the past, a company can just as quickly take a screenshot of the video from YouTube and submit that—the screenshot fits the 1000 x 600 range.

Photo Submission, Licensing Agreement: USA TODAY Ad Meter

As part of the USA TODAY Ad Meter experience, commercials submitted to the Ad Meter editors may be included in editorial coverage outside the voting platform in USA Today or any of its affiliate publications (“USA TODAY Network”). That incorporates posting the commercial spot (when applicable embargoes are lifted), or any part of it, within the USA TODAY Network.

Like the Ad Meter voting platform, a brand’s submitted image will accompany its commercial in the editorial coverage, either as the primary photo in a standalone story or as a thumbnail in the rundown of Super Bowl ads. To ensure that a brand’s submitted photo asset has such permissions for the editorial use, agencies or brands must confirm, in writing, that the images are acceptable for inclusion outside of the voting platform.

The confirmation can be completed via email response when submitting the assets to Rick Suter (RSuter@gannett.com) for Ad Meter.

If this type of access is not granted, then Ad Meter editors will only upload the video to the voting platform.

A brief description accompanies the commercial—can we control what’s written?

Ad Meter editors welcome any info about the commercial, but the blurb accompanying the video is part of our editorial process. So we will not accept any copy from the brands.

When does Ad Meter voting begin?

While the timeline is subject to change, Ad Meter voting has historically kicked off the Wednesday before the big game, beginning at noon ET.

Are we able to promote our Super Bowl commercial for Ad Meter voting?

Absolutely. Participation in USA TODAY Ad Meter is why we created the platform and process back in 1989. The more voices, the better. And as we move forward in the Digital Age, we fully expect brands to use social media outlets as a way to promote a campaign.

Are we able to do ‘paid promotions’ on social media?

Yes, brands that wish to execute paid promotions for their Super Bowl commercial/Ad Meter voting may do so.

Here are the overall guidelines for social media and use of the Ad Meter IP:

Organic Social Posts

USA TODAY does not require a review of organic social posts, but as a courtesy, will review for accuracy
Please allow two business days for reviewPaid Social Posts
When using “Ad Meter” or linking to the Ad Meter website in a paid social post, please send post(s)
to RSuter@gannett.com & admeter@usatoday.com for review before going live
Please send two business days before campaign going liveUse of IP
You may use “Ad Meter” in text form and link to our website: admeter.usatoday.com
You may not use the Ad Meter logo or elements of this year’s surrounding creative campaign
We advise you not to use “Super Bowl” unless NFL has approved you to do so

Can an advertiser “game” the system using paid social media—or any other means?

No. Ad Meter participation requires a registered Ad Meter panelist to vote on every commercial for their votes to count. It’s not a one-and-done system. So driving voters to a specific ad doesn’t overload the voting because the newly registered users must continue voting for their ratings to become official.

* Editor’s note: The USA TODAY Ad Meter team has not seen any correlation between top-rated ads and the brand’s use of social media (paid or not).

What if a voter rates one ad a “10” and gives underwhelming marks to all the other ads?

USA TODAY Ad Meter has continuously monitored our registrations and audited the rating process closely for any patterns or discrepancies—like bulk voting or Bots—and has investigated anything that seems odd.

There are systems to flag such behavior, which will continue in 2023 and beyond.

Are company employees with a national spot in the Super Bowl allowed to register for Ad Meter and vote?

Yes. We encourage Ad Meter participation, so this is perfectly acceptable.

What if we have a national Super Bowl commercial but don’t want to be included in the Ad Meter ratings?

Brands with a national spot—including movie trailers—that do not wish to be part of Ad Meter may opt out. We only ask that you submit this in writing to RSuter@gannett.com.

That’s all for now, commercial fans. Stay tuned for more as USA TODAY Ad Meter 2023 nears.