Taking The Field

As the price for a Super Bowl ad creeps to an estimated $2.5 million, up from last year’s $2.4 million, the stakes in creating a memorable spot are even higher. Ninety million people are expected to watch the Seattle Seahawks and Pittsburgh Steelers battle it out in Detroit on Feb. 5, and many clients are banking on spectacle to stand out: a chrome-themed fashion show (for Cadillac), a musical extravaganza (for Burger King). Celebrities and humor also figure prominently; even Fabio stars in a lighthearted ad for Nationwide Insurance. Here, four agencies and their clients discuss the original ideas and creative processes behind their Super Bowl ads. —