The Ads of Super Bowl XLVI: Adweek's Preview

Auto brands will crowd the field again, but expect some fresh faces, too
About the Author

Tim Nudd is creative editor at Adweek.

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Agency: In-house
Creative: The two :30s above. One stars Danica Patrick and Jillian Michaels painting a woman's body with messages about .co domains. The other is a dream sequence with Patricks and the Pussycat Dolls.


Agency: In-house
Creative: The :30 above for the new David Beckham Bodywear collection, starring the soccer superstar, will air during the second quarter.


Agency: In-house
Creative: A promo from the cable network for its unscripted series Swamp People.


Agency: RPA, Santa Monica, Calif.
Creative: One :60 in the fourth quarter for the Honda CR-V compact crossover, starring Matthew Broderick as Ferris Bueller. Extended spot above.


Agency: Crispin Porter + Bogusky, Boulder, Colo.
Creative: Teaser above. One in-game spot will star Will Arnett as another Hulu alien who's trying to turn human brains to mush with endless TV, this time provided by Hulu Plus.


Agency: Innocean, Huntington Beach, Calif.
Creative: One first-quarter :30 for the Veloster Turbo, and one fourth-quarter :30 for the Genesis Coupe R-spec. Both are posted above. Hyundai will also air two pre-game :30s and a pre-kick :60.


Agency: David&Goliath, El Segundo, Calif.
Creative: A :60 cutdown of the :90 above, with Mötley Crüe, Adriana Lima and UFC fighter Chuck Liddell in an extreme dream sequence pitching the Snow White Pearl Optima Limited.


Agency: Attik, San Francisco
Creative: The :30 above will air in the first half for the 2013 GS.


Agency: BBDO, New York
Creative: One :30 in the first quarter will introduce a new character, Ms. Brown, as the candy brand's "chief chocolate officer."


Agency: Crispin Porter + Bogusky, Boulder, Colo.
Creative: A spot in which the Peanuts gang are joined by more than 50 other cartoon characters to promote a new campaign with the tagline, "I can do this."


Agency: Grey, New York
Creative: The league has two and a half minutes of airtime during the game. It will spend 60 seconds at the end of the third quarter talking about player safety, with a long kick return illustrating the evolution of the game—and its equipment and rules—through the years.


Agency: TBWA\Chiat\Day, Los Angeles
Creative: One :60 starring The X Factor winner Melanie Amaro and Elton John, and one :30 for PepsiMax with a cameo by Regis Philbin. Both are posted above.


Agency: 72andsunny, Los Angeles
Creative: A :90 in the fourth quarter for the upcoming Galaxy Note phone. It will be the first ad ever directed by Bobby Farrelly. Teaser spot above. 


Agency: Siltanen & Partners, El Segundo, Calif.
Creative: The :30 above will air in the second quarter. A French bulldog, Mr. Quiggly, uses his GoRun sneakers to outrun some greyhounds at a dog track. Mark Cuban costars.


Agency: Fire Station (in-house)
Creative: The :30 above will air during the second quarter. Supermodel Adriana Lima prepares for a special Valentine's Day date in an elegant setting.


Agency: Saatchi & Saatchi, Los Angeles
Creative: Two :30s for the 2012 Camry. One :30 will be a shorter version of the :60 above.


Agency: Deutsch, Los Angeles
Creative: A :60 cutdown of the :75 above will air during the game for the 2012 Beetle. A dog gets in shape to chase a Beetle down the road, while a twist ending pays homage to Star Wars. The earlier teaser spot is posted below.

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