Samsung has some fun with the NFL's strict trademark rules around the Super Bowl (see Adweek's own banner above for evidence of that) in the 60-second spot below starring Seth Rogen, Paul Rudd and Breaking Bad's Bob Odenkirk—a teaser for the company's two-minute in-game commercial.
The finished ad, created by 72andSunny and directed by Jon Favreau, will air during the fourth quarter of Sunday's broadcast.
UPDATE: Late Saturday night, the company released the full spot, with a cameo by LeBron James, which is posted here:
In the earlier 60-second teaser, posted below, Rogen and Rudd pitch ideas to Odenkirk for a Super Bowl commercial—except Odenkirk won't let them say "Super Bowl," or the names of the two teams that are playing.
Consumers will be able to weigh in on their favorite moments from the full ad, titled "The Big Pitch," and win prizes using the hashtag #TheNextBigThing.
"The anticipation of Super Bowl ads creates a unique consumer experience," said Todd Pendleton, chief marketing officer of Samsung Mobile. "'The Next Big Thing' campaign has allowed us the flexibility to tap into significant cultural moments and relevant conversations while showcasing our innovation."
The teaser and finished spot were cut by Geoff Hounsell and Will Hasell at Arcade Edit.
Last year's Samsung Super Bowl ad, directed by Bobby Farrelly, wrapped up the marketer's sarcastic portrayal of Apple fanboys with a circus-like execution.