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Super Bowl 2015

Super Bowl Ad Tracker: What to Expect in the 2014 Game

Everything we know, updated continually

Welcome to Adweek's Super Bowl Ad Tracker, where we post everything we know about the advertising planned for the 2014 game. Priced at a whopping $4 million per 30 seconds, the game's ad slots were already sold out months in advance. As the details of these Super Bowl ads continue to be revealed, we'll drop them into the Ad Tracker below, so check back regularly for updates.

Recent updates:

Chrysler announced it will have three spots in the Super Bowl, but the automaker won't yet say which models will be featured.
Bud Light has posted its highly anticipated spots featuring Arnold Schwarzenegger and other celebrities.
Budweiser's second Super Bowl spot, featuring a soldier's homecoming, is now live.
GoPro's spot will show the opening moments of Felix Baumgartner's 24-mile plunge to the earth in October 2012.
T-Mobile will have three Super Bowl ads (two already live) starring Tim Tebow.
Heinz has debuted its Super Bowl ad, in which hundreds of ketchup fans hum a happy tune.

AUTOMOTIVE FASHION | FOOD & BEVERAGE INSURANCE & FINANCEMOVIES ONLINE BRANDS PACKAGED GOODS TELECOM AND TECH BRANDS BACKING OUT


AUTOMOTIVE

Audi. Following up its popular "Vampire Party" and "Prom" spots from recent years, Audi will be back with a :60 slated to run right after the halftime show. The ad, created by Venables Bell & Partners, will feature the 2015 Audi A3 sedan. Teasers for the spot feature a crossbred canine called the Doberhuahua, which seems positioned to star in the Super Bowl spot. UPDATE: Here's the ad, in all its chaotic canine glory.

CarMax. Last seen in the 2011 game, CarMax returns to the Super Bowl this year with a :30 from Silver + Partners called "Slow Clap." And while it features a highly tweetable cameo from Sean "Rudy" Astin, most of the brand's buzz will likely come from its all-puppy version of the ad, called "Slow Bark."

Chevrolet. After GM sat out the game last year, reportedly due to the previous marketing chief's concern over high ad prices, the automaker will return in 2014. The Chevrolet Silverado is expected to be the focus. UPDATE:  Here's the Silverado ad, titled "Romance" and featuring a bull getting ready to breed.

Chrysler. Perenially secretive advertiser Chrysler won't confirm or deny a report in Billboard that it will have a Super Bowl ad starring Bob Dylan. UPDATE: Chrysler announced it will have three spots in the game, though the models being featured and the agencies involved are still under wraps.

Hyundai. Making its seventh Super Bowl ad appearance, the Korean automaker will have two 30-second spots in the 2014 game. In a change from its usual approach, Hyundai will actually be featuring celebrities this time around, with three as-yet-unnamed celebs slated to appear in one of the ads. For a sneak peek at the concepts, check out Adweek's exclusive preview. UPDATE: The spots are live.

Jaguar. The venerable British luxury automaker is working with Spark 44 and Mindshare to make the brand's Super Bowl debut in 2014 with a second-half spot promoting its new F-Type coupe. This teaser clip, which revealed the involvement of famed actor Ben Kingsley, was followed up by the announcement that the ad would also feature Tom Hiddleston (Loki from The Avengers) and Mark Strong (Lord Blackwood from 2009's Sherlock Holmes).

In addition, Gawker's sponsored content division, Studio@Gawker, is maintaining a Good to Be Bad blog along with some countdown projections in major cities to help tease the spot, which makes light of the fact that British actors are often cast as Hollywood villains. "In the world of pop culture," the brand said in a statement, "villains disrupt the status quo and challenge the establishment, while living one step ahead of, and better than, the pack." UPDATE: The ad is now live.

Kia. The frequent Super Bowl advertiser will return, this time with a 60-second parody of The Matrix starring Laurence Fishburne and promoting Kia's new rear-wheel flagship K900 model. According to Automotive News, the sedan will debut in early 2014 with a sticker price starting around $50,000. The :60 was created by longtime agency David&Goliath. UPDATE: The spot is now live.

Toyota. The Muppets and muscular actor Terry Crews star in a :60 from Saatchi & Saatchi L.A. The ad for the 2014 Highlander shows what happens when Crews' character, a buttoned-up workaday type, goes for a wild ride with Kermit, Animal, Fozzie and friends. The spot will also promote Disney's upcoming film, Muppets Most Wanted. Check out the teaser clip for a taste of what's to come. UPDATE: The ad is now live.

Volkswagen. Still trying to replicate its interstellar success with Little Vader in 2011's "The Force," Volkswagen returns to the Super Bowl for its fifth consecutive year. This time, however, frequent agency collaborator Deutsch L.A. is out of the picture, and year-old agency Argonaut is leading the creative. In a set of teaser clips, VW claims to have been researching the many ingredients for a perfect Super Bowl ad, including babies, crotch hits, Carmen Electra and more. UPDATE: The ad is live and imagines a world in which German engineers sprout wings each time a VW hits 100,000 miles.


FASHION

H&M. Nearly naked in 2012's first Super Bowl spot for the retailer, David Beckham this year will be back and selling his personal line of clothes in a new way. The spot will allow owners of certain compatible devices to buy David Beckham Bodywear items directly through their TVs


FOOD & BEVERAGE

Bud Light. America's best-selling beer will star in three of Anheuser-Busch InBev's five Super Bowl ads as Bud Light undergoes a long-awaited repositioning. Launching the new Bud Light tagline, "The perfect beer for whatever happens," will be a :30 and a :60 packed with celebrities, including Arnold Schwarzenegger. The two ads from BBDO together depict an "Epic Night" created for one unsuspecting beer drinker and involving hundreds of actors. Watch the six teaser clips to get a taste of what's in store. A third Bud Light ad, the 30-second "So Cool" from Cannonball, will unveil a new re-closable aluminum bottle. UPDATE: The celebrity spots are now live.



Budweiser. Following up its 2013 spot "Brotherhood," which won the top spot in USA Today's Ad Meter, Budweiser will show the next chapter in the story of a young Clydesdale who has gone from bonding with his trainer to bonding with a puppy. A second ad for the brand is called "Hero's Welcome" and focuses on military service members returning home. Both spots are from lead agency Anomaly. UPDATE: Budweiser has released its "Puppy Love" spot, which is sure to be a crowd pleaser. ALso now live is the second spot, which has been expanded from a :30 to a :60.

Butterfinger. Nestlé's first Super Bowl ad for the Butterfinger brand will promote the new Butterfinger Peanut Butter Cups, a challenger to the market-dominating Reese's Peanut Butter Cups. In a mildly saucy teaser for the ad, we see "Mr. and Mrs. Buttercup" (aka chocolate and peanut butter) going to couple's counseling and looking to try something new. Created by ad agency Dailey, the game-day spot will be different in execution but play to the same theme. UPDATE: Butterfinger removed the original teaser and uploaded a replacement that is less racy.

Cheerios. General Mills has announced that it is working with Saatchi & Saatchi to create the first Super Bowl ad for cereal brand Cheerios. Slated to run during the game's first unscheduled time-out, the spot will feature "a beautiful story about family love,” vp of marketing Camille Gibson says in a company blog post. The decision to join the game is likely related to the massive buzz Cheerios generated with its interracial "Just Checking" spot earlier this year. UPDATE: The ad, once again featuring the interracial family, is now live.

Chobani. A first-time Super Bowl advertiser, this Greek yogurt powerhouse brand plans to use the game as a chance to debut its first campaign from Droga5. The agency won Chobani's creative account in a highly competitive review earlier this year, and the new work will be supported by Omnicom Media Group and PR firm Weber Shandwick. There's a chance the brand's ad slot will be used, at least in part, to promote its new 100-calorie product line. UPDATE: This spot is now live.

Coca-Cola. The global cola brand has two 60-second spots in this year's game. In one, created by Wieden + Kennedy, the brand visits Lambeau Field by way of a scrawny, overachieving young football player. 

Dannon. The yogurt brand's Oikos line will once again be pitched by John Stamos, but this time he's bringing along some old friends: Full House castmates Bob Saget and Dave Coulier. UPDATE: The spot is live, but the Full House angle isn't quite as prominent as fans were likely hoping for.

Doritos. The brand's annual Crash the Super Bowl contest for aspiring commercial directors has been whittled from 24 finalists down to five finalists. You can vote for your favorite once a day per device. Two spots will air during the game, with fan votes determining one and the brand choosing the other. The creators of each will get a chance to work on the set of The Avengers: Age of Ultron, and the person behind the top vote-earning spot will win a $1 million prize.

Heinz Ketchup. The popular condiment will be making its first Super Bowl ad appearance since way back in 1997. A senior brand manager described the 30-second Super Bowl spot from Chicago agency Cramer-Krasselt as "an opportunity to remind consumers of the love they have for this iconic brand." UPDATE: The ad, called "Hum," is now live.

M&M'sThanks to a teaser clip, we now know that parent company Mars will be featuring the Yellow M&M in this year's game-day :30. The spot from BBDO New York appears to be focused on the  abduction of Yellow by unknown parties.

Pepsi. As part of a promo clip for its Super Bowl Halftime Show, headlined by Bruno Mars, Pepsi recently brought country star Lee Brice to the tiny town of Milligan, Neb., population 275. The surprise concert venue was selected "because it lies halfway between Los Angeles and New York City," according to the Journal Star.  In addition to halftime, Pepsi reportedly has two 30-second spots booked to promote its core beverage brands.

Photo: CHAD GREENE/For the Lincoln Journal Star

SodaStream. The do-it-yourself home-carbonation brand, based in Israel, will return this year with a fourth-quarter Super Bowl ad appearance that kicks off a multi-year endorsement agreement with Hollywood megastar Scarlett Johansson. Going into the 2013 game, the device was relatively unknown in America compared to most brands advertising, but it generated some early buzz when CBS declined to run its first commercial edit, allegedly because the spot was too negative toward Coca-Cola and Pepsi.

Wonderful Pistachios. The nut brand, which says it saw considerable lift after its 2013 Super Bowl ad featuring Korean rapper PSY, will kick off a new campaign this year with two Super Bowl spots starring Stephen Colbert. The campaign is called "Get Crackin', America" and will be directed by Tom Kuntz, the man behind Old Spice's "The Man Your Man Could Smell Like." UPDATE: Check out the teaser clips here.


INSURANCE & FINANCE

Bank of America. The financial giant is co-sponsoring an ad that will debut U2's new single, "Invisible," which will be free to download for 24 hours after the ad airs. During that time, Bank of America will donate $1 to the Global Fund to Fight AIDS, Tuberculosis and Malaria, up to a total of $2 million. The ad is also backed by Bono's nonprofit, (Red).

Intuit. The finance and tax software creator is handing over its 30-second Super Bowl spot to one of four small businesses rallying for fan votes. In the running are toy maker GoldieBlox (whose viral fortunes have run hot and cold thanks to the use of an unauthorized Beastie Boys track in a lengthy online spot), fertilizer brand Dairy Poop, the free-range aficionados of Locally Laid Egg Company and Barley Labs, which makes dog treats from leftover beer-brewing ingredients. Check out Intuit's video roundup of the four finalists below, and vote for your pick on the Small Business Big Game site.

TurboTax. While its parent company, Intuit, focuses on supporting small business, TurboTax will be celebrating the major life choices that end up being reflected in our personal tax returns. Agency Wieden+Kennedy's new campaign for the DIY tax software, called "It's Amazing What You're Capable Of," will include a 60-second spot during the game.


MOVIES

According to The Hollywood Reporter and Variety, the following movies will be previewed in this year's Super Bowl:

Captain America: The Winter Soldier

Need for Speed

The Amazing Spider-Man 2

Transformers: Age of Extinction


ONLINE BRANDS

GoDaddy. The perennially low-brow Super Bowl advertiser says it will shift course in 2014 and focus on its product instead of male fantasy fulfillment. "We've matured. We've evolved," CMO Barb Rechterman said in October. The brand says it has purchased two :30s, with one slated to run during each half. Photos and videos from the set of Danica Patrick's commercial show her quite buffed out in a lifelike muscle suit. UPDATE: The :30 titled "Bodybuilder" is now live on YouTube. UPDATE 2: In its second spot, a real woman will quit her job, which is sure to be a surprise to her unsuspecting boss. Here's a teaser for the second spot, starring John Turturro

Squarespace. With less than 250 employees, this website design and management service will be one of the smaller brands advertising nationally in this year's Super Bowl. Its spot was produced in-house, created by a team led by the company's chief creative officer, David Lee, who formerly served as TBWA Worldwide's digital executive creative director.  UPDATE: The spot is live.


PACKAGED GOODS

Axe. "Make love. Not war." That's the charming and surprisingly mature message of Axe's 30-second spot from BBH London. In a departure from the brand's usual approach of depicting its products as over-the-counter aphrodesiacs, the ad shows the softer side of soldiers and military dictators. 
"Globally we've been very conscious of the fact that we didn't want to do anything sexist," David Kolbusz, deputy executive director at BBH London, tells Adweek. "It's a theme we've been playing with for a while now, the equilibrium of the sexes. This is just the first time we've done it in this more serious way." Here's a 60-second extended version of the game-day ad:


TELECOM AND TECH

GoPro. Known for its high-definition, helmet-mounted cameras, GoPro will be advertising in its second consecutive Super Bowl. Somewhat strangely, the brand chose to feature October 2012's Red Bull Stratos jump, in which skydiver Felix Baumgartner plunged 24 miles to the earth. The Super Bowl :30 will serve as a teaser to an eight-minute film about the jump on GoPro.com. Watch the ad and the full video here. 

T-Mobile. The "Uncarrier" will have three spots in the game, each featuring star quarterback Tim Tebow. Created by Butler, Shine, Stern & Partners, the spots play off Tebow's free agent status, with jokes about the freedom of not having a contract. The brand will attempt to drive real-time conversation with a #nocontract hashtag, as well.


BRANDS BACKING OUT

Best Buy. The big-box retailer tells Investor's Business Daily that it will end its three-year run as a Super Bowl advertiser, putting those ad dollars into a larger array of less-costly tactics: "We look at all advertising opportunities, including the Super Bowl, on a case-by-case basis, and this year we made a deliberate decision to allocate our advertising dollars on a broader assortment of programming in order to connect with consumers."

E*Trade. That talking baby has finally gone into retirement after his 2013 appearance. The brand, which recently shifted its creative account to Ogilvy & Mather after Grey resigned the business, has announced it will skip the 2014 Super Bowl for the first time since its talking baby debuted in 2008. In a statement sent to news outlets including Adweek, E*Trade branding svp Rich Muhlstock said the company would instead spread out its TV ad dollars: "In 2014 TV will continue to be part of our plan but with greater diversification across digital and new channels for E*Trade. While sports continue to be an important pillar for us, we are broadening our mix to include other lifestyle environments that are also important to our audience (food, travel, entertainment, news, etc.)."

Subway. Despite running two ads in the 2013 Super Bowl, Subway says it will sit out the 2014 game. Telling USA Today that "the pricing has gone crazy," chain CMO Tony Pace said he would instead invest ad money in February's Winter Olympics. 

Got a tip on a Super Bowl ad, celebrity cameo or brewing controversy that's not yet in the Super Bowl Ad Tracker? Drop an email to Adweek.com contributing editor David Griner.

 

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