Advertisement

Creative Focus: Super Sunday

Advertisement




The big game showcases new clients and old favorites
While the rest of the world has already marked the new year with wild millennium celebrations, the ad industry's first big event of 2000 comes at the Super Bowl.
Prices this year are again setting records--an average $2 million per 30 seconds--though some advertisers are paying from $3 million to $5 million for packages that include time in the pregame as well.
As expected, dot.coms make up a large number of Super Bowl contenders. (To avoid possible credit problems, ABC is asking many of them to pay upfront rather than sending the invoice after the game, as it does with veterans such as Visa and Monster.com.)
Three dot.coms, Screaming Media, Angeltips and Dow Jones Interactive, pulled out of the game recently, leaving at least 10 advertisers that will direct viewers to Web businesses.
First-time advertisers in the big game include MicroStrategy, a business-to-business software company that is spending big bucks to reach a small target: the nation's chief marketing officers.
Other advertisers are targeting the often-overlooked females in the audience. The Oxygen Network will promote the Feb. 2 launch of its cable channel for women, while OurBeginnings is touting customized stationery for brides.
As the sole beer advertiser, Anheuser-Busch will finalize its lineup at the last minute, selecting from a pool of spots, most of which were created by its two lead agencies: DDB, Chicago, and Goodby, Silverstein & Partners, San Francisco.
Spots under consideration will introduce a new character to Louie and Frank's territory: a turtle running for president of the swamp. Others feature eclectic concepts, such as a vet delivering a Clydesdale and a spoof of a pet-food commercial. Two considered strong candidates are a spot featuring the company chief executive officer, August Busch III, and a responsible-drinking ad.
Mountain Dew also has three BBDO spots in the running. "Mach Opera" features the music of Queen, sung by the Dew Dudes. In another ad, skateboarders and mountain bikers do a Busby Berkeley routine. But the reported front-runner is a spot shot in Kenya showing a cheetah chasing a mountain biker.
Not included in the glimpse of Super Bowl players on the following pages are last-minute buyers Volvo Trucks North America and Careermosaic.com.
--with staff contributions

Automotive

Brand Agency Commercial Quarter

AutoTrader.com Doner, With a nod to The Matrix, this 30-second ad shows a car 3rd
Southfield, Mich. buyer in a virtual world where his ideal auto appears instantly.

BMW Fallon McElligott, The automaker introduces its X5 Sport Activity Vehicle undisclosed
Minneapolis centered on the theme, "What did you experience today?"

beer

Brand Agency Commercial Quarter

Anheuser- Multiple agencies This exclusive beer advertiser will consider responsible- all
Busch drinking and heritage ads in addition to main label ones.

Goodby, Silverstein & One Budweiser spot may introduce the lizards to a new
Partners, San Francisco character, a turtle running for president of the swamp.

DDB, Ads under consideration include a pet-food ad spoof
Chicago and another showing a vet delivering a Clydesdale.

The Leap Partnership, The brewery may run Michelob spots from the
Chicago ongoing "Beer. Or Michelob" campaign.

Employment Services

Brand Agency Commercial Quarter

Hotjobs.com McCann-Erickson, A 6-foot hand, a personification of the familiar in negotiation
Detroit computer cursor, haggles its way to a better job.

Kforce.com Grey, Not to be left out of this growing category, Kforce 3rd New York will debut a spot titled "Facade."

Monster.com Mullen, This whimsical 30-second spot aims to strike an 1st, 4th
Wenham, Mass. emotional chord similar to last year's "When I Grow Up."

Entertainment, Media and Travel

Brand Agency Commercial Quarter

Britannica.com Deutsch, Pregame and game efforts will include spots from its series of 3rd
New York celebrity testimonials and another featuring dramatic type.

Buena Vista In-house A 60-second trailer will promote Mission to Mars from director 3rd Pictures Brian De Palma, with Gary Sinise and Tim Robbins.

Lastminute- Burkhardt & Hillman, Two cowboys dare each other to be the last to get out of town 4th
travel.com New York as a tornado approaches.

Oxygen Mullen, This network announces its launch with a new execution 2nd
Network Wenham, Mass. from its current campaign, "Another great reason to be a woman."

Wall St. Journal Arnold, A straight-forward approach showing how its online edition can be 4th
Interactive Boston, Mass. customized for the user. Tagline: "Now it's getting personal."

WWF In-house This irreverent spot promises to take WWF action 3rd
out of the ring and into slice-of-life scenarios.

Financial & Consultant Services

Brand Agency Commercial Quarter

EDS Fallon McElligott, An elaborate execution in the "EDS. Solved." campaign, this spot 3rd
Minneapolis features cowboys herding cats on the open range.

E*Trade Goodby, Silverstein One first-quarter spot will offer funny commentary on the Super 1st & 3rd
& Partners, San Francisco Bowl phenomenon. Two others continue themes from past ads.

Micro- In-house This business-to-business software company's first major ad effort 4th
Strategy shows how it helps clients improve customers' lives.

Nuveen Fallon McElligott, Set in the future and based on the theme "Make your mark," 1st half
Investments Minneapolis this ad will feature Christopher Reeve.

Visa BBDO, The credit card company plans to promote its sponsorship undisclosed
New York of the Olympic games in Sydney, Australia.

Food & Beverage

Brand Agency Commercial Quarter

Mountain BBDO, This musical dance spectacular features skateboarders 3rd
Dew New York and rollerbladers doing their best Busby Berkeley number.

Tropicana Foote Cone & Tropicana debuts its new 2000 advertising campaign 3rd
Belding, New York with a 30-second spot introducing a new tagline.

Miscellaneous

Brand Agency Commercial Quarter

Federal BBDO, Following the theme of previous spots, a package undisclosed
Express New York sent by a competitor ends up in the Land of Oz.

Our- Disney i.d.e.a.s. A 30-second spot for this specialty stationery vendor promotes 3rd
Beginning.com Buena Vista, Fla. its wares with an ad called "Angry brides."

Pets.com TBWA/Chiat/Day, The sock puppet is back to play with a wide array of animals.
Los Angeles The ad will tout the benefits of Pets.com's home delivery. 4th

Technology

Brand Agency Commercial Quarter

Computer.com Merkley Newman Aiming to capture the energy of a startup, founders and other 4th
Harty, New York people tell why they invested in this site for beginners.

i-opener McGarrah/Jessee, This subtly humorous spot takes aim at high-cost computers 2nd
Dallas standing in the way of Internet access.