Super Bowl XXXVII: List of Spots | Adweek Super Bowl XXXVII: List of Spots | Adweek
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Super Bowl XXXVII: List of Spots

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ANHEUSER-BUSCH

DDB, Chicago (5)

Downtown Partners, Toronto (2)

Fusion Idea Lab, Chicago (2)

Goodby, Silverstein & Partners,

San Francisco (1)

Hill, Holliday, Connors, Cosmopulous, Boston (1)

Eleven :30 spots; all quarters, including first ad after kickoff

From DDB: One responsible-drinking ad with country singer Tim McGraw. Three spots for Bud Light are "high comedy"—a yoga theme; a beach theme with a conch shell; a man who can't take his dog into a bar. Also one Michelob Ultra ad with a fitness message tied to New Year's resolutions. Hill, Holliday shows Clydesdales playing football. One of Fusion's two Bud Light spots debuts a "Think fresh. Drink fresh" themeline and extends the "True" campaign. One of Downtown Partners' Bud Light ads parodies strong-man contests, with men hoisting huge refrigerators. Goodby ad features "good listener" who gets distracted by the game.

At&T WIRELESS

Ogilvy & Mather, N.Y.

One :30 in 2nd quarter, one in 4th

AT&T, which is sponsoring the halftime report, will run spots from MLife wireless campaign.

DAIMLERCHRYSLER

BBDO, Troy, Mich.; Arnell Group, N.Y.

At least one :30 or :60 in 1st

Black-and-white Chrysler ad with Celine Dion singing song, possibly "I Drove All Night," from new album. New Cross fire or Pacifica models featured. May also run ad for Dodge.

ESPN

Wieden + Kennedy, N.Y.

One :20

New spot in month-old "With out Sports" brand campaign features a four-time Super Bowl champion and SportsCenter anchors.

Fair, Isaac and co.

Space 150, Minneapolis

One :30 in 4th

Spot for credit info Web site myFICO.com invites viewers to "See how lenders see you."

FEDEX

BBDO, N.Y.

One :30 or :45 in 1st

A brand spot says, "FedEx gives you peace of mind."

GENERAL MOTORS

D'Arcy Masius Benton & Bowles, Troy, Mich.

One :90 in 3rd

Cadillac, sponsor of postgame show, will run "Break through" brand spot with a businessman in London watching as modern Cadillac models surpass a '50s classic.

HANES

The Martin Agency, Richmond, Va.

One :30 in 2nd

One of two Michael Jordan spots airing, it pairs him with Jackie Chan to pitch Tagless T-shirts.

H&R BLOCK

Campbell Mithun, Minneapolis

One :30 late 1st or early 2nd

A $30 million "tax problem" leads Willie Nelson to become the spokes man for fictional "Smoothie Shaving Cream."

HOT JOBS

Brand Architecture International, N.Y.

One :30 in 3rd

This "respectful," "optimistic" spot will "speak to the heart with a wink and a smile," says client rep. Shot in Prague, it may shed "Onward. Upward" tagline.

LEVI'S

Bartle Bogle Hegarty, N.Y.

One :60 in 2nd

"Stampede" helps solve fictional mystery of hidden $85,000 pair of jeans adorned with gold, diamonds and rubies. Shot in L.A., it shows a jeans-clad couple who hear a herd of buffalo as they walk down a city street. Screen copy "Bold since 1853" flips to "Bold since 2003."

MONSTER.COM

Arnold, Boston

One :30 in 2nd

A tractor without a driver barrels through a field. "Somewhere, a trucking company needs a driver," says the twangy announcer. "Somewhere, a driver needs a job. Monster. Filling blue-collar, white-collar and no-collar jobs. Now Monster works for everybody." "Never settle" tag, Trumpasaurus spokescharacter remain.

ONDCP

Ogilvy & Mather, N.Y.

One spot

PEPSICO

BBDO, N.Y.; Spike DDB, N.Y.

Two and a half minutes total

Sierra Mist launches "Shockingly refreshing" tag nationally. A Pepsi spot directed by Spike Lee and featuring new spokeswoman Beyoncé Knowles will likely debut. It's "a product love tragedy in which the Pepsi bottle spills its contents. But it has a happy ending," a source says. The Osbournes in their L.A. home star in a Pepsi Twist spot also under consideration.

PHILIP MORRIS

Young & Rubicam, N.Y.

One :30 in 2nd

Corporate-responsibility effort that discourages underage smoking.

PFIZER'S TRIDENT

J. Walter Thompson, N.Y.

One :15 in 2nd

Humorously explains why only "four out of five dentists recommend Trident for patients who chew gum." A squirrel, it turns out, has bitten the fifth dentist.

QUAKER OATS' GATORADE

Element 79 Partners, Chicago

One :30 in 1st

Spot that first aired Jan. 1 shows Michael Jordan at three different ages, playing himself in a game of one-one-one basketball.

QUIZNO'S

Cliff Freeman and Partners, N.Y.

One :30 in 1st

New execution continues "Mmmm. Toasty" theme.

REEBOK

Arnell Group, N.Y.

One :60 in 3rd

Back in game after nine years off. Introduces new character, Terry Tate.

SALTON

J. Walter Thompson, Chicago

One :30 in 3rd

Ad for George Foreman Grill.

SONY ELECTRONICS

Young & Rubicam, N.Y.

One :60 in 2nd

"Trip," directed by Joe Pytka, broke in November. It shows an older man preparing to board a Russian space shuttle. He records the view of Earth from space for his wife and kids.

SONY PICTURES

In-house

Three :30s in 2nd half

TOUCHSTONE PICTURES

In-house

One spot

20TH CENTURY FOX

In-house

One spot

UNIVERSAL PICTURES

In-house

Two spots

For Bruce Almighty and The Hulk.

VISA

BBDO, N.Y.

Two :30s in 2nd

Promotes Visa Check Card.

WARNER BROS.

In-house

One :30 and one :60

:30 is for Terminator 3. :60 is for two upcoming Matrix sequels.