Advertisers got a lot of flak for the tasteless

Advertisers got a lot of flak for the tasteless humor last year, but at $2.4 million per 30 seconds, the Super Bowl is still a highly coveted mass-media vehicle for unveiling new ads. Ninety million U.S. viewers are expected to tune in to Fox on Feb. 6 to see the Patriots and the Eagles battle for the championship and more than 30 advertisers vie for attention during the commercial breaks. Among the virgin game players planning to introduce new spots: Ameriquest Mortgage, CareerBuilder.com, Cosentino, Emerald Nuts, GoDaddy.com, MBNA, Novartis’ CIBA Vision, Unilever’s Degree and Volvo. Here, five first-timers discuss their run for the spotlight. Log on to www.adweek.com for more behind-the-scenes stories and to read critiques of the ads on Feb. 7. —eleftheria parpis



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