American Legacy

American Legacy Foundation Arnold, Boston, and Crispin Porter + Bogusky, Miami At least one spotThe foundation returns to the Super Bowl with its anti-smoking message.Anheuser-Busch DDB, Chicago; Goodby, Silverstein & Partners, San Francisco; Fusion Idea Lab, Chicago; and Dieste Harmel & Partners, Dallas Five minutes of time, mostly :30s, over all four quartersMost of A-B's airtime will go to Budweiser and Bud Light. Bud will end spots with the "True" theme, but the "Whassup?" refrain is likely to be on hiatus. One spot will be devoted to responsible drinking. Animal-themed concepts are under consideration, including another Dalmatian/Clydesdale pairing and a spot featuring a falcon with a taste for Bud Light. Two possible Dieste spots star its Luis character in all-new embarrassing scenarios, with his family misunderstanding his quest for Bud Light. A new concept from Goodby is in the mix: Trivial events become special occasions when someone whips out a Michelob. An A-B heritage spot is also a possibility. AT&T Wireless Ogilvy & Mather, New York At least one spotIn a new campaign's debut, belly buttons illustrate that people "were meant to lead a wireless life." E*Trade Goodby, Silverstein & Partners, San Francisco Two :30s The chimp makes his third consecutive Super Bowl appearance in two inter-related spots directed by Bryan Buckley. Look for familiar human faces, too. The company is sponsoring the halftime show.General Motors D'Arcy Masius Benton & Bowles, Troy, Mich. One :60 in the 2nd quarter and a :30 in the 4thCadillac breaks a new campaign for the CTS and the Escalade EXT. The spots, featuring Led Zeppelin's "Rock 'n' Roll," introduce a new tagline, incorporating the phrase "Break through" to replace "The fusion of design & technology." H&R Block Campbell Mithun, Minneapolis One :30 in the 2nd quarterOscar winners Joel and Ethan Coen (Fargo, O Brother, Where Art Thou?) apply their dark humor to the small screen with an abysmal view of the recent tax-law changes. Office drones pay little attention to a man explaining legal intricacies of the new laws; one listens to the Beatles tune "Taxman." HotJobs.com Brand Architecture International, New York One :30 in the 3rd quarterThe online job site is choosing between two Traktor-directed spots in a new campaign featuring off-the-wall job interviews. In one, a man recites the lyrics to "Just the Two of Us" to his interviewer. Turns out it's not a come-on: The man is hired as a disc jockey. In another spot, a woman repeats everything her interviewer says. She's not mocking anybody, she's just hoping for a job as a court stenographer. Levi'sTBWA\Chiat\Day, San Francisco One :30 in the 2nd quarterLevi's handed off its Super Bowl decision to the public, posting three commercials on its Web site for a vote. The leader at press time, with 39 percent, was an ad Spike Jonze shot in Mexico. A young Hispanic man appears normal from the waist up, but his Flyweight jeans give his legs a bizarre groove all their own. Control Machete provides the Latin hip-hop track, "Sí Señor."Lipton Brisk J. Walter Thompson, New York One :60 in the 1st quarterThe iced-tea brewer expands its 5-year-old clay-animation series to incorporate live action—in the style of Who Framed Roger Rabbit—with scenes in which the camera pulls back to reveal a set.MGM in-house Two :30sMonster.com Arnold, Boston One :30In its fourth consecutive Super Bowl spot, the company directs viewers to a Monster-crafted Web site designed to help U.S. Olympic athletes find jobs after the Games. The positioning line remains, "Never settle." National Football League Young & Rubicam One :30The league again promotes the United Way with a spot from its current humor-based campaign showing football players interacting kids. The NFL's traditional brand-image spot, which this time pays tribute to Walter Payton, will air during halftime. New Line Cinema in-house One :30Pepsi BBDO, New York One :90 and one :30After raising eyebrows with a steamy dance sequence in a spot that launched during last year's Academy Awards, Britney Spears is back. This time she takes a walk down memory lane, touching on themes from the '60s to the '80s.Quizno's Cliff Freeman and Partners, New York At least one spotSony Pictures Entertainment in-house One :30Universal Pictures in-house One :30Universal Studios Theme Parks davidandgoliath, Los Angeles One :60Universal launches what it calls an ambitious campaign to lure visitors to central Florida (but away from Disney World) during the tourism slump. The spot illustrates "a vacation from the ordinary" with vignettes of guests at the Orlando resort getting pedicures from Frankenstein and soaring away with E.T. Visa BBDO, New York Two :30sWarner Bros. in-house Two :30s

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