American Legacy

American Legacy Foundation

Arnold, Boston, and Crispin Porter + Bogusky, Miami

At least one spot

The foundation returns to the Super Bowl with its anti-smoking message.


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 quarters

Most 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 spot

In a new campaign’s debut, belly buttons illustrate that people “were meant to lead a wireless life.”


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 4th

Cadillac 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 quarter

Oscar 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.”

Brand Architecture International, New York

One :30 in the 3rd quarter

The 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.


TBWA\Chiat\Day, San Francisco

One :30 in the 2nd quarter

Levi’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 quarter

The 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.



Two :30s

Arnold, Boston

One :30

In 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 :30

The 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


One :30


BBDO, New York

One :90 and one :30

After 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.


Cliff Freeman and Partners, New York

At least one spot

Sony Pictures Entertainment


One :30

Universal Pictures


One :30

Universal Studios Theme Parks

davidandgoliath, Los Angeles

One :60

Universal 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.


BBDO, New York

Two :30s

Warner Bros.


Two :30s