The build-up to Super Bowl XLIX is in full swing, with the big game’s participants decided and brands making preparations to debut their ad campaigns! This week’s Super Bowl round-up from Chief Marketer includes a look at the reasoning behind how and when Super Bowl ads are debuted, how Facebook is tying into the frenzy, and a look at what Snickers, Victoria’s Secret, Dove and WeatherTech have in store for viewers on Super Bowl Sunday, Feb. 1.
- More Super Bowl advertisers have announced they will be airing spots during the Big Game, with some leaking the full commercials online and others at least providing some details about their ads. This USA Today story reports that at least a half-dozen new advertisers have yet to even publicly announce they’re in the game, and some longtime advertisers now say they won’t reveal their Super Bowl ads at all until they air in the game. Trends show that leaks before kickoff can increase buzz on social media.
- Marketers who leverage Facebook have a new way to connect to football fans, as the big social network unveiled its Big Game targeting segment this week. Marketing Land reports that this targeting segment enables advertisers to reach people based on real-time conversations that are related to the Super Bowl, and will reach beyond hardcore football fans by including those liking, commenting and sharing content related to party planning, recipes, flatscreen TV purchases, conversations about TV commercials and other topics surrounding the game.
- Snickers will be airing the latest entry its “You’re Not You When You’re Hungry” ad campaign, which in the past has featured celebrities including Betty White and the late Robin Williams. ABC News has a clip of the new commercial that will run during the Super Bowl, which plays off of the classic episode of “The Brady Bunch,” where Marcia Brady is brushing her long blonde hair 100 times. The catch? Marcia is replaced by tough guy actor Danny Trejo.
- Victoria’s Secret is back in the game for the first time since 2008, and it’s ad will feature lots of beautiful models (surprise, surprise). The catch? This year, the models aren’t half-naked in the brand’s lingerie, they’re turning heads by wearing football uniforms. Access Hollywood has a teaser video of the ad. After playing some football, the VS ladies take their helmets off to reveal their signature flowing hair to catch the attention of men watching the big game as a reminder to shop for Valentine’s Day.
- Automobile floor mat manufacturer WeatherTech liked its results from advertising in last year’s Super Bowl, so they’re taking another swing at it this year with an ad spot highlighting the workings of its busy factory. The Chicago Tribune highlights the new ad here, which focuses on the fact that the brand’s products are proudly made in the USA.
- The Wall Street Journal has some details about Dove soap’s new Super Bowl commercial here. The Dove ad targets the heartstrings of dads everywhere (and the people who love them). The “Real Strength” commercial shows children of all ages affectionately calling out for their dads as they go through big and small life landmarks, conveying the message that caring for others makes a man stronger.