Out of the 34 highly anticipated spots airing on Sunday’s Super Bowl XLIX, 15 of them are newcomers to the annual television spectacular that 100 million Americans are expected to watch.
Of that mind-boggling number of commercials (costing advertisers $4.5 million per 30-seconds) six are from Chicago, two are rookie Super Bowl advertisers, and one from a New York agency was filmed here.
From Leo Burnett, two commercials. One is client P&G’s Always, the much honored “Like a Girl” viral video sensation, directed by Lauren Greenfield (“Queen of Versailles”) that’s racked up more than 80 million online views in 150 countries to date. Originally 3-minutes, it will air as a condensed :60.
The second spot is for online Esurance, teaming up with car wrecker Lindsay Lohan, the poster child for car insurance, behind the wheel as she pokes fun at her past troubles. The spot will run in the first half of the game. Last year’s spot for its $1.5 million sweepstakes was announced after the game.
This year’s game is a first buy for DDB client Skittles. In the teaser, Super Bowl legend and Hall of Famer Kurt Warner is tailgating and ends up in a tub of candy.
For its latest entry in the Bud Light “Up for Whatever” campaign, Energy BBDO and experiential marketing firm Mosaic engineered a :60. Called “Coin,” it’s about a Bud Light fan who puts a giant coin in an equally large slot and plays a colorful life-sized Pac Man game. The “What’s Up” campaign debuted at Super Bowl 2014.
American Family Insurance’s “Dream Fearlessly” spot is from BBDO New York and stars Jennifer Hudson. Ridley Scott’s RSA film at Cinespace. The set was an exact replica of the only diner of artist Edward Hooper’s famous “Nighthawks” painting. The five “Nighthawks” join with Hudson in singing the 1970s’ “o-o-h Child.”
Said Chicago native/resident Hudson about the experience, “I think this campaign is a wonderful way to celebrate the millions of people who want to achieve their goals, so it was an honor to be part of it.”
Two local companies with Super Bowl game stakes are veteran game advertiser McDonald’s, whose :60 will unveil a new take on its “I’m Lovin It” tag, and WeatherTech, makers of car mats and other auto accessories, with a :30 called “America at Work.” The spot also was produced in Chicago.