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The big list of Super Bowl LII ads: Amazon, M&Ms, Budweiser & more offer sneak peeks of game day spots


More than 20 advertisers have confirmed they will be making an appearance during Super Bowl LII on Sunday night. According to a recent Sports Illustrated report, this year’s Super Bowl brands will be spending, on average, over $5 million for a 30-second spot during the game.

On top of the $5 million ad buy, there are still creative costs involved with making the ad (or ads) and the supporting campaigns to drive online views and engagement.

“We predict that Super Bowl LII will have the most online activity going on concurrently with the game in Super Bowl history,” says CEO of Instart Logic, Manav Mital. The digital management platform commissioned an online survey of more than 1,000 US adults and found nearly half of the people who plan to watch the Super Bowl will be going online during the game to watch the ads.

To extend the life of their Super Bowl campaigns, many brands routinely drop teaser ads in anticipation of their game day spots, and several this year — including Budweiser, Febreze, Groupon and M&Ms — already have dropped their official Super Bowl LII commercials.

The brands making a return

Along with its Budweiser and Bud Light brands, Anheuser-Busch is bringing back Michelob ULTRA and Stella Artois and has released the official game day ads for both. The Stella Artois spot is a combined campaign with the nonprofit Water.org, and features Water.org’s co-founder, Matt Damon.

Avocados from Mexico and Amazon will also be back this year. Amazon has two campaigns planned: one for its Echo devices and one for Amazon Prime. The Prime spot is a trailer for the Amazon original film, “Tom Clancy’s Jack Ryan,” starring Jim Krasinski. The Amazon Echo campaign currently has six teaser ads, one with a cameo from Amazon CEO Jeff Bezos.

After sitting out last year, Doritos is back and has paired up with Mountain Dew. The Doritos-Mountain Dew campaign includes an all-star lineup with Peter Dinklage, Morgan Freeman, Missy Elliot and Busta Rhymes, and the official spot has already been released (along with two teaser ads).

Of the 15 brands that were debut Super Bowl advertisers in 2017, two have announced they are returning this year: Hulu and Febreze. Last year, Hulu used the ad buy to promote its original series “The Handmaid’s Tale,” but it hasn’t dropped any teaser ads for this year’s spot yet.

Unlike Hulu, Febreze has released both a teaser ad and its official Super Bowl commercial.

The First Timers Club

Pringles, a first-time Super Bowl advertiser this year, has released its official ad, and a series of teaser ads, starring actor and SNL alum Bill Hader.

Also, for the first time, Kraft is buying a Super Bowl ad to promote its family of brands which will build on its #FamilyGreatly campaign launched last year. As part of the campaign, Kraft is asking people to upload photos of their families starting at 6:00 a.m. ET on Super Bowl Sunday for a chance to be featured in the spot it plans to air during the game.

With four days to go until game day, we’ve pulled together all the teaser ads and official commercials we could find for Super Bowl LII.

The Big List of Super Bowl LII Ads

Amazon Alexa

Teaser Ads

 

 

 

 

 

Amazon Prime

Official Commercial

Avocados from Mexico

Teaser Ad

Budweiser

Official Commercial

Doritos and Mountain Dew

Official Commercial

Teaser Ads

 

Febreze

Official Commercial

Teaser Ad

Groupon

Official Commercial

Hyundai

Official Commercial

Teaser Ad

Kia

Teaser Ad

Kraft

Teaser Ad

Lexus

Official Commercial

M&Ms

Official Commercial

Teaser Ads

 

Michelob ULTRA

Official Commercial

NBC Sports

Official Commercials

 

Pringles

Official Commercial

Teaser Ads

 

Squarespace

Teaser Ads

 

Stella Artois and Water.org

Official Commercial

Tide

Teaser Ads

 

Universal Orlando Resort

Official Commercial

WeatherTech

Teaser Ad

According to iSpot.tv, an analytics platform that tracks online engagement for nationally aired television commercials, the most-watched Super Bowl spots online right now are Budweiser’s “Stand By You,” Doritos and Mountain Dew’s “Tongue Twister” and Amazon Echo’s teaser ad, “Did Alexa Lose Her Voice?”

Interestingly, the most watched pregame spot per iSpot.tv’s data belongs to Tourism Australia, a brand that has not confirmed whether or not it is a Super Bowl LII advertiser — or even if the ad belongs to them.

According to a January 30 story from Media Post, Tourism Australia has not taken credit for a campaign comprising four teaser ads that features multiple film stars, including Chris Hemsworth, Hugh Jackman and Margot Robbie — all from Australia.

The spots are filmed to look like movie trailers for a Crocodile Dundee sequel called “Dundee: The Son of a Legend Returns Home” — a film Media Post claims isn’t a film at all, but instead, “…a stealth Super Bowl ad campaign.”

Amobee, a digital analytics platform that is tracking online engagement for this year’s Super Bowl brands, correlates iSpot.tv’s findings that Budweiser is in the lead when looking at confirmed Super Bowl LII brands that have already released official Super Bowl spots online.

Amobee’s data goes beyond online video views, measuring the Super Bowl brands people are “…seeing, reading, interacting and engaging with online.” According to data it pulled between January 1 through 21, the top five Super Bowl LII brands right now are Pepsi, Bud Light, Budweiser, Coke and Groupon.

Of the top five Super Bowl brands ranked by Amobee, only two — Budweiser and Groupon — have released their official Super Bowl spots.



via Marketing Land

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