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Attracting an average of 160 million fans each year, the Super Bowl is traditionally the biggest advertising event in the calendar. But how do things differ during a global pandemic? The Drum rounds up the best ads rolling towards this particularly different Super Bowl Sunday. 

The biggest game in the US sporting calendar, each year, the Super Bowl is a perfect excuse to crack open a couple of cold beverages with some friends, before sitting back to watch the show unfold. So, what happens to one of the most-watched TV advertising slots in the time of a global pandemic? 

While chancing millions of ad spend has always been a precarious investment, this year, that risk has only increased. As such, some of the world biggest brands have decided to sit this one out, including the likes of Coca-Cola, Ford and Budweiser.

However, by opting out they have generated just as much buzz. Last week, Budweiser has already been declared the 'winner', after it decided to redirect its funds to the Ad Council and Covid Collaborative to help drive vaccine distribution across the country.

As for those gutsy brands that are standing by the $5.5 million fee to participate in Super Bowl LV, most of those offering sneak peeks of the ads are avoiding sobering themes, in lieu of some humorous escapism.

Below, The Drum rounds up the best Super Bowl creative this year. Scroll down to see what brands have come up with so far. 

Amazon: Alexa's Body by Lucky Generals 

Amazon has partnered with Michael B Jordan for his first-ever Super Bowl ad. Created by teams at Amazon and Lucky Generals, 'Alexa's Body' sees Jordan act as the voice (and body) of Amazon's voice assistant. 

As the ad discusses Alexa’s new form factor, one executive daydream’s what other beautiful forms Alexa could live inside of…like say the handsome and widely adored actor.

: 'Alexa's Body'

Agency:
Client:
Date: February 2021
Amazon has partnered with Michael B Jordan for his first ever Super Bowl ad. Created by teams at Amazon and Lucky Generals, 'Alexa's Body' sees Jordan act as the voice (and body) of Amazon's voice assistant. 
As the ad discusses Alexa’s new form factor, one executive daydream’s what other beautiful forms Alexa could live inside of…like say the handsome and widely adored actor. 
Credits:
 
 
 
 
 
 
 
 
 
Brand: Amazon
Creative Agency: Lucky Generals
Media Agency: Initiative 
Director: Wayne McClammy
Production Company: Hungry Man
Editing: The Den
Post-Production: The Mill
Sound: Beacon Street Studios
Tags: United States
 
 
 
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Frito Lay: 'Twas the Night Before Kickoff 

Frito Lay had gone Dickensian this Super Bowl, with 'Twas the Night Before Kickoff.' It stars two former New England Patriots greats, Tom Brady and Rob Gronkowski, alongside Dallas Cowboys' Dak Prescott and Ezekiel Elliott. 

Narrated by 'Beast Mode' the former Seattle Seahawks and Oakland Raiders running back Marshawn Lynch, the commercial follows the NFL stars as they eagerly anticipate this years Super Bowl. It was created in-house.

: ''Twas the Night Before Kickoff '

Agency:
Client:
Date: February 2021
Frito Lay had gone Dickensian this Super Bowl, with 'Twas the Night Before Kickoff.' It stars two former New England Patriots greats, Tom Brady and Rob Gronkowski, alongside Dallas Cowboys' Dak Prescott and Ezekiel Elliott. 
Narrated by 'Beast Mode' the former Seattle Seahawks and Oakland Raiders running back Marshawn Lynch, the commercial follows the NFL stars as they eagerly anticipate this years Super Bowl. It was created in-house.
Credits:
 
Tags: United States
 
 
 
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Huggies: Welcome to the World, Baby by Droga5

The first diaper brand to run a Super Bowl ad, on Sunday (7 February) Huggies is to make its debut. 

Ahead of the game, Huggies is teasing another spot - 'Welcome to the World, Baby' created by Droga5 New York. It demonstrates what its like for babies being born brand new in life, covering all its marvels - big and small.  The ad on Sunday is tipped to feature babies born on game day. 

: 'Welcome to the World, Baby'

Agency:
Client:
Date: February 2021
The first diaper brand to run a Super Bowl ad, on Sunday (7 February) Huggies is to make its debut. 
Ahead of the game, Huggies is teasing another spot - 'Welcome to the World, Baby' created by Droga5 New York. It demonstrates what its like for babies being born brand new in life, covering all its marvels - big and small.  The ad on Sunday is tipped to feature babies born on game day. 
Credits:
 
Tags: United States
 
 
 
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Squarespace: 5 to 9

Singer, songwriter and American icon Dolly Parton re-recorded her 1980 workplace anthem 9 to 5 as 5 to 9 for Squarespace’s seventh Super Bowl commercial that issues a rallying call to the historic number of people who are working to turn an after-hours project or passion into their own business.

: '5 to 9'

Agency:
Client:
Date: February 2021
Singer, songwriter and American icon Dolly Parton re-recorded her 1980 workplace anthem 9 to 5 as 5 to 9 for Squarespace’s seventh Super Bowl commercial that issues a rallying call to the historic number of people who are working to turn an after-hours project or passion into their own business. 
Academy Award winner Damien Chazelle directed the commercial and Tony Award winner Justin Peck oversaw choreography, with many of the dancers featured from Broadway and off Broadway.
Squarespace worked with Dolly to rewrite the lyrics to her iconic song to celebrate a new generation of entrepreneurs, and empower anyone with a dream to get started - the music is the star of the commercial. Dolly’s own side hustle, a namesake fragrance, will launch its website on Squarespace before the Super Bowl at DollyFragrance.com.
Credits:
 
Tags: United States
 
 
 
 
 
 
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Cheetos: It wasn't me by Goodby, Silverstein & Partmers 

Mila Kunis gets caught orange handed, snacking on husband, Ashton Kutcher's Cheetos, in its Super Bowl ad. 

First teased last week, the spot sees Kutcher catch Kunis on countless occassions, but thanks to some help from Shaggy, she manged to wangle herself out of it with the phrase, 'It Wasn't Me'. 

: 'It wasn't me'

Agency:
Client:
Date: February 2021
Mila Kunis gets caught orange handed, snacking on husband, Ashton Kutcher's Cheetos, in its Super Bowl ad. 
First teased last week, the spot sees Kutcher catch Kunis on countless occassions, but thanks to some help from Shaggy, she manged to wangle herself out of it with the phrase, 'It Wasn't Me'. 
Credits:
 
Tags: United States
 
 
 
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Tide: The Jason Alexander Hoodie by Saatchi & Saatchi

Jason Alexander has played a long list of iconic roles, from George Costanza in Seinfeld to Hugo the gargoyle in Disney's Hunchback of Notre Dame. He has never played himself as a hoodie, however... until now. 

As the official detergent of the NFL, Tide was not going to miss the Super Bowl party. This year it is challenging people to think about all the situations they subject their clothes to, suggesting how the Seinfeld star might react if he was treated in a similar way.

: 'The Jason Alexander Hoodie'

Agency:
Client:
Date: January 2021
Tide, the official laundry detergent of the NFL, is back with another Super Bowl ad – this time with the help of legendary comedian and actor, Jason Alexander. 
The spot marks the third consecutive year that Tide has used the Super Bowl to push advertising’s envelope, bending genres, leveraging creative properties and incorporating humor to remind consumers that, if it's got to be clean, it's got to be Tide. 
This year’s commercial will challenge people to think about all the situations they subject their clothes to on a daily basis. Jason Alexander will debut a brand-new role animating a teenager’s hoodie, and proving that for everything our clothes go through, they deserve new Tide Hygienic Clean, developed to remove both visible and invisible dirt.
Credits:
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Agency: Saatchi & Saatchi New York / Woven Collaborate
Chief Executive Officer – Andrea Diquez
Chief Operation Officer – Sarah Beaumont
Chief Creative Officer – Daniel Lobaton
Chief Creative Officer, Woven – Paul Bichler
Creative Director – Lauren Varvara
Creative Director – Adrian Chan
Head of Production, Fabric Care – Dani Stoller
Account Director – Jen Brotman
Account Supervisor – Guillermo Betancourt
Account Executive – TJ Daigler
Assistant Account Executive – Sosun Wahab
Planning Director – Nayantara Mukherji
Associate Strategist – Luna Perez
Director Digital Experience – Alan Lin
Senior Business Affairs Manager – Lisa Rimmer
 
Client: Procter & Gamble, Tide
Vice President, North America Fabric Care – Aga Orlik
Brand Vice President for NA Laundry, Tide – Amy Krehbiel
Brand Director – Alex Perez
Senior Brand Manager – Buki Samuel
BBIC – Kimberly Doebereiner
Manager, Advertising Production – Paul Chick
Communications Manager – Henry Molski
Media Director – Tracy Suer
Associate Director of Media – Patrick McGuinness
Associate Director of Media – Justin Bracco
Research Specialist, Consumer Insights & Product Research – Brandon Dunphy
Director & Assistant General Counsel – Robert White
PR: Marina Maher Communications + Ketchum / Woven Collaborate
Group SVP, Consumer Practice and Agency Marketing – Laura Brinker
SVP Brand Business – Samantha Halpern
VP, Brand Management – Melissa Chua
Senior Account Supervisor, Brand Management – Noomi Grootens
Group SVP, Director, Talent and Partnerships – Marissa Festante
VP, Earned Media – Patricia Jones
Senior Account Supervisor, Earned Media – Tom LaBelle
Account Supervisor, Influencer Marketing – Clare Redway
Account Supervisor, Project Management – Alyssa Bowie
Celebrity Talent and Music Licensing Acquisition: Platinum Rye Entertainment/The Marketing Arm
VP, Talent – Lori Heckman Golden
Manager, Talent – Casey Grochocinski
Sr. Director, Music – Amanda Levine
Production: Biscuit Filmworks
Director – Jeff Low
Partner / Managing Director – Shawn Lacy
Executive Producer – Holly Vega
Producer – Jay Veal
Head of Production – Sean Moody
Director of Photography – Jonathan Freeman
Production Designer – Joe Cooney
Editorial Company: Arcade Edit
Editor – Geoff Hounsell
Assistant Editor – Max Hoffman
Executive Producer – Sila Soyer
Producer – Fanny Cruz
VFX: The Mill
Executive Producer – Anastasia Von Rahl
Producer – Valentina Cokonis
Production Coordinator – Mike Cimino
Executive Creative Director – Chris Knight
Creative Director – Becky Porter
3D Lead Artist – Graeme Turnbull
Shoot Supervisor – Siro Valente
Production Support – Utkarsha Santosh Shinde
2D Artists – Shauna Prescott, Kai Chun Tsai, Bob Homami  Katerina Arroyo, Stephen Paragone, Krystal Chinn, Chris DeCristo, Rakesh Venugopalan, Nithin Babu, Mangesh Borkar, Satya Narina, Nikhil K M,
Pushpendra Singh Bhadauriya, Naga Praveen Kumar, Sathya Sagar Kolli, Mahesh Ravila, Prajeesh E, Mohit Garg, Basabendu Sarkar
3D Artists – Alice Panek, Jae Jun Yi, Matthew Choy, Jason Kim, Daniel Soo, Lalida Karnjanasirirat, Freddy Para, Greg Gutkin, Michael Kash, Rijo R, Sendil Kumar J
Art Department – Kevin Diaz, Valerie Chernysh
Mix: Heard City
Partner/Audio Engineer – Philip Loeb
 
Tags: United States
 
 
 
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Michelob Ulta: 'Happy' Super Bowl by Wieden+Kennedy New York

"Are you happy because you win, or do you win because you're happy?" - that's the thought-provoking question Michelob Ultra poses in its Super Bowl ad this year. 

Questioning the role joy plays in success, 'Happy' features a whole host of sports superstars, including Serena Williams, Anthony Davis, Peyton Manning, Brooks Koepka, Jimmy Butler and Alex Morgan. 

: '“Happy” Super Bowl'

Agency:
Client:
Date: January 2021
Michelob Ultra unveiled its Super Bowl commercial which poses a thought-provoking question on the role joy plays in success. People have long been told that success requires commitment, grit, hard work and determination. And while that’s all true, Michelob Ultra believes that joy is an equally important ingredient in the journey to winning.
The 60-second spot, 'Happy,' enlists the help of sports superstars including Serena Williams, Anthony Davis, Peyton Manning, Brooks Koepka, Jimmy Butler and Alex Morgan, to showcase the less-heralded-but-equally-important parts of their lives that ultimately play a role in their success: time spent with family and friends, exploring a new hobby and enjoying life. The spot proves to America that you’re not just happy because you win, you win because you’re happy.
Credits:
 
Tags: United States
 
 
 
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Bud Light Seltzer: Last Year's Lemons by Wieden+Kennedy New York 

While Budweiser chose to redirect its ad spend to vaccine distribution efforts, its competitor Bud Light is still going ahead, offering its take on the expression - 'when life gives you lemons'. 

Inspired by the do-it-yourself haircuts, postponed weddings and other inconvenient but relatable situations in 2020, the ad looks at the bright moments in a challenging year, to turn last year’s lemons into the new Bud Light Seltzer Lemonade.

: 'Last Year's Lemons'

Agency:
Client:
Date: January 2021
Bud Light Seltzer Lemonade has released its first-ever Super Bowl television ad, titled 'Last Year’s Lemons.'
Inspired by the do-it-yourself haircuts, postponed weddings and other inconvenient but relatable situations in 2020, the ad looks at the bright moments in a challenging year, to turn last year’s lemons into the new Bud Light Seltzer Lemonade.
During the Super Bowl, Bud Light Seltzer Lemonade will also encourage fans to turn a lemon of a play into Bud Light Seltzer Lemonade. When there’s a turnover by either team, fans watching the Super Bowl can enter for a chance to win a case worth of Bud Light Seltzer Lemonade, by tweeting with #LemonsIntoLemonade and #Sweepstakes.
Bud Light Seltzer Lemonade launched earlier this month, bringing the bold flavor of lemonade with the refreshing bubbliness of seltzer. Available now nationwide, the Bud Light Seltzer Lemonade variety pack features four new flavors including Original Lemonade, Black Cherry Lemonade, Strawberry Lemonade and Peach Lemonade. 
Credits:  
Tags: United States
 
 
 
 
 
 
 
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Cheetos: Evidence and advice by Goodby & Silverstein

Years after That 70s Show ended, its main stars eventually found love, and everyone wants a piece of Mila Kunis and Ashton Kutcher's love life. And, so they have had to learn to live with headline after headline predicting the demise of their marriage. So they're here to poke fun at it. 

In a two-part teaser for Cheetos, with the finale airing at the Super Bowl LV, a shocked Kutcher receives an envelope of photographs and an empty bag of Cheetos. A teary-eyed Kunis is then seen delivering a passionate monologue, hinting she has been accused of something bad. Not impressed with her take, Shaggy suggests “just stick to the line I gave you”. 

: 'Last Year's Lemons'

Agency:
Client:
Date: January 2021
Bud Light Seltzer Lemonade has released its first-ever Super Bowl television ad, titled 'Last Year’s Lemons.'
Inspired by the do-it-yourself haircuts, postponed weddings and other inconvenient but relatable situations in 2020, the ad looks at the bright moments in a challenging year, to turn last year’s lemons into the new Bud Light Seltzer Lemonade.
During the Super Bowl, Bud Light Seltzer Lemonade will also encourage fans to turn a lemon of a play into Bud Light Seltzer Lemonade. When there’s a turnover by either team, fans watching the Super Bowl can enter for a chance to win a case worth of Bud Light Seltzer Lemonade, by tweeting with #LemonsIntoLemonade and #Sweepstakes.
Bud Light Seltzer Lemonade launched earlier this month, bringing the bold flavor of lemonade with the refreshing bubbliness of seltzer. Available now nationwide, the Bud Light Seltzer Lemonade variety pack features four new flavors including Original Lemonade, Black Cherry Lemonade, Strawberry Lemonade and Peach Lemonade. 
Credits:
 
Tags: United States
 
 
 
 
 
 
 
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Old Spice: Winner by W&K Portland 

Old Spice wants to boost confidence with a good old sniff of its range of spicey goods.

In 'Winner', a lad is seen slumped on a reclining chair, when an irresistible urge to smell Old Spice's deodorant overcomes him. He is immediately transformed into the racing car driver of his dreams as he speeds out the room, to glory. 

: 'Winner'

Agency:
Client:
Date: February 2021
Old Spice has released its latest campaign with W+K Portland hoping to boost everyone's confidence as we enter into 2021.
If 2020 has taught us anything, it’s that every day can bring a new set of challenges to overcome. It’s certainly tough out here and we could all use a confidence boost! 
With more than 80 years’ experience of helping guys, Old Spice’s latest campaign manifests confidence so that they can challenge their own internal self-critic and smell ready for anything. Fueled by three new over-the-top ad creatives, Old Spice highlights unbelievable transformative moments from feeling stagnant to realizing true potential in record time. 
Actor Keiynan Lonsdale slumps in a recliner lacking all sense of greatness when the irresistible urge to smell Old Spice’s all-new Dynasty deodorant strikes him. After a swift sniff, Lonsdale immediately transforms into the racecar driver of his dreams as he speeds out of the room on his path to greatness.
Old Spice makes a splash at every Super Bowl and this one is no different. NFL superstars including Derrick Henry, George Kittle and Chase Young will share how they will 'Smell Ready for Anything' in 2021 across the airwaves on sports networks such as ESPN, Fox Sports and more.
Credits:
 
Tags: United States
 
 
 
 
 
 
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Stella Artois: Lenny Kravitz

Anheuser-Busch’s Stella Artois has put its money on Lenny Kravitz this year. ’Heartbeat Billionaire’ encourages viewers to ’invest’ every heartbeat of life in ’unscripted nights, last-minute plans and good times spent laughing and loving’ – all with a cold glass of Stella Artois in hand.

: 'Heartbeat Billionaire'

Agency:
Client:
Date: February 2021
Stella Artois is returning to the big screen this Super Bowl and is debuting a brand new ad featuring Grammy Award-winning rock musician, Lenny Kravitz in a film titled, 'Heartbeat Billionaire.'
During a time when our feeds are filled more than ever with stock market moves, Stella Artois is redirecting the conversation inwards to inspire everyone to invest their own fortune of heartbeats in each other.
The musical film features Lenny Kravitz’s message of love delivered via poetic spoken word as he plays to the (heart) beat of his own drum and guitar. As his famous song It Ain’t Over Til It’s Over chimes in, Kravitz is transported to the brand’s animated and colorful interpretation of The Life Artois - the Stella Artois mindset of savoring life together with those who matter most. 
All part of the brand's newest 360 campaign, “nvest Your Heartbeats in the Life Artois, Stella Artois and Lenny Kravitz will encourage everyone to invest in a diverse portfolio of unscripted nights, last-minute plans and good times spent laughing and loving with a Stella Artois in hand and those dearest to you.
 
Credits:
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Executive Creative Director: Hermeti Balarin
Creative Director: Will Bingham
Creative Director: Victoria Daltrey
Creative: James Lucking
Creative: Gustavo Bonzanini 
Studio Manager: Jonnie Clout 
Head of Production: Anna Murray
Production Director: Andrew Redpath
Senior Producer: Suzy MacGregor
Production Assistant: Will Carmichael
Head of Mothering: Ben Caulfield
Business Lead: Siva Clement
Mother: Emily Reed
Nanny: Jeffi van Hees
Strategy Director: Matt Sadler
Strategist: Jack Carrington
Junior Strategist: Jack McCormack 
Tags: United States
 
 
 
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Stella Artois: Stadium Bites by Blue Apron

Stella Artois is also bringing the game to fans at home, ensuring they're well-fed, as well as watered. 'Stella Stadium Bites' are 'chef-curated' to pair with a cool glass of stella Artois and can be ordered through Blue Apron. 

: 'Stella Stadium Bites'

Agency:
Client:
Date: February 2021
As an official sponsor of the NFL, Anheuser-Busch’s Stella Artois is reuniting former New York Giants quarterback, Eli Manning, and former New York Giants wide receiver, Victor Cruz, to help fans dominate their Super Bowl LV home-gate with Stella Stadium Bites. The dynamic duo will take to the field at MetLife Stadium together once more to give fans the play-by-play of four winning recipes. 
Created with ease, Stella Stadium Bites offers everything needed for an unforgettable and delicious at home game day celebration where you can cook and savor an upscale meal and Stella Artois safely with friends and family. Chef-curated to pair perfectly with a Stella Artois, Stella Stadium Bites by Blue Apron is available through Blue Apron and features four simple fan-favorite, yet elevated menu items that will enhance the football viewing experience.
Credits:
 
Tags: United States
 
 
 
 
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Pizza Hut: $10 Tastemaker by 

Enlisting the help of Eastbound & Down and The Office legend Craig Robinson, with fans eating and watching from the comfort of their homes, Pizza Hut wants to keep its brand front of mind this Super Bowl.

: '$10 Tastemaker'

Agency:
Client:
Date: February 2021
Pizza Hut, the official Pizza of the NFL, is approaching game business as usual, as many brands shift from traditional Super Bowl advertising.
Knowing fans and football lovers alike plan ahead for their gameday feasts, Pizza Hut is sticking to its traditional playbook by unveiling a new TVC featuring actor/comedian Craig Robinson (known for his role as Darryl on The Office) for pregame.
The spot will keep Pizza Hut top of mind when people are deciding where (Pizza Hut) and what (the $10 Tastemaker) they want to order in time for kickoff. Perfect for gatherings of any size, the Tastemaker gives fans the option to choose any three toppings on a large pizza for just $10, and is one of Pizza Hut’s most value-packed offerings on the menu. 
Credits:
 
Tags: United States
 
 
 
 
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Pringles: Space Return by Grey

This Super Bowl, Pringles is suggesting that stacking its range of flavours has the ability to distract a whole control room of space scientists, causing a space mission to go awry.  

In a space-themed spot, a pair of astronauts accidentally land in the middle of the sea. After trying to get their attention, a passing boat offers hope of their rescue, but sadly it is filled with a bunch of stackers, and once again the pair get ignored.

: 'Space Return'

Agency:
Client:
Date: February 2021
Continuing its message to stack Pringles' wide range of flavours - the snack brand's Superbowl ad takes take to the skies in a space-themed spot. 
In the 30-second spot, the tasty innovation of stacking Pringles is so distracting that a space-mission goes awry after the control room stops paying attention to the astronauts on board. 
Credits:
 
Tags: United States
 
 
 
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Huggies: Baby History by Droga5

Huggies has announced its debut appearance at the Big Game with a teaser spot that suggests "someone big is coming (actually its several someones)".

Come Sunday, fans will see the new commercial welcoming newborn babies to the work. The spot will leverage user-generated content captured by families and shared virtually with the brand's production team. 

: 'Baby History'

Agency:
Client:
Date: February 2021
Kimberly-Clark brand, Huggies has announced its debut appearance in the big game on 7 February, with a new commercial welcoming newborn babies to the world.
The 30-second spot airing in the second quarter is planning to feature babies born that very day, a first for both the company and the broadcast itself.
The commercial celebrates babies everywhere and aims to feature real game day newborns in the ad, leveraging user-generated content captured by families and shared virtually with the brand's production team in a safe, responsible manner.
Credits:
 
Tags: United States
 
 
 
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Sam Adams: Horses by Goodby Silverstein & Partners 

Sam Adams is playing its first big game in the Superbowl marketing space, and it has marked the occasion by poking fun at a certain big beer conglomerate. 

Aimed at younger audiences, 'Your Cousin From Boston Frees the Clydesdales' launches Sam Adams’ new Wicked Hazy IPA. 

: 'Horses'

Agency:
Client:
Date: February 2021
Sam Adams is playing its first big game in the Superbowl marketing space, they’re horsing around with a certain big beer conglomerate in a spot that aims to turn heads.
Created by Goodby Silverstein & Partners, 'Your Cousin From Boston Frees the Clydesdales' is a wild ride aimed at younger audiences for the launch of Sam Adams’ new Wicked Hazy IPA. 
The spot, which will run in Boston and New York markets during the big game, opens with a pitch-perfect misdirect of a typical Clydesdale commercial—orchestral score, antique carriage, and majestic draft horses. An unseen figure pulls the pin from the carriage hitch, sending a team of galloping Clydesdales stampeding through a quaint New England town. “Whoops,” says Your Cousin From Boston. 
Credits:
 
Tags: United States
 
 
 
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Oikos: Pro Face 

In 2020, 480,000 people lost their jobs in the fitness industry in the US, due to the pandemic. So, in tandem with its Super Bowl ad, Oikos Pro is launching a grant program, to help give independent fitness businesses and trainers the support and strength they need.

: 'Pro Face'

Agency:
Client:
Date: February 2021
The past year has tested the strength of the fitness industry, which lost more than 480,000 jobs due to the pandemic. Gyms are closing and the fitness pros that help us flex our ugliest pro faces  - that ugly game face we all make when maxing out on the weight floor or on the field - are struggling.
In tandem with its new Super Bowl ad which salutes these fierce #profaces, Oikos Pro is launching Oikos Pro for Pros, a grant program, to help give independent fitness businesses and trainers the support and strength they need.
The ad features Oikos spokesperson Saquon Barkley, JuJu Smith-Schuster, Jalen Hurts, Darius Poulk, AJ Brown and other titans of strength, including New York-based fitness trainers Angela Gargano and Nina Saunders, making their most epic #profaces as they push their limits in the gym.
Credits:
 
Tags: United States
 
 
 
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MTN Dew: Counting

Mtn Dew has roped in pro wrestler John Cena to promo its new Mtn Dew Major Melon and Mtn Dew Major Melon Zero Sugar - the beverage brand's first permanent flavor offering in more than a decade. 

The spot, which will debut in full during the big game will be highlighted by the opportunity for one lucky fan to cash in on a life-changing prize of $1 million dollars by counting the correct number of bottles appearing in the teaser spot.

: 'Counting'

Agency:
Client:
Date: February 2021
Mtn Dew will showcase its new Mtn Dew Major Melon and Mtn Dew Major Melon Zero Sugar - the beverage brand's first permanent flavor offering in more than a decade - in a thirty second in-game advertisement during Super Bowl LV on 7 February.
The television commercial is part of a 360-degree marketing campaign that takes everything to the extreme with a Dew twist - highlighted by the opportunity for one lucky fan to cash in on a life changing prize of $1 million dollars by counting the correct number of bottles appearing in the spot.
The ad features WWE Superstar and actor John Cena who will bring the larger than life flavor to fans nationwide.
Credits:
 
Tags: United States
 
 
 
 
 
 
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P&G: Come Clean to Close the Chore Gap

Procter & Gamble Home Care brands Dawn and Swiffer are coming together to launch 'Come Clean to Close the Chore Gap,' a campaign inviting everyone to do their part to create more equality in the division of household work.

Dawn and Swiffer will air a television spot inviting families to Close the Chore Gap on CBS’ Super Bowl Pregame show, The Super Bowl Today, in an effort to promote positive conversations in households across America. 

: 'Come Clean to Close the Chore Gap'

Agency:
Client:
Date: February 2021
Procter & Gamble Home Care brands Dawn and Swiffer are coming together to launch 'Come Clean to Close the Chore Gap,' a campaign inviting everyone to do their part to create more equality in the division of household work. 
While more time spent at home has created a positive shift for some, new research conducted by P&G reveals that in 65% of households, the responsibility for most chores still falls on one person. 
Dawn and Swiffer will air a television spot inviting families to Close the Chore Gap on CBS’ Super Bowl Pregame show, The Super Bowl Today, in an effort to promote positive conversations in households across America. As many families watch the Super Bowl together and it’s our hope that this message will spark a dialogue between them. The campaign’s research shows when we talk openly about the Chore Gap we are more likely to work together to close it.
Credits:
 
Tags: United States
 
 
 
 
 
 
 
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Cointreau: Love Letter by Intuitive Content

Cointreau’s 'Love Letter' was created for the industry, by the industry – starring real restaurant and bar staff who have been impacted by the pandemic.

The 30-second spot will encourage game-day viewers to share a simple 'Thank You' or a heartfelt 'See You Soon' on social media, tagging their favorite bar or restaurant with hashtag #SaveRestaurants. More than just encouraging words, these love letters will raise awareness of the plight these small businesses continue to face.

: 'Love Letter'

Agency:
Client:
Date: February 2021
Cointreau has announced the launch of 'Love Letter' a national television and digital campaign leading up to the Big Game, designed to raise awareness on the Covid-19 pandemic’s impact on local restaurant and bar workers. With this campaign, Cointreau is lending its microphone to the hospitality industry and encouraging all Americans to take action and support their local bars & restaurants.
Created in collaboration with the Independent Restaurant Coalition (IRC), Cointreau’s 'Love Letter' was created for the industry, by the industry. Produced by creative agency Intuitive Content founded by four-time James Beard award-winning TV personality, chef and IRC co-founder Andrew Zimmern, the campaign spotlights real restaurant and bar staff who have been impacted by the pandemic.
The 30-second spot will encourage game-day viewers to share a simple 'Thank You' or a heartfelt 'See You Soon' on social media, tagging their favorite bar or restaurant with hashtag #SaveRestaurants. More than just encouraging words, these “Love Letters” will raise awareness of the plight these small businesses continue to face.
Credits:
 
Tags: United States
 
 
 
 
 
 
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Fiverr: Teaser by Publicis

Following the theme of Fiverr's previous 'It Starts Here' campaign, this ad celebrates the hardworking, smart, and savvy small businesses that form the backbone of America.

The teaser opens on Four Seasons Total Landscaping’s now recognizable garage door. As the door opens on a new day, we see owner and President Marie Siravo ready to get to work.

: 'Teaser'

Agency:
Client:
Date: February 2021
Fiverr is releasing its 15-second Super Bowl teaser across all of our marketing channels. The teaser opens on Four Seasons Total Landscaping’s now recognizable garage door. As the door opens on a new day, we see owner and President Marie Siravo ready to get to work. 
Following the theme of Fiverr's previous 'It Starts Here' campaign, this ad celebrates the hardworking, smart, and savvy small businesses that form the backbone of America.
Fiverr partnered with Publicis on the creative concept of the ad and holistic multichannel campaign, including work from Fiverr sellers, with MJZ producing, and Tatarti as media buyer.
 
Credits:
 
Tags: United States
 
 
 
 
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M&M'S: Come Together by BBDO New York

The M&M’S spot presents viewers with a variety of scenarios that might make you say “wow, I really shouldn’t have done that.”

However, the confectionary brand use wit and humor to help us laugh off the little things we all do that can disconnect us from the people around us. Because with a little empathy and laughter - and in some cases, some M&M’s - we can move on and move forward, and maybe even grow a little closer together.

: 'Come Together'

Agency:
Client:
Date: February 2021
M&M’S Super Bowl spot will air during the first commercial break following the kickoff of Super Bowl LV. The new ad was created by BBDO New York.
At this year’s Super Bowl, M&M’s will use wit and humor to help us laugh off the little things we all do that can disconnect us from the people around us. Because with a little empathy and laughter - and in some cases, some M&M’s - we can move on and move forward, and maybe even grow a little closer together.
Titled 'Come Together,' the M&M’S spot features a variety of relatable “wow, I really shouldn’t have done that” scenarios and the people in them choosing to make it better with a bag of M&M’S. Like the person who kicked your airplane seat when you tried to recline, or the friends who botched their gender reveal party, or even the guy who can’t stop mansplaining, no matter how hard he tries.
Credits:
 
 
 
 
Client: M&M’s, Mars Wrigley
Global VP – Brands, Content & Media: Rankin Carroll
VP, Marketing North America: Sarah Long
Senior Brand Director: Allison Miazga Bedrick
Brand Content & Communications Architect: Chris Brody
Creative Agency: BBDO New York
Chief Creative Officer, BBDO Worldwide: David Lubars
Global Executive Creative Director: Tim Bayne
Senior Creative Director: Corey Rakowsky
Senior Creative Director: Kleber Menezes
Creative Director: Jessica Rello
Creative Director: Jenn Tranbarger
Creative Director: Matt Vescovo
EVP, Group Executive Producer: Amy Wertheimer
Executive Producer: Sofia Doktori Handler
Senior Music Producer: Julia Millison
Business Manager: Shelly Bloch
CEO & President: Kirsten Flanik
EVP, Global Account Leader, Mars Inc: Susannah Keller
EVP, Senior Director: Lisa Piliguian
SVP, Account Director: Ashley Gill
Account Director: Rebecca Orlandi
Account Manager: Taylor Baird
Account Executive: Jessica Dunne
Production Company: Arts and Sciences
Director: Matt Aselton
Executive Producer: Zoe Odlum
Managing Partner: Marc Marrie
Managing Director: Mal Ward
Head of Production: Christa Skotland
Director of Photography: Malik Sayeed
Editorial: Mackcut
Editor: Ian Mackenzie
Assistant Editor: Cooper McLane
Executive Producer: Gina Pagano
Animation/VFX: House Special
Executive Producer: Lourri Hammack
Animation Director: Kirk Kelley
Senior Producer: Zilpha Yost
Color: Company 3
Colorist: Tim Masick
Producer: Kevin Breheny
Audio: Heard CIty
Mixer: Keith Reynaud
Mixer: Phil Loeb
Producer: Sasha Awn
Music: Human
EP: James Wells
Composer: Matthew O’Malley
Creative Lead: Morgan Visconti & Matthew O’Malley
Tags: United States
 
 
 
 
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Anheuser Busch: Let's Grab a Beer by Wieden + Kennedy

Anheuser-Busch chose Oscar-nominated filmmaker David Fincher to direct its first-ever corporate Super Bowl spot, called 'Let’s Grab a Beer.'

The ad seeks to remind everyone of the meaningful moments – big and small – that happen when people come together and how, many times, when we say “let’s grab a beer” to someone, it’s usually about so much more than just the beer.

: 'Let's Grab a Beer'

Agency:
Client:
Date: February 2021
Anheuser-Busch will air its first-ever corporate Super Bowl spot, called 'Let’s Grab a Beer,' during Super Bowl LV.
The ad seeks to remind everyone of the meaningful moments – big and small – that happen when people come together and how, many times, when we say “let’s grab a beer” to someone, it’s usually about so much more than just the beer.
The ad was created by Wieden+Kennedy. Together with Anheuser-Busch, it chose Oscar-nominated filmmaker David Fincher as executive producer because he immediately understood the relevance of the story we wanted to tell and how to bring those intimate moments, shared over a beer, to life. Atticus Ross created the score.
Credits:
 
Tags: United States
 
 
 
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Toyota: Upstream by Saatchi & Saatchi

Fueled by the power of a family’s love, Toyota’s  Big Game ad 'Upstream' features Team Toyota athlete Jessica Long’s incredible journey, which began when she was adopted by an American couple from a Russian orphanage.

The spot takes viewers on a trip down memory lane of Long’s childhood, which, in turn, would help lead her to become the second most decorated Paralympian in US history.

: 'Upstream'

Agency:
Client:
Date: February 2021
Toyota Motor North America returns to advertise in the Big Game with a 60-second ad that shares an uplifting message of hope and strength, as well as a five-second billboard that encourages people to think about the impact they have on those around them and follow Centers for Disease Control and Prevention (CDC) Covid-19 guidelines.  
Fueled by the power of a family’s love, Toyota’s 60-second Big Game ad 'Upstream' features Team Toyota athlete Jessica Long’s incredible journey, which began when she was adopted by an American couple from a Russian orphanage. The spot takes viewers on a trip down memory lane of Long’s childhood, which, in turn, would help lead her to become the second most decorated Paralympian in US history.
'Upstream' ends with the uplifting line, “We believe there is hope and strength in all of us” referencing Long's extraordinary journey, and Toyota’s belief in Respect for People, that aims to inspire others. Additionally, 'Upstream' represents the values Toyota shares with the Olympic and Paralympic Movements, and the athletes who inspire people around the world to reach their full potential.
Credits:
 
Tags: United States
 
 
 
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UberEats: Wayne's World x Cardi B

UberEats' SuperBowl spot pays tribute to the iconic 90's flick, Wayne's World, starring original cast members Mike Myers and Dana Charvey, as well as a celebrity cameo from Cardi B.

Echoing the fourth-wall-breaking style of the original film, Wayne and Garth reassure the audience they would never try to manipulate them with cheap celebrity appearances, before introducing Cardi B to encourage viewers to support local restaurants via UberEats.

: 'Wayne's World x Cardi B'

Agency:
Client:
Date: February 2021
UberEats' SuperBowl spot pays tribute to the iconic 90's flick, Wayne's World, starring original cast members Mike Myers and Dana Charvey, as well as a celebrity cameo from Cardi B. 
Echoing the fourth-wall breaking style of the original film, Wayne and Garth reassure the audience they would never try to manipulate them with cheap celebrity appearances, before introducing Cardi B to encourage viewers to support local restaurants via UberEats. 
 
Credits:
 
Tags: United States
 
 
 
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This round-up will be updated as the Super Bowl ads roll on in.