Marketers face a difficult playing field in preparing for 2021’s huge game, juggling uncertainty and finessing imaginative to strike the appropriate tone following a bleak year. Tune in here for updates on the game’s ads ahead of Feb. 7.
It’s currently been an unusual football season, with the NFL holding off some video games and taking its Pro Bowl virtual on video game Madden. This unpredictability has reached the timing and format of Super Bowl LV, puzzling online marketers throughout categories.
Players, fans, and advertisers alike deal with a difficult playing field and, in the weeks ahead, will need to browse the ongoing obstacles spurred by COVID-19. Regardless of that, brand names have begun to validate their ad buys or announce switch-ups for the championship match in February.
Historically, the huge game is an ad revenue juggernaut, generating $435 million in more than 51 minutes from ads in 2020’s video game. This year’s host network CBS offered about 80% of its stock since early December, charging around $5.5 million for 30 seconds of airtime. Still, it remains to be seen how the varying sectors will deal with off, with motion picture studios suffering this year and the snack category seeing a windfall in recent quarters from folks investing more time at the house.
As brand names expose details on their plans and upcoming creative, Marketing Dive will upgrade this tracker on the road to Tampa. Tune in here for updates on the game’s ads ahead of Feb. 7.
Mars Wrigley will return with M&M’s spokes candies inspiring connection
Dec. 16, 2020
Mars Wrigley has purchased a 30-second spot for its M&M’s brand. It will focus on connection and air throughout the very first commercial break after kickoff. The commercial, produced by agency BBDO New york city, represents M&M’s sixth huge video game advertisement in the past decade.
Pringles preps ‘taste stacking’ spot that touts revitalized look
Dec. 15, 2020
Pringles will go back to the big video game with a 30-second advertisement by agency Grey Group that continues it’s years-long “flavor stacking” messaging, the Kellogg brand name revealed. The concept of blending and matching chips to develop numerous taste combinations was central to the brand name’s very first Super Bowl ad in 2018. This time around, the in-game commercial will be the first to display Pringles’ brand-new product packaging after it revamped its logo, can, and mustachioed Mr. Pringle mascot.
TurboTax prepares 8th consecutive Super Bowl area
Dec. 10, 2020
TurboTax Live will go back to the Super Bowl for the eighth year in a row, per a news release. The big game advertisement becomes part of moms and dad company Intuit’s broadened offer with the NFL, making it the league’s main sponsor for monetary and accounting software and tax preparation services through 2022. In addition to the Super Bowl advertisement, TurboTax Live will be the providing sponsor of all divisional and national championships for the 2020 NFL season.
Toyota will ride at Big Game for 4th straight year
Dec. 4, 2020
Toyota will become part of the marketing lineup at Super Bowl LV, a company representative verified to Marketing Dive. At Super Bowl LIV, the carmaker promoted its 2020 Highlander in an ad by Saatchi & & Saatchi.
Olay won’t return after 2 years at Super Bowl
Dec. 4, 2020
P&G skincare brand name Olay will not go back to the Super Bowl, Adweek reported. Rather, it will focus its efforts around the International Day of Women and Girls in STEM on Feb. 11. For 2020’s huge game, the brand tapped Katie Couric, Busy Philipps, Lilly Singh, Taraji P. Henson, and retired astronaut Nicole Stott for a space-focused area.
AB InBev plans its return to the huge video game
Dec. 2, 2020
Anheuser-Busch verified to Marketing Dive that it prepares to advertise during the game, as in years past, however, didn’t expose which brand names will be included. The long time Super Bowl sponsor has exclusive rights for the beer category and ran 4 60-second areas across numerous of its brands during 2020’s game.
WeatherTech returns for 8th year in a row
Dec. 2, 2020
WeatherTech will be featured during the Super Bowl, a business spokesperson confirmed to Marketing Dive. The ad will mark the auto parts maker’s 8th successive journey to the big game.
Avocados From Mexico ends 6-year Super Bowl advertisement streak
Oct. 20, 2020
Avocados From Mexico will not run a Super Bowl ad in 2021, president Alvaro Luque told industry trade The Packer in an October video interview. Breaking the six-year streak, the brand will work to reinvent itself with strategies to return to the big game in 2022.
