With two days left until the Superbowl, brands are blitzing American TV screens with teasers and full-length ‘game day’ ads.
Among the 30 advertisers are Budweiser, Kraft, Gildan, Doritos, Mercedes Benz, Hyundai Sketchers, Taco Bell, Toyota, AXE, VW , Coke, Pepsi, Mio fit, Beck’s and Go Daddy.
Some of them have only released online teasers in the lead up to the NFL, while others, like VW, Doritos, Taco Bell and Mercedes-Benz, have gone all out with full length ads in the hope of generating momentum early.
According to international reports, TV network CBS sold some of its spots for over $4m, with estimates that brands paid an average of $3.8m for every 30 seconds of airtime.
The steamy Mercedes-Benz spot features voluptuous model Kate Upton washing a car alongside a band of drooling NFL players, while Doritos has launched a series of comical TVCs, one of which shows a man get smacked in his nether regions after trying to steal another shopper’s packet of chips.
Taco Bell’s series of spots feature elderly folk re-living their decadent youth, showing a grandpa speed racing around an NFL field in his battery-powered chair, and midnight trips out of the nursing home to pool parties and neon-lit night clubs.
Sketchers reveals what happens in a race between man and cheetah when the former fixes a pair of Sketchers sneakers to his feet, while the Toyota RAV4 genie (Big Bang Theory star, Kaley Cuoco) grants a suburban family a plethora of wishes which includes making squirrels talk.
Coke has introduced the 'Coke Chase' which features an Indiana Jones style desert race towards a soda mirage. The campaign includes an interactive element where consumers are encouraged to go online to vote for the winning team.
Web hosting and domain name site, godaddy.com reveals the importance of registering ideas online (a personal waits as the reward for those who do this), while deoderant brand AXE spruiks its new Apollo range with an aquatic-astronomic love affair.
Audi shows audiences how a powerful car can bolster bravery when a dad lets his dateless son drive his Audi S6 to his school prom, while VW gets happy about German engineering with a series of quirky, comical spots.