Initial Roster for the Super Bowl 2014 Ads

Thursday, December 5, 2013

The regular NFL season is currently underway, so are the preparations of different brands for the Super Bowl 2014 ads. The commercial staff is creating a complete record of all the advertisers for the upcoming Super Bowl. This includes their innovative plans, the agencies involved as well as their extensions.

More advertising agents are reported to air their commercials during the Super Bowl 2014 on Fox. The said sports event will be aired LIVE on February 2, 2014 from MetLife Stadium in East Rutherford, N.J. Fox Sports will be charging around $4 million for each 30-second spot.

Now, the following is included in a living chart. Meaning, the list gets updated whenever new details are available on a business marketing plan, or there are new entries included in the list.

Most recently Kia has announced its return to the game for the fifth time this year, along with many other auto advertisers. Now, on with the list.

Anheuser-Busch InBev
Anheuser-Busch InBev has a long-term deal with the event through 2015, making it the exclusive beer advertiser in the game. It hasn't revealed its plans yet for this year’s event, but what the brewer did last year is that they ran six ads that spun a total of four and a half minutes, including one for Budweiser, two for Bud Light, two for Budweiser Black Crown and one for Beck's Sapphire.

In order to be recognized for the past two years, A-B InBev has used its first ad,as well as the game's entire first ad, to plug new line extensions – Bud Light Platinum in 2011 and Black Crown last year.

For this season's Super Bowl, core Bud Light ads be handled by Omnicom Group's Energy BBDO, which recently was selected as the brew's lead agency.

Butterfinger (Nestle)
Nestle has bought itself a thirty-second spot during the second half of the game. This is to promote their latest Butterfinger Peanut butter Cups – a line extension that’s expected to go head-to-head with Reese's Peanut Butter Cups from Hershey.

Butterfinger's Super Bowl commercial will not have its longtime Butterfinger mascot, Bart Simpson. According to Butterfinger Brand Manager Jeremy Vandervoet, the plan is to have something "broader" than the Simpsons while keeping the brand's "clever, irreverent personality."

The Interpublic Group of Cos.' Dailey of West Hollywood, Calif.Is handling the advertisement for Butterfinger this year.

Chevrolet (General Motors)
General Motors will be introducing 12 car and truck models between mid-2013 and the end of 2014. But the company didn’t mention specifically what they are and how much air time did they buy for the advertisement. However, the bulk of Chevy advertising is handled by the Commonwealth, Detroit that’s a unit of Interpublic Group of Cos.' McCann.

Doritos (PepsiCo's Frito-Lay)
Thanks to the “Crash the Super Bowl” contest, PepsiCo’s Frito-Lay has got itself two 30-second spots for the eighth year in a row. This time, however, the company has opened the contest to people from 46 countries where Doritos chips are sold.

One of the ads will be voted by the consumers while the other one will be selected by Doritos marketing team. The creators of the winning ads will have the opportunity to work on the set of "Marvel's The Avengers: Age of Ultron." The ads are handled by Omnicom Group's Goodby, Silverstein & Partners has long assisted.
Website hosting company,, has bought itself for 30-second spots in the event, one in each half. Reports said that either one or both commercials will feature Danica Patrick, the race car driver and a longtime GoDaddy endorser. The company, which last year started reducing its bare approach, this year is promising no maliciousness. The GoDaddy ads are handled by Deutsch New York.

Hyundai Motor America
Hyundai will be airing their ads for the seventh year. This year, they will be airing two. Last year it Hyundai presented "Team," about a kid gathering a team just to take on some bigger kids, and "Stuck," about using turbo to escape unsavory other drivers. They haven’t decided yet on the concept for this year’s Super Bowl. innocent will again handle Hyundai's commercials during the Super Bowl.

Intuit, a company that produces financial and tax preparation software, is actually promising the ad time -- a national 30-second spot on Fox during the game -- to the winner of a contest for small businesses. Intuit is currently working with RPA out of Santa Monica, Calif.

The first Super Bowl commercial for the respected British brand, part of a their campaign is promoting the F-Type Coupe, which will star famous British actors. The concept revolves around brainy, sexy British villains. The spot is directed by Academy Award Winner Tom Hooper. The 30-second commercial will be aired during the third quarter and is the first Jaguar commercial for the Super Bowl. The ad is handled by Internal shop Spark 44.

Kia Motor
Kia will be having its fifth consecutive Super Bowl exposure to help introduce its new K900 flagship sedan in the United States. Its spots in the last Super Bowl focused on "space babies" and "hotbots."They will be working again with Independent David & Goliath.

Mars only has one 30-second spot in the event. The company is holding a "shootout" to decide which brand has the most creative pitch and can best continue after the Super Bowl, according to Mars Chocolate North America President, Debra Sandler. BBDO will be working with this creative.

Oikos (Dannon)
Dannon made its Super Bowl debut back in 2012 with an Oikos Greek spot, featuring actor John Stamosthey skipped the 2013 event in order to calculate the long-term viability of the Oikos brand as well as the sustainability of the relatively young Greek segment. It has not decided whether to bring Mr. Stamos back for its return. The marketer used crowdsourcing agency, Poptent, for the 2012 spot with assistance from Y&R. They haven’t decided on which agency to work with for the ad, but surely, Dannon has a 30-second slot during the game.

PepsiCo Beverages
While PepsiCo is a key sponsor of the NFL and is sponsoring this year's Halftime Show for the second year in a row, they are given to 30-second slots. Pepsi is sure to be emphasizing multiple brands in spots around its NFL sponsorship this year. New ads will feature each of Pepsi's varieties -- Pepsi, Diet Pepsi, Pepsi Max, Pepsi Next. Their creative agency is still TBWA/Chiat/Day.

Wonderful Pistachios (Roll International)
With only thirty seconds provided, the brand is still debating whether to split into two 15-second spots or not. Last year, South Korean "Gangnam Style" rapper Psy appeared in Wonderful Pistachios' spot, but rumors have it that Miley Cyrus might be appearing in this year’s spot. This speculation hasn’t been confirmed. The Fire Station, an in-house agency, will be working with this creative.


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