Tagged: Super Bowl

T-Mobile’s CEO Just Tweeted That the Brand Is Running a Super Bowl Ad This Year

Another wireless brand will make an appearance in the Super Bowl next Sunday. T-Mobile CEO John Legere announced the news today on Twitter with a three-second video featuring a pink football and lots of Super Bowl-worthy snacks.

No word on when the ad will run or how long it will be just yet, but Publicis Seattle will work on the creative. 

Last year, the brand had a hit with its "Restricted Bling" spot starring Drake dancing to his popular Hotline Bling track. 

Past ads have featured other big names, including Steve Harvey, Tim Tebow and Kim Kardashian in a 2015 Super Bowl spot. And while the brand isn't releasing details about the creative, there's a good possibility it will feature a celebrity.

T-Mobile will be competing on game day with Sprint, which announced it will run an ad in the second quarter of the game. Droga5 will handle creative for that spot.

For more Super Bowl LI news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

Article originally appeared on Adweek Advertising & Branding: Link.

Sprint Promises a ‘Real Cliffhanger’ for Its Super Bowl Ad

Sprint will return to the Super Bowl this year with a 30-second spot from Droga5. The ad will run in the second quarter of the game and marks the brand's fifth Super Bowl appearance to date.

Sprint's CEO Marcelo Claure announced the ad earlier today on Twitter, writing that "it's a real cliffhanger."

No other details on the creative or concept for the spot have been released yet. Some of the brand's most recent ads have featured a familiar face in the world of cell phone ads, Paul Marcarelli. He's also known as the longtime pitchman who spouted the now famous "Can you hear me now?" tagline for Verizon.

At the time it was a major coup for Deutsch, who worked on the ads for Sprint before losing the account to Droga5 last November. Droga5 secured the account from Deutsch without pitching.

"We felt that, as part of our transformation, it was the right time to bring new thinking and fresh ideas in the mix. Droga5 is the right agency at the right time for Sprint," David Tovar, Sprint's vp of corporate communications, told Adweek at the time.

This Super Bowl spot will be Droga5's first work for the brand so it's unclear whether the cell phone spokesman will make an appearance in the ad.

Sprint's last Super Bowl ad ran in 2015, with a spot from Deutsch L.A. In the spot, Sprint issued a cheeky apology to Verizon and AT&T for cutting their clients' bills in half.

For more Super Bowl LI news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

Article originally appeared on Adweek Advertising & Branding: Link.

The Coen Brothers Have Directed Their First Super Bowl Ad

Fans of the Coen Brothers can look out for their work during the Super Bowl on Feb. 5.

Joel and Ethan Coen have directed their first Super Bowl ad, a 30-second spot for the Mercedes-AMG brand, a new point of differentiation from the luxury automaker.

"We are now switching from AMG as a proof point for Mercedes-Benz performance to AMG as its own brand," explained Drew Slaven, vice president of marketing for Mercedes-Benz USA. "It's still part of the Mercedes-Benz family—it's called Mercedes-AMG—what we're really beginning to do is put the AMG piece of it front and center."

The high-energy ad is a tribute to the 1969 film Easy Rider; the film's star, Peter Fonda; and its famed soundtrack, Steppenwolf's "Born to be Wild." It will debut during the fourth quarter of Super Bowl LI.

A 60-second extended version is below:

"[The AMG brand] is known by performance drivers but not as much by a broader community, and that's why we went to the single best way to [introduce it to a broader audience], which is a television commercial in the Super Bowl," Slaven said. 

He added: "Peter Fonda plays a critical piece of the storyline, and he's known as someone who still epitomizes what it is to love driving performance and the open road. … The film [Easy Rider] component goes back 48 years. We thought there was a nice parallel that was set up between the era of that and what was, in 1967, the beginnings of AMG." 

For more Super Bowl LI news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

CREDITS

Agencies:
Antoni – Germany
André Kemper, Chief Creative Officer / Founder
Dr. Tonio Kröger, Managing Partner / Founder
Marcell Francke, Creative Director
Stephan Schaefer, Creative Director
Mark Róta, Executive Producer
Guelcan Demir, Account Director
Moritz Pfingsten, Account Director

Merkley + Partners – USA
Andy Hirsch, Chief Creative Officer / Chairman
Alex Gellert, CEO
Gary Grossman, Director of Broadcast Production
Alex Kobak, Senior Producer
Diane delisa, Director of Business Affairs
Cynthia Davis, Chief Client Officer
Lisa Mannarelli-Puleo, EVP / Group Account Director
Beth Liss, Group Account Director

Production Company:
Company Films
Joel Coen, Director
Ethan Coen, Director
Dan Hainey, DP
Ron Neter, Line Producer
Robin Benson, Executive Producer
Executive Producer, Richard Goldstein
Head of Production, Ari Schneiderman

Editorial Company:
Final Cut NY
Rick Russell, Editor
Jen Sienkwicz, Producer
Sarah Roebuck, Executive Producer
UK Loading Assistant, Mike Radforth
NY Cutting Assistant, Geoff Hastings

Visual Effects:
Blacksmith
Tom Bussell, VFX Lead
Iwan Zwarts, Lead Compositor
Daniel Morris, Compositor
Liz Lyons, Compositor
Michael Dunkey, CG FX Artist
Rotoscoping, Trace VFX
Tracking, Bogdan Mihajlovic
Megan Sweet, Producer
Charlotte Arnold, Executive Producer

Color Grading:
Company 3
Tom Poole, Colorist

Music:
"Born To Be Wild" – Steppenwolf

Audio Post:
Heard City
Phil Loeb, Sound Mixer

Trinitite Studios:
Brian Emrich, Sound Designer

Article originally appeared on Adweek Advertising & Branding: Link.

The Coen Brothers Return to the Super Bowl After 15 Years With This Mercedes Ad

Fans of the Coen Brothers can look for their work during the Super Bowl on Feb. 5.

Joel and Ethan Coen have directed a new Super Bowl ad, their first in 15 years—a 30-second spot for the Mercedes-AMG brand, a new point of differentiation from the luxury automaker.

"We are now switching from AMG as a proof point for Mercedes-Benz performance to AMG as its own brand," explained Drew Slaven, vice president of marketing for Mercedes-Benz USA. "It's still part of the Mercedes-Benz family—it's called Mercedes-AMG—what we're really beginning to do is put the AMG piece of it front and center."

The high-energy ad is a tribute to the 1969 film Easy Rider; the film's star, Peter Fonda; and its famed soundtrack, Steppenwolf's "Born to be Wild." It will debut during the fourth quarter of Super Bowl LI.

A 60-second extended version is below:

"[The AMG brand] is known by performance drivers but not as much by a broader community, and that's why we went to the single best way to [introduce it to a broader audience], which is a television commercial in the Super Bowl," Slaven said. 

He added: "Peter Fonda plays a critical piece of the storyline, and he's known as someone who still epitomizes what it is to love driving performance and the open road. … The film [Easy Rider] component goes back 48 years. We thought there was a nice parallel that was set up between the era of that and what was, in 1967, the beginnings of AMG." 

The Coens directed a spot for H&R Block in the Super Bowl 15 years ago, and one for Honda 18 years ago, according to agency Merkley + Partners, which worked on the spot with Germany agency Antoni. 

For more Super Bowl LI news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

CREDITS

Agencies:
Antoni – Germany
André Kemper, Chief Creative Officer / Founder
Dr. Tonio Kröger, Managing Partner / Founder
Marcell Francke, Creative Director
Stephan Schaefer, Creative Director
Mark Róta, Executive Producer
Guelcan Demir, Account Director
Moritz Pfingsten, Account Director

Merkley + Partners – USA
Andy Hirsch, Chief Creative Officer / Chairman
Alex Gellert, CEO
Gary Grossman, Director of Broadcast Production
Alex Kobak, Senior Producer
Diane delisa, Director of Business Affairs
Cynthia Davis, Chief Client Officer
Lisa Mannarelli-Puleo, EVP / Group Account Director
Beth Liss, Group Account Director

Production Company:
Company Films
Joel Coen, Director
Ethan Coen, Director
Dan Hainey, DP
Ron Neter, Line Producer
Robin Benson, Executive Producer
Executive Producer, Richard Goldstein
Head of Production, Ari Schneiderman

Editorial Company:
Final Cut NY
Rick Russell, Editor
Jen Sienkwicz, Producer
Sarah Roebuck, Executive Producer
UK Loading Assistant, Mike Radforth
NY Cutting Assistant, Geoff Hastings

Visual Effects:
Blacksmith
Tom Bussell, VFX Lead
Iwan Zwarts, Lead Compositor
Daniel Morris, Compositor
Liz Lyons, Compositor
Michael Dunkey, CG FX Artist
Rotoscoping, Trace VFX
Tracking, Bogdan Mihajlovic
Megan Sweet, Producer
Charlotte Arnold, Executive Producer

Color Grading:
Company 3
Tom Poole, Colorist

Music:
"Born To Be Wild" – Steppenwolf

Audio Post:
Heard City
Phil Loeb, Sound Mixer

Trinitite Studios:
Brian Emrich, Sound Designer

Article originally appeared on Adweek Advertising & Branding: Link.

Mr. Clean Will Seduce You With His Cleaning Abilities in the Brand’s Bizarre Super Bowl Ad

Mr. Clean may not be down with dirt, but he's definitely able to get down and dirty on the dance floor. Turn on some old-school R&B, hand him a trusty magic eraser and he will not only leave your surfaces absolutely spotless but also … seduce you? 

That's how things unfold in the brand's first Super Bowl ad, created by Leo Burnett Toronto. The 30-second spot will run during the third quarter of the game.

The ad opens on Sarah, a regular woman just hanging out in her kitchen. She sees a stain and sighs, probably because the last thing she wants to do is scrub food remnants from her stove top. But when Mr. Clean saunters onto the scene, while suggestively squeezing a magic eraser, her expression changes and things start to get very uncomfortable.

Aside from his incredible cleaning abilities, it appears Mr. Clean also has Magic Mike-level moves. As the spot unfolds it turns out Mr. Clean isn't really there at all, just in spirit, and instead Sarah's partner is keeping the house clean.

"You gotta love a man who cleans," the tagline reads, and judging by Sarah's reaction she clearly does love a man who can keep the house tidy. It may seem odd to sexualize a CGI mascot that's clearly meant to target a more adult female audience, but Mr. Clean isn't the only brand to do so. Green Giant recently reintroduced its jolly mascot with a similar scene between the giant and a woman closely observing him from her car.

Last year the Procter and Gamble brand kicked off a search for a new Mr. Clean mascot with a campaign starring actor Kellan Lutz. Mr. Clean announced the winner of its competition, a man from Georgia named Mike Jackson, earlier this week but for Super Bowl LI the iconic mascot (in CGI form) will take center stage.

For more Super Bowl LI news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

Article originally appeared on Adweek Advertising & Branding: Link.

Heinz Is Skipping the Super Bowl, but Has This Idea for the Monday After

Sorry, "Weiner Stampede" fans. Heinz Ketchup, makers of last year's much-loved, dachshund-filled Super Bowl commercial, is sitting out this year's game. But it's not completely disconnecting from Super Bowl weekend. 

The brand today launches a grassroots campaign to get the Monday after the Super Bowl—when everyone is a bit cranky, or even calling in sick to work, after a night of partying—to be declared a national holiday. 

The brand has started an official Change.org petition to "make Monday more like Sunday." The new holiday, Heinz says, should be "Smunday."

This comical video explains further: 

This isn't the first time a brand has proposed this. Coke Zero did the same thing in 2012. 

"The inspiration came from a conversation people have been having for years," Nicole Kulwicki, head of the Heinz brand, admits to Adweek. "Here at Heinz, we are all about never settling when it comes to taste or quality of condiments, and never settling when it comes to the day after one of the best sports days of the year." 

Yes, a push for a national holiday the day after the Super Bowl is goofy and tongue-in-cheek. But Kulwicki says the brand is committed to trying to make it happen. The goal is to get 100,000 signatures on the petition. 

"That's how many we think we need to get Congress to take us seriously," she says. "We're doing this in good fun, but with the intent that it will actually become a national holiday." 

To signal the company's commitment to the cause, all employees at Kraft Heinz offices in the U.S. will be given Feb. 6 off this year. 

"Wiener Stampede," by David Miami, was the No. 2 spot on 2016's USA Today Ad Meter. But despite that success, Kulwicki says the brand wanted to go in a different direction.

"We loved 'Wiener Stampede' as well," she says. "It was a great way for us to introduce the full Heinz Ketchup family. This year we're doing something different. We're always looking for ways to connect with our consumers. This is a cause that we felt that the American public feels strongly about. And we really wanted to rally behind that effort."

The video above will be shared digitally; there is no TV buy.

The campaign was created by agencies David Miami, Starcom, PureRED | Ferrara and Alison Brod Marketing + Communications.

CREDITS
Client: Heinz

VP of Marketing: Michelle St Jacques
Brand Director: Nicole Kulwicki
Brand Manager: Melissa Casey

Agency: David Miami
Chief Creative Officer, Founder: Anselmo Ramos
Managing Director: Paulo Fogaça
Creative Director: Russell Dodson
Creative Director: Tony Kalathara
Design Director: Carlos Lange
Art Director: Curtis Caja
Copywriter: Ian Holmes
Group Account Director: Michelle Cobas
Account Director: Carlos Rangel
Account Supervisor: Rafael Giorgino
Director of Strategic Planning: Jon Carlaw
Head of Global Production: Veronica Beach
Producer: Carlos Torres
Business Manager: Barbara Karalis

Production Company: B-Reel Films
Director: Simon Cole
Co-Founder/COO – Pelle Nilsson
Managing Director/Executive Producer – Michael McQuhae
Executive Producer – Jason Botkin
Head of Sales /Executive Producer – Bryan Farhy
Head of Production – Kelly Martin
Producer – Rachel North

Editing: Cut and Run
Executive Producer: Amburr Farls
Editor: Jay Nelson
Post Producer: Emilie Talermo
Assistant Editor: Eli Beck-Gifford

Music/Final Audio: Beacon Street Studios
Executive Producer: Adrea Lavezzoli
Music/Final Audio: Beacon Street Studios / Vapor Post
Executive Producer: Adrea Lavezzoli
Mixer: Jose Toldeo

Online: Jogger
Executive Producer: Rich Rama
Flame Artist: David Parker
Color: Apache
Producer: Stefanie Schaldenbrand
Colorist: Taylor Black

PR Agency: Alison Brod Marketing + Communications

Media agency: Starcom

Digital agency: PureRED|Ferrara

Article originally appeared on Adweek Advertising & Branding: Link.

Roomba Cats Have a Blast in GoDaddy’s Super Bowl Teaser

GoDaddy, the brand once known for its risqué supermodel ads, has had quite the Super Bowl history. But this year, it's playing it safe with one of the internet's favorite things: roomba cats. The furry felines appear in GoDaddy's Super Bowl ad teaser, released today. The full 30-second spot will debut on CBS' Super Bowl Greatest Commercials 2017 special on Jan. 31.

After sitting out last year's Big Game and swapping in a last-minute replacement ad in 2015 after that year's ad was criticized for promoting puppy mills, the web development company is returning to the Super Bowl this year with an ad from agency Bullish. The brand began transitioning away from scandalous Super Bowl spots in 2013, instead focusing its marketing efforts on how its services help small business owners and entrepreneurs. 

This year's ad promotes its new service, GoCentral, a website builder with marketing and ecommerce tools to help get sites noticed online and register search results with Facebook and Google. The ad will "personify the internet," according to Brent Vartan, managing partner at Bullish.

"We're going to have fun showing the internet waking up and starting his day," Vartan said.

For more Super Bowl LI news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

Article originally appeared on Adweek Advertising & Branding: Link.