This year, Adweek is bringing you real-time reviews of every single Super Bowl commercial as it airs. See every fourth-quarter spot below—along with our thumbs up or thumbs down.
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This year, Adweek is bringing you real-time reviews of every single Super Bowl commercial as it airs. See every third-quarter spot below—along with our thumbs up or thumbs down.
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This year, Adweek is bringing you real-time reviews of every single Super Bowl commercial as it airs. See every second-quarter spot below—along with our thumbs up or thumbs down.
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This year, Adweek is bringing you real-time reviews of every single Super Bowl commercial as it airs. See every first-quarter spot below—along with our thumbs up or thumbs down.
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While most brands began activating their Super Bowl campaigns over the past month, Pepsi's Hyped for Halftime plans began last Thanksgiving.
Using the #halftime hashtag, the brand curated conversations around its show with more than 40 pieces of digital content. And, right before Katy Perry's performance, the campaign will culminate in an alien abduction-themed 30-second spot airing right before the show and paying homage to the supernatural lore of the Southwest.
"For Pepsi, it's really about owning the halftime conversation for months ahead of the 12-minute performance at the Pepsi Super Bowl Halftime Show," said Linda Lagos, digital director for Pepsi.
So far, the 2015 content has garnered more than 54 million views and 1 billion media impressions, Pepsi reports. Eighty-three percent of conversations around #halftime online have been related to its show so far this year, compared to only 1 percent last year, the brand says.
Pepsi also sponsored the 2014 halftime show, but its campaign that year only began in January. For the 2015 performance, the brand started things a few months earlier and tripled the amount of materials it released compared to the previous year.
Content ranged from a commercial featuring Blake Shelton giving a surprise concert on an aircraft carrier for military veterans (see below) to offline activations like a crop circle of the Pepsi logo that is visible when flying over the Phoenix area. Its Super Bowl ad, which was created by the team that produced the film Gravity, features 23 Pepsi logos without mentioning the brand name out loud.
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Brands will gather in their social-media war rooms tonight, still attempting to top Oreo's lightning-in-a-bottle template for real-time Super Bowl marketing. But in a sense, they've already lost. That's because whackadoodle snack brand Totino's Pizza, already well known for its absurd antics, live-tweeted the Super Bowl last night.
At first, many thought it was an accident—that perhaps their tweets auto-published on the wrong day. But it soon became clear that it was a big joke. And behind all the terrible-on-purpose spelling errors and clichéd phrasing was a sophisticated, hilarious, snark-laden mockery of the entire process—showing us just how ridiculous and sometimes phoned-in "real-time" marketing can be.
If every brand and their mother can release their Super Bowl ads ahead of the game, why not fake-leak your (largely pre-planned) game tweets, too?
Take a look below at Totino's rollicking (and at times super weird) take on the state of social media marketing—and how you can exploit the Super Bowl before it even happens.
Sitting down to watch #TheBigGame? We (Pizza Rolls) are as well. Tweet along with us because we're #delicious #sparts
— Pete Zaroll (@totinos) January 31, 2015
Golly, that sure is a greeeeeen field! #sparts #TheBigGame #footsball
— Pete Zaroll (@totinos) January 31, 2015
Haha, neat! Sport events with irregularly shaped balls sure are #exciting and #exciteful! #sparts #TheBigGame
— Pete Zaroll (@totinos) January 31, 2015
How CUTE are these refs, tho? #TheBigGame #sparts #stripes
— Pete Zaroll (@totinos) January 31, 2015
Nothing more exciting than #livetweeting #thebiggame! Did you see that guy just now? I was like, WOW! #sparts
— Pete Zaroll (@totinos) January 31, 2015
Did you see that coin toss?! WOW! This game's already action-packed! #sportshappenings #sparts #fancy
— Pete Zaroll (@totinos) February 1, 2015
Woah hey, haha! Who let a baby on the field?! Keep it together guys, you're professional #football players! #TheBigGame #Sparts
— Pete Zaroll (@totinos) February 1, 2015
OH MY GOSH did you hear that #football announcer accidentally say "Pom Grady?" it's like HAHA that's not his name! #TheBigGame #sparts
— Pete Zaroll (@totinos) February 1, 2015
boy howdy, that commercial was funny and informational! Guess I've got some buyin' to do! #commerce #america #TheBigGame #sparts #USA
— Pete Zaroll (@totinos) February 1, 2015
My favorite colors I've seen in #TheBigGame so far: blue, green, red, magenta, orange, brown, darker brown. #football #sparts #colors
— Pete Zaroll (@totinos) February 1, 2015
Aren't live #sparts way more fun when we can #share the #memories together? #TheBigGame
— Pete Zaroll (@totinos) February 1, 2015
I think my favorite thing about the #halftimeshow is that it does a real nice job of splitting #TheBigGame in half. #sparts
— Pete Zaroll (@totinos) February 1, 2015
WOW you guys, I can't imagine not being here #live for all this #sparts action! #magical #TheBigGame #football
— Pete Zaroll (@totinos) February 1, 2015
don't touch that dial, #sparts fans! I hear they're gonna point the fireworks DOWN this year! #TheBigGame #football #boom #splosion
— Pete Zaroll (@totinos) February 1, 2015
there is exactly as much touching of #butts as I was hoping there would be in #TheBigGame of #football that's happening.
— Pete Zaroll (@totinos) February 1, 2015
this game is so #super it makes me want to get a big #bowl of pizza rolls! haha! waiting for a commercial tho, #dontwannamissathing! #sparts
— Pete Zaroll (@totinos) February 1, 2015
what #TheBigGame snax are you guys having? I'm trying lettuce and milk, just to see. #sparts #football #snackin
— Pete Zaroll (@totinos) February 1, 2015
SPILLED MILK ON MY LAP brb guys let me know if I miss any awesome #football action in #TheBigGame! #sparts #crying
— Pete Zaroll (@totinos) February 1, 2015
— Pete Zaroll (@totinos) February 1, 2015
— Pete Zaroll (@totinos) February 1, 2015
the ceremonial meditation, wherein both teams honor the cosmic being that gave them form from chaotic #atoms in #space is my fave. #sparts
— Pete Zaroll (@totinos) February 1, 2015
wow I can't believe #TheBigGame is almost over! I'm literally crying so hard I can't breathe, why must all good things die? #sparts #entropy
— Pete Zaroll (@totinos) February 1, 2015
This is really bringing back bad memories of that time I missed the big field goal kick. Crying harder. #lacesout #sparts #TheBigGame
— Pete Zaroll (@totinos) February 1, 2015
feel like I've got #sparts in the very heart of my soul, illuminating the #universe that is within me. Also, #tackles! #TheBigGame #Football
— Pete Zaroll (@totinos) February 1, 2015
feeling #blessed to have live tweeted with America's biggest #sparts fans tonight. Hope you have a happy #Monday tomorrow! #boo #lasagna
— Pete Zaroll (@totinos) February 1, 2015
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You can advertise a lot of things on the Super Bowl, from a bag of Doritos to … a next-generation bomber that will cost half a billion dollars per aircraft to build.
Northrop Grumman is working on a design for the latter—it's battling Boeing-Lockheed for defense contract to build the U.S.'s next-gen bomber—and will tease the aircraft on the Super Bowl with the 30-second spot below, a rep for the company confirmed to Adweek.
Breaking Defense, a leading news site on defense, first broke the news Saturday. Running a Super Bowl ad is a first for Northrop, and is believed to be a first for any defense company.
The ad has been on YouTube since Thursday and already has more than 300,000 views. According to Breaking Defense, it begins by showing various famous Northrop aircraft—first the YB-35, then the B-2 bomber, then the X-47B.
Finally, the new mystery plane is shown at the end, shrouded in a giant sheet, as an airman walks toward it and grins slightly. (Breaking Defense says there's a chance the aircraft is the so-called sixth generation fighter for the Air Force and Navy, which Northrop also has design teams working on.)
The bomber program will be enormously expensive. Research and development alone is expected to cost $25 billion. Then, each plane is likely to cost $600 million to build—and the Air Force plans to buy 100 of them. If Northrup gets the contact, the $4.5 million NBC buy will have been a drop in the bucket.
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