The 2013 Super Bowl is just days away. Many people are looking forward to the football game. We suspect more people are excited about the advertising.
Just as sports analysts are speculating about the upcoming bout between the San Francisco 49ers and the Baltimore Ravens, advertising enthusiasts are scanning the list of this year participants in anticipation of marketing’s big day.
Here are a few things to watch for in this year’s Super Bowl Advertising extravaganza.
- This year there are a host of new advertisers hoping to reach advertising glory. The ”rookie” entrants are always fun to watch to see how they handle the pressure of performing in the spotlight. On Sunday we will see rookies including Gildan Activewear, Blackberry and Soda Stream. The raw number of eyeballs the Super Bowl will fetch for these newcomers makes the desirability of the venue obvious. Of greater interest is whether or not these brands can bring both the creative panache and the strategic sensibility to have breakout debuts.
- Veteran advertisers are returning as well. Anheuser-Busch InBev will return with plays in mind for both its Budweiser and Bud Light brands. There has already been buzz in the media about the classic Budweiser Clydesdales, who appear to be ready to introduce the consumer to a newly minted foal. With their veteran experience in the bowl, anything less than a strong showing by Anheuser-Busch InBev will be a shock. Doritos will be back with their crowdsourcing technique, putting into play its best consumer-generated spots.
- Last year the Kellogg Super Bowl Ad Review rated M&Ms (Mars) the winner. The brand returns to defend its title with another spot. Keep an eye out for this execution to judge for yourself whether the brand is worthy of another title. Win or lose, it’s an almost certain that M&Ms (Mars) will make a strong play for the title.
We expect this to be an exciting year for Super Bowl Advertising. We will post results from the Kellogg Super Bowl Advertising Review right after the game.
Derek & Tim