Super Bowl Ads: More Advertisers Shedding Light On Plans

Universal Orlando Resort Using Super Bowl Spot To Promote New Harry Potter Attraction

As Super Bowl XLIV draws near, "more advertisers that had not previously identified themselves as sponsors are raising their hands," according to Stuart Elliott of the N.Y. TIMES. Universal Orlando Resort will use a first-half Super Bowl spot to "advertise a new attraction called the Wizarding World of Harry Potter, scheduled to make its debut in the spring." The spot begins a "brand campaign for the resort," carrying the theme "Be courageous. Be outrageous. Be extraordinary." The ad was "created internally with the help" of Rosso Media, England. The resort has advertised during previous Super Bowls (NYTIMES.com, 1/28). Meanwhile, Vizio Thursday announced that Beyonce will debut as the brand's spokesperson by starring in the company's Super Bowl spot during CBS' telecast of the game. Vizio's game-day activation also will include exclusive HD sponsorship of CBS' pregame show, "The Super Bowl Today Presented by Vizio." Vizio's 60-second spot, created with the help of Venables, Bell & Partners, S.F., will air in the fourth quarter of the game (Vizio). A Vizio spokesperson said that the partnership with Beyonce is for three years (MARKETING DAILY, 1/29 issue).

TIRE TRACKS: ADWEEK reported Bridgestone is returning to the Super Bowl with a pair of spots via The Richards Group, Dallas. One spot, "A Whale of a Tale," shows "three friends speeding down a highway -- with a killer whale hanging out the back of their vehicle." The second commercial, "Your Tires or Your Life?," takes place on a "stormy night at what appears to be an accident scene -- with a creepy-looking balding, bearded, bespectacled guy brandishing power drills." Bridgestone also is the sponsor of this year's Super Bowl halftime show (ADWEEK.com, 1/27).