Super Bowl Ads: Cars.com, Go Daddy Release Ads Airing During Game

Watch Cars.com's Super Bowl Spot

Cars.com yesterday announced that it will air the latest spot in its "Confidence" campaign during CBS' coverage of Sunday's Super Bowl. The new 60-second spot is titled "With Knowledge Comes Confidence." The new spot, via DDB, Chicago, tells the life story of a character named Timothy Richman who approaches every situation confidently. This echoes the ad Cars.com ran in last year's Super Bowl, which tells the life story of a similar character named David Abernathy. This is the third consecutive Super Bowl appearance for Cars.com, which will use the ad to kick off its '10 marketing campaign. Meanwhile, Go Daddy announced details of its second Super Bowl commercial to air during this year's game. The new 30-second spot, titled, "News," depicts local news anchors conducting an interview with driver Danica Patrick. The ad, which is now available for viewing on GoDaddy.com, will air during the fourth quarter of the game. Go Daddy previously released details of "Movies," another ad featuring Patrick that will air during the first quarter (THE DAILY).

TOO HOT TO HANDLE: The WALL STREET JOURNAL's Suzanne Vranica reported CBS has "rejected a potential Super Bowl ad" from texting information service KGB. The nixed commercial features "two wives calling in KGB agents because their golfer husbands get their heads stuck where the sun doesn’t shine, after debating the merits of global warming." One of the KGB agents says, "Next time your husbands don’t have a clue make sure they text KGB." The N.Y.-based company bought a 30-second spot during the third quarter of Sunday's broadcast, as well as two pregame ads. It submitted four spots to CBS and is "still deciding which ads it will run" (WSJ.com, 2/1). The rejected spot is called "In The Hole," and ADWEEK.com's David Gianatasio wrote, "One can guess as to which hole KGB's referring to" (ADWEEK.com, 2/1).

HOME AWAY FROM HOME: Comedian Bruce Fine will appear in HomeAway.com's Super Bowl spot, a play off the movie "Vacation" set to air in the third quarter. Fine said the 30-second ad, which features "Vacation" actors Chevy Chase and Beverly D'Angelo reprising their roles as Clark and Ellen Griswold, is intended to "drive people to the Web site to see the 15-minute 'Vacation'-from-hell short film we did." The spot "pokes fun at the amount of fees, bad service, small rooms and the 'ol bait n' switch." Fine added, "Somehow Clark and Ellen think the 'Napoleon Suite' is a good thing" (BOSTON HERALD, 2/2).

Small Business Owners Herron (l) And  Harrison To Appear In Miller High Life Ad

LOCAL HERO: MillerCoors is airing an ad in many major local markets during the Super Bowl featuring four small business owners, and two of the owners -- Loretta's Authentic Pralines Owner Loretta Harrison and Tim's Baseball Card Shop Owner Tim Herron – appeared on Fox Business last night. Miller High Life Brand Manager Joe Abegg said the company "searched across the country" looking for the owners who would star in the ad and "we picked four businesses that we thought represented all the hard work" small businesses put into their companies. Herron said since the coverage began of being involved in a Super Bowl ad, the "phone has been ringing off the hook and this weekend was the busiest weekend I've had at the store in a while” ("America's Nightly Scoreboard," Fox Business, 2/1).

ROCK THE VOTE: Marketing agency McKee Wallwork Cleveland again has launched www.AdBowl.com, allowing Super Bowl viewers for the 10th consecutive year to rate the game's commercials. AdBowl this year also is launching an iPhone App (AdBowl).