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SBD/February 1, 2012/Marketing and Sponsorship
Around Half Of Super Bowl Ads Available To View Prior To NBC's Telecast Sunday
Published February 1, 2012
ALIEN INVASION: AD AGE’s Michael Learmonth reports Hulu returns to the Super Bowl "with one pregame commercial and one during the game” starring actor Will Arnett. The new ad “hits some of the same notes the last campaign did, when Alec Baldwin first introduced Hulu's plot to destroy the world by melting human brains.” Now the premise is that the whole TV industry "is populated by aliens in disguise using TV to turn human brains into 'mushymush,'" with Hulu Plus as its secret weapon. The spot was created with agency Crispin Porter + Bogusky (ADAGE.com, 1/31). Hulu is “still unsure when the commercial will run” (NYTIMES.com, 1/31).
A DOWNY AND A SMILE: ADWEEK’s Andrew McMains reported P&G’s Downy Unstopables ad that airs during NBC's pregame show between 5:30-6:00pm ET is a remake of the infamous Mean Joe Greene Coca-Cola spot that aired during Super Bowl XIV in '80. Greene stars in the new spot, but the “kid” is now played by comic actress Amy Sedaris. In the spot, Sedaris “hands Greene a bottle of Unstopables, a fabric freshener that P&G introduced last year,” rather than a Coke like the original ad. Ad agency Grey Group “needed permission from Coke to remake a memorable part of its advertising history.” The agency initially “sought to use the original footage and insert Sedaris digitally.” But Grey, N.Y., Chief Creative Officer & President Tor Myhren said that Coke “rejected that idea but said it was OK for Grey to reshoot the story line” (ADWEEK.com, 1/31).
GIVING IT THEIR BEST SHOT: In N.Y., Kate Taylor reports N.Y. Mayor Michael Bloomberg and Boston Mayor Thomas Menino will appear in a 30-second regional ad that features them “ribbing each other as they cheer for their respective teams and cities.” They then “turn to the purpose of their spot, declaring that one thing they agree on is the need for stricter federal gun control laws.” The spot was shot in N.Y. yesterday. The ad is “being paid for by Mayors Against Illegal Guns, to which Mr. Bloomberg is a contributor” (N.Y. TIMES, 2/1).