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SBD/December 13, 2013/Marketing and Sponsorship
Hyundai Will Use Celebrities Promoting Elantra In Fourth-Quarter Super Bowl Ad
Published December 13, 2013
OUT WITH THE OLD: USA TODAY's Bruce Horovitz reports at least three "familiar advertising icons from past Super Bowls -- the E-Trade baby, the GoDaddy Girls and Subway's Jared -- will not show up this go-round." But Syracuse Univ. pop culture professor Robert Thompson said that while some viewers "may take note" of these absences, but "they won't necessarily be clamoring for their return." He added, "They're not the Clydesdales," referring to an iconic Budweiser campaign. However, Thompson said that E-Trade "should think very hard before it throws its baby out with the bathwater." The brand's "smarty-aleck, chubby-cheeked baby has been its Super Bowl ticket to fame" since '07. Thompson said, "That baby is really, really associated with E-Trade. I can't imagine them abandoning that entirely" (USA TODAY, 12/13).
STUDIO CITY: DEADLINE.com's Anita Busch reported four movie studios to date have bought Super Bowl ad time, which is "not to say they can’t buy ad inventory later on." That is down from Super Bowl XLV in '11, when "there were eight buy-ins at the beginning, and steady from last year when Universal, Disney, Paramount and Summit advertised." Disney this year "bought one 30-second spot and said it has not yet decided which movie to advertise." Paramount bought one 30-second spot and "will use it to debut the first footage" from "Transformers: Age of Extinction." Sony will "use the Super Bowl to advertise its rebooted superhero franchise installment" with "The Amazing Spider-Man 2," while Lionsgate "bought a spot in the Super Bowl pregame show -- but no word on what it will advertise as yet." Warner Bros. "made no buy" (DEADLINE.com, 12/11).