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Kim Kardashian The Focus Of T-Mobile Super Bowl Spots, While Esurance In For First Time

Kim Kardashian "made a surprise appearance" on TBS' "Conan" last night to debut her new T-Mobile commercial, which "will also be appearing during the Super Bowl," according to Elizabeth VanMetre of the N.Y. DAILY NEWS. The 30-second clip "shows the 35-year-old reality star dressed in all black and like she's ready to talk about a serious issue." She then is seen "taking selfies in several scenes including in a bathroom mirror, playing tennis, in a fitting, and on the ski slopes -- places she says you could see her if you still had all your unused data" (N.Y. DAILY NEWS, 1/27). AD AGE's Mark Bergen reported Kardashian's commercial is "one of two ads T-Mobile bought during the game" and will run "during the first quarter." The carrier also is "running another in the NBC live-stream, and of course making an accompanying push on the web and Twitter revolving around its newest endorser." T-Mobile Exec VP & CMO Mike Sievert said, "Who better than Kim Kardashian? She's a social media powerhouse. This isn't just a TV commercial. This isn't just a 30-second spot. This is a social media event." Bergen noted T-Mobile last year "stormed into its first Super Bowl with Tim Tebow, letting the former NFL quarterback mock his own storied stardom." During the game, T-Mobile "will launch a website with behind-the-scenes content from the shoot," and Kardashian will "reply to fans via Twitter." T-Mobile used "its regular agency, Publicis Seattle," to debut the ad (ADAGE.com, 1/26).

GETTING WITH THE TIMES: In Chicago, Robert Channick reports Esurance will "run its first-ever Super Bowl commercial during the game," though "few details were revealed" other than Leo Burnett, Chicago, is "handling the creative." Esurance last year "ran a spot in the first postgame break" rather than during the game, "offering up the money it saved through a Twitter contest." Leo Burnett said that this year's campaign will demonstrate how Esurance, which is part of Illinois-based Allstate, "is the 'faster, smarter and more modern direct insurance provider'" (CHICAGO TRIBUNE, 1/27). Meanwhile, BMW North America VP/Marketing Trudy Hardy said that the automaker's Super Bowl ad concept "was one of 10 initially devised" by agency Kirshenbaum Bond Senecal & Partners, N.Y. USA TODAY's Alan Siegel notes BMW "hasn't advertised in the Super Bowl since airing two 30-second spots" in '11. BMW "wanted to make sure its new campaign was unique" (USA TODAY, 1/27).

SODA STREAMING: ADWEEK's Tim Nudd reported Coca-Cola "won't be unveiling its 60-second in-game spot, by Wieden + Kennedy, until it airs nationally on the game." There will, however, be "plenty of teasers released this week" as the brand "preps a message of 'optimism, uplift and inclusion' for Sunday." Three teasers "airing on TV and in cinemas will feature snippets from the :60 and introduce the #MakeItHappy hashtag." Four longer online videos "will roll out this week starring teens and celebs who've experienced online negativity (racecar driver Danica Patrick and football player Michael Sam will star in two of these) or who are devoted to spreading happiness online" (ADWEEK.com, 1/26). ADWEEK's Michelle Castillo reported PepsiCo's Mountain Dew will join the large number of marketers "investing heavily in full-blown digital campaigns that run during the Big Game." The soda brand "will air a spot during this year's pregame show as part of its 'It All Starts With a Kick' campaign in support of the launch of energy drinks Kickstart Pineapple Orange Mango and Strawberry Kiwi." The campaign "will be extended during and after the game via YouTube, Twitter, Vine and Snapchat." Meanwhile, first-time Super Bowl advertiser Wix.com "dedicated 60 staffers to its corresponding digital campaign." Wix.com Dir of Marketing Communications Dir Eric Mason said that the company "got out online early, leading CBS to include the campaign in its special 'Super Bowl's Greatest Commercials' on Jan. 26, even though the TV ad hadn't yet aired" (ADWEEK.com, 1/26).

TONY'S PIZZA: In Dallas, Sarah Blaskovich reported one of Pizza Hut's Super Bowl pregame ads features new Bills coach Rex Ryan, "playing himself" and "tossing flags for incomplete crust." Ryan at the end of the ad "even tosses a flag" into Cowboys QB Tony Romo’s pizza box. It is meant to "poke fun at the controversial overturned play" involving Cowboys WR Dez Bryant that led to the Packers advancing to the NFC Championship. Romo also appears in a spot focusing on Pizza Hut’s Triple Cheese Covered Stuffed Crust. Both commercials "will air during the Pizza Hut sponsored pre-game show," then one of the ads -- and "they won’t say which one yet -- is expected to run before kickoff" (DALLASNEWS.com, 1/26).

STAYING LOCAL: In San Antonio, Neal Morton reported supermarket chain H-E-B "typically taps well-known celebrities from Texas to grab viewer attention," but for its eighth regional Super Bowl appearance, it has "cast an unnamed jar of salsa as the star of a 60-second spot to air between the third and fourth quarters." The ad features one of the grocer's employees "traveling the world ... in order to find unique foods for H-E-B's line of Primo Pick products." H-E-B Group VP/Marketing & Advertising Cory Basso said that he "expects 3-million-plus viewers will see the commercial in the company's 13 markets in Texas" (MYSANANTONIO.com, 1/26). The HUFFINGTON POST's Ron Dicker reported cat food brand Friskies will air a 60-second Super Bowl spot that is a "continuation of the popular 'Dear Kitten' series." The spot was created "with Buzzfeed" and will air only in three "cat-themed" markets -- Kitty Hawk, N.C., Los Gatos, Calif., and Pawnee, Neb. (HUFFINGTONPOST.com, 1/22).

SLAP SHOT: Budweiser Canada's "Home of Goals" ad will debut during the Super Bowl telecast in Canada. The spot features 10 employees of Soucy Baron, which makes hockey pucks in Saint-Jerome, Quebec, and shows their reaction to a surprise visit to the Budweiser factory. The workers receive Budweiser Red Lights and fly by private jet to N.Y., ultimately ending up at Nassau Coliseum for an NHL game in the ad (Budweiser).

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