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P&G Running New Version Of "Like A Girl" Ad In Super Bowl; Nissan Teases 90-Second Spot

Procter & Gamble's Always brand will "run a 60-second version of its lauded 'Like A Girl' ad during Super Bowl XLIX on Sunday," according to Alexander Coolidge of the CINCINNATI ENQUIRER. Launched last summer online, the original three-minute ad "struck a chord and won awards for its exploration of [how] the phrase 'like a girl' could impact girls' self-confidence." The spot "barely mentioned the panty-liner brand." P&G North America Baby Care VP & GM Fama Francisco said, "We feel so strongly about this that we're now taking this message to a bigger stage, the Super Bowl, so even more people can join us to champion girls' confidence and change the meaning of 'like a girl' from an insult into something positive and amazing." Coolidge notes P&G sent 15-year-old Karlie Harman to the Super Bowl "as an Always 'Like a Girl' ambassador." She is a QB, the "only girl on her football team in Northern Virginia and an NFL 'Together We Make Football' finalist" (CINCINNATI.com, 1/29). AD AGE's Jack Neff notes the 60-second version of the ad "debuted this morning" on NBC's "Today." As part of the pre-Super Bowl effort, Always "will release a video" of Harman. The original video effort "was led by Leo Burnett offices in Chicago, Toronto and London (including Holler), with support from Publicis Groupe siblings MSL Group on PR and Starcom MediaVest Group in media" (ADAGE.com, 1/29).

STICK WITH WHAT WORKS: ADWEEK'S Tim Nudd noted Budweiser and ad agency Anomaly, N.Y., had "such a big hit" with their "Puppy Love" Super Bowl ad last year that they "couldn't resist going back to the well." The brand yesterday released its "Lost Dog" spot for this year's game, in which the signature Clydesdales "come to the rescue" of a wayward puppy. The ad, like last year's, was directed by RSA's Jake Scott, and "once again, music plays a key role." For "Lost Dog," there is a "reworked version of 'I'm Gonna Be (500 Miles)' by the Proclaimers, performed by Sleeping at Last." It is a "slow, acoustic version -- more downbeat and poignant-sounding than last year's choice, which was 'Let Her Go' by Passenger." The spot features "eight puppies -- seven females and one male," and was "shot at a ranch outside Santa Barbara, Calif., in early December." Actor Don Jeanes "reprises his role as Budweiser Clydesdale trainer for a third time." The spot is "nicely produced, and will be well liked," but "Puppy Love" was a "richer, more engaging story" (ADWEEK.com, 1/28). USA TODAY's Alan Siegel writes the new spot is "adorable" (USA TODAY, 1/29).

DETAILS TRICKLING IN: Nissan yesterday through YouTube and Twitter hashtag #withdad teased its Super Bowl spot. Nissan previously had plans for only a 60-second spot, but yesterday announced an increase to 90 seconds. The automaker yesterday released the first 10 seconds of the ad, which depicts a couple having a baby and images of the dad working as a race car driver mixed to a soundtrack of Harry Chapin's "Cat's In The Cradle." Nissan will not release the full spot until Sunday's game (Nissan). The spot will have prominent placement in the first half (THE DAILY). AD AGE's Jeanine Poggi reported web-development platform Squarespace has partnered with actor Jeff Bridges "on a new music project" that will kick off during the first half of Sunday's game. The 30-second spot will promote Bridges' "'Sleeping Tapes' project, which uses" Squarespace. Wieden + Kennedy, N.Y., created the spot, which marks Squarespace's "second consecutive" appearance in the game (ADAGE.com, 1/28). 

READY FOR THEIR DEBUT: ADWEEK's Andrew McMains reported a "boutique player in gaming is looking to make a big splash with its first Super Bowl commercial, even if it is only 15 seconds long." The company, uCool, will "show an ad for its first mobile game, Heroes Charge, which came out in October and quickly became uCool's biggest-selling game." The ad was "created internally." uCool was a "late entrant in the game, and NBC has yet to tell the company what quarter the ad runs" (ADWEEK.com, 1/28). ADWEEK's Sam Thielman noted NBCU is "using some of its precious commercial time to tout sister network E!'s first scripted drama, The Royals," which is a "fictional chronicle of a badly behaved British royal family." NBCU is calling the 30-second spot a "mini-movie." The show debuts March 15 (ADWEEK.com, 1/28). Tee time booking service GolfNow is holding a sweepstakes through April 13 that will award the winner a complimentary foursome once per month for life. To launch the campaign, GolfNow has produced a national spot set to air during NBC's Super Bowl pregame coverage. The segment features former NFLer Brian Urlacher and golfer Billy Horschel, who will ambush a foursome for a closest-to-the-pin challenge with free golf for life on the line (GolfNow). 

SMOKE & MIRRORS: Ad Age's Poggi said of GoDaddy yesterday pulling their original Super Bowl spot and opting to go with a back-up ad, "Not only do they have the benefit of having their first ad out there and creating that buzz, now they have mystery and no one knows what their next ad is going to look like. It doesn't look like they're putting that out before the Super Bowl actually airs” ("ET," 1/28). Britto Agency President & Founder Marvet Britto said, "GoDaddy likely never intended the ad to be shown during Super Bowl night. What they hoped for was the water cooler conversation prior to the game” (“Nightline,” ABC, 1/28). However, Association of Independent Commercial Producers President & CEO Matt Miller said GoDaddy pulling the puppy ad was not the “plan all along,” as the company “put a lot into this ad" (“Today,” NBC, 1/29). ESPN's Keith Olbermann during his "World's Worst" segment yesterday put on notice the “Super Bowl advertiser -- we don’t need to mention them, they’ve gotten enough free pub from this stunt -- whose Super Bowl advertisement was to mock the use of puppies in Super Bowl ads" ("Olbermann," ESPN2, 1/28).

FIRST TIME FOR EVERYTHING: The AP's Mae Anderson noted there will be 15 "new Super Bowl advertisers this year, the most since 2000, before the economy fell into what would be the first of two recessions since." Ad experts said that the rookie interest in Super Bowl ads is a "positive sign that companies are feeling good in the most recent economic recovery" (AP, 1/28). On Long Island, Verne Gay noted automakers "have traditionally been a reliable buyer of many of the game's 85-plus national commercials, in addition to dozens of local ads," but there "will be far fewer" on Sunday. Meanwhile, ad agency 72andSunny Chief Strategy Officer Matt Jarvis in an e-mail wrote there has been a "notable shift" in Super Bowl ads. He noted many ads will be "reframing masculinity," including spots from Cheerios, Toyota and Dove (NEWSDAY, 1/29). The AP's Anderson noted some advertisers "are being careful not to offend." It is a "far cry from the dot.com commercial attempts" in '00, when an E*Trade ad "showed a monkey in a garage and touted the fact that the company had just wasted" $2M. Companies "appear to be playing it safer too by not focusing so much on bare skin and sophomoric humor." A Victoria's Secret teaser "showed supermodels fully dressed as football players." But the actual Super Bowl ad "shows the models dressed in Victoria's Secret lingerie" (AP, 1/28).

TIME WARP: DEADLINE.com's Patrick Hipes noted Paramount Pictures and MGM have "found a way" to get "Hot Tub Time Machine 2" a spot during Super Bowl week. The trailer "manages to drum up some footage to reference" both the Patriots and "of course Deflategate." (DEADLINE.com, 1/28). The spot will run on late-night sports programming throughout the weekend and during the postgame (THE DAILY).

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