Buick will air its "first-ever Super Bowl commercial" during next month’s game in a bid to "raise the brand’s profile ahead of a big product-launch year," according to Mike Colias of AUTOMOTIVE NEWS. Buick confirmed its plans, citing the "rollouts this year of a redesigned LaCrosse as well as two new nameplates: the Cascada convertible and the Envision compact crossover." A Buick spokesperson "declined to discuss details of the 30-second spot." But sources said that it will "feature the Cascada -- which arrives in dealerships in coming weeks as Buick’s first droptop in 25 years -- and possibly other vehicles." The Envision and LaCrosse are "slated for summer launches." Super Bowl plans for GM’s other brands "are unclear," as a GM spokesperson "declined to comment." Chevrolet, the company’s "biggest brand, sat out the big game last year, although it ran an ad right before kickoff that portrayed a faux blackout." That GM is willing to spend the estimated $5M to "spotlight relatively low-volume Buick in the biggest advertising event of the year reflects the priority that executives have put on revitalizing the images of its brands." Honda, Hyundai, Acura, Kia and Mini so far "have confirmed plans to air Super Bowl spots" (AUTONEWS.com, 1/7).
RING MY BELL: AD AGE's Jeanine Poggi reports Taco Bell is "returning to the Super Bowl after a two-year hiatus to unveil a new, as-yet-undisclosed product." The company said this morning that it "will air one 30-second spot in the first quarter of the game," its first appearance since '13. Taco Bell has "begun teasing the ad's approach and the product it will promote, releasing a self-redacted press release." The company "plans to continue to release tidbits through a series of ambiguous activities and pop-up events." Taco Bell CMO Chris Brandt in a statement said, "We aren't revealing details of our spot until the big game, but we will have ways for our fans to engage with us in the weeks leading up to Super Bowl 50" (ADAGE.com, 1/7).
TOP OF THE CLASS: VARIETY's Brian Steinberg wrote after seeing a "surge of oddball rookie advertisers in recent years, the Super Bowl appears to be drawing a better class of freshmen." At least initially, the '16 ad roster for the event "is shaping up to be classier than it has been in some recent outings." Last year, 13 marketers who "had never before hawked their wares in the Super Bowl joined the game, including toe-fungus drug Jublia, Avocados from Mexico, adhesive-maker Loctite and Mophie." In all, rookies "accounted for 32% of the advertising" in Super Bowl XLIX, "significantly higher than in recent years." The Super Bowl ad roster "has experienced more flux in the last two years than it has for about a decade." Of the 39 parent companies that pitched messages in the '14 game, 22 "did not return" in '15. This "matched the attrition rate" from '13 to '14 and is the highest level since '04 to '05. Former USOC CMO Rick Burton said that because CBS’ telecast next month marks the 50th anniversary of the game, advertisers "may feel more pressure to work for prestige, rather than cheap laughs or shock." He added that with CBS seeking anywhere from $4.5M to more than $5 million for a 30-second spot, the costs "are significant." Burton: "That’s a big play. My guess is the big guys are going to be there."
: SunTrust Banks Exec VP & CMO Susan Somersille Johnson said that the publicly traded company "
will advertise in the Super Bowl for the first time this February, hoping to catch attention from a broader audience after it has expanded its presence beyond the southeast and mid-Atlantic regions of the U.S." VARIETY's Steinberg noted the financial-services company unveils its presence after PayPal, another first-time Super Bowl marketer, "announced its efforts in December" (
VARIETY.com, 1/5). In Atlanta, Rodney Ho wrote for a "traditional, low-key banking institution such as SunTrust, seeking the Super Bowl spotlight is a bold move." It is not only SunTrust’s first Super Bowl, but also its "first national TV buy." SunTrust "is known as a regional consumer retail bank." But some divisions such as mortgages, financial planning and private wealth management "are national." SunTrust Chief Communications Officer Sue Mallino said, "We’re not promoting products per se. This is about addressing a national concern" (
ATLANTA JOURNAL-CONSTITUTION, 1/6). In Tampa, Robert Trigaux wrote SunTrust's history "is one of careful, don't-rock-the-boat, conservative management." In an effort to "refresh its image, SunTrust is committing a decent chunk of its annual advertising budget" to the ad. Its cost is "not disclosed, though 30-second bowl ads are running around" $5M. Ad trackers estimate that SunTrust spent $16.4M "on all advertising" in '14. So far, only a few other financial firms "are known to be advertising during Super Bowl 50" (
TAMPA BAY TIMES, 1/6). The WALL STREET JOURNAL's Suzanne Vranica noted SunTrust for several years "has bought local ads in certain markets during the big game." Every year, there are several companies that "invest a big portion of their annual ad budget to buy commercial time in the gridiron championship game." In '14, six Super Bowl advertisers "put more than 10% of their full-year media budgets into the game" (
WSJ.com, 1/5).
