Amazon's First-Ever Super Bowl Spot Using Marino, Baldwin To Promote Echo Speaker
Amazon is headed to the Super Bowl "for the first time with an ad for its new Alexa-powered speaker Echo," according to Jeff Beer of FAST COMPANY. Pro Football HOFer Dan Marino and actor Alec Baldwin appear in the spot, "plotting a Super Bowl party" and "enlist the help of the brand's new echo speaker, powered by Amazon's Siri-like virtual personal assistant Alexa." The ad comes via Leo Burnett, Toronto (FASTCOCREATE.com, 1/27). ADWEEK's Tim Nudd noted the Amazon ad is Baldwin's "first Super Bowl campaign since Hulu" in '09. The campaign also uses the hashtag #BaldwinBowl. It is "not clear if any other stars will join" Marino and Baldwin in the spot (ADWEEK.com, 1/27). In Seattle, Angel Gonzalez notes Amazon has "not been a heavy television advertiser, so the Super Bowl ad means it's stepping up its game." Data from iSpot.tv "ranks the company as No. 60 in spending in the past 30 days, compared with all other advertisers" (SEATTLETIMES.com, 1/27).
ADS UNVEILED: In Detroit, JC Reindl noted locally based Quicken Loans yesterday "unveiled its first Super Bowl ad." The 60-second spot "appears to be targeted toward younger adults and highlights the mortgage lender's new Rocket Mortgage website while suggesting that more home-buying activity will boost multiple sectors of the nation's economy." Quicken Loans also announced that it is "kicking off its Push Button, Get Stuff sweepstakes along with the Super Bowl ad, and will give away hundreds of consumer goods" (DETROIT FREE PRESS, 1/28). The spot, via Fallon, Minneapolis, "will air during the first half of the game" (ADAGE.com, 1/27). Meanwhile, ADWEEK's Katie Richards noted first-time Super Bowl advertiser Colgate yesterday "released the full 30-second spot it will air on Feb. 7." The ad is not completely new, but is a 30-second version "of a larger 60-second 'Save Water' campaign that ran in Peru and Colombia" in '14 for World Water Day (ADWEEK.com, 1/27).
THE STARS ARE OUT: ADWEEK's Patrick Coffee noted Kia this year is using actor Christopher Walken to "help promote the 2016 Kia Optima in a full 60-second spot set to run in the third quarter." The ad is David & Goliath, L.A.'s "seventh consecutive Super Bowl ad for its first and largest client." Kia last year used actor Pierce Brosnan in a spot for its Sorrento. This year's spot, titled "Walken Closet," "follows two 30-second spots narrated by the ghostly actor that launched earlier this month" (ADWEEK.com, 1/27). Anheuser-Busch today also announced that the Super Bowl spot for its Shock Top brand, titled "Unfiltered Talk," will feature actor T.J. Miller and kicks off the brand's "Live Life Unfiltered" campaign (A-B).
GAME ON: AD AGE's Maureen Morrison cited sources as saying that mobile game developer Machine Zone is "set to advertise in the Super Bowl." The company was in last year's Super Bowl with an ad for its "Game of War: Fire Age" app that "starred Kate Upton." Machine Zone this year is "slated to run a 30-second spot," via TwoFifteenMcCann, S.F., for its "Mobile Strike" game. The company launched the game in November "with ads that feature Arnold Schwarzenegger," but it was unknown if he will be in the Super Bowl ad. Several mobile game developers "advertised in last year's game," including Supercell ("Clash of Clans") and UCool ("Heroes Charge"), but it "wasn't immediately clear whether those games would be advertised in this year's Super Bowl, or whether those developers would be advertising anything at all in the game" (ADAGE.com, 1/27).
SITTING IN THE GARAGE: USA TODAY's Chris Woodyard notes eight automakers "have decided to suit up for Super Bowl ads this year," but the "tougher call may have been among those car companies staying off the field." So far, Volkswagen, Nissan, Mercedes-Benz and Ford -- "all of which have had Super Bowl ads in the past -- say they are going to sit out this year." Audi, Acura, Buick, Honda, Hyundai, Kia, Mini (BMW) and Toyota are "expected to have commercials." Mercedes said that it "has a number of new models to launch this year, but most are among its most expensive, which doesn't necessarily work for the mass audience of a Super Bowl." Mercedes "just unveiled the latest version of the big-selling E-Series midsize sedan earlier this month in Detroit, but it won't be ready for sale for months." The same goes for Ford, as the automaker "just showed a new production version of its Lincoln Continental luxury sedan in Detroit, but it doesn't have another huge launch like the Mustang or F-150 pickup on tap." Ford Global Marketing & Digital Communications Manager Angie Kozleski said that this year's Super Bowl "does not align with our plans" (USA TODAY, 1/28).
HIGH-STAKES GAME: "CBS This Morning" on Tuesday examined the legacy and evolution of Super Bowl spots, with model Cindy Crawford saying "there's definitely a 'thing' with a Super Bowl commercial that makes everyone bring their A game." N.Y.-based ad agency J. Walter Thompson non-Exec Chair Bob Jeffrey said Super Bowl spots are a "career-making move for people in advertising and it can introduce new talent" ("CBS This Morning," 1/26).
