T-Mobile Back With Two Super Spots, While Film Studios Still Finalizing Plans For The Game

T-Mobile on Friday confirmed it is "once again advertising in the Super Bowl," with the company "airing two 30-second spots during the game," according to Maureen Morrison of AD AGE. T-Mobile's 50-second teaser references "other famous Super Bowl ads, including a Snickers ad with Betty White, Volkswagen's 'The Force' and Apple's '1984.'" The teaser states that "none of those will be included" in this year's ads, but that there "will be magenta, the company's signature color." Publicis, Seattle, is the agency "behind this year's work," while Washington-based Vossler Media Group "did the teaser" (ADAGE.com, 1/29).

FILM STUDY: The HOLLYWOOD REPORTER's Pamela McClintock cited sources as saying that there is a "likely TV spot" for the Fox Pictures-Marvel Studios super hero film "Deadpool," which stars Ryan Reynolds. Sources also said that Disney will "have a major presence during the Super Bowl and pregame show, and could advertise multiple titles." Sources noted that while Warner Bros. "hasn't bought an ad proper, it's possible a promotional partner could plug 'Batman v Superman: Dawn of Justice,' starring Ben Affleck and Henry Cavill, in their spot." Paramount during the game "will advertise" for its "Teenage Mutant Ninja Turtles: Out of the Shadows." Disney and Universal "aren't saying which titles they'll promote, but chances are good that Universal will use the game to reveal the official name of its upcoming Bourne installment (Aug. 8)." Other "possibilities" for Universal include "The Huntsman: Winter's War" or "Neighbors 2: Sorority Rising" (HOLLYWOODREPORTER.com, 1/29).

COMEDY CENTRAL: USA TODAY's Charisse Jones notes after a "relatively somber 2015, it looks like humor will be back in full force during Super Bowl 50." From Seth Rogen and Amy Schumer hosting a Bud Light party to the "possibility of Steve Harvey spoofing his Miss Universe mix-up, there's likely to be a lot more levity in the commercials that air." That comes after a year in which "one of the most talked-about spots was a Nationwide ad centered around a child who’d died." A-B's Shock Top wheat beer makes its Super Bowl debut and will feature a "wise-cracking orange wedge trading barbs with comic T.J. Miller," while actor Christopher Walken’s "quirky persona will be on full display in a 60-second Kia ad" for the carmaker’s '16 Optima midsize sedan. While it "may be less common than last year, some brands are still expected to use their moment on one of the biggest marketing stages in sports, to drive home messages of social responsibility" (USA TODAY, 2/1).

BAY TO PLAY: In S.F., Lee & Garofoli noted this is the "first year that tech firms PayPal and Amazon are advertising" during the Super Bowl, and the "push for a broader audience is strategic for both firms, which face intense competition." PayPal VP/Global Brand Marketing Greg Fisher said of the brand's 45-second spot in the second quarter, "We couldn't think of a better opportunity." S.F.-based online lender SoFi, which raised $1B last fall and has now made $7B in loans, is "making its first Super Bowl ad the centerpiece" of a new $20M marketing push. SoFi CEO Joanne Bradford said, "If we’re going to go for it -- and we’re a company that’s going for it, we didn’t just get here yesterday -- it was the right time to step up." Bradford acknowledged that placing 20% of SoFi’s marketing budget on the campaign is a “relative risk.” However, she hopes that the "resulting increase in brand recognition produces a '15 percent lift to our business over the course of the year.'" S.F.-based ad firm Muhtayzik Hoffer co-Founder John Matejczyk, whose firm created the SoFi spot, said that it is "designed to appeal to 25-to-40-year-olds who have a strong likelihood of paying off their loans." SoFi on Sunday also will have "a social media 'war room'" at its offices "monitoring reactions to the ad." Meanwhile, with the Super Bowl in Santa Clara, many Bay Area companies have said that "they believe their commercials will hit closer to home." Fisher said that he "recently showed the commercial to his own sales team, and cheers erupted." Fisher: "It's going to be a rallying cry for employees" (S.F. CHRONICLE, 1/29).