Fox Officially Sold Out Of Super Bowl LI Inventory; Celebs To Have Large Presence
The Super Bowl LI broadcast officially is sold out, as Fox Sports sold the last two 30-second spots for around $5M each, sources told THE DAILY. It is not clear which advertisers bought the final two spots. The fact that Fox sold out its in-game sales inventory hardly is surprising, but the big question was whether the net would be able to hold the price or offer steep discounts to move the remaining inventory. All indications are that it held the line on price. The Super Bowl has become a showcase for TV advertisers, as the game draws the biggest TV audience every year in the U.S. (John Ourand, Staff Writer).
LONG TIME, NO SEE: ADWEEK's Christine Birkner reported H&R Block will be back in the Super Bowl for the first time since '09 to "promote a new partnership with IBM Watson to help the artificial intelligence platform do your taxes." The 60-second ad starring actor Jon Hamm "will air in the game's first quarter" and comes via Fallon, Minneapolis. The spot will "divert from the humorous ads H&R Block is currently running with Hamm" (ADWEEK.com, 2/2). Hulu will air its first Super Bowl ad since '12 to promote the April 26 debut of original series "The Handmaid's Tale," an adaptation of the '85 novel by Margaret Atwood. The second-quarter spot "will be the streaming service's third Super Bowl appearance," but the first to promote original content (ADWEEK.com, 2/3).
HOLLYWOOD ROLL CALL: DEADLINE's Lisa de Moraes noted commercials that do not feature celebrities "seem to be in the minority" this year. Among the celebs slated to either appear in ads or narrate them are Justin Bieber (T-Mobile), Tom Brady (Intel), Brian Cranston (Ford), Minnie Driver (Lexus), Peter Fonda (Mercedes), John Malkovich (Squarespace), Melissa McCarthy (Kia) and Justin Timberlake (Bai Brands) (DEADLINE.com, 2/2). AD AGE's Schultz & Diaz noted nine celebs -- Amy Adams, Steve Carell, Viola Davis, Missy Elliott, Tina Fey, Magic Johnson, Jimmy Kimmel Stan Lee and Robert Redford -- will "spring from the pages of their yearbooks" in Honda's 60-second spot. The ad, via RPA, Santa Monica, will "air in the first ad break of the game's second quarter." RPA "approached the four main Hollywood talent agencies with the idea and budget, and the company who put the best group forward would get their stars in the spot." In the end, William Morris "delivered the winning lineup." Davis is repped by CAA (ADAGE.com, 2/2).
LET'S GET SERIOUS: In Boston, Chris Villani notes even though Patriots TE Rob Gronkowski will not play in Super Bowl LI, he will have a "starring role" in two ads. He is "set to appear in a Tide commercial with actor Jeffrey Tambor," where he will "play a dry cleaner who gets rid of stains by cutting the sleeves off of shirts" (BOSTON HERALD, 2/3). Gronkowski also is set to make a cameo in T-Mobile's ad, which also will feature Bieber and former NFLer Terrell Owens (T-Mobile).
NO CAR, NO PROBLEM: In Detroit, Michael Wayland notes half of the eight major auto brands that "will air commercials before, during and after the game don’t feature a vehicle until the very end -- or at all." Ford, Audi and Hyundai are "among those airing Super Bowl ads that have opted to use their broadcast times to focus on their company’s mission or send a message before rolling out the cars." Hyundai will "shoot, edit and produce a 90-second 'documentary' during the Super Bowl that features four members of the U.S. military at an undisclosed base reacting to the game," while Audi looks to "make a statement with its 60-second ad using a father-daughter relationship and a Soapbox Derby race to make an emotional pitch for equal pay between genders and progress 'for everyone.'" Ford's 90-second ad -- set to air shortly before kickoff -- is somewhat of an anthem" for its "mobility efforts" (DETROIT NEWS, 2/3).
SUPPLEMENTAL INCOME: AD AGE's Lindsay Stein reported GNC "plans to pursue legal action" against Fox for rejecting its Super Bowl ad. The NFL on Monday blocked the ad from airing four days after Fox "cleared it in writing." The NFL has "approval rights over commercials in the big game." GNC in a filing states Fox "did not inform GNC that the NFL had to approve GNC's advertisement nor did Fox indicate that the NFL had a specific advertisement policy" (ADAGE.com, 2/2).
