Michelin Making Super Bowl Debut; Fiat Chrysler Airing Three Spots
Michelin is "making its first in-game Super Bowl ad with a spot in the first commercial break after kickoff." The ad was created by TBWA/Chiat/Day, N.Y. (ADAGE.com, 2/4).
Fiat Chrysler confirmed that it will "have three spots" during the game. The company did "not reveal details about the ads, but it did say the first spot would air during the second quarter, the second spot would air in the third quarter and the third spot will air during the fourth quarter" (DETROIT FREE PRESS, 2/4). Fiat Chrysler "typically does not air its Super Bowl ads ahead of time." The company has "become known for its Super Bowl ads over the past six years, using celebrities such as rapper Eminem and actor Clint Eastwood." Since '11, it has had "at least two minutes of ads during the Super Bowl" (DETROIT NEWS, 2/4). Given the automaker's new business strategy, it "seems likely" that its Italy-based Alfa Romeo brand "could get most – if not all – of the attention" (ADAGE.com, 2/3).
The NFL unveiled a 60-second Super Bowl ad that will air during break between the the third and fourth quarters. The spot, titled "Inside These Lines," was created by Translation, N.Y. (NFL). View the full spot on YouTube.
The chart below presents a tentative quarter-by-quarter run down of the advertisers for tonight's game on Fox. The list, compiled via research and several media reports, is likely to change by gametime. Pregame, halftime and postgame spots are not included in the chart (THE DAILY).
ADVERTISER
LENGTH
AGENCY
FIRST QUARTER
Avocados From Mexico
:30
GSD&M, Austin
GM (Buick)
:60
EngageM-1, Detroit
H&R Block
:60
Fallon, Minneapolis
Mars (Skittles)
:30
Adam & Eve/DDB, Chicago
Michelin
:30
TBWA/Chiat/Day, N.Y.
Wonderful Co. (Wonderful Pistachios)
:15
In-house
SECOND QUARTER
84 Lumber
:90
Brunner, Pittsburgh
Fiat Chrysler
TBD
n/a
Hulu ("The Handmaid's Tale")
:30
In-house
Intel
:30
McGarryBowen, Chicago
Lexus (LS and LC)
:30
Team One, L.A.
P&G (Febreze)
:30
Grey, N.Y.
Sprint
:30
Droga5, N.Y.
THIRD QUARTER
Fiat Chrysler
TBD
n/a
It's A 10 Haircare
:30
Havas Edge, Boston
Kia (Niro)
:60
David & Goliath, L.A.
NFL
:30
Grey, N.Y.
Mars (Snickers)
:30
BBDO, N.Y.
P&G (Mr. Clean)
:30
Leo Burnett, Toronto
Top Games USA ("Evony")
:30
Butler, Shine, Stern
& Partners, Sausalito
Wonderful Co. (Fiji Water)
:15
In-house
FOURTH QUARTER
Fiat Chrysler
TBD
n/a
KFC
:15
Wieden+Kennedy, N.Y.
King's Hawaiian
:30
Levit Agency, L.A.
Nintendo
:30
n/a
Wix.com
:30
Jeff Huggins, Andrea Janetos, S.F.
TBD
A-B InBev (Bud Light)
:60
Wieden+Kennedy, N.Y.
A-B InBev (Budweiser)
:60
Anomaly, N.Y.
A-B InBev (Busch)
:30
Deutsch, N.Y.
A-B InBev (Michelob Ultra)
:30
FCB, Chicago
Audi (gender pay equality)
:60
Venables Bell & Partners, S.F.
Bai Brands
:30
In-house
Coca-Cola
TBD
n/a
Disney Pictures
("Guardians Of The Galaxy: Vol. II")
:30
In-house
Disney Pictures ("Pirates of the Caribbean:
Dead Men Tell No Tales")
:30
In-house
Fox Films ("A Cure For Wellness")
:30
In-house
Fox Films ("Logan")
:30
In-house
GoDaddy
:30
Bullish, N.Y.
Google
TBD
n/a
Henkel (Persil ProClean)
TBD
TBWA/Chiat/Day, L.A.
Intuit (TurboTax)
:45
Wieden+Kennedy, Portland
Machine Zone ("Mobile Strike")
:30
215McCann, S.F.
Mercedes-Benz
TBD
Merkley + Partners, N.Y./Antoni, Berlin
Paramount Pictures ("Baywatch")
:30
In-house
Paramount Pictures
("Transformers: The Last Knight")
