The Super Bowl "will have a new advertiser in 2015" in Cleveland-based glue brand Loctite, which is making a "big gamble" on NBC's telecast in February, according to Jack Neff of AD AGE. The estimated $4.5M price of a 30-second Super Bowl spot compares to the $4M spent by Loctite "in total on measured media each of the past two years." The company will have a spot "at the beginning of the fourth quarter with the latest installment of its less-than-year-old #WinAtGlue campaign" via Fallon, Minneapolis. Loctite Consumer Adhesives Marketing Dir Pierre Tannoux said that Fallon "was the only agency pitching Loctite's business that suggested a Super Bowl ad." Tannoux "declined to say which product or products will be featured." However, Neff notes "Super Glue is the biggest and historically best-supported brand in the Loctite family." The ad "will be part of a broader effort that will include digital and PR." Loctite parent company Henkel believes that the brand's entry into the Super Bowl will mark the "first home-improvement brand in the game since Master Lock ended a decade-long run" in '95 (ADAGE.com, 10/27).
MYTH BUSTERS: AD AGE's Seraj Bharwani wrote the "rise of digital advertising, video in particular, has changed the way Super Bowl advertising is done." The Super Bowl is "no longer" a one-day event, but rather "an advertising extravaganza that starts weeks before kickoff and lasts weeks after." This rapid change over the last five years "means there are still misunderstandings about the new age of Super Bowl advertising." Bharwani listed the five "most common myths" and explains "why we should stop promoting them." The first two myths are that the Super Bowl "is primarily a broadcast advertisers' game" and releasing content before the game "offers no advantage now that everyone is doing it." The next two are that digital extensions of Super Bowl ads "offer zero incremental unique reach and are mainly about driving engagement," and ad claims around earned media "are generally bogus; big viewership comes mainly from paid media." The final myth is that earned media generated around the Super Bowl "has never been quantified into any meaningful outcomes that advertisers care about" (ADAGE.com, 10/24).
