Kraft Will Make Super Bowl Debut In New Spot; Toyota To Promote Company's Evolution
Kraft will make its Super Bowl ad debut this year after having been one of the "relatively few well-known consumer brands that has never made an ad appearance" in the game, according David Griner of ADWEEK. The spot, created by Leo Burnett, Chicago, will "follow its Family Greatly campaign, which centered on parents’ concerns about not being perfect." Kraft will continue this message in its Super Bowl ad because the brand said that it is a "message more parents need to hear." The length of the ad was not revealed (ADWEEK.com, 1/16). Kraft's parent company, Kraft Heinz, is "no stranger to the Super Bowl." Heinz ketchup, Mio water flavoring drops and Planters brand have all appeared in Super Bowl ads in the past (ADAGE.com, 1/16).
GOING CARLESS: USA TODAY's Erik Brady reports Toyota will be "using a high-profile spot in the Super Bowl -- first ad break after kickoff -- to spread word of its evolution into what it calls a mobility company." It is part of Toyota's "Start Your Impossible" campaign to tout the company's "venture into emerging technologies to help people with physical barriers to move." The ad campaign will "continue with eight to 10 other carless commercials" during the Pyeongchang Games. Toyota Motor North America VP/Division Marketing Ed Laukes said that there will be a "more traditional 60-second ad at halftime with just what you’d expect from an automaker -- actual vehicles." He "declined to say which ones would be featured" (USA TODAY, 1/17).
WATER WORLD: A-B InBev's Super Bowl LII spot for Stella Artois features actor Matt Damon "plugging his Water.org organization, which invests in clean water initiatives for developing countries." Damon "founded the nonprofit" in '09. Water.org has "partnered with Stella for four years." This marks the "first time he's making the appeal in a Super Bowl spot." The spot, from Mother, N.Y., is the "first of what will likely be many released in the days leading up" to the Super Bowl. The ad marks Stella's first Super Bowl appearance since '11 (ADAGE.com, 1/16).
PARTY PLANNING: Tostitos is giving individuals who are hosting Super Bowl parties the "opportunity to invite" guests using their own Super Bowl ad. The company has "created a platform where you can input information about your party -- your name, address, time it starts -- then, via a digital invite creator, filters through classic Super Bowl ad tropes -- talking baby, puppies, sassy older women, a celebrity pitchman (Alfonso Ribero) -- to create a unique ad just for you." The effort was created by Goodby Silverstein & Partners, S.F. (ADWEEK.com, 1/16).
