Verizon is "returning to the Super Bowl with another salute to first-responders," and the carrier will begin its campaign during this weekend's conference championship games with a dozen spots that will "culminate with its 60-second Big Game spot," according to George Slefo of AD AGE. Verizon will "double down on its theme of reuniting first-responders with the people they have saved, something it played on during last year's Super Bowl." The spots, collectively dubbed, "The team that wouldn't be here," were directed by Peter Berg and feature players such as Packers LB Clay Matthews and Raiders QB AJ McCarron, as well as Chargers coach Anthony Lynn. McCann, N.Y., "produced the Super Bowl campaign" for Verizon. Competing carriers Sprint, AT&T and T-Mobile "have not confirmed whether they're returning to the Super Bowl this year" (ADAGE.com, 1/18). CNBC.com's Lucy Handley noted Verizon Exec VP & CMO Diego Scotti's "theory is that playing on people's heartstrings will make them think more warmly of the brand, and buy from it." Verizon will "continue talking about 5G around the Super Bowl this year" (CNBC.com, 1/18).
THAT'D BE GREAT: AD AGE's Jeanine Poggi noted expense management software company Expensify will "air its first TV ad during Super Bowl LIII," and the 30-second spot will "feature two unnamed celebrities." Expensify's ad will "air in the second quarter," and was developed by JohnXHannes, N.Y. The Super Bowl ad is "part of a bigger national campaign titled 'You Weren't Born To Do Expenses' and will also air in the Grammy Awards in February" (ADAGE.com, 1/17). Meanwhile, ADWEEK's Kristina Monllos noted singer Michael Buble will "star in Bubly's 30-second Super Bowl spot." The ad, "Can I have a buble?" will "appear during the third quarter of the game." In a "teaser for the ad, Buble is certain Bubly cans are misspelled and corrects them with a Sharpie" (ADWEEK.com, 1/17).
GAME GETTING CHIPPY: AD AGE's Jessica Wohl noted Pringles on Thursday released three teasers for its new "'flavor stacking' commercial it plans to air during the second quarter." Pringles "isn't including a celebrity this time around," but the commercial will "showcase 'an emotional smart device and an iconic song.'" Each of the three six-second teasers "features a smart speaker, similar to an Amazon Echo or Google Home, with a voice tinged with a touch of melancholy humor" (ADAGE.com, 1/17). AD AGE's Wohl noted in a teaser released Thursday for Doritos' Super Bowl spot, Chance the Rapper "appears alongside Backstreet Boys and cuts to the boy band's iconic song 'I Want it That Way'" (ADAGE.com, 1/17).
LIGHTS, CAMERA, ACTION: AD AGE's Anthony Crupi noted game broadcaster CBS and movie studios are "keeping mum on how that particular category will shake out." Viewers can "expect to see anywhere from a half-dozen to nine in-game trailers." In recent years, the studios with the "most skin in the game have been Disney and its Marvel Studios subsidiary, as well as 20th Century Fox, Universal and Paramount." Films released in May "statistically are more likely to earn a spot in the Super Bowl." It would "not be at all surprising were Disney to prove to be a near-ubiquitous presence" during Super Bowl LIII. Disney and Marvel "accounted for three of the six in-game ads CBS booked back in Super Bowl XLVII" in '13 (ADAGE.com, 1/17).
