Jim Beam will "use local Super Bowl ad buys in the nation's top three media markets to show off its first new global ad campaign in five years," according to E.J. Schultz of AD AGE. The effort, called "Raised Right," begins with an ad "recalling how the family-run bourbon brand rebuilt itself in the wake of Prohibition." Another spot "takes place in the present day, but still leans into the brand's 224-year heritage." The ads mark the "debut effort for the Beam Suntory-owned brand" by Adam & Eve DDB, N.Y. Previous Jim Beam ads featured actress Mila Kunis, but she is "not shown in the new ads." The spots will "run during the Super Bowl" in N.Y., L.A. and Chicago and in some markets in Kentucky. Liquor ads had "been prohibited in the Super Bowl" and any other NFL game until '17, when the league "lifted the ban." Jim Beam will "get some national recognition during the game," as A-B InBev is "plugging its Budweiser Copper Lager, a co-branded beer with Jim Beam" (ADAGE.com, 1/22).
LOCK IT IN: ADWEEK's Lindsay Rittenhouse reported home security system SimpliSafe will make its "first Super Bowl appearance" with a 30-second spot during the end of the first quarter. The spot marks the "first appearance for a home security company in the game." SimliSafe said that it will be "keeping the ad itself 'under wraps'" until the game. SimpliSafe Creative Dir Wade Devers partnered with Preacher, Austin to "create the spot" (ADWEEK.com, 1/22).
STELLA IN THE CITY: AD AGE's Jeanine Poggi noted A-B InBev has "not revealed details on Stella Artois' Super Bowl ad," but the brand "possibly gave a clue" yesterday by debuting a 15-second online video starring Sarah Jessica Parker, who in the ad reprises her Carrie Bradshaw role from "Sex in the City." Meanwhile, Lexus will "sit out the game this year, after appearing last year." Lexus ran a spot during Super Bowl LII "featuring characters from the 'Black Panther' movie" (ADAGE.com, 1/22).
QUICK TEASE: AD AGE's Jessica Wohl reported actress Kristin Chenoweth is the "latest celebrity to pitch avocados in the big game" for Avocados From Mexico. In this year's "Always Worth It" Super Bowl spot, Chenoweth is "seen trying to teach a trio of dogs the tune to the avocado marketer's jingle, which is just the words 'Avocados From Mexico.'" This will be Avocados From Mexico's "fifth consecutive appearance in the Super Bowl" (ADAGE.com, 1/22). ADWEEK's Katie Richards noted M&M's has "big plans" for its 30-second spot after releasing a 15-second teaser, titled "Lock Game," starring actress Christina Applegate. In the teaser, Applegate has "just finished some shopping and walks up to the driver's side of her car." As soon as she "grabs for the door handle, the car door locks from the inside," and an "unknown character inside the car continues to lock and unlock the door" (ADWEEK.com, 1/22).
SNACK ATTACK: AD AGE's Wohl notes Alex Rodriguez will "appear alongside" Planters' mascot Mr. Peanut in the brand's "upcoming Super Bowl commercial." Planters' released a teaser today in which Rodriguez is "shown catching nuts in his mouth, which it turns out are being tossed over to him by Mr. Peanut" (ADAGE.com, 1/23). ADWEEK's Patrick Coffee noted PepsiCo has enlisted rapper Lil Jon for the "last entry in its trio of Super Bowl spots, this one promoting the classic soda itself." The ad will be created by Goodby Silverstein & Partners, S.F. (ADWEEK.com, 1/19).
