Ads during Super Bowl LIII "won't include as many Hollywood movie promos as in past years," according to Pamela McClintock of the HOLLYWOOD REPORTER. Movie studios used to "drop as many as eight or 10 spots" during the Super Bowl, "if not more." In '18, that number "fell to six," and this year could see "as few as three or four." The "high cost" of a 30-second spot -- $5M -- and timing of the game could be to blame, as CBS is "carrying the game." Disney is "expected to have the biggest presence, and will showcase several of its upcoming event pics throughout Super Bowl Sunday." It is "unclear" how many ads Disney will run during the game itself. Universal Studios is the "only other major studio that's guaranteed to have a presence." Sony and Warner Bros. are "sitting out Super Bowl Sunday entirely," and 20th Century Fox is a "major question mark" amid the pending Disney-Fox deal (HOLLYWOODREPORTER.com, 1/29).
BREAKING BARRIERS: ADWEEK's Doug Zanger noted Toyota's Super Bowl spots in the past have included people from "diverse backgrounds," and this year's features Detroit-native Antoinette Harris, who could become the "first woman to receive a college football scholarship offer for a non-kicking position." The creative for the spot was led by Burrell Communications, Chicago with "additional support" from Saatchi & Saatchi, London and Zenith Media, London. The spot, narrated by Jim Nantz, "connects Harris' story" with that of the RAV4 Hybrid, where "perceptions about a hybrid SUV are shattered" (ADWEEK.com, 1/29). AD AGE's Jeanine Poggi noted when it comes to ads, Super Bowl LIII is "shaping up to be the year of the woman." This year's game is "far and away the friendliest to its female audience." Toyota, Bumble, P&G's Olay and Michelob Ultra are "among the brands featuring women in lead roles" in their spots, and are "leaning into themes of female empowerment." There are currently 10 female celebrities "slated to appear" in Super Bowl spots this year, compared to 19 males (ADAGE.com, 1/29).
IN OR OUT? AD AGE's E.J. Schultz noted Fiat Chrysler is "trying to win attention with a digital ad blitz as its plans to run TV spots during the Super Bowl remain in doubt." If the company does not air a Super Bowl spot, it would mark the "first time that has happened" since '09. Sources said that the automaker has "not yet bought ad time in the game." However, FCA CMO Olivier Francois is "known to switch gears at the last minute." Last year, FCA "ran five ads during the game" (ADAGE.com, 1/29).
KEEPING UP APPEARANCES: AD AGE's Poggi noted Tony Romo will star in Sketchers' Super Bowl commercial "promoting its line of slip-on footwear." In the 30-second ad, Romo says, "I like to make my life easy," as he is "shown putting a golf ball into a giant hole." The ad is set to run during the third quarter, but "might be moved" to the second. Sketchers has been working with Romo since '17 and ran a 15-second ad in last year's Super Bowl starring Pro Football HOFer Howie Long (ADAGE.com, 1/29). Meanwhile, AD AGE's Jessica Wohl noted Planters' Super Bowl commercial shows Mr. Peanut driving the Planters Nutmobile to "hastily get to Alex Rodriguez's 'nut-mergency.'" The ad also "features a cameo" by Charlie Sheen. After Mr. Peanut "does some particularly daring driving," Sheen says, "And people think I'm nuts'" (ADAGE.com, 1/29).
HIP-HOP SPOTS: ADWEEK's Diana Pearl noted expense management platform Expensify revealed rapper 2 Chainz and actor Adam Scott will star in its Super Bowl commercial. The ad "starts as a music video, in which 2 Chainz raps in an ice car with a seafood tower" before Scott's character, the head of finance for the fictional record label, "knocks on the window and reminds the rapper to keep the paper receipts if he wants to get reimbursed." 2 Chainz responds that he "has Expensify for that" (ADWEEK.com, 1/29). Meanwhile, AD AGE's Schultz noted Doritos' Super Bowl spot is a "hip hop version" of the song "I Want It That Way," starring the Backstreet Boys and Chance the Rapper. The extended cut of the spot shows Chance "being thrust into a set resembling one that served as the scene of the original music video." Doritos will "support the ad with a Snapchat lens debuting Super Bowl Sunday" (ADAGE.com, 1/29).
