This year's Super Bowl spots offer "socially conscious calls for togetherness," as well as "strong women in starring roles," according to a front-page piece by Erik Brady of USA TODAY. Humor "always makes up a big proportion" of Super Bowl ads, and some of this year's ads are "meant to serve as a salve to the anger in the air." PepsiCo CMO Greg Lyons said his company's ads are "lighthearted, 'and I think that's exactly what consumers are looking for this year.'" Only about a quarter of recent Super Bowl ads "feature women in leading roles," but some of this year's spots "cut against that grain." Ketchum Sports & Entertainment Exec VP/Sports Shawn McBride said, "This is important because it reflects a clear acknowledgement by marketers that almost 50% of the Super Bowl viewing audience is female, and they expect to be addressed in a respectful manner" (USA TODAY, 2/1).
SERENA SERVICE: ADWEEK's Lindsay Rittenhouse noted Bumble on Thursday "unveiled its full 30-second Super Bowl spot starring Serena Williams," which will run during the first quarter. The ad is Bumble's first with its "new global advisor, Williams, who doubles as co-creative director on the campaign that celebrates women making the first moves." In the spot, Williams "urges women not to wait for good things to happen, but to make them happen" (ADWEEK.com, 1/31). Williams said the Bumble ad "really talks about women embracing and making the first move." She said, "Instead of waiting for things to come to you it's important to take that opportunity." Bumble Founder & CEO Whitney Wolfe Herd said from the "first second we founded Bumble, I had Serena in mind." Herd: "A lot of times you see these Super Bowl spots and a creative team is only involved, and it's been so amazing because Serena is so personally invested" ("GMA," ABC, 1/31). AD AGE's Jeanine Poggi: "How Bumble Created A Super Bowl Commercial In Six Weeks" (1/31).
THE BIG GAME: AD AGE's Poggi reported Microsoft is returning to the Super Bowl with an ad "showing children with disabilities playing video games with the Xbox adaptive controller." The 60-second spot showcases children who "don't have full use over their hands and arms playing video games." The ad will run in the fourth quarter and was created by McCann Worldgroup, N.Y. The commercial is "similar in theme to Microsoft's previous Super Bowl spots, all of which focus on people who have physical challenges" (ADAGE.com, 1/31). Meanwhile, AD AGE's George Slefo noted Google also announced its return to the Super Bowl with "two spots, just days after Amazon said it's slotted two-and-a-half minutes" for Sunday's game. This marks Google's "second straight year advertising in the game." Google is also "sponsoring the pregame show with YouTube TV" (ADAGE.com, 1/31).
BO KNOWS: AD AGE's Slefo noted Sprint is "teaming its gang of robots" with Bo Jackson for its fourth straight Super Bowl appearance. The 30-second spot from Droga5, N.Y. "once again takes aim at Verizon and AT&T for the companies' high prices." In the ad, robots "brainstorm" with Sprint pitchman and former Verizon spokesperson Paul Marcarelli on "how they can tell people that having 'both' -- in this case value and great service -- is better" (ADAGE.com, 1/31). Jackson is "conjured up during the ad to deliver the news that customers can get the 'best of both worlds' from Sprint." The spot is set to run during the second quarter (KANSASCITY.com, 1/31).
WELCOME TO ATLANTA: ADWEEK's Katie Richards noted Mercedes-Benz' 60-second spot for its A-Class, starring rapper Ludacris and dubbed "Say the Word," will air during the second quarter. The spot also features some "other surprise stars" including golfer Rickie Fowler and "several Looney Tunes characters" (ADWEEK.com, 1/31). In Atlanta, Rodney Ho wrote the Super Bowl being in Atlanta "may have made marketers consider local musicians" like Ludacris, 2 Chainz and Lil Jon "more than they might have otherwise" (AJC.com, 1/31).
DIGITAL AGE: In Detroit, Eric Lawrence notes this year will be different for Fiat Chrysler, as the automaker has Super Bowl spots "on the menu, but they will not air on television, at least not now." Instead, Fiat Chrysler is "embracing a changing media landscape by posting its advertising only on digital platforms." The company "launched three ads Tuesday, two Thursday and two more Friday, all on its brand and social media channels." Fiat Chrysler is also hinting at a live Twitter campaign with "multiple unrelated brands, including M&M's, that would happen during the game" (DETROIT FREE PRESS, 2/1).
GOING LOCAL: M&T Bank and Baltimore Equitable Insurance will "launch campaigns during Sunday's game." M&T Bank's 30-second spot features Baltimore-based Vision Technologies, as part of the bank's "five-year run of showing ads during the big game." Baltimore Equitable will "air its first-ever ad on TV during the game to mark a major February milestone," the company's 225th anniversary (BALTIMORE SUN, 2/1). Former Georgia gubernatorial candidate Stacey Abrams will appear in a Super Bowl spot for Democratic voting rights group Fair Fight Action, which "reserved airtime for a 30-second TV ad that will air in Georgia" during the game. This is Abrams' latest step to "continue to elevate her profile after her narrow November defeat to Gov. Brian Kemp" (AJC.com, 1/31).
