Heinz is "headed back on the field" for Super Bowl LIV after a "three-year timeout," according to Monica Marie Zorrilla of ADWEEK. The 30-second ad will run in the second quarter and be directed by Roman Coppola. This will be Heinz' third Super Bowl ad in 20 years, with its last Super Bowl spot airing in '16. The company's "latest flavor concoction, the HoneyRacha," will "reportedly be the tangy and sweet star of the spot." The Coppola-directed ad will be Wieden + Kennedy's "first project with Heinz as its newest agency partner" (ADWEEK.com, 1/8). AD AGE's Jessica Wohl noted Heinz last year "ran Super Bowl ads for two of its other brands, Planters and Devour." The company has "not yet confirmed whether any of its other brands will have Super Bowl spots this year" (ADAGE.com, 1/8).
ON THE SIDELINES: AD AGE's Jeanine Poggi reported Netflix "will sit out" Super Bowl LIV, despite having advertised in the game the last three years. A Netflix spokesperson "declined to comment." Last year, Netflix aired a commercial during Super Bowl LIII to "promote its 'Our Planet' natural history series." Thus far, rivals Hulu and Amazon Prime Video have "not revealed if they will return to the game," as they both aired commercials in '19. Netflix ran its first Super Bowl ad in '17 to "promote the second season of its original series 'Stranger Things,'" and in '18, it ran a trailer for J.J. Abrams' "Cloverfield" (ADAGE.com, 1/8).
KEEPING THINGS UNDER WRAPS: In Minnesota, Rachel Mergen noted "Stranger Things" star Winona Ryder was "rumored to be in her namesake Minnesota city" on Tuesday for a Super Bowl commercial that was "scheduled to be filmed outside" in the town. Town of Winona Arts & Culture Coordinator Lee Gundersheimer later confirmed that the production was "actually for" software company Squarespace. He could "not confirm whether Ryder was featured in the filming, due to nondisclosure agreements." But many Winona residents said that they saw her on Tuesday "being filmed." Some community members were "able to be extras in the commercial" (WINONA DAILY NEWS, 1/8).
