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Volume 26 No. 227
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Hyundai Will Air Boston-Themed Ad During This Year's Super Bowl

Hyundai will be airing an "Extremely Boston commercial" during the first quarter of Super Bowl LIV that features a "number of locally born-and-bred stars," according to Nikolas DeCosta-Klipa of BOSTON.com The 60-second ad will "feature Sudbury native Chris Evans, Newton native John Krasinski, Lexington native Rachel Dratch" and David Ortiz. The company released a teaser yesterday in which Dratch tries to "teach the local accent" to the Dominican-born Ortiz. Hyundai officials are "hinting that there's more teasers to come, before the ad debuts in full during an hourlong Super Bowl ad special" on CBS at 9:00pm ET on Jan. 27 (BOSTON.com, 1/13). AD AGE's E.J. Schultz noted the spot, which "plugs the Hyundai Sonata," was directed by Massachusetts native Bryan Buckley. The agency behind the spot is Innocean, Huntington Beach (ADAGE.com, 1/13).

SNACK TIME! AD AGE's Jessica Wohl notes Frito-Lay is "bringing Cheetos and Doritos back to the Super Bowl ad party," as PepsiCo's snack unit "confirmed it will run two 30-second spots" during the game. The ad buys "come after each of the brands announced new products last week." Doritos "added Flamin' Hot Limon and updated its Cool Ranch flavor," while days later, "ready-to-eat Cheetos Popcorn in Cheddar and Flamin' Hot flavors were announced." Frito-Lay "did not confirm which agencies it is working with on the Super Bowl spots, when they are set to run during the game or any creative details." This year's ad will be Cheetos' second Super Bowl buy, after it ran a 30-second commercial during Super Bowl XLIII. Doritos, meanwhile, has been in the game multiple times. In recent years, it has "leaned on celebrities, including musicians, after a decade of so-called 'Crash the Super Bowl' commercials" (ADAGE.com, 1/13).

GO NUTS: AD AGE's Wohl notes Planters is "returning to the Super Bowl with a spot" that features actor Matt Walsh alongside the brand's Mr. Peanut spokescharacter. The 30-second spot is "set to air during the third quarter" and once again comes from VaynerMedia, N.Y. Walsh "didn't say much about the premise but said the Planters Nutmobile appears and that there's a plot twist." Wohl notes Planters is the second Kraft Heinz brand to announce a return to the game, after Heinz announced it's return (ADAGE.com, 1/14).