| | | | | | | | | | | | | | First Things First | | | | | | February 2, 2021 | | By Jess Zafarris | | |
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| | | Notable Brands Are Sitting Out Super Bowl 2021 and Giving Money to Good Causes Instead | | | | | | | Many longstanding Super Bowl advertisers aren’t making their usual appearances in this year’s Big Game—but not just because of the risk of missing the mark tone-wise. Budweiser, Planters and Kia are taking that big spend and directing it at nobler causes. Planters, for instance, is foregoing a continuation of the dramatic Mr. Peanut saga to give “$5 million to the ones whose little acts of extraordinary substance make the world a better place.” Three reasons not to advertise: Watch Planters’ video about it, and learn about the causes Budweiser and Kia are promoting. Plus, 10 ways to hack the Big Game: Even if the alternative to not running a Super Bowl ad doesn’t involve altruism, there are plenty of ways to seize the moment, with Molson-Coors, Volvo, Frank’s RedHot, Tums and more capitalizing on the buzz of Big Game season with stunts like giveaways, eight-hour soundscapes and Bingo cards. [Discover their intriguing schemes.] | | | | | | |
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| | | Big Game Updates: News from Verizon, Cheetos, GM, Rocket Mortgage and More | | | Verizon plans to run an ad during Super Bowl LV—but that’s not all it’s doing. The telecom giant is also unleashing a spree of activations, including what it says will be the biggest activation ever built in Fortnite’s creative mode feature. It will take the form of a virtual 5G stadium in which fans can interact with pro gamers and NFL players. [Step inside.] As for the brands that are running ads in the Super Bowl… After three teasers hinting at a cheetle-covered crime, Cheetos has finally unveiled its full Super Bowl ad, which has singer Shaggy observing as Mila Kunis and Ashton Kutcher sing his song “It Wasn’t Me.” [Enjoy some cheesy marital strife.]You know what sucks? Norway, apparently. At least that’s what Will Ferrell has to say about it in GM’s Super Bowl ad teasers. [Experience 3 special moments of Norwegian loathing.]Wayne and Garth of the Wayne’s World franchise—as usual, portrayed by Mike Myers and Dana Carvey—are back to sympathize about the horrors of 2020 and to talk up Uber Eats in the service’s Big Game ad. [Party on in these trailers.]Frito-Lay is reprising its Christmas theme from 2020 in its Big Game spot, which again features Marshawn Lynch telling us a story, along with a host of other football stars—the most ever to appear in a PepsiCo ad. [Watch the extended ad here.]Rocket Mortgage is also going with star power in two ads starring Tracy Morgan, as well as athletes, influencers and an action star. One ad will focus on local indie mortgage brokers, and the other will address the brand’s app. [Check out the teaser.] Keep up with the latest Super Bowl updates in our Big Game Ad Tracker—which is definitely worth a look today if you, like the majority of sane people, are a fan of John Cena. | | |
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| | | | | Adweek Promos and Events | | Join These Marketing and Media Leaders at The Big Game Summit | | | | | | | Save your virtual seat for The Big Game Summit on Feb. 4 to hear Big Game ad insights from our impressive lineup of speakers, including Torrey Smith, two-time Super Bowl champion and philanthropist, Todd Kaplan of PepsiCo, Julian Mintz of Roku, Mike Nolan of The Hershey Company, Nicole Portwood of PepsiCo, Jo Ann Ross of ViacomCBS, Rick Suter of USA TODAY, and Sadie Thomas of Google. | | |
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