Super Bowl commercials: Early intel on what to expect
The Super Bowl might be more than a month away, but the information is already flowing about the national pastime that occurs in between the passes and touchdowns: Super Bowl commercials.
Last year produced a few classic ads (Darth Vader kid, here’s to you), but can 2012’s offerings live up to some of the greats of the past? Only time will tell, but here’s what we do know, thanks largely to AdAge.
Pepsi will run two 30-second spots during the game, one of which will feature X-Factor winner Melanie Amaro, who today officially signed a contract with Epic Records. Amaro certainly fits in well with Pepsi’s diva-licious commercial alums. (Beyonce, Britney Spears, and The Voice judge Christina Aguilera have all appeared in commercials for the soda company), but if we’re being honest, none of them have quite lived up to Cindy Crawford’s 1992 Pepsi spot.
Speaking of The Voice, as EW reported, the singing competition will have a 60-second spot, directed by Friday Night Lights director Peter Berg. It features Aguilera and fellow judges Blake Shelton, Adam Levine, and Cee Lo Green engaged in a battle royale. Sadly, this doesn’t sound like the type of ad that would feature music from Explosions in the Sky, but I’m holding out hope.
Meanwhile, The Lonely Island has created a 30-second spot for Doritos. It’s been a big year for TLI, who earlier this year performed at the Emmy Awards, and I’m curious how they will squeeze their turtlenecked awesomeness into just 30 seconds. Not to mention, can they make it primetime appropriate? Doritos will also air a spot created as part of its annual Crash the Super Bowl ad contest for amateur filmmakers.
M&Ms will get an ad during the Super Bowl for the first time since 1998. The candy’s parent company, Mars Inc., has since focused on shilling its Snickers candy bar, according to AdAge. And considering the Betty White ad was so well-timed and received, it’s safe to say they’ve done a pretty good job of doing just that. But as the Ms prepare to take center stage again, I wonder if they’ll go for the subtle “Such Great Heights” approach or with something mildly disturbing, like the M&M Pretzel commercial in which poor Orange was seemingly victimized by a pretzel. Let’s hope for Orange’s sake they go with the former.
On a broader scale, it is said that commercials featured during the Bowl, which is officially sold out of commercial time, might end up being longer than the usual 30 seconds, as “a handful of the sponsors for Super Bowl XLVI have bought time for commercials longer than the standard 30 seconds,” according to AdAge. This is a trend I fully support. Consider the past. It took one minute for the Budweiser Clydesdales to make me tear up, the same amount of time for Motorola to “Empower the People,” and a full two minutes for Chrysler to put Detroit in a new light (with help from Eminem). Sometimes, taking your time can be a good thing.
So, looking at this slate, readers, what are your expectations for this year? Is there anything you’d like to see/hope you don’t see?