Articles on this Page
- 01/29/13--08:45: _Old People Behaving...
- 01/29/13--10:01: _Why Cries of Racism...
- 01/29/13--13:00: _Ad of the Day: Ikea
- 01/29/13--18:16: _Kaley Cuoco Grants ...
- 01/30/13--06:06: _A Devilish Willem D...
- 01/30/13--06:54: _Amy Poehler to Star...
- 01/30/13--07:15: _Diet Coke Finds Its...
- 01/30/13--07:30: _Baby Perfects Gangn...
- 01/30/13--12:03: _Ad of the Day: Snic...
- 01/31/13--04:55: _Calvin Klein, Speed...
- 01/31/13--08:53: _Dean Winters Causes...
- 01/31/13--10:34: _Budweiser's Super B...
- 02/01/13--04:08: _Bar Refaeli Swaps S...
- 02/01/13--06:17: _E*Trade Baby Sees t...
- 02/01/13--06:52: _Gildan Apparel Rele...
- 02/01/13--08:27: _Top 10 Commercials ...
- 02/01/13--08:56: _Old Spice Dances Wi...
- 02/01/13--11:00: _YouTube's 10 Most-W...
- 02/02/13--23:14: _Samsung Unveils Sup...
- 02/03/13--07:00: _Pepsi Punks Coke Wi...
- 01/29/13--08:45: Old People Behaving Badly: It's Taco Bell's Super Bowl Spot
- 01/29/13--10:01: Why Cries of Racism Won't Sink Volkswagen's Super Bowl Ad
- 01/29/13--13:00: Ad of the Day: Ikea
- 01/29/13--18:16: Kaley Cuoco Grants Wishes in Toyota's Super Bowl Spot
- 01/30/13--06:54: Amy Poehler to Star in Best Buy's Super Bowl Commercial
- 01/30/13--07:15: Diet Coke Finds Its New Stud, 19 Years After the Old One
- 01/30/13--07:30: Baby Perfects Gangnam Style Moves in Ad for Electronic Cigarettes
- 01/30/13--12:03: Ad of the Day: Snickers
- 01/31/13--04:55: Calvin Klein, Speed Stick to Make Super Bowl Advertising Debuts
- 01/31/13--08:53: Dean Winters Causes Historic Mayhem in Grand New Allstate Ad
- 01/31/13--10:34: Budweiser's Super Bowl Spot Reunites a Clydesdale With Its Breeder
- 02/01/13--04:08: Bar Refaeli Swaps Spit With Jesse Heiman in Go Daddy Super Bowl Ad
- 02/01/13--06:17: E*Trade Baby Sees the World in Amped-Up Super Bowl Spot
- 02/01/13--06:52: Gildan Apparel Releases One-Night-Stand Super Bowl Ad
- 02/01/13--08:27: Top 10 Commercials of the Week: Jan. 25 - Feb. 1
- 02/01/13--11:00: YouTube's 10 Most-Watched Ads in January
- 02/03/13--07:00: Pepsi Punks Coke With Fake Look Inside 'Coke Chase' Spot
Old people doing absurdly youthful things. It's a time-honored comedy staple that Taco Bell fully embraces in its 2013 Super Bowl spot—a 60-second salute to octogenarian debauchery driven by a Spanish-language version of fun.'s millennial anthem "We Are Young."
The spot, "Viva Young" (posted below), from Deutsch in Los Angeles and Biscuit Filmworks director Noam Murro, shows 87-year-old Bernie Goldblatt—star of the earlier teaser ad—escaping from his retirement home with some ne'er-do-well co-conspirators and embarking on an epic night of partying.
Dancing, trespassing, fireworks, tattoos, nipple flashing, toilet-stall sex—it's all in there. Naturally, the old folks eventually end up at Taco Bell for a "Fourthmeal" before returning to the nursing home as the sun comes up.
The spot will air toward the end of the second quarter of this Sunday's Super Bowl broadcast on CBS.
While the visuals are flashy, the spot's energy mostly derives from the soundtrack. Deutsch creatives Gordy Sang and Brian Siedeband took the original fun. song and translated it using Google Translate to create "Nosotros Somos Jovenes." The finished song was recorded by Elias Music.
"There's a common misconception that to appeal to millennials you have to show millennials. The reality is to appeal to them you simply need to entertain and engage them. And that's what this entire integrated effort does," said Mike Sheldon, CEO of Deutsch LA. "We've all had an epic night out on the town followed by a trip to Taco Bell. 'Viva Young' is a surprising and fresh way to remind people of that."
"By releasing "Viva Young" online before the Super Bowl, we're rewarding our biggest fans and bringing them inside the brand," added Brian Niccol, chief marketing and innovation officer at Taco Bell Corp. "We want to share the spot with our Team Members, franchisees and online fans first so they're in the know before Super Bowl Sunday, so we can engage with them in social and digital spaces."
Taco Bell is also running a pre-game ad launching the new Cantina Bell Steak Burrito. And on Monday, Feb. 4, it will launch a one-day Facebook offer for a free churro with any purchase.
For Volkswagen, one of the most celebrated Super Bowl advertisers of recent years, it's been a tough 24 hours. After the company released its 2013 Super Bowl spot (posted below) on Monday morning—showing a white Minnesota office worker speaking like a happy Jamaican—it was met with mostly favorable if not particularly ecstatic reviews. (You can't make "The Force" every year, after all.) But soon, there were rumblings that it might be racist, or at least seen as such. Among the critics was New York Times columnist Charles Blow, who said Monday on CNN that the fake accent was like "blackface with voices."
The criticism has become more prominent, if not necessarily more widespread, in the hours since then. In response, VW has said it talked to 100 Jamaicans during the research process, and has now added this statement:
"The concept of Volkswagen's 'Get Happy' advertisement is to put a smile on your face, and continues to build upon the heritage of 'human stories, told simply.' The protagonist in the commercial is intentionally meant to portray an upbeat perspective and intelligence as he influences his coworkers to 'Get Happy.' His accent is intended to convey a relaxed, cheerful demeanor while encouraging a positive attitude as the antidote to a tough Monday. Everyone can relate to being in an office and being ground down by the pressures of work and 'Get Happy' brings an optimistic, bright spirit into an otherwise mundane day."
Of course, in terms of the ad's fate, what matters most now isn't whether it's racist but whether it's perceived that way. In that regard, the indicators are good so far for Volkswagen. In a Today.com poll, 93 percent of respondents (out of 15,000 votes cast) said the ad is not racist. Likewise, the YouTube page is being flooded with many more positive comments than negative ones—many from people claiming to be Jamaican. (The likes-to-dislikes ratio on the video is also impressive: 2,443 to 168.)
While it won't say so explicitly, Volkswagen can lean on three facts here: First, the Jamaican accent is not exclusively a black accent. This technically makes it difficult to call the ad racist, even though its humor is racial—i.e., it clearly derives from showing a white guy talking like a black guy.
Second, perhaps due to the laid-back reputation of the island nation, the Jamaican accent is simply not seen by many Americans as an offensive one to imitate. By contrast, an ad with white Minnesotans talking in stereotypical Asian accents clearly wouldn't fly.
Third, the entire tone of the ad is positive and feel-good. This makes it less likely for people to want to punish Volkswagen for it. The theme and very title of the ad, "Get Happy," is a rebuke to critics who would want to spoil the party.
If push comes to shove and VW does pull the ad, the automaker will still appear on the game. VW marketing officer Tim Mahoney told USA Today: "To minimize the risk, we have a backup."
It won't come to that. VW will ride this one out.
Ikea is carving out a nice little niche allaying the neuroses of pack rats—also, normal people who just have too much crap cluttering up their lives.
This new spot from the Swedish furniture retailer and ad agency Mother London tells the story of a nouveau bohemian couple trapped in a materialistic nightmare, kept from each by towering walls of books, zines, throw pillows, wicker chairs and other found objects. Ikea's storage products act as the savior, letting these beleaguered lovers find each other among all their shoes. Woe is having too many cherry-red high-heel pumps and no nifty rack on which to organize them.
It's done in a spirit consistent with the rest of the agency's work for the brand: slightly absurd but irresistibly charming. The melodrama of the opening shot is humorously dark—it's hard to get the sense that it's taking itself too seriously. The whole spot hangs on the music, a new rendition of "Living Together" by U.K. band An Escape Plan. (The original BeeGees version really would not have the same effect.) The brand, agency and director Adam Berg also produced a full-length music video—basically a 2:20 version of the ad—for the track, which the band appears to have arranged in response to a brief for the spot but is included on their upcoming EP release. That sort of deal is part of the increasingly conventional wisdom that working with indie musicians is the way for brands to seduce a generation of young consumers—in particular, young homeowners—as well as a way for indie artists to actually get paid for their work.
The subtext is a nice appeal to those yuppie types who have tired of the haphazard collegiate aesthetic that results from acquiring the majority of one's furniture off the sidewalk, at thrift stores or by neglecting throw out what a rental's previous inhabitant left behind. Now you can graduate to matching particle-board sets. Real furniture is for your 40s and 50s.
Of course, when you kick one of those fold-out futon beds, it doesn't magically swing open to the delight of your partner. It just hurts your foot.
Agency: Mother, London
Director: Adam Berg
Production Company: Stink
Producer: Ben Croker
Editor: Paul Hardcastle
Post/VFX Co.: MPC
VFx Producer: Marianna Bruynseels
VFX Supervisor: Franck Lambertz, Ludo Fealy
Grade: Mark Gethin
Audio/Sound Design: 750mph
DOP: Mattias Montero
Kaley Cuoco is going from the Big Bang to the Big Game as Toyota's newest advertising star.
The 27-year-old actress from the CBS sitcom The Big Bang Theory is seen walking around town granting magical wishes in this teaser for Toyota's 60-second Super Bowl spot, set to air during the first quarter of the Feb. 3 broadcast. UPDATE: The full spot has now been released, and is posted below. It certainly packs a lot into its 60 seconds—talking animals, a medieval battle, a trip to space, and dozens of CGI witches, among other scenes.
The teaser and the finished spot were created by Saatchi & Saatchi in Los Angeles.
The spot that airs on the game will include a photo of a consumer as part of a contest Toyota has been running. The automaker has been inviting people to send in photos of themselves through Twitter and Instagram using the hashtag #wishgranted, and will include one of the photos in the spot. UPDATE: Ryan Koch of Fitchburg, Wis., won this contest. The screen grab here shows his image on the smartphone.
Cuoco's Super Bowl job comes just weeks after she made another notable advertising appearance—playing William Shatner's daughter in the latest Priceline spot.
Willem Dafoe, his eyes twinkling with evil and his fingernails filed to sharp points, plays the devil himself in Mercedes-Benz's 2013 Super Bowl ad, an extended version of which was unveiled Wednesday.
Dafoe, 57, tries to get a regular guy in a bar to sell his soul for the new Mercedes CLA. The offer sends the guy into an elaborate fantasy—set to "Sympathy for the Devil" by the Rolling Stones—in which the car raises his social status to the point where he's hitting red carpets with Kate Upton and dancing with Usher.
At the end, when he realizes the CLA starts at less than $30,000, the guy declines the Faustian bargain, causing an angry Dafoe to disappear in a cloud of smoke.
The ad was created by Merkley + Partners and director Dante Ariola.
Either a 60- or 90-second version of the spot, filmed partly at the Napoleon House in the French Quarter of New Orleans, is expected to air during the fourth quarter of the game.
The extended spot follows two earlier teasers—one of which featured footage from the ad, the other of which showed Upton hanging around as a CLA was washed.
Amy Poehler is landing all the prime gigs this winter.
The Parks and Recreation star, who co-hosted the Golden Globe Awards with Tina Fey earlier this month, will star in Best Buy's Super Bowl commercial on Feb. 3, the company said Wednesday.
UPDATE: The company on Wednesday released a short video teaser, posted below.
The 30-second spot, from ad agency Crispin Porter + Bogusky, was filmed in Los Angeles recently by Bryan Buckley (at center in the photo below)—one of the most seasoned Super Bowl directors and an Academy Award nominee this year for his short film Asad.
The spot will air in the first quarter of the game and feature Poehler asking all sorts of random questions of a Best Buy employee.
"Amy Poehler's Golden Globe performance left us all wanting to see more of her," said Scott Durchslag, senior vice president of digital and marketing for Best Buy and president of BestBuy.com and e-commerce. "We are thrilled to feature her in our commercial this year and bring the public another dose of her unparalleled humor. We know people have high expectations for these ads, and Amy delivers a whole new dimension of entertainment."
This will be the retailer's third consecutive Super Bowl commercial. Its 2011 spot starred Ozzy Osbourne and Justin Bieber. Its 2012 spot celebrated tech innovators and starred Instagram founder Kevin Systrom, camera phone creator Philippe Kahn, Words With Friends creators Paul and David Bettner, and others.
See both of those spots below.
Best Buy's 2012 Super Bowl spot:
Best Buy's 2011 Super Bowl spot:
He's the real thing. Meet Andrew Cooper, a British model whose shirtless turn as a soda stud in this Diet Coke 30th-anniversary commercial via BETC London is going viral and splashing Cooper's name, face and six-pack abs across the media-sphere. In the ad, which is running on European TV, Cooper, cast as a landscaper, gets a bunch of women all worked up after one of them rolls a can of Diet Coke down a hill in his direction and he pops the top, salaciously spraying himself with the product. Subtle! It's a somewhat more suggestive version of a 19-year-old ad from the brand (posted after the jump) that briefly catapulted Lucky Vanous to fame when he starred as a hunky construction worker ogled during his Diet Coke break by female office workers from a high-rise nearby. Etta James's "I Just Wanna Make Love to You" plays in both versions. In the 1994 spot, Vanous seems unaware of his white-collar voyeurs. In the update, one of the women demonstrates her can-do spirit by giving Cooper the "Drink up" motion, precipitating his Diet Coke shower.
Here is the inevitable ad starring a baby doing Gangnam Style. The product, perhaps less predictable, is E-Lites, an electronic cigarette. It's a pretty macabre conceit. Don't miss your kid's first steps—or in this case, his first imitation of a Korean rapper's dance moves—while you're out literally killing yourself with a smoke. (Reading between the lines, you'll miss a lot more when you're dead, too.) Still, the infant's wobbly take on the horse dance, and the family's slack-jawed reactions, are more or less perfect.
Eat Snickers, or you will turn into Robin Williams doing John Wayne and Nikita Khrushchev.
I cannot stress this enough. Eat Snickers, for the love of God.
This isn't a Super Bowl ad, but it could be. Mars and BBDO fit in about as much production as you can into 30 seconds, and they definitely fit in as much cherished 1980s comedian. (Yes, that's a candy-bar-deprived Bobcat Goldthwait toppling off the cheeramid in the last couple of seconds.)
Williams is not exactly a secularist when it comes to advertisements. So, I think it's safe to assume—given the only other big product he's really pitched is the video game he named his daughter after—that he really likes Snickers.
You didn't know this, but low blood sugar has actually been turning you into a comedian for years. Williams and Goldthwait take the place of Betty White and Abe Vigoda (as the setup and the punch line, respectively) from a few Super Bowls ago, and Joe Pesci and Don Rickles from last year's spot. Honestly, I kind of like the new one better. Pesci is a funny guy, but I wish people would ask him to do his My Cousin Vinny character more and his Goodfellas character less, because I've seen the latter movie probably 15 times and he kind of scares me when he starts asking people what their problem is.
Williams is a horse of a different feather. Lord knows what's going to come out of his mouth, and director Craig Gillespie of MJZ seems to have just set him loose on the other performers. During production on Barry Levinson's wartime dramedy Good Morning Vietnam, Levinson reportedly stuck Williams in the sound booth (his character's a DJ—it's actually a pretty good flick) and said, "Do your thing." It makes him a good pick for an ad like this, because he's both recognizable and somebody you don't just think of as "the guy from Aladdin."
Agency: BBDO New York
Chief Creative Officer: David Lubars
Senior Creative Director: Peter Kain
Senior Creative Director: Gianfranco Arena
Associate Creative Director/Art Director: Jon Kubik
Associate Creative Director/Copywriter: Adam Noel
Executive Producer: Amy Wertheimer
Managing Director: Kirsten Flanik
Senior Account Director: Kathryn Brown
Account Director: Justin Zerrenner
Account Manager: Price Manford
Production Company: MJZ
Director: Craig Gillespie
Editing Company: MacKenzie Cutler
Editor: Ian MacKenzie
Mixer: Tom Jucarone
Colorist: Tim Masick
Visual Effects: Eight VFX
Two more brands are joining the Super Bowl advertising party for the first time—with a pair of ads that really get into underwear.
Calvin Klein and Colgate-Palmolive deodorant brand Speed Stick have each bought 30-second spots for Sunday's broadcast on CBS. CK has posted a short teaser of its creative online, while Speed Stick posted its full ad late Wednesday. See both of them below.
The CK spot, which will air toward the end of the first quarter, stars model Matthew Terry in a "man versus machine" story inspired by the "seamless technology construction" of the marketer's new Concept men's underwear line. The ad was shot in New York by consulting creative director Fabien Baron of Baron + Baron, along with Calvin Klein's in-house agency.
The Speed Stick ad was crowdsourced through the Tongal video community, and continues the brand's "Handle It" campaign, developed by ad agency Red Fuse. Due to air in the third quarter, it shows an impatient man at a laundromat who unloads a woman's laundry to use the dryer—and then is stuck holding her yellow panties just as she arrives.
"Don't sweat it. Handle it," the tagline says of the stressful situation.
The commercial is the product of social media, through which Speed Stick encouraged its fans to submit ideas for new "Handle It" spots. Brian Katz supplied the winning idea, and his tweet was brought to life by director David Brashear, a member of Tongal.
Calvin Klein, which has a long and often stormy advertising history, said appearing on the Super Bowl is a "significant milestone" in its evolution.
"We are a brand with a rich advertising legacy, and we firmly believe in powerful, multi-platform lifestyle advertising to support and grow the brand's image around the world," said Tom Murry, president and CEO of Calvin Klein Inc. "As an iconic American designer brand, we are extremely proud to be able to debut the latest Calvin Klein underwear campaign during the Super Bowl."
CK will support the TV spot with a print campaign and extensive digital efforts, including an in-game initiative using Vine, Twitter's new video-sharing app.
Other brands making their Super Bowl debuts this year include Axe, Oreo and Gildan Activewear.
In the beginning, there was Mayhem. Actually, Leo Burnett's latest spot for Allstate, starring Dean Winters as the iconic agent of chaos, will air at the end of the Super Bowl—between the game's final play and the trophy presentation. The vignette does, however, open in the Garden of Eden, with Winters kickin' back in the tree of knowledge and informing us, "I'm a forbidden fruit." Thanks for sharing. He then embarks on a trip through time, causing all manner of historical disasters, large (the extinction of the dinosaurs) and small (the NFL referees on strike), that Allstate probably wouldn't cover. There's a cute bit early on, where a lion suddenly puts the bite on a lamb after the pair had been sitting together peacefully in paradise. Ha ha—stupid lamb! And observe how mysterious mists obscure Adam and Eve's genitals from view. (Probably itchy, though.) The spot's visually rich, and Winters, as always, is fun to watch. Mixing saurians and Biblical stories seems odd. Besides, the most unholy, heart-rending, soul-crushing disaster of all—the Patriots elimination by the Ravens in the AFC Championship Game—isn't even mentioned. Where's the insurance that covers my tears!?
As promised, Budweiser's 60-second Super Bowl spot from Anomaly, released online Thursday, includes footage of a 7-day-old Clydesdale foal. But that's just the beginning of the story.
The spot, directed by Jake Scott, shows the animal growing older—until its breeder must hand it over to the folks at Budweiser. The ad then jumps ahead three years, as the breeder reads in the newspaper that the Clydesdales will be visiting his area.
Hoping for a reunion, he goes to the parade. You can guess what happens from there.
It's a poignant and well-shot commercial—in keeping with some of the better Budweiser ads through the years—made all the more evocative by the use of Fleetwood Mac's "Landslide."
The ad is also somewhat reminiscent of one of the more famous Bud Super Bowl ads of all time—1999's "Separated at Birth," with the Dalmatian puppies who meet later in life under unexpected circumstances. That spot had a comical punch line, though, where this one is pure sentiment.
These 60 seconds are part of Anheuser-Busch's Super Bowl media buy of four-and-a-half minutes in total.
Here's a commercial that might stop your Super Bowl party in its tracks.
Go Daddy on Friday unveiled the second of its two 30-second commercials for Sunday's broadcast, this one featuring Bar Refaeli. And it proves to be quite the unusual advertising job indeed for the Israeli supermodel.
The woman who dated Leonardo DiCaprio for years is called on here to kiss—sloppily, in uncomfortable, silent close-up—the actor Jesse Heiman, who is not Leonardo DiCaprio.
The ad (posted below), by Deutsch in New York and director Mike Maguire of Biscuit Filmworks, will air during the first quarter of Sunday's broadcast on CBS.
It's a continuation of Go Daddy's fairly new "Smart meets sexy" campaign, which Deutsch introduced in ads last year. Here, Refaeli, 27, personifies the sexy side of Go Daddy, while Heiman, 34, playing a Go Daddy engineer, represents its smart side.
In an email, Go Daddy said Heiman "was a Go Daddy hosting customer long before he was cast to play Walter." The company added: "He had never been in a Super Bowl commercial … and never kissed a supermodel before."
The couple did 45 takes of the kiss, Go Daddy claimed, adding that Heiman afterward said he felt like he won the "championship of men."
Likewise, this is Refaeli's first Super Bowl commercial. She probably had never kissed a homely character actor before, either.
Go Daddy further claimed that two other versions of this ad were rejected by CBS for being too indecent, so perhaps this is the mild version.
Go Daddy's new positioning is designed to move it away from the sexy-first imagery of most of its marketing over the past decade and toward an equal focus on its back-end reliability.
Danica Patrick also makes an appearance in this spot—her record 12th altogether in Super Bowl ads, more than any other celebrity in history.
This is Go Daddy's ninth straight appearance in the big game. The company's other commercial, "YourBigIdea.CO," will air at the two-minute warning of the fourth quarter.
ETrade released its 2013 Super Bowl ad on Friday, showing the company's iconic talking baby boldly going where he's never gone before.
The talking tot informs viewers that they could lose tens of thousands of dollars of their 401(k) money to hidden fees—then, in a photo montage, shows you what kind of epic world party you could enjoy for that kind of cash.
"Having great music and great imagery, and taking the baby to places he's never been, seemed fresh and Super Bowl-worthy," Tor Myhren, president and chief creative officer of Grey in New York, told Adweek. "I hope America loves it. You play it for large crowds, and it seems to play well."
Adweek will have much more about the making of this ad in print and online Monday.
The biggest night in Gildan's marketing history will be a one-night stand—at least when it comes to the theme of its ad.
The apparel marketer just released the teaser below for its debut Super Bowl spot, and it features a scruffy young man trying to make a graceful exit after waking up in a stranger's bedroom after a night of debauchery. UPDATE: The full ad has now been released. See below.
As the man makes his getaway without waking up the girl, he realizes he's left behind his favorite T-shirt. He weighs the pros and cons of going back to get it. The spot ends with the line: "It's about time you had a favorite T-shirt."
The ad is aimed at consumers 17-30. It was created by ad agency DeVito/Verdi, which is also making its Super Bowl debut.
The Gildan brand is moving beyond tourist T-shirts and sweatshirts and into the consumer arena, with Gildan T-shirts, underwear and hoodies now being sold at retails chains including Kmart, Kohl's, Shopko, Target and Walmart.
Back in my day, we had to walk barefoot to school in the snow, uphill both ways. Also, we had to wait until the Super Bowl to actually see the commercials.
No longer. The notion of maintaining suspense until after kickoff has been thrown out the window for all but a few brands—with most now releasing Super Bowl teasers and full ads several days, or even weeks, before the broadcast.
Thus, we are able to devote this week's list of the top 10 commercials exclusively to some of the more notable Super Bowl ads you'll see this Sunday. Click below for the gallery.
Grrrrr! Caw! Caw! Caw! Snarling wolves crash a fancy formal party (riding the shoulders of a dapper dude in a tux) and screeching hawks invade a high-stakes poker game (a player loses his cool when one of the, um, peckers threatens his crotch) in Wieden + Kennedy's loopy new ads touting Old Spice's Wolfthorn and Hawkridge men's scent lines. (A third scent, Foxcrest, is forthcoming.) The creatures look sort of realistic yet also completely ridiculous, which adds an air of dreamlike menace and helps elevates the proceedings into the realm of inspired stupidity (unlike, say, Mennen's armpit sweat-stain canary spot from a few years back, which was just bird-brain stupid). The Wolfthorn ad will air during the Super Bowl exclusively in Juneau, Alaska, honoring the state with the largest population of wolves. The hawks can go screw on game day. Just like the Ravens. Go Niners! Check out some print work from the campaign after the jump.
Kaley Cuoco appears to be a marketing genie.
The 27-year-old star of The Big Bang Theory, who appears as an actual genie in new ads for Toyota, led the automaker to the best finish among Super Bowl campaigns in January, as judged by view counts on the YouTube Ads Leaderboard, a partnership between the video site and Adweek.
Cuoco's Toyota teaser and the full spot both made the top 10—the former at No. 8, the latter at No. 3—good for some 9.3 million YouTube views in total. Combined, that's even a smidge more than the No. 1 spot on our Leaderboard list this month—Nike Golf's entertaining rivalry spot with Tiger Woods and Rory McIlroy.
Three other Super Bowl campaigns make list, all of them coming from automakers. Nike has a second spot on there as well, and Microsoft, Samsung and Activision round out the list.
See all 10 ads below. The view counts are as of Jan. 28. To be eligible for the Leaderboard, videos must be marked as ads on YouTube (i.e., they get some paid views) but must also earn significant organic views. This explains why videos like the new TNT clip from Europe, which is not marked as an ad, do not appear.
Samsung has some fun with the NFL's strict trademark rules around the Super Bowl (see Adweek's own banner above for evidence of that) in the 60-second spot below starring Seth Rogen, Paul Rudd and Breaking Bad's Bob Odenkirk—a teaser for the company's two-minute in-game commercial.
The finished ad, created by 72andSunny and directed by Jon Favreau, will air during the fourth quarter of Sunday's broadcast.
UPDATE: Late Saturday night, the company released the full spot, with a cameo by LeBron James, which is posted here:
In the earlier 60-second teaser, posted below, Rogen and Rudd pitch ideas to Odenkirk for a Super Bowl commercial—except Odenkirk won't let them say "Super Bowl," or the names of the two teams that are playing.
Consumers will be able to weigh in on their favorite moments from the full ad, titled "The Big Pitch," and win prizes using the hashtag #TheNextBigThing.
"The anticipation of Super Bowl ads creates a unique consumer experience," said Todd Pendleton, chief marketing officer of Samsung Mobile. "'The Next Big Thing' campaign has allowed us the flexibility to tap into significant cultural moments and relevant conversations while showcasing our innovation."
The teaser and finished spot were cut by Geoff Hounsell and Will Hasell at Arcade Edit.
Last year's Samsung Super Bowl ad, directed by Bobby Farrelly, wrapped up the marketer's sarcastic portrayal of Apple fanboys with a circus-like execution.
As Chris Heine mentions over here, Pepsi is having a busy Super Bowl Sunday already. And part of it involves a humorous dig at Coca-Cola, as Pepsi has posted a video purporting to show behind-the-scenes footage from Coke's Super Bowl set—with the actors working tirelessly to get a Pepsi Next out of a vending machine. Pepsi was blunt with its tweet linking to the video, too.
The 60-second "Coke Chase" video will air during the first quarter of tonight's broadcast on CBS. It directs viewers to CokeChase.com, where they can help determine the outcome of a race across a desert. Pepsi is expected to air two 30-second spots—one promoting its flagship soda and introducing the halftime star, starring Pepsi spokeswoman Beyoncé; and this one for Pepsi NEXT, which is tied to a major product giveaway.
UPDATE: Coke has responded to the Pepsi video. See below. It's not quite a worthy counterpunch, but hey, nice quick turnaround.