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  • 1. WHO’S BUYING WHAT……………Anheuser-Busch InBevBuy: One 60-second spot for premium Belgian brew Stella Artois, one 60-second spot for Budweiser and three 30-secondspots for Bud Light.Creative: The Stella Artois Super Bowl spot continues the campaign launched late last year that features 60s-eraEuropean settings in ads that target well-educated, upscale beer drinkers with the tagline "She Is a Thing of Beauty."The Clydesdales will appear in the 60-second Budweiser spot; the Bud Light spots will continue the "Here We Go"campaign that debuted at last years Super Bowl.Agency: The Stella spot comes from the independent agency Mother. The Budweiser spot comes from the independentAnomaly. Two of the Bud Light ads are by Omnicom Groups DDB, Chicago, while one was done by St. Louis-basedCannonball.Audi of AmericaBuy: One spot in first ad break in first quarterCreative: This is Audis fourth consecutive entry in the Super Bowl. Creative focus yet to be revealed. One of manyautomakers vying for attention during the game.Agency: Independent Venables, Bell & PartnersBest BuyBuy: One 30-second spot projected to run during the third quarterCreative: In the retailers first-ever appearance, Best Buy says it will be announcing news that will "revolutionize"retailing. Its weighing two creative concepts, one that delivers the message in a very clear way and one that potentiallyhas more entertainment value. A celebrity or two could also be in the mix.Agency: Crispin Porter & Bogusky is handling creative. Publicis Groupes Starcom handles media buying and planning forthe retailer.BMW North AmericaBuy: To be determinedCreative: The marketer is returning to the Super Bowl for the first time in a decade. Ads could focus on introduction ofActiveE, BMWs electric vehicleAgency: MDC Partners Kirshenbaum Bond Senecal & Partners.BridgestoneBuy: Two 30-second spots, one to run between first and second quarter and one to run during the fourth quarterCreative: Bridgestone continues to sponsor the halftime show.Agency: The Richards GroupCareerbuilderBuy: One 30-second ad in the third quarterCreative: Careerbuilder brings back its popular and memorable chimpanzees after a hiatus of five years. Look for thechimps to wreak havoc at Yeknom Industries, their place of work, while a human counterpart bears the brunt of their, um,monkeyshines.Agency: In-houseCarMaxBuy: Two 30-second commercialsCreative: To be determinedAgency: AmalgamatedCars.comBuy: Two 30-second spots, one in the third quarter and one in the fourth quarterCreative: The new ads will show how Cars.com "drives confidence" with expert and consumer vehicle reviews, helping car
  • 2. buyers pick the right carAgency: Omnicom Groups DDB ChicagoChryslerBuy: Could buy as many as two spotsCreative: To be determined, but the automaker could showcase two different car brandsAgency: Independent Wieden & KennedyCoca-ColaBuy: Two spots, one 60 seconds in lengthCreative: One ad called "Border Crossing" was shot in Morocco with two French actors, who share a Coke and resolve aborder dispute; second ad features an animated dragon in a epic battle-like sceneAgency: Independent Wieden & Kennedy crafts ads for Coca-Cola.E-tradeBuy: One spot during third quarterCreative: The popular E-trade baby is expected to show up once again.Agency: WPPs GreyGeneral MotorsBuy: Not determinedCreative: GM has lots to talk about, but has been extremely active behind Chevrolet as of lateAgency: Not determinedGoDaddy.comBuy: Two 30-second ads, plus one ad in the pre-gameCreative: The spots will feature not one, not two, but three -- count em -- "GoDaddy girls," including reliable standbyDanica Patrick and newcomer (and "Biggest Loser" star) Jillian Michaels. Heres the GoDaddy Jillian Michaels DanicaPatrick Super Bowl spot. The third celebrity -- a surprise -- will be revealed in a commercial touting a new .co web domain(as opposed to .com).Agency: Produced in-house by GoDaddy ProductionsHomeAway Inc.Buy: One 30-second ad, set to air in the third quarterCreative: The online vacation-home rentals company, whose entry in the 2010 Super Bowl marked its first timeadvertising in the event, is set to launch a new national campaign. Its ad will seek to highlight the benefits of vacationrentals over hotels by invoking a fictional government agency, the Ministry of Detourism, and the slogan "Why HotelWhen You Can HomeAway?" In its 2010 Super Bowl ad, HomeAway drew attention by featuring Chevy Chase and BeverlyDAngelo in their roles from the 1980s movie "National Lampoons Vacation."Agency: Vendor of Austin, TexasHyundai Motor North AmericaBuy: Three separate spotsCreative: To be determinedAgency: Innocean, Hyundais internal agencyKia North AmericaBuy: One 60-second spot in the first quarterCreative: The spot, entitled "One Epic Ride," will show people from different times and places -- such as an "ancientchief," a police officer, space aliens and Poseidon -- trying to get behind the wheel of the new Kia Optima, according tothe automaker. The commercial is tied into a contest -- "One Epic Contest" -- in which consumers vying for one of five
  • 3. 2011 Optimas will use clues provided in 15-second TV spots, print ads and social media to answer four questions in theweeks before the game. The answer to a final question will be found within the Super Bowl spot itself.Agency: Independent David & GoliathMarsBuy: One 30-second spot in the third quarterCreative: After wrestling with whether to put Snickers or M&Ms in the Super Bowl, Mars decided to use the big game tocontinue Snickers "Youre Not You When Youre Hungry" campaign, which began with a Super Bowl spot last yearfeaturing Betty White and Abe Vigoda. This year Snickers Super Bowl spot will star comics Roseanne Barr and RichardLewis.Agency: Omnicom Groups BBDOMercedez-BenzBuy: One 60-second spot in the fourth quarterCreative: To be determinedAgency: Omnicom Groups Merkley & PartnersParamount PicturesBuy: Five in-game spots for upcoming films "Captain America: The First Avenger," "Rango," "Super 8," "Thor" and"Transformers: The Dark Of The Moon." (Also one pre-game buy for DreamWorks Animations "Kung Fu Panda 2," whichthe studio is distributing.)Creative: Movie trailersAgency: In-housePepsiCos DoritosBuy: Three 30-second spotsCreative: Doritos is running its popular "Crash the Super Bowl" contest for the fifth year. This year, the contest hasexpanded to include sibling brand Pepsi Max. Consumers will select two spots, while PepsiCo execs select the third.Agency: Omnicom Groups Goodby Silverstein & PartnersPepsiCos PepsiMaxBuy: Three 30-second spotsCreative: Pepsi is taking a page from sibling brand Doritos playbook, joining its "Crash the Super Bowl" contest.Consumers will select two spots, while PepsiCo execs select the third.Agency: Omnicom Groups TBWAChiatDayPepsiCoBuy: One 30-second spotCreative: Pepsi has added another 30-second on to its initial Super Bowl buy, with the brand being promoted to bedetermined, though Lipton Brisk Iced Tea is getting consideration.Agency: To be determinedPizza HutBuy: One spot in the first halfCreative: Instead of pushing a specific product on Super Bowl Sunday, as Pizza Hut has done in previous yearsadvertising around the game, its first entry into the Super Bowl proper will focus on the Pizza Hut brand and the role itplays in consumers lives "beyond the game and throughout the year," according to Pizza Hut VP for advertising Kurt Kane.Agency: Interpublic Groups Martin AgencySalesforce.comBuy: One 30-second ad preceding and one 15-second ad following the halftime show featuring The Black-Eyed Peas.Creative: Ads were developed with help from Will.i.am, part of half-time show act the Black Eyed Peas. The spots happento feature animated characters called the "Baby Peas."Agency: Dipdive, Will.i.ams media companySkechersBuy: One 30-second spot after the two-minute warning in fourth quarter
  • 4. Creative: Skechers Super Bowl ad featuring Kim Kardashian will promote the Shape-Ups toning line, marking its secondconsecutive Super Bowl berth. "The idea is that Kim Kardashian is going to break someones heart in front of 100 millionpeople," the company told Ad Age. Last year the company used 15-second spots with testimonial from Joe Montana toboost the Shape-Ups line among men; it didnt have time to prepare a typically big-splash Super Bowl spot when a hole inthe ad lineup became available just two weeks before last years game.Agency: In-houseTelefloraBuy: One 30-second spot to air during the second quarterCreative: Faith Hill will coach a sound tech through a Valentines Day dilemma as Teleflora introduces a special Faith Hill"collection" aimed at adding some celebrity panache ot its floral offering. This marks Telefloras third consecutive adappearance during the Super Bowl.Agency: Independent agency Fire StationUniversal StudiosBuy: Two ads, one for "Cowboys & Aliens"Creative: Look for trailers. "Were cutting it now," tweeted "Cowboys & Aliens" director Jon Favreau on Jan. 11.Agency: In-houseVolkswagen of AmericaBuy: Two 30-second spots, one for the new 2012 Passat and one of the new 2012 Beetle. One ad will appear in secondquarter, the other in fourth quarterCreative: The Passat ad will use a "Star Wars" theme, while the Beetle spot will make use of a "Black Beetle" characterjumping along to the song "Black Betty" by Jon Spencer Blues Explosion.Agency: Interpublic Groups DeutschWalt Disney Pictures "Pirates of the Caribbean: On Stranger Tides"Buy: One spot during third quarter, to air after Best Buy adCreative: Movie trailerAgency: In-house