NEW YORK —
Sex. Babies. Cute animals.
While the San Francisco 49ers and the Baltimore Ravens battle on the field during Super Bowl XLVII, advertisers are competing against each other on advertising’s biggest stage with the usual tools of their trade.
The stakes are high, with 30-second spots going for as much as $4 million this year. And more than 111 million viewers are expected to tune in.
With at least 29 of the 35-plus advertisers releasing their ads early, some advertising trends are easy to spot. The seven automakers during the game including Mercedes-Benz, Toyota and Lincoln are focusing on telling long, epic stories that focus on family.
Celebrities show up in force, in spots for Best Buy, Kraft Mio, Samsung and MilkPep and others. Expect babies and cute animals to lead to “awwws” in ads for Budweiser, E(asterisk)Trade and Hyundai Motor Group’s Kia.
Some highlights from the first quarter:
• Car ads focused on families: Hyundai’s “Epic Playdate” spot right before kickoff showed a family partying with the band The Flaming Lips: wreaking havoc at a natural history museum, getting chased by bikers, going to a petting zoo and playing in a park.
“Make every day epic with the new seven-passenger Santa Fe,” a voiceover states.
When the family gets back home and the daughter asks, “What are we going to do now?” The father replies, “Well, I think there’s a game on,” and the broadcast went straight to the kickoff.
Audi’s 60-second ad in the first quarter, with an ending voted on by viewers, shows a boy gaining confidence from driving his father’s Audi to the prom, kissing the prom queen and getting decked by the prom king.
• Humor was prevalent: Best Buy’s 30-second ad in the first quarter starred Amy Poehler, of NBC’s “Parks and Recreation,” asking a Best Buy employee endless questions about electronics.
“Will this one read ‘50 Shades of Grey’ to me in a sexy voice?” Poehler asks about an e-book reader. When the staffer says no she asks, “Will you?”
M&M’s showed its red spokescharacter singing Meatloaf’s “I Would Do Anything For Love,” and wooing beautiful women, but stopping short when they try to eat him.
Oreo’s ad featured a showdown in a library between people fighting over whether the cookie or the cream is the best part of the cookie. The joke — the fight escalates into thrown chairs and other destruction, but because the fight is in a library, everyone still has to whisper.
• Sex still sells: Calvin Klein upped the sex appeal in the first quarter with a 30-second spot showing male model Matthew Terry strutting around in underwear.
Godaddy.com’s spot toed the line of good taste, showing a close up extended kiss between supermodel Bar Refaeli and a nerdy nobody to illustrate Godaddy’s combo of “sexy” and “smart.”
Budweiser introduced its new Black Crown Lager with two sleek spots that showed sexy twentysomethings drinking the high-alcohol beer at a chic urban party.
NEW YORK —
Sex. Babies. Cute animals.
- Headline News
George Harrison memorial tree killed by beetles
A tree planted in Los Angeles to honor former Beatle George Harrison has been killed — by beetles.
‘X-Men’ VR experience coming to Comic-Con
Comic-Con attendees will have a once-in-a-lifetime chance to enter the mind of Professor X.
20th Century Fox has created an “X-Men”-themed virtual reality stunt especially for the pop-culture convention, which kicks off Thursday in San Diego. The interactive digital experience utilizes the Oculus Rift virtual reality headset, which is not yet available to consumers, to simulate the fictional Cerebro technology used to track down mutants by the character portrayed by Patrick Stewart and James McAvoy in the “X-Men” films.
At 101, weather observer gets a place in the sun
It takes only a couple of minutes, twice a day, but 101-year-old Richard Hendrickson is fiercely proud that he has done the same thing for his country and community nearly every day since Herbert Hoover was in the White House in 1930.
The retired chicken and dairy farmer, whose home sits in the heart of the ritzy Hamptons, has been recording daily readings of temperature and precipitation on eastern Long Island longer than any volunteer observer in the history of the National Weather Service.
Starved Pennsylvania 7-year-old weighed only 25 pounds
A 7-year-old Pennsylvania boy authorities described as being so underweight he looked like a human skeleton has been released from the hospital.
U.S. outlines case against Russia on downed plane
Video of a rocket launcher, one surface-to-air missile missing, leaving the likely launch site. Imagery showing the firing. Calls claiming credit for the strike. Recordings said to reveal a cover-up at the crash site.
'Maverick' star James Garner, 86, dies in California
Actor James Garner, whose whimsical style in the 1950s TV Western "Maverick" led to a stellar career in TV and films such as "The Rockford Files" and his Oscar-nominated "Murphy's Romance," has died, police said. He was 86.
Given life term, drug offender hopes for clemency
From the very start, Scott Walker refused to believe he would die in prison.
Arrested and jailed at 25, then sent to prison more than two years later, Walker couldn’t imagine spending his life behind bars for dealing drugs. He told himself this wasn’t the end, that someday he’d be released. But the years passed, his appeals failed and nothing changed.
Teen’s death puts focus on caffeine powder dangers
A few weeks before their prom king’s death, students at an Ohio high school had attended an assembly on narcotics that warned about the dangers of heroin and prescription painkillers.
But it was one of the world’s most widely accepted drugs that killed Logan Stiner — a powdered form of caffeine so potent that as little as a single teaspoon can be fatal.
Monitors try to secure Ukraine plane crash site
International monitors moved gingerly Saturday through fields reeking of the decomposing corpses that fell from a Malaysian airliner shot down over rebel-held eastern Ukraine, trying to secure the sprawling site in hopes that a credible investigation can be conducted.
But before inspectors ever reach the scene, doubts arose about whether evidence was being compromised.
Without radar, missile may not have identified jet
If Ukrainian rebels shot down the Malaysian jetliner, killing 298 people, it may have been because they didn’t have the right systems in place to distinguish between military and civilian aircraft, experts said Saturday.
American officials said Friday that they believe the Boeing 777 was brought down by an SA-11 missile fired from an area of eastern Ukraine controlled by pro-Russian separatists.
- More Headline News Headlines
- George Harrison memorial tree killed by beetles