Super Bowl’s six most-anticipated ads
Kate Upton's Mercedes-Benz spot is drawing most buzz
January 31, 2013
This year advertisers are bringing sexy back to the Super Bowl.
In the nine years since Janet Jackson bared her breast during the 2004 Super Bowl halftime show, setting off a firestorm over indecency on television, ads in the big game largely eschewed sexuality, with the exception of an annual racy spot by Go Daddy.
Then last year Kia tested Americans’ tolerance for semi-nudity with an ad featuring Victoria’s Secret angel Adriana Lima in a skimpy bathing suit.
It was so popular that one viewer actually linked together the images of a half-naked Lima into a five-hour video on YouTube.
That apparently inspired other advertisers to seek out sexy themes this year.
Mercedes-Benz has a spot starring model Kate Upton (above). It released a teaser for the ad earlier this week in which the Sports Illustrated Swimsuit Issue cover girl wears a tiny tank top and provocatively plays with bubbles as a group of guys wash her car.
It’s already gotten more than 5.5 million plays on YouTube, more than any other ad for Sunday’s game, making it easily the most anticipated of this year’s lineup.
Other sexy ads this year include a spot for Axe featuring a bathing beauty, Go Daddy’s spot featuring Danica Patrick and supermodel Bar Rafaeli, and an innuendo-laden Gildan Activewear ad that had to be recut before it made it past CBS censors.
Anheuser-Busch has even been running a teaser for its Super Bowl ad across multiple networks this week showing a woman in a short dress walking down a hallway carrying a sixpack of beer.
In addition to Upton’s ad, here are the game’s five other most-anticipated advertisements:
Volkswagen’s “Get In. Get Happy.”
The carmaker has had two of the most popular Super Bowl ads the past two years with its Star Wars-themed spots. This year it tries a new tactic with an ad featuring a Minnesotan and a Jamaican, which has drawn lots of pregame buzz because of charges of racism for how the Jamaican is portrayed.
Doritos again turned its creative over to fans, allowing people to vote on five fan-submitted finalists. There’s a lot of excitement over the ads, which have been among the highest ranking in the postgame ad polls the past two years.
Toyota’s “Wish Granted”
The car company snagged red-hot actress Kaley Cuoco (“The Big Bang Theory”) to star in a funny ad about a wish-granting genie who offers to make one family’s dreams come true. It’s already received 3.5 million views on YouTube.
Yet another car ad (automakers are advertising heavily this year), this one showcases a boy going solo to the prom. His night gets better when his dad gives him the keys to his Audi.
The company has built a lot of buzz by inviting people to vote on which one of four groups should receive the Coke at the end of a desert race. The preliminary ad has gotten 1.5 million streams on YouTube and the outcome of the vote will be revealed on Sunday.
Tags: ads, advertisers, cbs, danica patrick, Go Daddy, kate upton, kate upton mercedes benz, most anticipated super bowl ads, people, sports illustrated swimsuit issue, spot, super bowl, super bowl advertising, super bowl most anticipated ads, this week
Another host defects from ‘The View’
Age-wise, how cable stacks up
Paula Deen’s ill-advised Twitter pic
Gooool! Telemundo scores with U.S.-Japan
U.S. women win Twitter crown as well
‘Bachelorette’ surges to seven-week high
Women’s World Cup’s real winner: Nike
Record ratings for women’s big win
Hispanic ad dollars are up, defying trend
So cool: An underwater radio station
‘Dates,’ love stories of first meetings
Yes, Amy Schumer is unavoidable now
A bombshell in the case against Cosby
- Eric Zuncic becomes chief strategy officer at CP+B
- Carter Brokaw becomes president of digital revenue at iHeartMedia
- Denielle deWynter becomes VP of finance at Hearst Business Media
- Linda Douglass becomes head of communication at Bloomberg Media
- Mark Pesavento becomes SVP of content at Fox Sports Digital
- Benny Reuven becomes VP of development at Oxygen Media
- Jeff Karp leading Time Inc.'s new Sports Illustrated Play
- Jeremy Sisto joins the cast of ABC's 'Wicked City'
- Emily Kinney joins the cast of Showtime's 'Masters of Sex'
- Kellie Pickler, Adrienne Bailon and Ross Mathews join 'Knock Knock Live'
This week’s daypart ratings
This week’s top movies, songs and books
This week’s broadcast ratings
This week’s cable ratings
This month’s new media traffic data
This week’s younger viewer ratings
Part-time media buyer job in Lake Bluff, Illinois
Media buyer/planner wanted in Louisville
Assistant media planner opening in Atlanta
Media planner position in Minneapolis
Media buyer position in Sacramento