.
. >>> WE’RE BACK WITH OUR SUPER
BOWL COMMERCIAL KICKOFF, AN
EARLY LOOK AT SOME OF THE
MULTIMILLION DOLLAR ADS THAT
WILL BE AIRING DURING THE BIG
GAME.
GAME. >> I’M ALREADY LIKING THIS SEAT.
>> ESPECIALLY IF IT WAS WARM.
>> A LOT OF PEOPLE WILL BE MORE
EXCITED ABOUT THE ADS THAN THE
FOOTBALL GAME.
FOOTBALL GAME. JAMES COOPER IS THE EDITORIAL
DIRECTOR OF AD WEEK AND HE IS
HERE TO SHOW OFF SOME OF THE
HOTTEST COMMERCIALS AIRING
TOMORROW.
TOMORROW. NICE TO SEE YOU.
>> HAPPY SUPER BOWL.
>> AND WE’VE BEEN -- SOME OF THE
COMPANIES RELEASE THE ADS EARLY.
ONE YOU LIKE, THE AMAZON
COMMERCIAL.
COMMERCIAL. SHOULD WE LOOK AT IT AND THEN
TALK ABOUT IT?
>> ABSOLUTELY.
>> ABSOLUTELY. >> COOL, RIGHT?
>> YEAH, I DIDN’T KNOW YOU PUT
ALEXA IN A MICROWAVE.
>> YEAH, THERE ARE A LOT.
LIKE WE NEED A COLLAR FOR DOGS.
>> YOU CAN BARK ALL YOU WANT,
I’M NOT PAYING FOR ANYMORE DG
FOOD.
FOOD. >> ORDERING GRAVE HAVE IY.
ORDERING SAUSAGES.
ORDERING SAUSAGES. >> YOU BETTER CANCEL THAT ORDER.
>> THAT IS FUNNY.
>> YEAH, THE AMAZON AD IS REALLY
SLEEK AND SIMPLE, BUT VERY
FUNNY.
FUNNY. AND EVERYBODY CAN SORT OF RELATE
TO AN ALEXA FAIL.
AND THE CAPPER IS HARRISON FORD.
HE IS REALLY FUNNY WITH THE DOG.
SO JUST A SUMP AND FUNNYIMPLE AN
>> WE KNOW JASON BATEMAN IS IN
ANOTHER ONE, THIS IS A HUNDRED
DAY OIG
DAY OIG HYUNDAI COMMERCIAL.
HYUNDAI COMMERCIAL. TAKE A LOOK.
>> WHAT FLOOR?
>> WE’RE CAR SHOPPING.
>> YOU’RE GOING DOWN.
WAY DOWN.
WAY DOWN. THIS FLOOR ROOTS CANAL.
THIS STOP JURY DUTY.
REMEMBER INNOCENT UNTIL -- WELL,
HE DID IT.
CAR SHOPPING, OFF YOU GO.
>> NO, SORRY, WE ARE GETTING A
HYUNDAI.
HYUNDAI. >> HYUNDAI, GOING UP.
>> ATHAT ONE IS ENTERTAINING AS
WELL.
WELL. BATEMAN IS A POPULAR FIGURE.
THE THINKING IS WE’LL BE TALKING
CARS?
CARS? >> HUMOR IS ONE OF THE BEST SORT
OF TRICKS.
OF TRICKS. IT MAKES THEM SHAREABLE, PEOPLE
LOVE TO SEE CELEBRITIES.
THERE ARE ALMOST 80 SEPARATE
CELEBRITIES IN THIS GAME,
PROBABLY THE MOST EVER.
INSTANT RECOGNITION AND BATEMAN
IS HILARIOUS.
IS HILARIOUS. AND HE IS ALSO VERY RELATABLE
BECAUSE WE HAVE ALL BEEN IN
THOSE TERRIBLE SITUATIONS.
>> AND IT SEEMS LIKE YOU HAVE
SOME THAT ARE JUST THE HUMOR
FRND A THENENAND
THEN OTHERS THAT ARE SOCIALLY
CONSCIOUS.
CONSCIOUS. LET’S PLAY THE BUDWEISER ONE AND
THEN WE’LL TALK ABOUT IT.
♪ HOW MANY TIMES MUST CANNON
BALLS FLY
BALLS FLY ♪
♪ >> TALK ABOUT WHAT IS UNIQUE
ABOUT THIS AD.
>> THIS IS INTERESTING BECAUSE
IT IS RETURN OF THE CLYDESDALES.
THEY WEREN’T IN THE GAME LAST
YEAR.
YEAR. THE DALMATIAN IS BACK.
BUT IT ALSO HAS THIS PRO SOCIAL
MESSAGE ABOUT RENEWABLE ENERGY
AT THE VERY END, SO AN
INTERESTING TWIST.
INTERESTING TWIST. TEN YEARS AGO ONLY 6% OF THE ADS
IN THE SUPER BOWL HAD PRO SOCIAL
MESSAGES.
MESSAGES. TODAY IT IS ALMOST A QUARTER.
SO THIS HAS BECOME VERY
IMPORTANT AS THE GROWING
MILLENNIAL AUDIENCE DEMANDS
COMPANIES TO HAVE MORE OF A SOUL
IN THEIR MARKETING.
>> IN THE OLD DAYS YOU DIDN’T
SEE THE AD UNTIL THE SUPER BOWL
ITSELF.
ITSELF. AND THIS YEAR WE DEBUTED AN AD
ABOUT TORE RETOE
DORITOS.
DORITOS. WHAT IS THE STRATEGY?
>> A LOT OF MONEY TO SPEND ON 30
SECONDS, $5 MILLION, SO YOU WANT
TO STRETCH THE INVESTMENT OUT AS
LONG AS POSSIBLE PRE- DURING AND
POST.
POST. SO IF YOU BUILD ANTICIPATION FOR
THE AD, IT IS A STRATEGY TO GET
THE BIGGEST BANG FOR YOUR BUCK.
>> 5 MILLION FOR 30 SECONDS.
>> A LOT TO SPEND.
BETTER GET IT RIGHT.
AND JAMES WILL BE BACK IN THESE
SEATS ON MONDAY ON TODAY WITH A