Super Bowl Brands: GoDaddy
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Move over Janet Jackson, your wardrobe malfunction isn’t the only risqué entry in the Super Bowl history books. GoDaddy.com, the world’s largest online domain name registrar, will run one 30 second advertisement during the 2009 Super Bowl that will be sure to catch your eye—if it airs.
GoDaddy has a losing record against the FOX network. Last year, Fox refused to air GoDaddy’s “Exposure” ad starring IndyCar® Series driver Danica Patrick. Instead, GoDaddy ran another ad directing viewers to visit the GoDaddy site to see “Exposure”. Also, in 2005 Fox refused to give a GoDaddy ad its encore performance after NFL officials questioned content.
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Super Bowl Brands: Audi
Does Audi Have Another Winner?
Last year, Audi’s Super Bowl spot featured its R8 sport car in a spoof of “The Godfather.” Audi saw quite the ROI on this 60 second spot, earning Audi a second place finish in “total buzz” after the game and successfully drove traffic to Audi’s website.
Audi’s 2008 ad featured the tagline: “Old luxury just got put on notice.” Audi’s ad agency, San Francisco-based Venables Bell & Partners, created this year’s ad though “it’s not public yet.” Rumor has it that is will show a progression through time using vintage to modern models of Audi vehicles. Do you think it will play off the same tagline as last year and focus on modern luxury or will it attempt to win customers over by focusing on the heritage of the brand? Check out the game’s first quarter to see how Audi spins this year’s spot.
By: Rebecca Parker
Superbowl brands: Hyundai
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Company: Hyundai Motor America
Career Highlights: A rookie in the SuperBowl lineup, Hyundai took the field last year to unveil its Genesis luxury sedan. During two spots, the Genesis is compared to luxury brands like Mercedes, BWM and Lexus. The commercial touts the Genesis as more spacious than the BMW 7-Series, but priced like the 3-Series. Narration by Jeff Bridges and the tagline “Think about it” help set the Genesis up as a thoughtful alternative to high-priced luxury.
Offensive Strategy: Hyundai played off of our curiosity and our desire to be savvy shoppers. In the first commercial, we saw the car, but we didn’t know who made it until the very end. In the second
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Super Bowl Brands: Pepsi
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PepsiCo has initiated some intense renovations since the end of its 40-year relationship with Ad agency BBDO. With several of its beverage brands undergoing facelifts, Pepsi may use Super Bowl 44 as a bit of a debutante ball.
Pepsi Cola, famous for using comical celebrity endorsements in its super bowl spots, will likely put a different spin on its ads this year. The brand seems to be borrowing a bit of President Obama’s ‘hope’ equity with a new, optimistic, “Refresh everything” theme as well as a new logo. While last year’s ad dragged Justin Timberlake across NYC, this year may employ a more inspirational theme.
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Super Bowl Brands: Coke
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It's no secret that Coca-Cola is one of the world's favorite soft drinks, so it only seems natural that it would be one of the top dogs in Super bowl advertising. This veteran has a portfolio of over one hundred years of advertising, and continues to create commercials we all know and love.
One of the most memorable Super Bowl commercials from last year was the parade balloons fighting over a coke. If you missed this hilarious clip, you should definitely take literally a minute of your time to check it out.
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Super Bowl Brands: Pedigree
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Name: Pedigree, the third largest dog food brand owned by Mars, is widely associated with heart-warming commercials featuring dogs and puppies. The name “Pedigree” actually comes from the Old French phrase “pie du grue” meaning “crane’s foot,” which alludes to the spreading lines used in genealogical charts. Today, we directly associate the word “pedigree” with ancestral lineage.
Career Highlights: Although Pedigree spent $32 million dollars on advertising in 2007, the company has never before advertised during the Super Bowl…until now. This year, Pedigree will join the other highly publicized marketers such as PepsiCo and Anheuser-Bush with a 30 second spot and will be the first dog food company to do so during the much anticipated event.
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Super Bowl Brands: Bridgestone
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Boss, Mr. Potato Head and Tires?
I have to admit that I’m the type of person that enjoys the SuperBowl for 1) spending time with friends/family 2) tasty treats 3) and yes, of course, the SuperBowl commercials. One of my favorite ones from last year was the Bridgestone Tire commercials. If you don’t recall that one off the top of your head featuring an adorable little squirrel, please click here to see it.
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Super Bowl Brands: Budweiser
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Company: Anheuser-Busch (Budweiser)
Name: In 1876, Carl Conrad and Adolphus Busch decided to call their new bohemian-style beer Budweiser, which is German for “from Budweis,” a city with a tradition of brewing beer since 1265. Although the US trademark was acquired in 1878, the name proved difficult to protect, as several ‘budweiser’ style beers existed at the time. By 1894, trademark suits were already roiling the courts. Globally, the existence of a Czech Budweiser prevented the name from becoming an international brand. Even today, the name Budweiser can only be used in 16 of 35 European countries. In others, it has to be marketed as Bud or Anheuser-Busch Bud.
Career Highlights: Probably the most iconic of all the Super Bowl brands, Budweiser and Bud Light consistently have some of the funniest and most liked spots. Memorable Super Bowl campaigns include The Bud Bowl in 1989, the Budweiser Frogs in 1995, and last year’s rocky-inspired Dalmatian and Clydesdale ad, which took top honors in most polls.
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Super Bowl Brands: E*Trade
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Brand:
• E*Trade is so easy to use a baby can do it.
• E*Trade also translates its ease by selectively choosing a few words to define the brand. These words include: Global Leader, Value, Ease, Innovation, Security, and Service.
Career History:
• 1982—William A. Porter and Bernard Newcomb start Trade*Plus, the first company to allow people to buy stock over the internet while the stock exchange was open. These on-line trades were called “e-trades”, a term that eventually comes to define the company.
• 1991—Trade*Plus becomes E*Trade Group
• 1994—E*Trade Group is the fastest-growing company in the U.S grossing 11 million dollars in revenue.
• 2003—E*Trade Group becomes E*Trade Financial Cooperation.
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Super Bowl Brands: Doritos
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PepsiCo’s Frito-Lay brand, Doritos, might be on to something. With air time alone costing approximately $3million for a 30 second spot, who has the money to pay an advertising agency to make the actual commercial?
History: For the third year in a row now, Doritos has launched their “Crash the Super Bowl” contest in which regular people are able to submit homemade Doritos commercials to win a top prize of being featured during the Super Bowl. Most of the commercials from the past two years can be seen on You Tube and they are definitely worth watching.
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