How have Superbowl Campaigns tapped Entertainment Brands?

All eyes are on Superbowl for the most anticipated advertising line up of the year. Oh ..... and there is a game of football too. 2015 delivered a record viewership 114.4 million. That's not to mention the huge amount that viewed the advertising on YouTube, some generating upwards of 20 million views. So it's no surprise that 30 second slots this year will cost a whopping US$5 million.

Here we take at a look at how entertainment brands have been leveraged in one way or another in past Superbowls.

It's Mine

Year: 2008
Client: Coca Cola
Creative Agency: The Mill
TV/Movie: Family Guy and Peanuts
"It's Mine" is a clever mix of live action and computer generated creative set during the famous Macy’s Thanksgiving Day Parade, which reportedly took over 4 months of production and post production to create. We see two well known characters from very different walks of life; Stewie Griffin from TV comedy Family Guy and Charlie Brown from comic Peanuts. This one was so highly regarded that it won a silver at Cannes Lions Festival. 

The Force

Year: 2011
Client: Volkswagen
Creative Agency: Donny Deutsch Advertising Inc.
TV/Movie: Star Wars
This is probably one of the most talked about Superbowl commercials in recent times, and was actually placed online prior to the big game. Within 24 hours it had notched over 1 million views on YouTube and a whopping 8 million views before the Superbowl screening.

The Red Key

Year: 2014
Client: Kia
Creative Agency: David&Goliath.
TV/Movie: The Matrix
This 90 second commercial was considered one of the leaders from last years Superbowl. Laurence Fishburne reprises his role as Morpheus from The Matrix film series, along with lines directly referencing quotes from the movies along with some thematic elements. Fans of The Matrix will also note elements relating the the movie franchise such as two men wearing identical suits and sunglasses and a bending spoon.

A Very Brady Superbowl

Year: 2015
Client: Snickers
Creative Agency: BBDO NY
TV/Movie Brand: The Brady Bunch
Snickers launched 'A Very Brady Teaser' a few weeks before Superbowl which created a lot of buzz. The full version was released on YouTube 4 days out from Superbowl, and had racked up over 7 million viewers by Superbowl evening. The spot continued with the popular 'You're Not You When You're Hungry' Snickers theme that has in the past featured Betty White, and has been a regular advertiser at Superbowl. Using existing footage, mixed with new footage, this had early speculation on being the favourite for the year.

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