With the Super Bowl less than two weeks away, advertisers are following one of two plays: Remain completely mum about what they’re going to do, or attempt to maximize that $3.5 million ad spend with teaser videos on YouTube.
Actually, there’s a third option as well: Run a contest with consumer-generated ads and them put those on YouTube. Usually, Doritos (or a PepsiCo sibling) is the only brand to go the crowdsourced route, but this year Chevrolet is running a similar contest.
While we haven’t heard from a few Super Bowl advertisers — including Honda, Best Buy and Coca-Cola — there are at least 20 teasers out there, only a fraction of which are getting serious traffic at this point. That will no doubt change now that the two teams have been chosen and the general media will start focusing on the game.
As the list below illustrates, there will be lots of familiar creative motifs this time around: Doritos ads will feature grown men acting like animals to the strains of (licensing fee-free) Italian opera, while Go Daddy will continue to tease the T&A. Perhaps the most ambitious advertiser this time around is Bridgestone, which is trying to weave a narrative about a mysterious announcement during the game.
Which teaser is your favorite so far? Let us know in the comments — and tell us about any ads that we or our partner, Unruly, have missed.
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