GS&P has developed an online "invite generator" for Super Bowl fans hosting parties during the event, which creates personalized invites filled with customized ad cliches like babies, celebrities and puppies. "People love watching the ads, so this year we wanted to give people the opportunity to create personalized ads for their Super Bowl parties," said Frito-Lay North America's Pat O'Toole.
DDB has created a 60-second Super Bowl ad for Skittles that will only be shown to one super fan called Marcos Menendez who will then livestream his reaction to the spot via the brand's Facebook account. The brand is running teaser spots ahead of the event and will reveal the celebrity who stars in the ad.
Google is looking to win back the trust of advertisers with some tougher regulations for its YouTube creators, including higher criteria for its YouTube Partner Program -- expanding beyond the 10,000 total views required to also demand 4,000 hours of viewing time in the past 12 months and at least 1,000 subscribers. "We will closely monitor signals like community strikes, spam, and other abuse flags to ensure they comply with our policies," writes Google's Paul Muret.
Beats by Dre's latest spot for its in-house "Above the Noise" push shows the grueling training endured by Winter Olympics athletes as they physically and mentally prepare for the competition. The ad featuring a host of competitors -- including downhill skier Lindsey Vonn and snowboarder Shaun White -- doesn't shy away from showing their injuries resulting from crashes and is set to "The Beautiful & Damned" by G-Eazy and Zoe Nash.
MLB teams are developing advertising campaigns despite the fact that a slow recruitment period led to less activity in the industry, making marketing a challenge. Boston Red Sox CMO Adam Grossman reports, "We still go on sale with tickets at the same time, we still have to get our advertising in, and we still have to get to Spring Training at the same time. That's what we are guided by, more than the day-to-day transactions."
Mother's Super Bowl spot for Stella Artois features Matt Damon showing the good that's achieved by his Water.org nonprofit, which invests in building clean water solutions in developing nations. The brewer will donate money to give a year's supply of clean water to one person in a developing country for every 12-pack of Stella bought through April 15.
Saatchi & Saatchi has been chosen to handle Expedia's consolidated worldwide account after a three-month trial, replacing a five-agency lineup. The account includes all brand advertising across TV, social, outdoor and digital display, and video.
Kraft is making its first Super Bowl appearance with a spot from Leo Burnett Chicago that continues its "Family Greatly" campaign, with details of the ad's length and creative to be unveiled closer to the event. The brand's previous "Family Greatly" ad contrasted real parental insecurities with loving messages from their children and garnered over 5 million YouTube views.
Clear Channel Outdoor has unveiled what it's describing as the first-of-its-kind Digital Urban Panel in San Francisco, which comprises 100 outdoor screens that target ads to consumers based on their behavior and travel patterns shown by mobile data. The company is also integrating all of its out-of-home digital screens displayed at pedestrian level, estimating that the combined network will give advertisers access to a measured weekly audience of more than 1.8 million adults.
Lexus Vice President Cooper Ericksen not only hopes to expand the brand's family-building millennial consumer base with a campaign around the company's three-row RX 350L SUV, but is taking a multicultural approach with its latest campaigns in hopes of connecting with Asian Americans, Hispanics and Black consumers. An online effort, "Never Enough," will target the LGBTQ community.
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