Newcastle Unveils Its Smorgasbord of a Super Bowl Ad, Featuring 37 Different Brands

Newcastle just released its “Band of Brands” regional Super Bowl commercial, and it turns out Jockey, Boost Mobile, Lee Jeans, Brawny and Match.com are among the recognizable brands—along with some lesser-known ones—who are sharing the cost of the ad in exchange for a mention in it.

Jockey is particularly notable cameo, since, like Newcastle, it’s a Droga5 client. If Jockey signing up was a favor to its agency, it was a worthwhile one—the briefs get a less-brief appearance (close-up product shot!) than many of the brands here.

The creative approach is amusing, too, with a couple racing around their house, trying to make every brand’s pitch in time—sometimes cutting each other off in mid-sentence, as the house gets cluttered and things get desperate.

Unlike last year, when Newcastle punked the Super Bowl with the brilliant “If We Made It” campaign, the brewer is actually buying time in regional markets to air a version of this spot.

“It’s the most exciting, most jam-packed, most fiscally responsible big game ad ever,” Newcastle says. “It’s Newcastle’s Band of Brands big game ad, featuring 37 of the universe’s best brands … and a dental office in Pittsburgh.”

Here’s the full list of brands:

AmeriMerch.com, AprilUmbrellas.com, Armstrong Flooring and Ceilings, Beanitos Chips, Blettner Engineering, Boost Mobile, Brawny Paper Towels, Charisma, Detroit Beard Collective, District 78, Dixie, East End Leisure Co., Gladiator GarageWorks, Hello Products Oral Care, Hunt’s Tomatoes, JackThreads, Jockey, Kern Group Security, Kibo Active + Leisure Wear, Krave Jerky, Las Vegas, Lee Jeans, Match.com, McClure’s Pickles, Mr. Cheese O’s, Newcastle Brown Ale, Polished Dental, Quilted Northern, Quinn Popcorn, Rosarita Beans, RO*TEL, Second Chance Custom, Sharper Image, Tessemae’s All-Natural Dressings, The Ross Farm, Vanity Fair Napkins, YP.com and Zendure Batteries.



KBS+P Revisits Dawn of Internet for BMW in Super Bowl Spot

For BMW’s Super Bowl spot, “Newfangled Idea,” Kirshenbaum Bond Senecal + Partners look back at an entertaining (and slightly embarrassing) 1994 Today show clip with Katie Couric and Bryant Gumbel in which the hosts act more than a little befuddled about the whole Internet thing (and the “@” symbol).

The flashback functions as a setup to BMW’s forward-looking electric i3. Couric and Gumbel appear in the car, talking about how they don’t understand what they mean that there is “nothing under the hood” of the car or that it was made in a “wind-powered facility.” It’s a pretty clever way of illustrating how much people’s ideas can change about new technology in 20+ years, and making electric-doubters wonder if they’ll feel silly for their questions in another decade or two.

If you’re wondering how the pair feel about the clip, Gumbel offers some insight in a behind-the-scenes feature released by the brand. “People are inclined to ask, ‘Aren’t you embarassed by that clip?’ — or ‘Aren’t you angry about that clip?’ I say, ‘No! I’m not at all! I’m amused by it.’” He added, “I watched The Jetsons years ago, so I kind of thought we’d be in a jetpack, ya know, flying over things. I guess one day we’ll get there, but for the time being, the electric car is a great way to go.”

Coca-Cola Teases ‘Make it Happy’ Big Game Ad from W+K

Coca-Cola has released a series of teasers for its “Make It Happy” Super Bowl ad from Wieden + Kennedy which manage to keep the spot a bit of a mystery.

In the 30-second “Reactions” (featured above) for example, people are showed reacting to the ad with what we assume is meant to be a kind of surprised awe, ending with the line “The Internet May Never Be The Same.” The other two trailers, coupled with the #MakeItHappy hashtag and a rather cryptic press release make it clear that the brand’s big game ad will address “online negativity” (we have no idea what they could be referring to by this term) and position Coca-Cola as an opposing force to “Make It Happy.”

The brand will run its 60-second ad during the first quarter of the Super Bowl. Leading up to its unveiling, the brand will release four online vignettes featuring “personal stories of online negativity from teens and adults who have experienced it up close.” The first of these, focusing on Kid President, has already been uploaded to the brand’s YouTube page with Danica Patrick and Michael Sam set to appear as well. We’re also told the teaser clips, which will begin broadcasting today, offer glimpses of material that will appear in the final ad.

“We’re all surrounded by stories of online negativity, and it’s a concern that only continues to grow within society,” said Andy McMillin, VP and GM,Coca-Cola Trademark Brands, in a statement. “We hope this campaign inspires people across the country and around the world to show more positivity in their online actions, and to stop and think before posting a negative comment.”

Victoria’s Secret Leaks Super Bowl Spot

Last week, Victoria’s Secret released a 90-second online spot (featured below) featuring its models suited up and playing football. But if you were wondering if the release gave any indication of the brand’s actual Super Bowl effort, the recently-leaked ad answers with a resounding “Hell no.”

Instead, the 30-second Super Bowl spot, created in-house, is a very much by-the-books effort. In fact, the ad was pieced together almost entirely from footage already used in the past 18 months, with the lone exception being a shot of model Adriana Lima filmed for the new ad in January.

“We only shot one piece of new material for this commercial—we decided to come to the game late and then we wanted to leverage every opportunity,” Ed Razek, the brand’s chief marketing officer, told Adweek. “We’re not crazy enough to do a commercial where all of our girls are dressed like football players,” Razek explained. “We do what we do—it’s two weeks to Valentine’s Day.”

The ad, the brand’s first in the Super Bowl since 2008, will run during the two-minute warning. Perhaps due to the volatile placement of the ad, Victoria’s Secret decided to leak it early — with heavy support from social media on channels including Twitter, Instagram, Snapchat and Facebook. But will fans of the brand really care about an ad made from recycled footage?

America's Most Annoying Family Tries to Crash the Super Bowl With Hidden Valley Ranch

We’ve already seen Newcastle Brown Ale dig into Doritos’ “Crash the Super Bowl” campaign this year. And now, Hidden Valley Ranch hopes to do the same with with popular YouTubers the Holderness Family.

Penn and Kim Holderness are former TV news anchors who became an Internet sensation with 2013’s “Xmas Jammies” video, which has been watched nearly 16 million times online. The family’s videos put obnoxious twists on popular songs with personal anecdotes. Most recently, they parodied Meghan Trainor’s “All About That Bass” song with the Thanksgiving-themed “All About That Baste.”

This time, the Holdernesses are preparing for their own Super Bowl party. But instead of watching the game with friends, the parents are dealing with a regular Sunday night, which means getting the kids ready for bed and eating dinner with child bibs on.

“All the guys who aren’t dads get to laugh at ads,” raps Penn.

And indeed, their friends are watching the game with lots of food—including, of course, Hidden Valley Ranch dressing. But luckily, there’s a twist, as the friends’ party goes astray and the Holderness Family (and the brand) get to save the day.

As other brands have done, Hidden Valley is trying to make product placement not feel like product placement (while, of course, spending much less than producing a TV ad). But in this case, the video is very clearly an ad for Hidden Valley Ranch dressing. And how you feel about it might depend on how you feel about this family in general.

The ad is part of a bigger partnership between the Holderness Family and SheKnows Media, a women’s lifestyle media platform. The campaign is one of the first projects to come out of SheKnows Media’s SK Studio, which creates branded content for advertisers. SheKnows Media claims to reach 84.5 million monthly users.

In conjunction with the video, Hidden Valley Ranch is also sponsoring a piece of content called “It’s Sunday Night.”

It’s not clear how many videos the Holderness Family will create for SheKnows Media (or if they will be sponsored), but the publisher claims its partnership with the YouTube group is about finding a fit for its content.

“We gravitated toward the Holderness Family for their humorous approach to creating videos that are highly relatable and reflect their everyday lives,” SheKnows Media’s chief revenue officer Samantha Skey said in a statement.



Nick Offerman Offers America a ‘Gut Check’ for NASCAR

Nick Offerman will plug NASCAR immediately following the conclusion of NBC’s Super Bowl coverage, in an ad created in-house by NBC Sports in collaboration with Hungry Man.

The 30-second teaser “Gut Check” — recently released by NBC — sees Offerman speculating that “If the founding fathers saw us huddled in our little cocoons, texting each other smiley faces, they’d hang their powdered wigs in shame,” before offering up a certain something that “rhymes with masscar” as an antidote. NBC plans to release the extended, two-minute  “America Start Your Engines” this Wednesday, which promises to feature Offerman rapping lines like “we bump and grind in a non-sexual way.” A 60-second version of this spot will air immediately following Super Bowl coverage, while “Gut Check” will air preceding the game along with a separate spot that will not feature the actor.

“We just felt like he was the perfect character to carry the message,” NBC Sports Senior Vice President of Marketing Bill Bergofin told Adweek, referring to the choice of Offerman.

Credits:

Client: NBC Sports Agency
John Miller – CMO
Bill Bergofin – SVP Marketing/ECD
Lorin Finkelstein – VP Brand/Co-ECD
Lindsay Davenport – Producer

Production Company: Hungry Man
Allan Broce – EP/CD
Dave Laden – Director
Eric Schmidt – DP
Erin Sullivan – Producer
Craig Repass – Line Producer

Editorial: Rock Paper Scissors
VFX: The Mill
Music: Beacon Street

The Brooklyn Brothers Hype Halftime for Pepsi

Comedian Craig Robinson stars in agency The Brooklyn Brothers’ latest efforts for Pepsi’s “Hyped for Halftime” campaign, “Headin’ to Halftime,” a collaboration with Comedy Central.

The series (comprising three online spots) sees Robinson getting his band, The Nasty Delicious, together to play the Super Bowl Half Time show (a lifelong dream) with some help from Robinson’s fairy godmother. In “The Nasty What Now?” Robinson’s fairy godmother is introduced and we learn that The Nasty Delicious will be headed to Arizona. The group is actually Robinson’s band in real life, but in reality, of course, Katy Perry will be headlining the Pepsi Super Bowl Halftime Show. While it’s possible the Nasty Delicious could make a brief cameo before Perry’s performance, the band will be definitely be playing the night before at Comedy Central’s Key & Peele’s Super Bowl Comedy Special.

The second ad sees Robinson and his magic companion getting the band back together (they’ve gone on to some pretty important jobs). At over three minutes long it tends to drag along a part of the story that really should have been handled more quickly. Part three, meanwhile, sees Robinson attempt to get The Nasty Delicious’ groove back. The latest effort takes “Hyped for Halftime” to new levels of goofiness as the band finally performs, while working in something of a surprise ending.

Katie Couric, Bryant Gumbel Revisit Hilariously Clueless 1994 Today Clip in BMW's Super Bowl Ad

The year was 1994. Ace of Base saw “The Sign.” O.J. Simpson’s white Bronco sped down the freeway. And of course, this thing called the Internet was a tiny baby. And Bryant Gumbel and Katie Couric were desperately trying to figure it out.

A now-famous Today show clip from ’94 features Gumbel and Couric cluelessly talking about the Internet. They can’t seem to grasp the concept of an email address or the @ symbol.

“Katie said she thought it was ‘about,’ ” says Gumbel.

“Or ‘around,’ ” adds Couric.

“I’ve never heard it said, I’ve only seen the mark,” continues Gumbel. “What is ‘Internet’ anyway? Do you write to it like mail?”

“Allison,” Couric asks her producer, “can you explain what ‘Internet’ is?” 

Fast-forward to today, and BMW is using the amusing clip—followed by Gumbel and Couric talking today, just as cluelessly, about the futuristic i3 electric vehicle—in its 2015 Super Bowl ad from Kirshenbaum Bond Senecal + Partners, released Monday morning:

As an added bonus—and arguably the gem of the campaign—BMW has given us outtakes from the shoot, featuring Couric, and the curmudgeonly Gumbel actually cracking a smile (and a couple of funny jokes) every now and then:

In the behind-the-scenes clip below, Gumbel gives a little insight into his perspective. “People are inclined to ask, ‘Aren’t you embarassed by that clip—are you angry about that clip? I say ‘No! I’m not at all! I’m amused by it.’ I watched The Jetsons years ago, so I kinda thought we’d be in a jetpack, ya know, flying over things … I guess one day we’ll get there, but for the time being, the electric car is the way to go.”

It’s a fun enough campaign. And to be fair, I’ve also found myself thinking about the enigmatic “@” symbol of late, as you can see from this tweet just last week:



goodness Mfg. Celebrates Laziness for Carvana

goodness Mfg. created an ad for online used car buying site Carvana that will run regionally during the Super Bowl.

The 30-second spot is a celebration of laziness as “the mother of invention.” At the beginning of the spot a man is using Carvana to view a car when his father asks, “So you actually bought that car online yesterday? Are you really that lazy?” This sends the younger man on a rant about all the technological advances that make life easier. “What you call lazy, I call brilliant,” he concludes while speeding away in his new car.

The spot will broadcast regionally in the Atlanta and Charlotte markets during the Super Bowl, which Carvana says are two of its three core markets. It is targeted (clearly) at older millenials, which the brand explains is due to the demographic’s “openness to make major purchases online.”

This Heartbreaking Puppy GIF Is the Perfect Teaser for Budweiser's Super Bowl Ad

Budweiser pretty much won the Super Bowl, advertising-wise, with last year’s “Puppy Love,” a success the brewer hopes to reclaim with this year’s sequel.

“Lost Dog” continues the story of last year’s Clydesdale-obsessed pup, and Anheuser-Busch today released several images and even a few animated GIFs to tease the gameday ad.

“In the spot, the Budweiser Clydesdales will tell an emotional story and help a puppy who has lost his way learn the true meaning of friendship,” Anheuser-Busch says in a news release. 

(We sincerely hope they mean the horses will literally tell the story, with actual neighs and whinnies and flapping horse-lip sounds, but sadly this seems unlikely.)

Our favorite teaser is, of course, the shivering puppy shown above, which perfectly illustrates just how adroitly Budweiser will be playing with America’s emotions on Super Bowl Sunday. I mean, just look at him, the poor guy. Golly I hope it ends well for the trembling little scamp.

Here are a few more GIFs and pics from the spot, which is sure to be a fan favorite:

For more news about the brands and stars preparing buzzworthy spots, be sure to check Adweek’s up-to-the-minute Super Bowl Ad Tracker. 



DDB Teases Skittles Super Bowl Spot

Skittles released a teaser of DDB’s Super Bowl spot for the brand today, but the content of the final spot remains a mystery.

The 15-second teaser shows a series of people with bulbous, muscular right arms (and normal left arms), ending with the text, “Super Bowl Sunday. It Will Be Settled.” What exactly “it” is and how it will be settled exactly remain unclear. Notably there is no sign of Marshawn Lynch, despite his association with the brand (and the Seahawks Super Bowl appearance). The brand will, however, be releasing a limited edition blue and green “Seattle Mix” to celebrate the team.

“While the two games settle things on the field, we’ll have people in a small town settling things, and this (commercial) will be about how they do that,” Matt Montei, senior marketing director for confections at Mars’ Wrigley unit, told Adweek.

Craig Robinson Tries to Crash the Super Bowl Halftime Show in Pepsi's New Online Ads

Katy Perry will be Pepsi’s top act for the Super Bowl halftime show. But how much better would it be if Craig Robinson and the Nasty Delicious were the headliners?

Pepsi might not want you to ponder that specific question. But the soft-drink brand has gotten the former Office star and his real-life band involved in its “Hyped for Halftime” campaign. Robinson, 43, stars in a new three-part online comedy series (the first part, below, was released Wednesday) in which a male friend turns into a fairy godmother and tries to get Craig to Arizona.

Ad agency The Brooklyn Brothers created the series with Pepsi, in partnership with Comedy Central. The Brooklyn Brothers have worked with Robinson before, having created an amusing episodic 2012 campaign for New Era caps starring Robinson and Nick Offerman as Chicago White Sox and Cubs fans.

Robinson and the Nasty Delicious will deliver a live “halftime” performance on Key & Peele’s Super Bowl Comedy Special on the night of Saturday, Jan. 31. And you have to figure they’ll be in Glendale, Ariz., the following night in some capacity—maybe as an opening act.

Meanwhile, here’s more from the “Hyped for Halftime” campaign:



Carl's Jr.'s Super Bowl Ad Is Here, and What a Surprise, It Stars an Almost-Naked Woman

Hold on to your patties, because Carl’s Jr. just released an extended version of its regional Super Bowl ad, in which it shows even more skin than usual.

The spot, by 72andSunny, stars Charlotte McKinney—who according to a Google search might be the next Kate Upton (a claim supported by a subsequent Google Images search). The ad will air on the West Coast in the fast-food chain’s markets.

It’s called “Au Naturel,” and indeed, it appears to show McKinney walking around in the buff—with suggestively shaped everyday objects strategically covering her up, à la Austin Powers. There is a twist at the end, of course.

“Charlotte McKinney loves going All-Natural, especially when it comes to her burger,” says the brand. “Introducing fast food’s first All-Natural Burger with grass-fed, free-range beef that has no added hormones, steroids, or antibiotics.”

The ad was directed by RSA’s Jake Scott, whose work includes last year’s “Puppy Love” Super Bowl spot for Budwesier. So yeah, the guy has range.

CREDITS
Client: Carl’s Jr.

Agency: 72andSunny
Chief Creative Officer/Founder: Glenn Cole
Group Creative Director:  Justin Hooper
Group Creative Director: Mick DiMaria
Creative Director: Mark Maziarz
Jr. Writer: Reilly Baker
Designer: Esther Kim
Director of Film Production: Sam Baerwald
Executive Film Producer: Molly McFarland
Film Producer: Brooke Horne
Film Production Coordinator: Taylor Stockwell
Group Brand Director: Judson Whigham
Brand Director: Alexis Coller
Brand Manager: Scott Vogelsong
Brand Coordinator: Anthony Fernandez
Group Business Affairs Director: Amy Jacobsen
Business Affairs Manager: Audra Brown
Business Affairs Manager: Maggie Pijanowski
Business Affairs Coordinator: Calli Howard
Group Strategy Director: Matt Johnson
Strategist: Eddie Moraga

Production Co.: RSA Films
Director: Jake Scott
Executive Producer: Tracie Norfleet
Producer: David Mitchell
Head of Production: Elicia Laport
Sales Rep: Shortlist

Post Production CO: Whitehouse Post
Editor: Rick Lawley
Assistant Editor: Devon Bradbury
Executive Producer: Joni Williamson
Producer: Evan Cunningham

Transfer: CO3
Colorist: Mike Pethel
Sr. Producer: Matt Moran

Visual EFX CO: JAMM Visual
VFX Supervisor: Jake Montgomery
VFX Supervisor: Andy Boyd
CG Supervisor: Jonathan Vaughn
Executive Producer: Asher Edwards

Sound Design + MIX: On Music & Sound
Composer: Chris Winston



Aubrey Plaza Milks a Cow and Is a Terrible Endorser in Newcastle's Super Bowl Teaser

So, this is why Newcastle Brown Ale hired Aubrey Plaza as its 2015 Super Bowl endorser: Her perma-sarcasm and lack of energy make her the world’s worst spokeswoman—or if you like, the world’s best anti-spokeswoman.

The brewer and ad agency Droga5—who specialize in deflating marketing’s overblown self-importance—continue their march toward the industy’s most overblown, self-important night by having the Parks and Recreation actress sullenly and amusingly milk a cow. This part of the brand’s email to us sums up the approach pretty well:

You can’t make an overblown Big Game ad campaign without releasing a semi-controversial clickbait video ahead of time to prime the pump and get people “excited” about the coming advertisement. (As excited as Aubrey, even.)

Newcastle is actually buying a regional Super Bowl spot this year. In an earlier video with Plaza, it announced a plan to crowdfund that spot with a bunch of other brands.

“In exchange for a small contribution, any brand can join Newcastle’s team and have its logo and messaging featured in an actual Big Game spot,” the brand says. Today is the last day for interested companies to submit their “Band of Brands” proposal for consideration at NewcastleBandOfBrands.com.

“At first we tried to sneak our way into the Big Game by entering a popular commercial contest put on by a certain snack chip brand, but that didn’t work out for us. Now we’re trying to leverage ‘strength in numbers’ to see what that does for us,” said Priscilla Flores Dohnert, brand director for Newcastle Brown Ale.

“Everyone loves a great underdog story. What’s more ‘underdog’ than being short on cash and not having the right to advertise during the game?”



Aubrey Plaza, Droga5 Return for Newcastle’s ‘Band of Brands’

Droga5 brought back Aubrey Plaza for a follow-up to its “Band of Brands” teaser on the final day of submissions for brand to be part of the venture.

The initial effort generated enough interest for the brand to go through with the idea, with several other brands having signed on for the regional ad. So now Plaza is back to enthusiastically promote the brand’s big game effort while milking a cow. The 1:15 video is built around a joke about Plaza arguing with the director over whether she’s being sarcastic or that’s just her voice. While the tongue-in-cheek approach wears a bit then by the end, it also keep the content of the actual “Band of Brands” spot a mystery, keeping interested parties as curious as ever about the brand’s final effort.

“I really admire Newcastle’s commitment to doing as little work as possible,” Plaza said. “It’s funny to see a brand that’s so dedicated to Big Game domination that they try to hand off the work to other brands.”

BBDO NY Teases Snickers’ Super Bowl Spot

Snickers has released a teaser of its Super Bowl spot from BBDO New York, apparently a continuation of the agency’s ongoing “You’re Not You When You’re Hungry” campaign.

The teaser features Danny Trejo as Marsha Brady, angrily brushing his hair and counting each brushstroke as Mrs. Brady calls from downstairs, giving a pretty clear indication of the direction the full 30-second ad will take. Snickers’ ad will mark the brand’s first Super Bowl appearance since 2011, as Mars has instead opted to plug its M&Ms brand during the big game for the past few years. Interestingly, Snickers has promised to release the complete ad early if it generates enough interest.

“Fans can ask to have the spot released early through a number of social media activities, and if consumers generate 2.5 million social media engagements before kick-off on Feb. 1, Snickers will release the entire 30-second spot early,” the brand told Adweek.

We Hear: Weight Watchers to Run First Super Bowl Ad

weightwatchers

This morning we learned that Weight Watchers, which made news last April by leaving McCann New York for Wieden+Kennedy after seven years with the former agency, will run its first-ever Super Bowl ad during this year’s game on February 1st.

The decision to advertise during the Big Game marks the latest step in Weight Watchers’ marketing shift, which includes the new logo seen above. The client’s first Wieden+Kennedy campaign debuted in November, eschewing previous celebrity-heavy messaging tactics in favor of an emotional appeal to its members and their very human desire to “eat a snack.”

At the time, the company’s president told The New York Times that the decision to part ways with spokesperson Jessica Simpson reflected its efforts “both to distinguish itself from competitors and to better reflect the challenge of weight loss.”

Given the fact that Weight Watchers spends approximately $150M on measured media each year and that the NFL’s fastest-growing demographic is young women, the Super Bowl XLIX news does not come as a complete surprise — but this year will mark first time in the company’s 50+ year history that it has paid the more than $4M required to score a spot during the game.

In addition to Weight Watchers, W+K will run ads for TurboTax, Squarespace, and (possibly) Coca-Cola during Super Bowl XLIX.

We’ve reached out to both agency and client for comment; updates when we receive them.

Danny Trejo Is Marcia From the Brady Bunch in Snickers' Super Bowl Teaser

Marcia, Marcia, Marcia!

Jan Brady would be shocked to see how grumpy her sister has become in Snickers’ teaser for its Brady Bunch-themed Super Bowl ad. Indeed, she’s so grumpy that she’s turned into Danny Trejo, angrily brushing her hair (and counting the brushes, as the character used to do) in front of a mirror as her mother calls from downstairs.

The full 30-second spot, by BBDO New York, is expected to continue the brand’s “You’re Not You When You’re Hungry” campaign—so apparently Marsha is so hungry, she’s acting like Robert Rodriguez’s favorite anti-hero.

This will be Snickers’ first Super Bowl spot since 2011, taking the place of M&M’s, which has enjoyed Mars’ slot in the Big Game spotlight in each of the past three years. Snickers’ 2011 spot starred Roseanne Barr and Richard Lewis. Its 2010 spot famously had Betty White playing football—it was one of the most-liked ads of that game, and is generally credited with reviving the actress’s career.

Not everyone loves Super Bowl teasers and full ads being released early—many think it spoils the surprise. But Mars is assuming enough people will want to see the full Trejo spot early that it’s made a little contest out of it.

“Fans can ask to have the spot released early through a number of social media activities, and if consumers generate 2.5 million social media engagements before kick-off on Feb. 1, Snickers will release the entire 30-second spot early,” the brand tells us.



The Marketing Arm Champions ‘Real Strength’ for Dove Men + Care

If The Marketing Arm’s recently unveiled “Real Strength” Super Bowl spot for Dove Men + Care seems familiar, it’s not a coincidence. The ad revisits most, if not all of, the footage used in the agency’s “Calls for Dad” Father’s Day spot for the brand.

This time around, The Marketing Arm adds voiceover from Mike Greenberg of ESPN’s Mike and Mike show, but apart from that, the different text used, and the new “Care Makes A Man Stronger” tagline, little else has changed. Here’s the “Calls for Dad” spot for comparison:

A 30-second version of the spot will run during the Super Bowl, marking the brand’s first return to the big game since 2010. It will also make Dove Men + Care one of at least two brands focusing on the importance of fatherhood during the game, along with Toyota — who we posted on earlier today. A social campaign, featuring the “#realstrength” hashtag will support the broadcast effort.

EnergyBBDO Teases ‘Coin’ Super Bowl Spot for Bud Light

EnergyBBDO today released a 15-second teaser of “Coin,” the 60-second Bud Light Super Bowl spot featuring a life-size game of Pac-Man.

The “Coin” teaser doesn’t reveal much — but then there’s not really all that much to the premise, so showing much of the actual game might detract from the spot’s impact on February 1st. Basically, a guy at a bar receives a Bud Light bottle that says to “step outside for some old school fun” and enters a room for a life-size game of Pac-Man. It’s all a tie-in to Bud Light’s new packaging, which was revealed at the end of last month. The brand’s Super Bowl push will be supported by a “House of Whatever” event in Arizona (where the Super Bowl is being hosted) which will run for three days. The “Coin” Super Bowl ad is one of three A-B InBev is running for its Budweiser brands, along with two spots for the slightly-less-watery Budweiser.