Hasta La Creative!

With two weeks and change until CBS broadcasts its 20th Super Bowl, the in-game advertising picture is coming together nicely.

We already know that perennial Big Game marketer Anheuser-Busch InBev is heavying up for Super Bowl LIII, committing to a slate of eight ads that will clock in at five minutes and 45 seconds. Five automotive marques have confirmed that they’ll be suiting up for the NFL title tilt, while usual suspects PepsiCo (Pepsi, Doritos), Mars (M&M’s) and Avocados From Mexico are also prepping new creative to air during the great national advertising showcase.

As in years past, however, the movie buys are a bit harder to pin down. CBS and the studios are keeping mum on how that particular category will shake out, which isn’t terribly surprising. The network itself is beholden to binding non-disclosure agreements, while the moviemakers don’t necessarily have their final game plans in place. Studio marketing heads often aren’t entirely sure which creative they’ll present until the zero hour; in fact, it’s not unheard-of for the networks to receive the final cut of a teaser just a few hours before the opening kickoff.

Continue reading at AdAge.com