Jan 29

The Do-Gooder Bowl? Also: E-Trade Returns and Diet Coke Brings Its Makeover

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Do-Gooder Bowl

While last year’s game was marked by political statements (witness this crazy spot by It’s a 10 Haircare, among others), at least a few Super Bowl marketers will be using this Super Bowl to tout less controversial philanthropic efforts, E.J. Shultz reports. Hyundai is using an expensive 60-second ad spot in Sunday’s game to plug an organization dedicated to fighting childhood cancer. The automaker and its agency, Innocean, will assemble the commercial with a combination of content captured on game day and pre-shot footage. The spot will air in the fourth quarter.

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