Also, Bud Light Seltzer Lemonade and Pringles ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ 
ADWEEK | Super Bowl
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Super Bowl
 
 
January 28, 2021
By Jameson Fleming
 
 
 
 
Presented By
Roku
 
 
 
 
Tide's Hilariously Odd Super Bowl Ad Stars Jason Alexander, in Disrespected Hoodie Form
 
 

Hello!

First, we learned of Matthew McConaughey's face on a kite as #FlatMatthew in Doritos' Super Bowl ad. (Side note: the third teaser is out, and you can watch it here.) Now, we have Jason Alexander on a hoodie. One more face on an object and we've got what we like to call in a journalism: a trend. I won't spoil what happens in the ad—watch it for yourself in order to get a few laughs.

We've got another 60-second ad for you today: Bud Light Seltzer Lemonade provides the humorous backstory of to why Bud Light Seltzer Lemonade exists. 2020 gave us lots of lemons—according to Bud Light, an apocalyptic amount of lemons. So when life gives you lemonade… well, you can finish the saying. Watch it here.

There's a third ad out today: It's a 30-second ad from Pringles, which keeps the flavor-stacking tradition alive. In the ad, a few astronauts learn the hard way that flavor stacking Pringles chips is the only thing on the minds of their fellow humans. Watch it here.

Inside CBS' ad sales strategy for the Super Bowl

TV editor Jason Lynch has the tell-all story on how CBS managed to sell out this Super Bowl earlier than expected. The announcement stunned the industry given the state of the economy. I'm going to share two nuggets from Jason about the story:

  • CBS very purposefully cast a wider net than usual this year and reached out to brands that have thrived during the pandemic but never appeared in the Super Bowl. So there will be a LOT of first-time advertisers, including brands that many viewers might have never heard of before.
  • While last year’s game featured more long-form spots than ever before, this year will see a return to more traditional 30-second spots, though there are some 60s. And one mystery brand has a two-minute spot that will run.

If you're into ad sales or just curious how a network sells out the Super Bowl, this story is for you.

The Big Game Summit

On Thursday next week, we're hosting our first Big Game Summit with our partner USA Today and its legendary Ad Meter. You can hear from some of the brightest minds in Super Bowl marketing at Pepsi, ViacomCBS, Rocket Mortgage—and just confirmed today, DoorDash and its agency, The Martin Agency. The event is free to attend—register here.

 
 
 
 
 
 
Bud Light Seltzer Makes Lemonade of 2020's Lemons in Super Bowl Ad
 
 

The 60-second spot represents one-fourth of Anheuser-Busch's national ad buy.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
In Pringles' 2021 Super Bowl Ad, Flavor Stacking Is More Captivating Than Space Flight
 
 

It's the brand's fourth year in a row in the Big Game.

 
 
 
 
 
Brandshare by Acquia
Marketers Can't Rely on Standalone Data to Create Comprehensive Customer Profiles
 
Marketers Can't Rely on Standalone Data to Create Comprehensive Customer Profiles
 
 
 
 
 
 
How CBS Quietly Sold Out of Super Bowl Ads Earlier Than Usual, Despite a Pandemic
 
 

A 48-hour final flurry of activity cleared out inventory, stunning marketers.

 
 
 
 
 
 
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