Snippets Of Ads From Coke, Boost Mobile, Papa John's Add Up To Super Bowl Creative

Microsite with teaser for Boost Mobile's Super Bowl XLIV spot featuring members of the 1985 Chicago Bears.January 28, 2010: Add Coca-Cola, Boost Mobile, Papa John's and Bridgestone to the list of marketers who are doling out their Super Bowl XLIV commercials in bits and pieces.

Coca-Cola has unveiled the barest of teasers about its two Super Bowl spots, one of which gets animated with stars from The Simpsons. The beverage giant is directing people to, where visitors who share virtual gifts with friends will get a 20-second sneak peek at one of the two Coca-Cola Super Bowl commercials. Coca-Cola will also donate a dollar to the Boys and Girls Clubs of America for each virtual gift shared.

Coke shared details about its two 30-second spots, which are part of a larger “Open Happiness” campaign, during a Web press conference on Jan. 27. In one commercial, Montgomery Burns, Homer Simpson’s rich, stodgy and stingy boss at the Springfield Nuclear Power Plant, loses his money and finds that everyone hates him until he has a reversal of fortune when he gets a Coke. The second ad is more eclectic, following a man sleepwalking amidst the perils of Africa in an attempt to get an icy Coke. Lead agency is Wieden & Kennedy, Portland, Ore.

Ironically, Pepsi has pouring rights at Sun Life Stadium, where Super Bowl XLIV will be played, but is not running any commercials during the broadcast on CBS.

Boost Mobile is re-creating the iconic "Super Bowl Shuffle" video created by members of the winning Super Bowl XX Chicago Bears, with updated action by players from that team including Jim McMahon, Richard Dent and Mike Singletary as well as head coach Mike Ditka. A Boost Moblle microsite shows snippets from "The Boost Mobile Shuffle" as well as out takes, information about the players and links to McMahon's Twitter page. And "coming soon" is Mike Singletary's Police Party. 180 Los Angeles is lead agency.

Papa John's did not release creative because it plans to shoot its ad on Jan. 31 during the Pro Bowl at Sun Life Stadium, which also will host Super Bowl XLIV on Feb. 7. The spot, being handled by NFL Films, will follow a theme from other Papa John's commercials from lead agency Z Group, Ft. Lauderdale, in which company founder  John Schnatter is seen delivering pizzas. In this spot, the action shot during the Pro Bowl will be made to look as if Schnatter is actually at Super Bowl XLIV getting pies to people working the game.

Bridgestone also has released teasers for its two ads, via The Richards Group, Dallas. In one spot (pictured), "Whale of a Tale," a group of men are attempting to drive a whale from an as-yet undisclosed location back to the ocean. In "Your Tires or Your Life," life in the future is the setting for good-versus-evil battle where tires are the ultimate prize. Bridgestone will also sponsor the half time show.

Last week, Diamond Foods offered four seconds of its spot for Pop Secret, showing an eccentric dolphin trainer atop a volcano at a marine park shouting to the crowd, "Let's get aquatic." has unveiled most of one of its two spots with Danica Patrick, "Movies," in which she channels Marilyn Monroe, Kelly LeBrock from Weird Science and Jennifer Beals from Flashdance. Snippets from the second spot to air on CBS show women auditioning for Patrick in an attempt to become a GoDaddy girl.

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