Monday
Jan312011

Bridgestone, Go Daddy Titillate With Teasers Of Super Bowl XLV Commercials

An e-mail goes astray in Bridgestone's Super Bowl XLV spot.January 31, 2011: With Super Bowl XLV less than a week away, marketers continue to release details about their adverting creative in drips and drabs. Among the latest are Bridgestone and Go Daddy, both of which plan to use the teasers as part of the build-up to an event that is expected to attract more than 90 million viewers.

Bridgestone, which again will be title sponsor of the half time show — this year starring the Black Eyed Peas — has unveiled snippets of its two new spots, "Reply All" and "Carma," from lead agency The Richards Group, Dallas. Bridgestone, which has been the half time sponsor since Super Bowl XLII, has scored high post-game marks in recent years with such spots as "Whale of a Tale" and "Taters"  starring Mr. and Mrs. Potato Head.

In "Carma," we watch as a beaver piles tree branches in the middle of a road. A voiceover offers, "In a mystical world, where one good turn could mean the difference between life and death, a chance encounter puts one man's faith squarely in the paws of a clairvoient woodland creature." A speeding car comes down the road heading directly toward the beaver. "What happens next may change the way you drive forever."

In "Reply All," we watch as an e-mail letter is being typed on a computer screen, accompanied by a voiceover: "Over 40 billion emails are sent every day. People are instantly sharing ideas, information and sometimes very personal thoughts. But, every once in a while, something goes terribly, terribly wrong." We then cut to an office, where two guys are at their desks. "Oh, no, Rod! You sent this e-mail, 'Reply all,'" one man says to his co-worker. "You hit, 'Replay all.' The screen goes dark as we hear the second man scream, "Nooooooooo!" and see the text, "Find out what happens February 6."

A behind-the -scenes segment for "Reply All" claims that the commercial is "sort of based on a true story" and includes shots of sheep, a stray cat, a house being TP-ed and someone sitting at an outdoor restaurant getting showered with water as a car drives through a nearby puddle.

The first spot will run between the first and second quarters, the second during the fourth quarter.

Jillian Michaels (left) and Danica Patrick star for GoDaddy.com . . . Go Daddy, which has become a master at generating pre-game conversation, has revealed one of two Super Bowl spots, "The Contract." with GoDaddy.com spokeswomen Danica Patrick and Jillian Michaels. In it, the two argue with company executives that they will not appear in new ad that appears to be even racier than previous GoDaddy.com spots, claiming "This is over the top. We're here to promote Go Daddy, not be part of some crazy stunt." When they are told that they are "contractually obligated" to do the ad, they sigh and resign themselves to their fate.

The next scene shows the pair walking toward the set of their commercial shoot, with snippets of shots implying that Patrick and Michaels are naked. But, in a traditional GoDaddy.com tease, viewers are then directed to the Web site to "See more now."

. . . but whose butt is this?Go Daddy also will have a second commercial with a new spokeswoman, whose identity is being kept secret — except for shots showing her in butt-hugging leather shorts. According to the company, "Guesses about who she is have ranged widely from Betty White to Modern Family's Sofia Vergara, but Go Daddy is not revealing her identity until the Super Bowl broadcast."

Volkswagen, Audi and Anheuser-Busch also have released teasers to stir interest in their full spots on Fox on Feb. 6.

In a separate but related situation, a new analysis from job recruitment and placement firm RiseSmart indicates that "the team whose metropolitan area boasts the lower jobless rate has won 16 of the past 20 Super Bowls – an 80% success rate.

Based on information from the Bureau of Labor Statistics from the previous year,  San Jose, Calif.-based RiseSmart predicts that the Green Bay Packers should be the favorite to defeat the Pittsburgh Steelers in Super Bowl XLV. Through November, the 2010 unemployment rate for the Green Bay metro area was 7.7%, compared to 8.1% for the Pittsburgh metro area. (Full details here.)

In Super Bowl XXV in 1991, the New York Giants beat the Buffalo Bills, despite stats that showed the New York City metro area had a higher 1990 jobless rate than Buffalo. After that game, according to RiseSmart, the Super Bowl winning city had lower unemployment in 16 of the next 19 contests. That includes Super Bowl XLIV, in which the New Orleans Saints (6.7% unemployment in 2009) defeated the Indianapolis  Colts (8.4% unemployment in 2009).

According to RiseSmart, Super Bowl XLV will be the first time in the past two decades in which both teams hail from metro areas with jobless rates exceeding 7%. On the four previous occasions that one team represented a city with 7% or more unemployment, that team lost the Super Bowl in every instance.

"Unemployment is the No. 1 issue in America today, and that will be true on Super Bowl Sunday as well," Sanjay Sathe, CEO of RiseSmart, said in a statement.

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