The final NFL game of the season is set, and it’s a rematch from 2020 with the Kansas City Chiefs taking on the San Francisco 49ers in Super Bowl LVIII. And yes, Taylor can get from her concert in Tokyo to Las Vegas in time for the game. Phew. Even before the world knew Tay would be in attendance, CBS sold almost all its Super Bowl ad spots by November 2023. Each 30-second ad costs about $6.5 to $7 million, the same rates as last year. Even as advertising costs remain stagnant, football fans are still super interested in the game — more than 115 million people watched the 2023 game on Fox.
We’ve pulled 78 of the top marketing pros advertising in this year’s Super Bowl, from both new and returning brands, into our latest downloadable list. Click the link above to access all of the insights and check out even more actionable info on three of those brands below, including their Super Bowl LVIII ads…
BMW completed the agency review it initially launched at the beginning of 2023. The company decided to retain Goodby, Silverstein & Partners, which picked up the account in 2018. It also tapped 180NY for social, The Javelin Agency for CRM, and Critical Mass for digital. Omnicom, which BMW named media AOR in October, now has the majority of the automaker’s business under its umbrella.
The company also announced it will run a 60-second ad during the 2024 Super Bowl in early January. The spot — which will be handled by Goodby, Silverstein & Partners — will focus on electric vehicles and star actor Christopher Walken, whose identity was revealed on Jan. 31 in a 15-second teaser titled “Agent,” where the star is seen questioning the purpose of “an ad for an ad.”
BMW will likely:
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DoorDash named Wieden+Kennedy its brand building and strategy AOR in January 2024. The company selected Wieden+Kennedy to lead its new brand platform, “Your Door To More” with a push that kicked off during the NFL’s wild-card games and includes a Super Bowl ad. The agency does not replace any of DoorDash’s other agency partners.
The new positioning and big game ad are meant to highlight the breadth of delivery options offered to consumers through DoorDash. Central to this year’s ad is the ability for consumers to enter to win a variety of items that are advertised throughout the game, with one winner chosen to have the items delivered via DoorDash.
DoorDash will likely:
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E-Trade will return to the Super Bowl with a 30-second ad that will air in the second quarter, Ad Age confirmed. The commercial marks the fourth consecutive year the Morgan Stanley-owned online brokerage has advertised in the big game. The effort is being handled by agency 72andSunny, representing the agency’s first output for the brand.
E*TRADE will likely:
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
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