Super Bowl alert: Olay focuses on females, SodaStream makes its return

Hello Super Bowl junkies,

I’m Jeanine Poggi, Ad Age’s editor, kicking-off that our countdown to Super Bowl LIV. In the months leading up to the game, that will air on Fox on Feb. 2, Ad Age brings you breaking news, analysis and first looks at the high-stakes, big-game advertisements –in our Super Bowl Alerts newsletter.  Sign up right here to receive them on your emailaddress.

Girl power

Super Bowl commercials historically haven’t been friendliest to girls, from the utter lack of female representation to the stereotypical images of the girls who are featured (think sex symbols or the monogamous spouse ). Luckily entrepreneurs have taken measures to equalize the gender divide during the Big Game.

Olay, that made its first foray into the Super Bowl at 2019 with an ad starring Sarah Michelle Gellar, will take a larger stride to placing women front and center in its own Super Bowl creative. The Big Game place will celebrity an all-female throw and can probably be created by female-led bureau Badger & Winters, Ad Age’s Jack Neff accounts .

Here is the very first Super Bowl business for Badger & Winters, known for the ldquo, 2016 &;Women Not Objects” campaign. The ad will run through the fourth quarter.

Here’s & Olay’s 2019 horror-themed advertisement that performed Gellar’therefore characters in films like “Scream 2” and “I Know What You Did Last Summer. ”

Eco-friendly

SodaStream was known for getting its Super Bowl creative rejected in both 2013 and 2014 since it slammed rivals Coke and Pepsi. Currently owned by PepsiCo, the sparkling water maker is returning to the Big Game for first time since 2014. SodaStream will broadcast a 30-second firm, that is led at Bryan Buckley (who directed the 2014 spot). The commercial will market SodaStream&rsquoability to aid the environment by cutting plastic that is single-use .

This ’s a Peek at the 2013 spot, that originally featured bursting Coke and Pepsi bottles (the brand names were later removed), and the 2014 ad starring Scarlet Johansson.  

And have a walk through memory lane with all Super Bowl ads of yore in our voluminous, searchable Super Bowl Ad Archive.

What we know so far

You can find 17 brands confirmed to advertise at the Big Game. There are high-profile novices like Facebook, whose Super Bowl programs were cheered by actor Sylvester Stallone; along with Super Bowl regulars, like TurboTax, that affirmed last week that it will return for its sixth successive look.

Thus far, five automakers have verified they will broadcast spots such as Kia, Toyota, Hyundai, Porsche and Audi.

To keep track of All of the advertisers conducting nationwide spots in the game, bookmark Ad Age’s most frequently updated Super Bowl ad graph .  

On the bench

There are also a few noteworthy brands sitting out of this game this season: After making its debut at 2019 with an ad starring Serena Williams, Bumble will not return this season; M&Ms are also benched in favour of the following Mars Wrigley brand, Snickers; and Colgate is out after conducting an ad starring Luke Wilson at 2019.

Sold out

Fox announced in the end of November that it had been completely sold out of Super Bowl LIV, making it the fastest sell out of the Big Game at at least five decades.

Join Ad Age Jan. 28 because we bring together a number of the greatest brands, services and creatives, such as Hyundai and Pop-Tarts, to discuss what is needed to pull off a Super Bowl commercial.

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