Super Bowl Ads Will Be Heavy on Colas, Beers and Cars

EACH year within the Super Bowl, Madison Avenue plays an Ad Bowl, as marketers spend large amounts of time and treasure to create commercials that will, they hope, win plaudits and move merchandise. And within each Ad Bowl, two categories of consumer products usually account for a supersize amount of spots: automobiles and beverages.

“We want to have a sustained conversation with consumers year-round,” said Pio Schunker, senior vice president for integrated marketing communications at the Coca-Cola North America division of Coca-Cola, and “the scale and size of the Super Bowl” will help “kick-start a really big conversation.”
      

The Facebook page for Coca-Cola is already offering fans a preview of a 60-second Coke commercial, by Wieden & Kennedy, that will run in the first half of the game. Other social media, like Instagram, Tumblr, Twitter and YouTube, will be enlisted in promoting the commercial. It offers viewers a chance to vote for one of three thirsty teams — cowboys, showgirls or “badlanders” (motorcycle toughs) — to win a fanciful “Coke Chase” across a desert.