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Welcome to Adweek's 2015 Super Bowl Ad Tracker, a frequently updated roster of the brands and agencies taking part in the year's biggest advertising event.
Leading up to the Big Game on Feb. 1 in Glendale, Ariz., we'll be updating this post with everything we know about this year's advertisers. Since a 30-second spot will reportedly cost $4.5 million during the game, we'll also look at how brands are making the most of their spots with digital and social campaigns.
Read below or click the following categories to find out the confirmed (or confidently speculated) spenders for the 2015 game. As the game gets closer, we'll update this post with information about creative content and when the spots will debut, so be sure to check back often.
AUTOMOTIVE | FASHION | FOOD & BEVERAGE | INSURANCE & FINANCE | MOVIES | ONLINE BRANDS | PACKAGED GOODS | TELECOM AND TECH | TRAVEL | BRANDS BACKING OUT
Nissan: After sitting out the Super Bowl since 1997, Nissan is back this year with a 60-second spot. Last month, the car brand signed a deal with Maroon 5 frontman Adam Levine, meaning the singer may star in Nissan's upcoming commercial. USA Today reported that the ad is part of a bigger marketing shift for Nissan to capitalize on more "big media moments" to drive car sales.
Toyota: This year will mark the third consecutive year Toyota has run a Super Bowl ad. The automaker will promote the 2015 Camry in a commercial with Paralympic athlete and actress Amy Purdy, according to USA Today.
Mercedes-Benz: Per The New York Times, the German automaker will run an ad in this year's Super Bowl. The last time the brand was in the Big Game was 2013, when it ran an ad with Willem Dafoe, who played a devil.
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[No advertisers have been announced in this category yet.]
Anheuser-Busch: The beer brand hasn't disclosed if any of its brands are running Super Bowl spots, but the brand has already cooked up an elaborate social media ploy to cut through the constant streams of chatter during the game. Anheuser-Busch will set up four social media command centers in New York, Glendale, Ariz., St. Louis and Palo Alto, Calif. where brands and agencies will create real-time content during the game. Reps from Facebook, Twitter and YouTube will also be in the room to help make decisions on the fly. In Arizona, Bud Light will host an experiential marketing campaign called "House of Whatever" where parties and concerts will take place during Super Bowl weekend.
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Doritos: The Pepsi-owned snack brand will run its "Crash the Super Bowl" campaign for the ninth time this year. After submitting user-generated ads, Dorito's will wittle down the entries to two winners that will run as ads during the game.
Snickers: After running a Super Bowl ad last year for M&M, parent company Mars brand plans to buy a 30-second ad for Snickers this year. The candy brand's previous Big Game efforts include 2010's "You're Not You When You're Hungry" campaign with Betty White and a follow-up ad starring Roseanne Barr in 2011.
Nationwide: The Columbus, Ohio-based insurance brand will return to the Super Bowl this year, after not running an ad since 2007. Not a lot is known about what the ad will entail, but it became the NFL's official insurance sponsor this year and has also run campaigns with Peyton Manning.
Jurassic World: The long-awaited (or at least long-delayed) fourth installment of the Jurassic Park film franchise will debut in the summer, and according to a leaked Toys R Us memo, a trailer for the movie is slated to run during the Super Bowl. However, the movie trailer lineup for the big game is known to change all the way to the last minute, so at this point, it's hard to say what to expect.
GoDaddy: Making its 11th run as a Super Bowl advertiser, GoDaddy's spot will feature a golden retriever puppy named Buddy and Danica Patrick. The Internet company is well known for scandalous ads, but this year's campaign is meant to convey a new, toned-down image that appeals to small business owners.
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Wix: The website development company has bought its first Super Bowl ad this year. The company plans to run a 30-second spot as part of a bigger branding campaign that will also include online components. Wix has previously run TV ads in the U.S., Latin America and Europe.
Dove Men+Care: The mens' grooming brand used the 2010 Super Bowl to launch its advertising and is back this year with what it promises to be a similar spot. The ad will "define what it means to be a man today," by challenging male stereotypes, said Jennifer Bremner, director of marketing at Dove Men+Care. There will also be a social media push behind the campaign.
Loctite: Henkel-owned glue brand Loctite makes its first appearance in this year's game. And while a glue company may seem like an odd brand to run an expensive ad at the world's biggest marketing event, marketing director Pierre Tannoux tells Adweek that the plan to run an ad started a year and a half ago. "The category of glue has been treated advertising-wise—in our opinion—in a very boring way. We said that we would like to change that," he said. Tannoux declined to comment on the ad's creative but said that it will break out of the traditional demonstrations and visuals that home improvement brands typically employ. Loctite tapped Fallon Minneapolis to create the campaign, which will also include the brand's first full-fledged social media war room.
Mophie: The smartphone case maker brand plans to run a Super Bowl ad this year after hiring Deutsch L.A. as its lead agency in August. According to the brand, there is a growing amount of competition in the phone accessory category and wants to build market share by launching its first big campaign at the game.
Carnival: Carnival Corp. will debut its first Super Bowl spot this year with the help of BBDO Atlanta. The cruise company has leaked cuts from four commericals online and is letting consumers pick their favorite, which will air during the game. Cinematopher Wally Pfister is behind the work.
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Volkswagen: After running ads for the past few years—including 2011's much-loved "The Force", VW is sitting out the 2015 Super Bowl. Last year, the German automaker ran a miniute-long spot that played off of 'It's a Wonderful Life.' Each time a car hit 100,000 miles, an engineer received his wings.
Jaguar: The British carmaker ran its first ad last year with a 60-second "British villians" spot but will not participate in this year's game. The brand also set up an elaborate social media war room last year with agency Mindshare to get in on real-time chatter.
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Lincoln: In case you haven't figured it out from the previous two brands mentioned, automakers are pulling back on their Super Bowl spots this year. Lincoln ran its first Super Bowl ad in 2013, which included a major social push.
Got a tip on a national Super Bowl ad, celebrity cameo or brewing controversy that's not yet in the Super Bowl Ad Tracker? Drop an email to Adweek staff writer Lauren Johnson.