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Super Bowl 2013: A roundup of what we know is coming from the advertising event of the year


By Jennifer Faull, Deputy Editor

February 3, 2013 | 4 min read

Super Bowl 2013 is hours away from kick-off, and its not only sports fans that are counting down the minutes. Big brands have paid big money to be a part of the the biggest commercials show on TV. According to ad buyers, CBS has reportedly sold out its ad inventory for its coming broadcast of Super Bowl XLVII at prices averaging between $3.7 million and $3.8 million for 30-second spots.

The Drum gives you a run-down of the ads we know we will be seeing this year.


Mercedes-Benz has featured model-of-the-moment Kate Upton in its Super Bowl offering. Upton, in a pair of denim hot-pants, distracts a group of guys washing a Mercedes, strutting off to the line "you missed a spot". The ad, however, has come under criticism from Parents Television Council for its provocative nature. The ad, developed by Omnicom Group's Merkley Partners, will be shown in the fourth quarter of the game.


Motor group Kia bought one 30-second spot in the third quarter for the compact Forte and one 60-second spot in the fourth quarter for its Sorento range. Independent agency David & Goliath, created Kia's Super Bowl ads which both go down a perplexing, imaginary route.

GoDaddy worked with the New York office of Interpublic Group's Deutsch to create its Super Bowl 2013 ad starring model Bar Refeali and a geeky office worker. The ad first aired on January 25, nine days before Super Bowl Sunday. The ad, however, was censored from its original..more intimate...version which saw an up close shot of the pair kissing.

Taco Bell

Fast food chain Taco Bell Buy bought one 60-second spot for this year's Super Bowl. The ad shows elderly folks partying like Taco Bell's more typical consumer as a Spanish-language version of Fun's song "We Are Young Plays," concluding with the "Live Mas" tagline introduced less than a year ago. The ad was created by Deutsch Los Angeles.


Toyota employed the help of Big Bang Theory star Kaley Cuoco for its Super Bowl ad promoting the RAV4 range. Dressed as a Toyota genie she grants a family a series of wishes throughout the commercial, created by Saatchi & Saatchi Los Angeles, On game day the ad will also include a photo of a consumer, chosen from pictures posted to Instagram or Twitter with the hashtag #wishgranted.


Volkswagen has received a lot of criticism for its ad, which sees a guy from Missouri adopt a Jamaican accent to show how happy he is about owning a Volkswagen car. Volkswagen bought one 60-second spot in the second quarter for the ad developed by Deutsch, Los Angeles.

Soda Stream

Soda Stream bought one 30-second ad space in the fourth quarter of the game. However, its proposed adverts were initially rejected by CBS as it directly challenged two other brands, Coca-Cola and Pepsi. Both versions show exploding bottles of the soft drink, but the one that CBS approved doesn't feature brand name. The ads were the result of a collaboration between Alex Bogusky and the creative team at Pale Dot Voyage.

Speed Stick (Colgate-Palmolive)

Anheuser-Busch InBev





Other brands set to advertising during tonight's Super Bowl and the celebrities starring in them: Pistachio - Psy Mio - Tracey Morgan Chrysler - yet to be revealed (unlikely to be Clint Eastwood again though)Calvin Klein - Matthew Terry Other brands advertising without celebrities OreoVolkswagenBMWEtrade M&MsDoritosKiaSubaru Disney - Oz: The Great and the Powerful Blackberry Pepsi MaxCentury 21Universal - The Fast and the Furious 6Coca-ColaBest Buy SubwayTaco Bell Skechers Cars.comParamount Pictures for Star Trek: Into Darkness


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