Jan. 31 - Advertisers team up with celebrities for their Super Bowl ads. Alicia Powell reports.
Celebrities have always been a staple of Super Bowl commercials. This year, it's not just A-list talent that will cost plenty - advertisers will spend a whopping $4 million (USD) for every 30 seconds of commercial time. According to teaser ads released by Anheuser-Busch, film star and former California Governor Arnold Schwarzenegger will star in a Bud Light ad, together with fellow film actor Don Cheadle. And the world famous Muppets take Toyota alongside actor Terry Crews. Also featured in a slick automobile ad is Laurence Fishburne. Advertising Age Managing Editor Ken Wheaton. SOUNDBITE: Ken Wheaton, Advertising Age Managing Editor, saying (English): "In terms of celebrity, we're seeing, I think, a sort of a bigger and better crop every year. Celebrities, I think, feel less shame in doing commercials these days. Especially for the Super Bowl because people look forward to these things. So it's not like your tarnishing your celebrity brand image." And for the first time a few British celebrities are getting in on the festivities. Featured as a team of British bad guys, Ben Kingsley, Tom Hiddleston and Mark Strong have teamed up with Jaguar. Jeff Curry, the Brand Vice President for Jaguar North America, says the car marker is after a new, young, but sophisticated audience. SOUNDBITE: Jeff Curry, the Brand Vice President for Jaguar North America, saying (English): "You need to do something that is a little bit different to stand out. And we are not going for a gimmick. We don't have a dog. We don't have a baby. We don't have Carmen Electra. But we do have a fantastic, great cast. We have a great director and this backdrop of modern London that really is where the scene is set as well." U.K. soccer legend David Beckham returns as the pitchman for H&M to promote his line of bodywear - which the star called daunting. SOUNDBITE: David Beckham, soccer star, saying (English): "You know, the first one was really fun. It was something that we just kind of put together. It just came together. But obviously, this time around, with obviously Nick doing it, I was really looking forward to working with him, but having it at the Super Bowl, there's no bigger and better than that. So, like I said, it's kind of daunting because obviously there are so many people watching it. But I'm excited to see what people think." While the commercials will offer their own entertainment, the action will remain on the football field when the Broncos and the Seahawks face off on Sunday, February 2 in New Jersey.