Super Snap: Ad Previews
Tuesday January 30, 1:13 pm ET
By Marley Seaman, AP Business Writer
Sneak Peak at Super Bowl Commercials
NEW YORK (AP) -- Days before the players take the field and prepare for the opening kickoff, Super Bowl advertisers are lining up their commercials.
The most surprising entry may be from Revlon Inc., which is targeting women with the launch of its new hair color, Colorist. The commercial will feature pop singer Sheryl Crow. Super Bowl advertising is historically male-oriented, but according to Nielsen Media Research, women comprised 45 percent of last year's 90-million person audience.
Super Bowl XLI will be played on Feb. 4 between the Indianapolis Colts and Chicago Bears. The game is scheduled to start at 6:25 p.m EDT.
In addition to sponsoring the game's halftime show, featuring Prince, PepsiCo Inc. bought three 30-second spots for its Sierra Mist brand. The ads will feature comedians Michael Ian Black and Jim Gaffigan, veterans of previous Sierra Mist commercials.
PepsiCo said that one of the spots, "Karate," will show a karate student telling what he would do to someone who tried to take his drink. In another, "Hospital," a patient struggles to get a sip of his drink.
Snickers, which is running its first Super Bowl spot in six years, hopes to use the time to steer viewers to its Web site. The first half of a commercial will run during the first half of the game, and viewers will be able to vote for their favorite among three optional endings.
The National Football League, FritoLay and General Motors Co. have also sought viewer participation, as each company produced one consumer-generated ad.
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