The company said the ad will be based on a YouTube ad campaign called “Win at Glue.” That bizarre video features a bunch of people dancing while wearing fanny packs and busting a move that looks a bit like the Discount Double Check that Green Bay Packers quarterback Aaron Rodgers does for State Farm.
Then there are two other brands that you probably do know pretty well — cruise giant Carnival (CCL) and the popular multi-colored, fruit-flavored candy Skittles — which Seattle running back Marshawn Lynch has been known to munch on while on the sidelines.
The $4.5 million gamble. Why are there so many Super Bowl ad newbies?
Mike Bernacchi, a marketing professor with the University of Detroit Mercy, said one reason is because several automakers, most notably Volkswagen (VLKAY),GM (GM) and Ford (F), have decided to not run commercials this year. That’s opened up slots for other marketers.
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