To be sure, a few companies are betting that there’s still cachet in making the “big reveal.” The few advertisers that are staying mum this year are hoping they can accomplish what Chrysler did last year — its two-minute halftime spot featuring Clint Eastwood was so unexpected that it was one of the most memorable ads of the game.
“Last year, Chrysler shocked everyone with a Clint Eastwood ad no one knew about,” said Barbara Lippert, a columnist at mediapost.com. “This year, no one knows what Chrysler is doing.”
Besides Chrysler, companies that haven’t revealed their spots yet include Mondelez’ Oreo and Research In Motion’s BlackBerry. All the companies have so far declined to discuss their plans for Super Bowl publicly.
“Oreo has developed this ad for the Super Bowl and, as such, it’s only fitting that it debuts during the Super Bowl,” according to an Oreo statement.
That hasn’t stopped ad experts from speculating. “Oreo’s advertising might really hit the mark because people are tired of sex and beer,” Lippert, the columnist, said. “Blackberry’s commercial is coming from a British agency so I have high hopes for it.”
Procter & Gamble’s Tide also hasn’t released its ad, but it has given some details. For instance, the company said that the ad will include both teams in the Super Bowl — the San Francisco 49ers and Baltimore Ravens — and discuss stains that might be worth keeping.
“We feel that the magic of the ad would be lost if we revealed it before its slot in the game,” said Chris Lillich, the company’s associate marketing director.
There might also be some surprises from advertisers that have already released ads. Experts say some companies may tinker with their plans.
Something to watch for, Lippert said: Whether Volkswagen changes its Game Day spot that features a Minnesotan man with a Jamaican accent, which faced some criticism in the days leading up to the Super Bowl from some people who deemed it culturally insensitive.
“There might be some surprises and last-minute changes,” Lippert said.