The New England Patriots managed to hold and win in the last minute of a stirring Super Bowl, 28-24, to take its fourth NFL championship. Meanwhile, it’s looking like Budweiser won the Other Game, with the most-talked-about and shared ad, Lost Dog.
But given the sheer volume of trailers that Universal and NBC ran during the NBC telecast of the game and pre-game, it’s hard not to see them as winners too, especially given that iSpot.TV is naming ads for NBC’s The Voice and The Blacklist, and the newest trailer of Furious 7 as among the 10 most-talked-about spots of the game.
Below is the live blog written by Deadline’s Lisa de Moraes, David Lieberman and David Bloom before and during the game. You’ll be able to find links to all the trailers, many other videos and tweets by stars and others, plus their commentary about the Other Game. Read on for more.
And we are live, three hours before the big game actually starts but already well into NBC’s pre-game build up.
Already, NBC has promoted its coverage of NASCAR (thanks to an appearance by racing fan and “part-time anchor” of NBC News Brian Williams, so, two-for-one); a ‘Fast & Furious’ ride at the Universal Studios theme park, cross-promotion to its coverage of that other kind of football (soccer), featuring Rebecca Lowe; an ad for its upcoming primetime boxing show; a Jimmy Fallon top 5 “NFL Superlatives” video bit; an ad for its next Bible-related miniseries (weirdly matched with a cover of the old Phil Collins’ chestnut, ‘In The Air Tonight’); and of course, its 2016 coverage of the Olympics, with an appearance by the president of the International Olympic Committee.
YouTube trick-shot superstars Dude Perfect pulled together a Super Bowl edition, including a pass from the top of the stadium into a basketball goal (ridiculous, but really cool), all with Odell Beckham Jr., the New York Giants rookie receiver who made the year’s most memorable catch (look it up on YouTube; it’s crazy).
Expect to see this one all over the ‘Net in about, oh, 10 minutes. We’ll post when we see it.
That’s quite a hat on the former skater doing red (well, really green) carpet conversation.
Already, NBC has promoted its coverage of NASCAR (thanks to an appearance by racing fan and “part-time anchor” of NBC News Brian Williams, so, two-for-one); a ‘Fast & Furious’ ride at the Universal Studios theme park, cross-promotion to its coverage of that other kind of football (soccer), featuring Rebecca Lowe; an ad for its upcoming primetime boxing show; a Jimmy Fallon top 5 “NFL Superlatives” video bit; an ad for its next Bible-related miniseries (weirdly including a cover of the old Phil Collins’ chestnut, ‘In The Air Tonight’); and of course, its 2016 coverage of the Olympics, with an appearance by the president of the International Olympic Committee.
This is disconcerting: they’re actually talking about football in the pregame show.
Spotlighting Marshawn Lynch after his season of discontent with the NFL’s strictures and regulations makes one wonder, already, what he might have to say to the press after the game, particularly if he manages to pull off one of those crazy “Beast Mode” runs that NBC just showed.
More “NFL Superlatives” from Jimmy Fallon, with walk-on by Bob Costas, who delivers his own low blow to Fallon on behalf of the league and his colleagues.
But gotta love the one saying Chris Collinsworth “most likely to be a wax figure of Matthew McConaughey.”
And we’re finally into a conversation about DeflateGate, with an actual face-to-face conversation with Patriots QB Tom Brady. The ball “felt pretty good in my hands.”
“Hopefully, the facts come out. Whatever happened, happened, and we can move forward.” Tom Brady on DeflateGate. Hmm, hopefully they will, but it won’t happen until weeks from now, it would appear.
Brady doesn’t respond to direct question about having no prior knowledge of the balls being deflated for him. Saying he’s talked about it in the past and facts will come out.
Both Collinsworth and Al Michaels are right about “too much wiggle room” in Tom Brady’s dodgy answers in the interview. Collinsworth: “I actually have more doubt”
Collinsworth: “I think the league is opening a can of worms and they’re about to find some worms.” Well, it DID look like Brady was trying to worm out of giving a definitive response, now that you mention it.
Patrick Warburton as “control enthusiast.” That’s going to work its way into the pop culture conversation, I think, given all the “control enthusiasts” out there.
Katy Perry wearing a very demure outfit and hairdo for her pre-game interview. “Demure” and “Katy Perry outfit and hair” words that typically seen together.
Pizza Hut ad with former NY Jets Coach Rex Ryan marks second low-blow shot of the morning. Nard-tastic. C’mon people, you have nothing else to work with?
Pizza Hut ad with former NY Jets/current Buffalo Bills Coach Rex Ryan marks second low-blow shot of the morning. Nard-tastic. C’mon people, you have nothing else to work with?
Interesting to note the two biggest advertisers this morning so far: Mercedes Benz “tortoise and hare” series featuring Hall of Fame receiver Jerry Rice and a video game exclusive for Sony’s PlayStation, ‘The Order 1886,” a steampunk-set shooter that looks pretty intriguing, and should debut big when it hits.
Seahawks fan Chris Pratt talks Jurassic World on the green carpet, but “doesn’t want to give away too much” about the plot. No questions about his possibly becoming Indiana Jones too.
Not completely clear why there’s an exclusive interview with the president ahead of the game, other than it’s a chance for the network to have an exclusive interview with the president, even if most of the conversation will be about a game that long-time basketball player hasn’t been playing most of his life.
And the football teams have finally arrived at the stadium. It’s possible they’ll have a game today to accompany all the pre-game buildup.
Barack Obama, craft beer enthusiast?
Actually, make that craft BEAR enthusiast, but his Chicago NFL team is a long way from Super Bowl ready. Obama at least clear that there’s no winner for him picking sides.
Today Show’s Savannah Guthrie asks Obama about “too much swagger” in Obama State of the Union speech. He says he was just talking up lots of stuff worth talking about. She’s mixing it up pretty well with him.
Enough with the politics, on to the honey-based beer (isn’t that a mead?) Nice try on Hillary versus Biden, but he was strong on the guacamole question. Green state issue.
“Independent equipment manager” controls the 108 game balls? Where’s PriceWaterhouse when you need them?
Gotta say that Pizza Hut ad making fun of pretty much every trope in Super Bowl ads was both super meta and pretty darned funny.
Mercedes continuing the string of “tortoise versus the hare” promos leading up to their fourth-quarter extravaganza after a seemingly endless set of ads on sports-talk radio and beyond all week.
Third Fallon bit with puppies and kibble to declare a possible winner for the game is not playing fair. But in the year of DeflateGate, who said he had to play fair?
Puppy Bowl was trending on Twitter. Now PB’s Team Ruff is trending
The NFL just launched its official YouTube channel a few days ago, here: https://www.youtube.com/channel/UCDVYQ4Zhbm3S2dlz7P1GBDg
It’s possible they may post a couple of highlights from the game as it’s going on, for you fans out there.
Unfinished Business just posted the redband version of its new trailer after running an ad in pre-game festivities. Here’s the logline on the Vince Vaughn comedy:
“A hard-working small business owner (Vince Vaughn) and his two associates (Tom Wilkinson, Dave Franco) travel to Europe to close the most important deal of their lives. But what began as a routine business trip goes off the rails in every imaginable – and unimaginable – way, including unplanned stops at a massive sex fetish event and a global economic summit.”
Here’s a link to the trailer:
Insurgent promo must have cost the equivalent of a small nation’s GDP to do the visual effects.
Looks like they’ve posted this trailer exclusively on MTV after running it just now:
Looks like it’s almost game time. How did that happen?
Time flies before you’re having fun?
John Legend got right all lyrics on his America the Beautiful though that one’s easy. Let’s play National Anthem Fail Check, as Menzel takes a crack at it this year — though I’ve already got money on her doing lots better than Staind’s lead singer at the World Series:
O say can you see by the
dawn’s early light,
What so proudly we hailed at
the twilight’s last gleaming,
Whose broad stripes and
bright stars through the perilous fight,
O’er the ramparts we watched,
were so gallantly streaming?
And the rockets’ red glare,
the bombs bursting in air,
Gave proof through the night
that our flag was still there;
O say does that star-spangled
banner yet wave,
O’er the land of the free and
the home of the brave.
At least the announcer got Idina Menzel’s name right.
People think it’s OK to boo during the National Anthem?
Budweiser wins the pre-Super Bowl race for views online of their ads, with its kick-you-in-the-heart “Lost Dog” ad.
Here’s my piece that just posted:
Budweiser’s “Puppy Love” won most of the ad rankings after the 2014 Super Bowl. Although we haven’t seen all of this year’s commercials, “Lost Dog” will be hard to beat.
And in case you missed them, here are new trailers for Unfinished Business:
Nasty Chevy Colorado truck ad — not nice to scare people who are already one keg into the game!
The Esurance ad with Lindsay Lohan is the first time the company has been in the Super Bowl. (Last year it was the first one afterward.)
Nasty Chevy Colorado truck ad — not nice to scare people who are already one keg into the game!
The betting on PredictWise: Seahawks 50.5% chance of winning.
That nasty Chevy Colorado truck at trending on Twitter — twice: Chevy Colorado and its line Thought the TV
Memorable, if slightly bizarre, TurboTax ad. The company kept its plans secret, so this could be a dark horse contender.
‘Game of War,’ the free-to-play mobile real-time-strategy game with supermodel Kate Upton has been advertising heavily leading up to the Super Bowl, but this one didn’t seem to move the needle much, despite a pre-game promo ad.
Turbo Tax ad — so un-American!:
BMW’s first Super Bowl ad in four years — great gets: Katie Couric and Bryant Gumbel. But it’s already been all over the Web this week.
Lisa, what’s the un-American part of the Turbo Tax ad?
Fast quarter is over, with a blizzardmegaddonpocalypse of film trailers, it seemed like. We’re posting the trailers as fast as we can on Deadline for those of you who missed one or want to see it again.
‘Lost Dog’ ad airing now. This is the one that one all the pre-game stuff. Budweiser pretty good, pretty shameless.
First quarter over without NFL airing its domestic violence PSA.
And if you missed it, the Tomorrowland special-look ad that Disney just ran:
And here’s the Seventh Son new ad. It’s opening in just a few days, so well timed for them:
And here’s where you sign a petition protesting Budweiser’s “demonization” of wolves in its Lost Puppy ad:
How did I know that petition was coming? Budweiser has definitely lost the wolf-atarians in America.
This Coke ad ties in with a spot featuring Ryan Seacrest and a bunch of YouTube stars, where they cover the old Partridge Family theme song, “Come On Make It Happy.”
The Coca-Cola commercial was a surprise. Early word was that it would have just one ad, vs two last year, and previewed the one with “Kid President.”
We were all expecting Kid President ad from Coca-Cola and only one ad from the brand.
Powerful Nissan spot for its first Super Bowl ad in 18 years. Harry Chapin’s song still works.
I agree. That was a powerful ad, but amazing they’ve not even been, ahem, in the race for nearly two decades.
The Nationwide ad…too much?
PredictWise raised Patriots odds of winning to 65.4% …but that was before the Seattle touchdown.
Wow — Esurance is really making a splash in its first-ever Super Bowl ads. Bryan Cranston re-creating Walter White from “Breaking Bad”? Definitely a contender.
Here’s the link to the Jurassic World ad that Universal put out. Lots of new glimpses into that blockbuster here:
GoDaddy ran a classy ad? The surprises keep coming. Totally inconsistent with the lost puppy ad it yanked. Makes me even more certain it was a stunt.
So much for those theories that GoDaddy pulling its Puppy Mill ad was part of an elaborate set up. It opens with a guy at work instead of watching the Super Bowl, and opens: “This man isn’t watching the game at a party right now. He won’t see the puppy and celebrity ads.” It concludes: “We know what it’s like, Guy Who’s Not At a Party With His Friends Right Now Guy.”
Chris Rock tweeted: “Every McDonald’s employee I’ve ever dealt with was just as friendly as the ones in that ad.”
So much for those theories that GoDaddy pulling its Puppy Mill ad in the face of all that criticism actually was part of an elaborate set up for the game ad. GoDaddy.com’s substitute Super Bowl ad opens with a guy at work instead of watching the Super Bowl, and says: “This man isn’t watching the game at a party right now. He won’t see the puppy and celebrity ads.” It concludes: “We know what it’s like, Guy Who’s Not At a Party With His Friends Right Now Guy.”
Patriots odds of victory back up, to 66.4%, on PredictWise.
Almost time for the Katy Perry Show.
And the ad for Furious 7 has arrived. We’ve posted it here:
Here’s that JFK speech at the ’62 America’s Cup dinner used by Carnival Cruise Lines in its Super Bowl ad. Me, I thought the ad ghoulish, given JFK’s talk about how we all return to the ocean, given that his son died years later when his plane crashed into the Atlantic, also killing his wife Caroline Bessette and sister in law Lauren:
Tie game at halftime. Good news for companies that bought spots in the second half.
And, as people run to bathroom before Katy Perry’s halftime show begins, NFL runs its domestic violence PSA which, unfortunately is immediately followed by an ad that begins with the line: “I heard that guy’s balls were deflated”
Good catch, Lisa. The NFL donated the time for the anti-domestic violence PSA that just ran. Effective real recording of a woman in danger.
And, as people run to bathroom before Katy Perry’s halftime show begins, NFL runs its domestic violence PSA which, unfortunately is immediately followed, in New York feed anyway, by an ad that begins with the line: “I heard that guy’s balls were deflated.”
Here in Los Angeles, where it’s warm enough to have the windows open, I can hear what has to be the World’s Slowest Fan celebrating the Seattle last-second touchdown about 5 minutes after it ran on cable TV here.
He’s either a Saturday Night Live skit in the making, or on some platform routed by way of the moon.
Maybe watching on a DVR so he can skip over the ads?
Wow — now the betting line favors the Seahawks with 50.8% likelihood to win.
They’re even using cute yellow lab puppies in Today show promos? More diversity, people!
What’s the point of watching the Super Bowl, David, if you’re not also watching the ads (and reading our live blog at the same time)? ;)
Katy Perry opens halftime show riding the back of a giant robot tiger. One heck of an effect.
There were prop bets out there about whether Katy Perry would come out for her half-time show with an outfit that showed cleavage or not. Some people in Vegas have a LOT of time and money to spend, it would appear.
We’ve gone from Johnny Weir to Katy Perry singing “I Kissed a Girl (I liked it) by halftime — at the Super Bowl. And Perry’s costume changes have to be some kind of a record. Suddenly, I’m a Super Bowl fan.
Best thing so far in this halftime show: no fake mosh pit crowd.
Wondering if Universal got both the Comcast in-house company discount and a volume discount. They’ve already run trailers for four films, I believe.
Bob Costas navel lint gazes about the Super Bowl at halftime with the score tied 14-14: “Katy Perry may have blown some of us away at halftime, but in the main attraction, no one’s going to be blown out.”
That ad for The Voice is a pretty explicit shout-out to Mad Max, down to the cover version of We Don’t Need Another Hero. And yes, there’s another Max Max film coming in just a few months.
Trending on Twitter: Bam Bam Bigelow — reference to Katy Perry’s halftime show opening costume, which some are saying she stole from the pro wrestler
My guys at RelishMix tell me that #Furious7 is outracing #JurassicWorld by halftime in activity around social-media hashtags. Looks like a double win for Universal either way.
Thought that by now I’d be yelling at the announcers for talking too much. They’re actually doing a pretty good job. But there’s still time…
Here’s why you shouldn’t bet on sports: PredictWise now gives Seahawks a 75.6% chance of victory.
Jublia’s first ad in the Super Bowl. Unless you have a killer ad, then why? It makes anti-toe nail fungus medication, for goodness sake..
In addition to Kim Kardashian, T Mobile recruited Sarah Silverman and Chelsea Handler to plug its products:
I can just imagine what Woody Guthrie would have thought about having “This Land Is Your Land” used in a commercial to sell Jeeps.
The T Mobile ad was a funny takeoff on Hollywood oneupsmanship, I thought. Like a Super Bowl version of some of Lisa Holofcener and Jill Soloway’s films about the mores of upper-middle-class West Los Angeles.
If you liked that Super Bowl-oriented “Minions” ad, see more of it here: https://deadline.com/2015/02/minions-trailer-super-bowl-1201364584/
And swing those pants!
Through three quarters, iSpot.TV says top 5 ads in terms of social activity are (in reverse order):
No. 5 Always “Like a Girl” about what it means saying someone does something “like a girl.”
No. 4 ‘Furious 7’ trailer from Universal.
No. 3: McDonald’s ‘Pay with Lovin’
No. 2: NBC’s The Voice ad
Least favorite ad of the game so far may be that Nationwide ad featuring the dead kid, based on the Twitter blowback it’s been getting throughout the game:
— d$ (@davedollar) February 2, 2015
The second I see a kid in one of these commercials I immediately assume they're going to die. Thanks, Nationwide! #SuperBowl
— Patton Oswalt (@pattonoswalt) February 2, 2015
Bobby Sena then died in a tragic tub accident, thanks to Nationwide.
— Jason Hanes (@jhaneshisway) February 2, 2015
And, drum roll please, the No. 1 most talked about ad so far through the game is….
Budweiser’s Lost Dog
Cementing its lead for the Super Bowl win.
Scientology back for at least its third year advertising in the Super Bowl.
If you missed the Nationwide ad with Mindy Kaling, or two more from esurance, Deadline’s Nellie Andreeva posted this:
Oh, and here’s the only way the Green Bay Packers made the Super Bowl: with a cameo in the Pitch Perfect 2 trailer:
That ad for Loctite? The glue? Ad Age says that accounted for just about its entire annual marketing budget.
The Mercedes-Benz’ tortoise & hare ad that just aired was the first commercial directed by Robert Stromberg, who directed Maleficent.
Finally the tortoise and hare arrived. Talk about slow and steady.
Tortoise & hare debuted on Ellen DeGeneres’ show on Monday…and Mercedes-Benz has been teasing it all week.
Catch the new Ted 2 trailer here:
What a game! PredictWise now has Patriots the favorite at 61% chance of winning.
Victoria’s Secret’s “I’m In The Mood For Love” lingerie ad its first on the Super Bowl since 2008. Anyone have an opinion on whether it was appropriate for family programming?
Super Bowl is educational:
A 50-yd field goal, in the University of Phoenix Stadium, deflects about one-third inch to the right due to Earth's rotation
— Neil deGrasse Tyson (@neiltyson) February 2, 2015
Just an FYI: A 250 lb football player, running 15 mph, has more kinetic energy than a bullet fired from an AK-47 rifle.
— Neil deGrasse Tyson (@neiltyson) February 2, 2015
I still can’t believe that catch. What a way to end a game like this…..Wait!
Not that anyone’s focused on this after the catch and then an interception to cinch the victory for the Patriots, but here’s the 50 Shades of Grey trailer:
An interception in the end zone?! This is an instant classic.
Now I’m wondering what PredictWise thinks the Patriots’ chances are of winning…
How long will Seahawks QB Russell Wilson have nightmares about that pass interception?
And to top it off the game ends with a fight.
PredictWise now has Patriots odds at 99.6%.
Given the blizzard a few days ago in New England and the brutal cold since, I’m guessing odds of riots in the streets of Boston over a Patriots win are less than that.
If there’s a riot it would be over the fight. But victors should find it easy to be classy.
Among entertainment-related Super Bowl spots in the top 10 for social activity, two are from NBC (The Voice and the Q2 promo for The Blacklist), plus the trailers for Universal’s Furious 7 and Lionsgate’s Insurgent. That’s according to iSpot.TV
And that’s that. Can’t wait to see the ratings tomorrow. Every advertiser in the fourth quarter got its money’s worth. Well, to the extent anyone can after paying $4.5 million for 30 seconds.