2010 Commercial Line-Up
Who are the starting quarterbacks in this year’s big game? Who cares! The only line-up that matters is the one with the scoop on the big budget ads. Thanks to the tireless work of the SpotBowl research team, we’ve been able to compile the most comprehensive ad line-up on the Internet. Read it, study it and then impress your friends with your exhaustive commercial knowledge. And don’t forget to check back often for updates.
ANHEUSER-BUSCH INBEV 
NUMBER OF SPOTS: 5 minutes of airtime
DETAILS: Most of the ads will highlight the brand’s new tagline “Here we go.” One spot will spoof the TV show “Lost.” Another, for Budweiser, will feature a community rallying to help a stranded beer truck. Cyclist Lance Armstrong will appear in a spot for Anheuser-Busch’s Michelob Ultra. The brand’s iconic Clydesdale horses, which were counted out of the game after not making the final cut, will make an appearance after all following an online fan vote.
A quarter-by-quarter rundown of Bud’s ads includes spots titled “Light House” (Q1 Bud Light), “Asteroid” (Q1 Bud Light), “Voice Box” (Q1 Bud Light), “Bridge” (Q2 Budweiser), “Stranded” (Q2 Bud Light), “Little Bumps” (Q3 Michelob Ultra), “Ice Bottle” (Q3 Select 55), “Fence” (Q4 Budweiser).
AUDI OF AMERICA 
NUMBER OF SPOTS: one spot
DETAILS: The spot will air during the fourth quarter of the game to promote its Audi A3 TDI. The rock band Cheap Trick will reinterpret one of their classic songs for the ad, which will have an environmental theme.
BRIDGESTONE 
NUMBER OF SPOTS: two 30-second spots
DETAILS: Both spots use humor and the element of surprise. In one Bridgestone ad (“A Whale of a Tale”), three men speed down the road with a killer whale loaded onto the back of their truck while the men pour bottled water of the animal’s head. Another ad, called “Your Tires or Your Life?”, depicts an accident scene on a stormy night and a creepy man with power drills.
CAREERBUILDER.COM 
NUMBER OF SPOTS: one spot
DETAILS: As part of the company’s “Hire My TV” ad contest, one winning idea for a commercial will be turned into a Super Bowl® ad by the CareerBuilder marketing team.
CARS.COM 
NUMBER OF SPOTS: one 60-second spot
DETAILS: Tapping into a theme used by the company in previous Super Bowl® outings, this year’s ad will feature car shoppers armed with the confidence they gained from using Cars.com.
CHRYSLER 
NUMBER OF SPOTS: one 60-second spot
DETAILS: The only U.S. automaker in the big game, Chrysler’s 60-second spot will highlight the company’s Dodge Charger.
COCA COLA 
NUMBER OF SPOTS: two spots
DETAILS: Characters from The Simpsons will be the stars of one Coke spot. In the animated ad, Kwik-E-Mart clerk, Apu, cheers up the curmudgeonly Mr. Burns with a Coke after Burns loses his multi-million dollar fortune. In another spot, a sleepwalker on a safari cheats death by wandering past various dangerous animals on his way to retrieve a Coke from the cabin fridge.
DENNY’S 
NUMBER OF SPOTS: one spot
DETAILS: Following its successful Grand Slam Breakfast giveaway promo in last year’s Super Bowl, the restaurant chain will again announce a one-day breakfast free-for-all, with a spot featuring a spokesperson warning chickens (and their eggs) to clear out of town. Denny’s will also announce the return of its free Birthday meal promotion, which will run throughout 2010.
DIAMOND FOODS' POP-SECRET 
NUMBER OF SPOTS: one 30-second spot
DETAILS: The Super Bowl® rookie will re-launch Pop Secret’s microwave popcorn brand. The ad will feature a family of excitable, movie-loving popcorn kernels.
DOCKERS 
NUMBER OF SPOTS: one 30-second spot
DETAILS: The company’s iconic khaki pants will be featured in an extension of the brand’s “Wear the Pants” campaign which kicked off with print and radio ads in 2009. The ad will feature men marching and singing “I wear no pants” before being interrupted by a message that “it’s time to wear the pants.”
DORITOS 
NUMBER OF SPOTS: three 30-second spots
DETAILS: Doritos' "Crash the Super Bowl" contest will return with the top three consumer-generated ads winning a spot in the company’s Super Bowl® ad line-up. A total of $5 million will be awarded to the creators of the winning ads if the spots claim a top three position in USA Today's annual post-Super Bowl® ad meter rankings.
Finalists in this year's contest include an assortment of spots featuring violent humor, including a dog who places a shock collar on a man, and a man who stages his own funeral in order to live his dream of being buried in a casket full of Doritos.
DR. PEPPER 
NUMBER OF SPOTS: one spot
DETAILS: In its first Super Bowl® ad, Dr. Pepper will feature its Dr. Pepper Cherry drink and the band, Kiss. The group will perform a version of their song, “Calling Dr. Love,” and will be joined onstage by members of the Kiss tribute band, MiniKiss.
E-TRADE FINANCIAL 
NUMBER OF SPOTS: one 30-second spot
DETAILS: E-Trade’s popular talking baby concept will return, but will feature a new infant in the starring role.
ELECTRIC ARTS 
NUMBER OF SPOTS: at least one spot
DETAILS: The game maker will promote its new Dante’s Inferno game for the PSP, PS3 and Xbox 360. The company was forced to change the game’s tagline, “Go To Hell,” to “Hell Awaits” after CBS deemed the earlier version too scandalous.
FOCUS ON THE FAMILY 
NUMBER OF SPOTS: at least one spot
DETAILS:The Christian group will air a spot starring outspoken Christian and Heisman trophy-winning quarterback, Tim Tebow. The ad will feature the story of Tebow’s mother, who ignored doctors’ advice to have an abortion when she took ill while pregnant with Tim during a 1987 mission trip to the Philippines.
GODADDY.COM 
NUMBER OF SPOTS: two 30-second spots
DETAILS: Both GoDaddy ads will feature company spokesperson and race car driver, Danica Patrick. In the past, GoDaddy has been known for its risqué, censor-challenging ads promoting the company’s web domain name registration service.
HP 
NUMBER OF SPOTS: one 30-second spot
DETAILS: A rookie in this year’s game, HP will use its airtime to continue its “The Computer is Personal Again” campaign. Past “Personal Again” ads have featured celebrities in special-effects laden spots, talking about how they use their computers. This year’s ad will feature “swirling 3-D effects” similar to past HP ads.
HOMEAWAY 
NUMBER OF SPOTS: one 30-second spot
DETAILS: The vacation rental company will make its Super Bowl® debut with a spot featuring comedian Chevy Chase and Beverly D’Angelo as the duo reprise their roles as Clark and Ellen Griswold from the classic “National Lampoon’s Vacation” films. The ad will be a mock movie trailer for a film called “Hotel Hell Vacation.” Viewers will be instructed to visit a website, where they can view the entire 15 minute short film.
HONDA MOTOR CO. 
NUMBER OF SPOTS: one 30-second spot
DETAILS: The ad will launch Honda’s new wagon-sedan crossover, the Crosstour, with the help of an animated squirrel and music by Kool and the Gang.
HYUNDAI MOTOR 
NUMBER OF SPOTS: two 30-second spots and two 5-second billboards
DETAILS: Specific details are unknown. Hyundai is also the sponsor of the pre-game show.
INTEL 
NUMBER OF SPOTS: one 30-second spot
DETAILS: In what the company is calling its “biggest product launch in five years,” the spot will be used to promote its 2010 Intel Core Processor.
KGB (KNOWLEDGE GENERATION BUREAU) 
NUMBER OF SPOTS: one 30-second spot
DETAILS: The text message information service has purchased one spot, but has not decided which concept it will air in the big game. One spot being considered includes actors Stephen and William Baldwin.
KIA 
NUMBER OF SPOTS: one 30-second spot
DETAILS: The ad will feature the first Kia built at the carmaker’s new Georgia plant, the 2011 Sorento crossover. Muno, a character from the children’s show “Yo Gabba Gabba!” will star as the driver of the car during a cross country trip.
MARS/SNICKERS 
NUMBER OF SPOTS: one spot
DETAILS: One ad for Snickers will feature 80-something-year-old actors Betty White and Abe Vigoda with the theme “You’re not you when you’re hungry.” No other details are known, but it’s assumed the normally peaceful actors will take on a hungry alter ego.
MONSTER.COM 
NUMBER OF SPOTS: one spot
DETAILS: The job hunting website is expected to focus on its contest to find an “NFL Director of Fandemonium,” which sends the winner to the Super Bowl®.
MOTOROLA 
NUMBER OF SPOTS: at least one spot
DETAILS: No details have been released about Motorola’s plans.
NBC UNIVERSAL’S UNIVERSAL ORLANDO 
NUMBER OF SPOTS: one 30-second spot
DETAILS: The theme park’s new Wizarding World of Harry Potter attraction will be promoted and will feature Harry Potter.
NATIONAL FOOTBALL LEAGUE 
NUMBER OF SPOTS: one 30-second spot, one 60-second spot, one 10-second spot
DETAILS: The 60-second ad will feature New Orleans Saints running back Reggie Bush.
QUALCOMM'S FLO TV 
NUMBER OF SPOTS: two 30-second spots
DETAILS: The pocket-sized handheld television will by promoted in two spots. The first, called “Injury Report,” features sports commentator Jim Nantz giving a play-by-play of the effects on a man who accompanies his girlfriend on a marathon shopping trip. The other spot, called “Moments,” features a remix of The Who song “My Generation” by Black Eyed Peas front man will.i.am, with proceeds from the sale of the MP3 going to a Haiti relief fund.
SPRINT 
NUMBER OF SPOTS: one spot
DETAILS: The company’s Boost Mobile phone service will make its Super Bowl® debut with a spot featuring members of the 1985 Chicago Bears and their attempts to recreate their famous “Super Bowl Shuffle” rap song and video. Players making an appearance include Jim McMahon, Willie Gault and Mike Singletary.
TACO BELL 
NUMBER OF SPOTS: at least one spot
DETAILS: Former NBA star Charles Barkley will appear and promote Taco Bell’s new NBA Five Buck Box.
TELEFLORA 
NUMBER OF SPOTS: one 30-second spot
DETAILS: The flower delivery service will return with its sarcastic talking flowers, this time voiced by comedy legend Don Rickles.
TRUTV 
NUMBER OF SPOTS: one 30-second spot
DETAILS: The former CourtTV network will make its first appearance in the Super Bowl® with a spot starring Pittsburgh Steelers star, Troy Polamalu. The miniature “Punxatawney Polamalu” will be featured in the role of the groundhog who sees his shadow during the Groundhog Day ceremonies in Punxatawney, PA.
UNILEVER’S DOVE MEN & CARE 
NUMBER OF SPOTS: one spot
DETAILS: The spot will promote a new line of men’s moisturizing Dove products.
UNIVERSAL PICTURES 
NUMBER OF SPOTS: unknown quantity
DETAILS: Details are unknown, but possible upcoming blockbuster films include “The Wolfman” (February) featuring Benicio Del Toro as a man-turned-beast, a “Robin Hood” remake (May) starring Russell Crowe and the animated feature “Despicable Me” (July).
U.S. CENSUS BUREAU 
NUMBER OF SPOTS: one 30-second spot
DETAILS: The bureau’s spot will focus on getting people to fill out forms for the upcoming 2010 National Census.
VIACOM’S PARAMOUNT PICTURES 
NUMBER OF SPOTS: three spots
DETAILS: The studio will promote February’s “Shutter Island,” a thriller starring Leonardo DiCaprio; May’s “Iron Man 2” with Robert Downey Jr. and Mickey Rourke; and July’s “The Last Airbender,” directed by M. Night Shayamalan.
VIZIO 
NUMBER OF SPOTS: one 30-second spot
DETAILS: The TV maker will return for a second year with a musical spot featuring R&B diva and recent Grammy record-breaker, Beyonce.
VOLKSWAGEN 
NUMBER OF SPOTS: one 30-second spot
DETAILS: The automaker will return to the Super Bowl after a nine-year hiatus. The spot will offer a “new approach” on the company’s “Das Auto” tagline and will star comedian Tracy Morgan.
WALT DISNEY PICTURES 
NUMBER OF SPOTS: at least one spot
DETAILS: Disney did not indicate which film(s) would be promoted, but possible releases include Tim Burton’s live action remake of “Alice in Wonderland” (March) starring Johnny Depp as the Mad Hatter; “Prince of Persia: Sands of Time” (May); and Pixar’s “Toy Story 3” (June).