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AdWeek

January 10, 2014 View Original Article

Super Bowl Ad Tracker: What to Expect in the 2014 Game Everything we know, updated continually

Welcome to Adweek's Super Bowl Ad Tracker, where we post everything we know about the advertising planned for the 2014 game. Priced at a whopping $4 million per 30 seconds, the game's ad slots were already sold out months in advance. As the details of these Super Bowl ads continue to be revealed, we'll drop them into the Ad Tracker below, so check back regularly for updates.

Recent updates:

• Axe has posted an extended version of its Super Bowl ad, eschewing cleavage and sexual magnetism in favor of pacifist romance.
 Bud Light and its new tagline, "The perfect beer for whatever happens," will star in three of Anheuser-Busch InBev's game-day ads. Budweiser will be featured in two additional spots.
• Butterfinger has released a mildly racy teaser video for its Super Bowl ad, with the theme of chocolate and peanut butter seeking couple's counseling. 
• Kia's 60-second spot from David&Goliath will feature  Laurence Fishburne in a parody of 1999 sci-fi film The Matrix.
• Jaguar has revealed that the "British Villains" starring in its debut Super Bowl ad will be Ben Kingsley, Tom Hiddleston and Mark Strong.

ONLINE BRANDS

GoDaddy. The perennially low-brow Super Bowl advertiser says it will shift course in 2014 and focus on its product instead of male fantasy fulfillment. "We've matured. We've evolved," CMO Barb Rechterman said in October. The brand says it has purchased two :30s, with one slated to run during each half. Photos and videos from the set of Danica Patrick's commercial show her quite buffed out in a lifelike muscle suit.

Squarespace. With less than 250 employees, this website design and management service will be one of the smaller brands advertising nationally in this year's Super Bowl. Its spot was produced in-house, created by a team led by the company's chief creative officer, David Lee, who formerly served as TBWA Worldwide's digital executive creative director. No details of the creative have been released yet.