Victoria's Secret Super Bowl

Fashion and beauty brands along with retailers are tapping into the Super Bowl’s massive marketing machine.

Amazon, Marmot and the Camuto Group have secured their first 30-second TV spots during the event, which begins this Sunday on CBS at 6:30 p.m. EST, while Axe will make a return during the broadcast.

While it is pushing hard into fashion, Amazon instead will promote its Echo wireless speaker and voice command device, which is named Alexa, during the Super Bowl with a commercial featuring Alec Baldwin and Missy Elliot. So far it has released a few 30-second teasers showing Baldwin getting prepared for a Super Bowl party with help from Alexa. They are tagging the campaign the #BaldwinBowl.


“Echo has had an amazing reception from customers over the past year — they love it. We thought the Super Bowl was a great chance to tell even more people about what Echo and Alexa can do, and have some fun while doing it,” said Neil Lindsay, vice president of Amazon Devices.

Marmot, an outdoor apparel brand based in California, is also making its Super Bowl debut this season. The brand has partnered with Goodby Silverstein & Partners on a 30-second spot that shows a man enjoying the outdoors with the brand’s mascot, a Marmot.


“Marmot’s parent company Jarden Corp. has supported key Marmot brand and company growth initiatives for numerous years, and the Super Bowl is one more great opportunity for Marmot to reach new consumers,” said Tom Fritz, vice president of marketing at Marmot. “Marmot has grown substantially over the last decade, and the company has reached a critical mass and is at a point where this type of marketing program makes sense to take the company to a new level of growth.”

According to Fritz, Marmot has been able to do well despite the odd weather and the Super Bowl commercial will mark the beginning of a robust marketing plan for the remainder of the year.

Axe, which advertised during the Super Bowl in 2014, has purchased a 30-second spot that will show its “Find Your Magic,” campaign, a new direction for the brand that shows various depictions of masculinity.


Matthew McCarthy, senior director of Axe and men’s grooming for Unilever, said, “The Super Bowl is a great place to feature the brand’s new point of view because the scale allows us to bring more men and women into the conversation around individuality and inclusivity.”

Camuto Group will air its first Super Bowl commercial — and first TV commercial ever — on Sunday during pre-game coverage on CBS. The ad, which will run between 5:55 p.m. and 6:05 p.m., will precede the Super Bowl kickoff.


The 30-second spot, which was created by agency and production company Swell, along with Camuto Group’s in-house global marketing team, features a Brindle Boxer dog who wants to help his owner select a pair of shoes to complete her outfit. The dog rifles through a walk-in-closet filled with Vince Camuto shoes and offers his suggestion for the perfect shoe. The brand is running teasers on social media platforms leading up to the event.

Victoria’s Secret will not air a TV spot during the game, but it did release an online video titled “Score More,” which debuted on Tuesday night during the CBS Super Bowl commercial special. The ad features Victoria’s Secret Angels Adriana Lima, Alessandra Ambrosio, Elsa Hosk, Jasmine Tookes and Taylor Hill.


The Angels, who are dressed up in football helmets and jerseys, are at a near loss against their rival team, The Devils, but defeat their opponents after a pep talk from their coach, who is played by TV personality Erin Andrews. The video ends by reminding viewers that “This Valentine’s Day…score more at Victoria’s Secret!”

Dove Men + Care and Skechers advertised last year during the event but won’t be participating this Sunday.

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