Joining the crowd of Super Bowl advertisers who get their spots out early to create some buzz, the H.J. Heinz Co. has released the commercial that the Pittsburgh food company is paying an estimated $4 million to air during the big game on Sunday.
The extended version of the spot offers a twist on the old children’s song, “If you’re happy and you know it, clap your hands.”
Various people, from a police officer in a diner to a bridal party, are shown humming the tune. They tap their Heinz ketchup bottles rather than clapping their hands, which fits with the “Show Us Your Heinz” campaign that the company has been running for the past several weeks.
The spot is more in the vein of a sweet Budweiser Clydesdales spot than an over-the-top effort at comedy more common in ads for things like Doritos.
Releasing spots early can be effective in getting media value, as Philadelphia-area agency Front Row Analytics noted earlier this week. On Monday, Front Row estimated that Toyota’s Highlander ad “No Room for Boring” had already picked up more than $200,000 worth of YouTube exposure.
Heinz last advertised during the Super Bowl 16 years ago. This is the brand’s second appearance there.
Teresa F. Lindeman: firstname.lastname@example.org or 412-263-2018.