PayPal will invest big bucks to introduce its "global vision for the future of money" in a 45-second commercial during the first quarter of Super Bowl 50.
Crispin Porter + Bogusky will create the company's first-ever big-game commercial, which will air on the Feb. 7 CBS telecast. In the run-up to the event, 30-second slots have been reportedly selling for $5 million or more.
Details were scarce, but in a statement, Greg Fisher, the PayPal's vp of global brand marketing, described the ad as "more than a commercial." It will, he said, explain how the company plans to "empower people and businesses to move and manage money securely, efficiently and affordably" now that PayPal has separated from eBay.
The Super Bowl appearance heralds the launch of a major brand campaign which, Fisher said, is "designed to start a larger conversation about a reimagined financial world that must include everyone."
With the game fast approaching, expect a slew of advertisers to begin disclosing their plans, especially after the year-end holiday madness subsides.
In fact, the Super Bowl ad buzz is already under way.
Last week, Acura said it would return—after a three-year absence—to the big game with a Mullen Lowe spot touting is latest NSX supercar. Alas, Budweiser's peppy pooch won't appear, though the brand itself will take the field. And one of the surprise stars of Super Bowl XLIX (49), Avocados From Mexico, is also suiting up for a return.
The 2015 telecast drew 114.4 million viewers, making the New England Patriots' 28-24 victory over the Seattle Seahawks the most-watched TV broadcast in U.S. history.