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Super Bowl Live Blog: Let the ad games begin

Adage India 2019-02-03 05:30:00
Credit: Illustration by Tam Nguyen/Ad Age

Welcome to Ad Age's Super Bowl live blog, where we are tracking the ad game within the game from kick-off to the final whistle. Get insights from our editorial team on the brand wins and losses as they occur.

In addition to Ad Age staffers, we have also lined up a panel of outside experts to weigh in. They include Dan Lucey, executive creative director at Joan Creative; Jason DeLand, founding partner at Anomaly; Liz Taylor, chief creative officer at FCB Chicago; Chris Beresford-Hill, chief creative officer at TBWA\Chiat\Day New York; Ahmad Islam, managing partner and CEO at Ten35; Yadira Harrison, co-founder at Verb; and Gerry Graf, chief creative officer at Barton F. Graf.

Keep coming back for instant reviews, insights from industry pros, reportage from our newsroom and quick takes on any surprises. If you're here for searing football insight, though, you're probably in the wrong place.

5:30 p.m. ET

Going first

The game won't start for another hour. But we already know what the first ad will be--Anheuser-Busch InBev's "Shark Tank"-themed spot for its Bon & Viv Spiked Seltzer brand, which was released online Jan. 24. The brewer, which has a whopping five-minutes, 45 second of air time in the game, has been the game's exclusive alcohol advertiser for years and has often used that privilege to secure the so-called "A1" position. Bon & Viv is a relatively new brand. So the theory is the brewer put it it in the first ad slot to raise awareness, and catch Super Bowl viewers while they are, you know, still lucid (i.e. sober). --E.J. Schultz