Portland companies get in on Super Bowl hype

Wieden+Kennedy has three clients who purchased ad time; an app developed in the Rose City will gauge viewers’ reactions to the expensive commercials.

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This Sunday will be Portland ad agency Wieden+Kennedy’s Super Bowl.

The company has three clients that bought ad time for the big game: Coca-Cola, TurboTax and Squarespace. The latter was produced by the company’s New York office.

OregonLive.com reported on Wieden+Kennedy’s output:

One of the clients, Coca-Cola, is airing three teaser ads that started Monday that follow the theme of the 60-second commercial that will air during the first quarter. The first of these teaser ads stars Danica Patrick. Football player Michael Sam and Robby Novak, better known as Kid President, also will appear in teasers later this week. The campaign has been dubbed #MakeItHappy. …

The Portland office also is responsible for a 60-second spot in the first quarter for TurboTax. W+K produced an ad for TurboTax last year, the brand’s debut in the Super Bowl.

Meanwhile, Dialsmith Partners has developed an app that will measure how consumers respond to the pricey ($4.5 million for 30 seconds of airtime) commercials.

The Portland Business Journal examined the software’s service:

The Slidermetrix app allows viewers to continuously rate ads as they watch it, with a sliding on-screen slider ranging from 0 (that’s bad) to 100 (that’s the advertiser’s goal). Viewers can then see how their take compares to other viewers. After rating the ad, viewers will see how their feedback compared to other viewers.

“So, in the case of a Super Bowl ad, we get a real-time, second-by-second snapshot of each viewer’s opinion, providing a deeper level of data than what you get from some of the standard types of online video ratings,” said David Paull, Dialsmith’s founder and CEO, in a release.