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Early Super Bowl ad details: Kate Upton is in, dogs are out

Nov 23, 2012, 11:19 AM EDT

2012 SI Swimsuit Models New York To Las Vegas Flight Getty Images

As you well recall, Volkswagen went kind of canine crazy at the last Super Bowl, showcasing a commercial during the big game featuring a dog who tries to lose weight so he can fit through the doggy door and chase Volkswagens.

The year before that: dogs barking the Star Wars theme.

Volkswagen is back for Super Bowl XLVII, but this time Deutsch LA — the ad agency which produces the spots — has sent out an edict to its creative team: no dogs.

Meanwhile, in other auto-related Super Bowl ad news, Mercedes Benz has snapped up Kate Upton, who has teamed with Usher to shoot a Super Bowl commercial. Upton tweeted this photo with her mom from the set.

Back to Volkswagen, via Business Insider:

Moral of the story: People love dogs. So when I was in the ultra-modern halls of Deutsch LA, I asked the creatives in charge of the 2013 Super Bowl spot if they’d be making an appearance in the next ad.

“It was on the brief,” group creative director and VW genius Michael Kadin said, “NO DOGS.”

“But I don’t know if the whole animal kingdom is off,” creative partner and fellow EVP/GCD Matt Ian joked.

However, Deutsch LA CEO Mike Sheldon was more resolute.

“No, there will decidedly be no animals in our Volkswagen advertising,” Sheldon told BI.

“We just want to do something that is spectacular,” he continued, “that people talk about, that people share, that makes people say, ‘Oh my gosh, I just have to be a part of that Volkswagen religion.’”

The New York Post had the Upton details:

The curvaceous blonde, who incidentally doesn’t have a driver’s license, appears in the 60-second ad that is said to be “a tongue-in-cheek depiction of how far a person might — or might not — go to get their heart’s desire.” Sources say Upton will not be driving in the spot in which she plays herself, an “object of desire.” The ad, which was filmed over the weekend, will also star Usher, we’re told.

Also back for Super Bowl XLVII are Anheuser-Busch, Audi, Best Buy, Century 21, Coca-Cola, GoDaddy (with Danica Patrick), Hyundai, Oreo, Pepsi, and Mercedes Benz, which also is a sponsor for the Superdome, where the game will be held.

  1. eugenesaxe - Nov 23, 2012 at 4:40 PM

    Kate Upton is this year’s model, next year it’ll be someone else (no offense to Miss Upton and her assets).
    Dogs are ALWAYS in style.