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Morning Update: Who bought commercials in today’s Super Bowl

AdWeek: This Ridiculous and Charming Super Bowl Ad for Avocados Explains a Lot About the World

If your country could have recruited its plants and animals like football talent in the Earth’s earliest days, what would you have picked? A sleepy sloth? A scrappy lemur? Some … wheat?

That’s the question posed in Sunday’s oddly amusing Super Bowl ad for Avocados From Mexico. Created by GSD&M, the spot features football greats Doug Flutie and Jerry Rice providing comentary for the “First Draft Ever.”

Mumbrella Asia: Indian government launches campaign to combat ‘rampant’ female foeticide

The Indian government has launched a campaign that challenges a commonly held view in India that the value of child is worth less if born a girl.

Three films from India’s Ministry of Women & Child Development, created by advertising agency Grey, each aimed at a different class in Indian society, depict terminating a pregnancy on the grounds that the unborn child is female as murder.

Each of the films finish with a clip from a speech from newly elected prime minister Narendra Modi, who says: “In the want of a boy, don’t sacrifice our daughters. They contribute equally in India’s pride and honour.”

AdAge: Super Bowl XLIX Ad Chart: Who Bought Commercials in Super Bowl 2015

The soft TV ad market this year extended even to Super Bowl XLIX, where NBC didn’t declare inventory sold out until days before the game. Among returning advertisers, Coca-Cola and GoDaddy each bought one commercial instead of the two they ran in 2014. Automakers, too, didn’t crowd the field as much as in recent years.

But there were about 15 new advertisers in the 2015 game, especially in digital commerce and technology, giving the ad contest a fresher flavor. And enough didn’t release their ads early that there remained a reason to watch the commercial breaks during TV’s biggest event of the year.

The New York Times: Newcomers Buy Ad Time at the Super Bowl

About a month after advertising on television for the first time, the makers of the free mobile game Heroes Charge decided at the last minute that they wanted to make a much bigger splash: a commercial during television’s biggest advertising event, the Super Bowl.

UCool, the tiny studio in Silicon Valley that produces the app, announced on Friday that it was paying $2.25 million for a 15-second spot during the fourth quarter of the game on Sunday. Because the start-up decided only a few weeks ago to buy the ad, it did not have time to find a Madison Avenue agency to produce it and created the spot — featuring its red-haired Emberstar character — itself.

Campaign: 72andSunny wins global Axe brief

Unilever has handed its non-roster agency 72andSunny Amsterdam a global brief for Axe after a competitive pitch.

72andSunny won the brief after a pitch that began in November 2014. The pitch was notable because Unilever lined non-roster agencies, like 72andSunny, up against its usual creative shops, Bartle Bogle Hegarty, R/GA London and Ponce.

The Dutch agency is now tasked with leading a “significant global project” for Axe, which is known as Lynx in the UK, and has earned a spot on Unilever’s roster.

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