New Year’s Day College Football Games See Brands Suit Up

The New Year’s Day college football semi-final games saw the debut of ads by a slew of brands, including by the title sponsors of The Rose Bowl Game presented by Northwestern Mutual, the Allstate Sugar Bowl, the Chick-fil-A Peach Bowl, the Outback Bowl and the Citrus Bowl presented by Overton’s.

Amazon, for one, promoted its Prime Video live stream of the Rose Parade with Molly Shannon and Will Ferrell in character as co-hosts Tish and Cord:

Say goodbye to 2017 and start the #NewYear off right with @CordHosenbeck and @TishCattigan as they cover The 2018 Rose Parade on Prime Video. https://t.co/MNQQMApi1y pic.twitter.com/gkoXeKzECz

— Prime Video (@PrimeVideo) January 1, 2018

…although not everyone was laughing while trying to access it:

Roll out of bed at 8:30 am, fire up the @amazon Prime app on my @LGUS TV set to watch #CordandTish … and it’s not even promoted in the UX. Search for Rose, Bowl, Parade in the app…nope. Click on a banner ad for it on the smart TV navigation page…nope.
Nicely done, Amazon!

— Andrew Wallenstein (@awallenstein) January 1, 2018

Intuit’s TurboTax addressed tax prep fears during the Sugar Bowl:

H&R Block came out swinging in its spots with Jon Hamm:

Northwestern Mutual ran its “Spend Your Life Living” campaign:

Heading to the #RoseBowl tmrw? Be sure to check out Northwestern Mutual’s Touchdown Dance located just south of the Marquee. Show off your dance moves for a chance to a win a #SpendLifeLiving Vacation Package. @RoseBowlGame @NM_News #ad

— Hannah Storm (@HannahStormESPN) December 31, 2017

Allstate brought back Mayhem for #ResolutionsAreMayhem:

While State Farm ran:

Lincoln ran its latest Matthew McConaughey spot (“Perfect Rhythm”) during the Rose Bowl:

Nissan updated its Star Wars: The Last Jedi spot:

Miller Lite wished fans a Happy New Year:

Dos Equis teased its Jan. 7th statue reveal with Rob Riggle (its “most interesting fan”) and Augustin Legrand (its “most interesting man” who was introduced in Sept. 2016):

Applebee’s featured its All You Can Eat promotion:

According to our calendar, 2018 is the year of the riblets and tenders. All You Can Eat is here at Applebee’s® for just $12.99. pic.twitter.com/dL7usVvrJt

— Applebee's (@Applebees) January 1, 2018

Taco Bell ran its Belluminati campaign during the Sugar Bowl:

…and continued its social sweepstakes:

Last time, those that were “in the know” were able to get special #Belluminati items for just one dollar. If you want in, check back today at 12p PST/3p EST. https://t.co/cy7Q0um3JR. pic.twitter.com/hx71uz01gh

— Taco Bell (@tacobell) January 1, 2018

Look closely and you’ll find that the #Belluminati have hidden a code on every dollar bill. What is that code? Figure it out and enter it at https://t.co/cy7Q0um3JR to unlock exclusive Belluminati items. pic.twitter.com/l3PzISuzcz

— Taco Bell (@tacobell) January 1, 2018

With a little help from George, you guys unlocked the #Belluminati site and got tons of exclusive items. The items are gone for now, but they’ll be back… And they’ll be most decadent items yet. https://t.co/cy7Q0uDEBp pic.twitter.com/ZeJWshHpIU

— Taco Bell (@tacobell) January 1, 2018

Diet Dr Pepper brought back “Lil’ Sweet” (Justin Guarini):

Apple promoted the iPhone X:

And behind the scenes at the Rose Bowl, Honda’s Southern California dealers and Wells Fargo donated a new Honda Accord to wounded warrior Lance Cpl Simon Kim, USMC:

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