Bring on the B team.
With veterans such as Pepsi, General Motors and FedEx sitting out Super Bowl XLIV on Feb. 7, viewers should prepare for a roster of unseasoned and second-string players during the commercial breaks.
In place of Pepsi, much smaller competitor Dr Pepper will make its pitch.
The soft-drink maker’s spot, featuring rocker Gene Simmons and his Kiss band mates, will go up against soda king Coca-Cola.
Although Kiss has a loyal following, it doesn’t have the same wattage as one of Pepsi’s all-star music lineups, which in the past have included Britney Spears, Justin Timberlake and Black Eyed Peas frontman will.i.am.
GM, which ranks among the top five biggest Super Bowl advertisers along with Pepsi, is also taking a pass this year. The only domestic car company to step into the void is Chrysler, which is back after a six-year absence.
Chrysler is eager to prove that it’s a long-term player after emerging from bankruptcy last summer and has bought a 60-second spot for its Dodge brand.
However, a recent survey showed that car buyers aren’t so sure that brand will be around, making the ad play look more like a Hail Mary pass.
Dodge’s competition will be a handful of foreign automakers, including Audi, Hyundai, Honda and Volkswagen, which is returning after nine years in hopes of reviving its “Das Auto” tagline.
There also are a number of newcomers, including: Boost Mobile, part of Sprint Nextel; kgb, a text-message information service; and HomeAway, a vacation-rental company.
Boost is jumping into the fray despite a budget dwarfed by rival giants AT&T and Verizon Wireless. It’s trying the nostalgia approach, with players from the 1985 championship Chicago Bears — including Jim McMahon, Willie Gault and Mike Singletary — re-creating their “Super Bowl Shuffle” song-and-dance routine.
Aside from novices and occasional advertisers, there are also some seasoned players from the past few years, including Anheuser-Busch, Bridgestone, CareerBuilder, Denny’s, E-Trade, GoDaddy, Monster.com and Teleflora.
CBS is charging between $2.5 million and $2.9 million for a 30-second spot, pricing that is at or below last year’s levels.
Although the economy has clearly taken its toll, advertisers — regardless of their size and name recognition — are feeling more upbeat about their prospects.
“The economy isn’t that much better, but I think the American public is in a better state of mind,” said Tor Myhren, chief creative officer for Grey Global, which crafted a new “talking baby” ad for E*Trade. “I think people will have a bit more fun and loosen up.” holly.sanders@nypost.com