Archives For Super Bowl ads

It’s a great day for stop motion animation/food lovers/Super Bowl memories lovers! At last! All three passions combined, all together in one place! A fine, fine idea, despite not featuring any Packers Super Bowl moments. How awesome would it be to have Bart Starr or Reggie White made out of cheese balls and jerky links?

For the last six years I’ve shared some cool Super Bowl ad stuff from an ad guy’s point of view. As a Packer fan, it’s likely that many of tomorrow’s ads will go unnoticed. Regardless, I’ll be digging up some off-the-beaten-path stuff, so stay tuned for some cool tidbits on the ads. Here are some cool Super Bowl ad pontificator folks, and some cool resources.

1. YouTube’s Ad Blitz, now with enhanced mobile phone functionality to serve the growing number of smart phone users. From the New York Times: “This year, though, there are some new wrinkles. YouTube will run its Ad Blitz contest for the fourth year, but for the first time, it will have a mobile Ad Blitz site. People can vote on ads immediately after the game, and the winning ad will appear on YouTube’s home page a week later.” Uh. A week later YouTube?

2. Hulu is featuring the ads, and has a viewer’s favorite voting thingy.

3. Brand Bowl 2011, a cool ranking analysis of the ads brought to by Mullen Advertising and Radian6. They rank Tweets about ads, general sentiment and show a stream of what Twitter is saying. This is a really fantastic resource that shows you in real time what the world is saying about the ads.

4. When the ads run. This cheat sheet shows the ads in the blocks they will appear. Audi will have the opening slot.

5. There is some deeeep Super Bowl ad history coverage here at spike.com.

6. AdAge has industry scoopage.

As my dad aged, he grew chins. He didn’t get chubby wubby, but his wattle certianly grew. This interview proves a few things: I love advertising,  I’m definitely my father’s son and I should be more of a treadmiller to prevent the chin-spawn.

What were your favorite ads? And how many chins do you have?

Hey folks, that was a fun Super Bowl party. A whole ton of you came by to check out the blahbiddy blah blah. Man, did it get crowded for awhile there. But we had plenty of Mackerel Pudding, and Pineapple Cheese Olive Loaf, and dip.

I had a great time yapping about the Super Bowl ads. Hope you enjoyed it as well.

I really thought the recession cut into the stereotypical Super Duper Super Bowl ad this year. Smaller budgets lead to smaller ideas and smaller production dollars and smaller amounts of typical wowsie splash. Fewer celebs, explosions, famous pieces of music, and schnazzzz = :(

Some of the big boys bowing out kind of felt different. Pepsi and GM taking a seat? Weird.

What worked?

I really liked the Snickers ad. Funny. Slapstick. Celebs. And it sold something. Probably my favorite ad of the game.

Doritos had a great effort. The ideas, like last year, came from consumers. That was fantastic. Lots of great, funny stuff.

Audi was funny. A reach, to say they’re going to represent America’s green standard. But funny regardless.

Cars.com was hilarious. And I really liked the strategy of “even the smartest people need help.” Really cool. Great production values too. It used to be when more of the Super Bowl ads were big and smart, like this one.

The Emerald Nuts/Pop Secret ad was reallllly funny. And I like the co-brand. That was smart.

Vizio was fantastic. My kids got it in a way I didn’t. It showed all the hip stuff from YouTube that their generation got like crazy. That was smart, to bring that next generation into the Vizio brand. They WANTED what Vizio was selling.

The Volkswagon ad was really, really good. A classic Super Bowl ad, with a great idea: to bring “slug bug” back. I can’t tell you how many whacks to the upper arm I have given, received and witnessed in my 45 years, but it’s easily in the hundreds. That was smart. I hope it works for them.

Google had a great ad, but they cheated. The spot first ran in November. That’s not very Super Bowlish. What the heck?

Snickers
Slapstick. Celebs. Surprise. That’s great Super Bowl ad fodder. But this ad actually sold something: the idea that a Snickers will pick you up. It wasn’t just a jokes for joke’s sake.

Tru TV
“Punxatawny Polamalu!” Haaa! “Six more weeks of football!” Bwwaaaahahah! Very funny sight gags. And the perfect message for a football fan during the Super Bowl.

Boost Mobile
Jim McMahon looking as old as Betty White and Abe Vigoda. Funny because I hate the Bears.

VW
Classic Super Bowl ad style, with tons of smackstick – amish, pregnant, kids, blind people, famous people, all smackin’ each other. Smart strategy for VW to bring back such a simple cultural phenom. Hope it helps `em. And hope the build better cars too.

Doritos
“Don’t touch my mama or my Doritos.” Great line. They had a lot of good funny this year, again supplied by consumers in a contest. “Tim’s Locker” had a lot of funny for the money.

Emerald Nuts + Pop Secret
Great Super Bowl ad, and smart strategy to bring two brands together in one ad. Special effects, silly humor, good ad. My family saw one of those aquatic shows once. What a great spoof that was.

Cars.com
Second year in a row with the same idea. But really well executed, and a breath of refreshing non-slapstick fresh air.

CBS
A promo! A freakin’ promo! The promos for the network during a Super Bowl ad typically suck, and are phoned in. This one was really timely and great. The LA Times has a good story on how it happened.

Audi
“Green Police” was funny and it’ll be memorable. I kind of think they’re wrong for going that far with the green message. If it positions Audi as a green leader, it’ll be a success. But to do that in just one ad is an uphill climb unless major, major internal changes are afoot.

It’s the third year with talking babies in the Super Bowl. Kind of sad that without “Look Who’s Talking” we may never have seen them. Not sure who that’s sad for. Probably someone.

The computer animation gets better each year.

But what really dials it up this year is the social media stuff that they’ve done this year. The babies are tweeting here. Really funny. Those babies must be really smart, because they can talk like hip grownups, AND they can use Twitter very well.

Here is there 2008 pukey Super Bowl ad. Their 2009 ad. Check out the outtakes from a year or two ago. Really good.

Ironic. A car touting Super Greenness. A good message all in all, and I’m sure Cheap Trick doesn’t mind. But is it weird for a car to go there.

Okay, “social justice” may be a bit of a reach. But Miller, Pepsi and Coke are among brands who are using the big stage to relate to the millions of Americans (and earthlings, what with the Super Bowl’s worldwide reach) who truly need a hand during these cruddy economic times.

Here’s Miller High Life’s campaign idea. Here’s their ad on Facebook. (Hat tip to Robin Marohn.) It’s a great idea that salutes four small American businesses. Not your typical Super Bowl ad, but that may help Miller stand out, especially when Anheuser-Busch will most likely stick with the tried and true slapstick-n-Clydesdales approach. It’s a perfect fit for Miller High Life’s everyman brand persona. And hell, I bet the four businesses will have a much better 2010 than 2009. Way to go Miller.

Pepsi’s Refresh Everything effort is going to give millions in grants to fund helpful projects. Pepsi’s tactic of not running any ads during the game puts it into first place for pre-game brand awareness between these cola war rivals. Nielsen says Pepsi got 21.6 percent of the total online buzz among all Super Bowl advertisers (which is really, really huge), about 10 times more than Coca-Cola. But with Coca-Cola’s historical international sales lead, and Coke having about 14 times more Facebook fans, Pepsi still has a long climb to gain market share and fans.

Coke is donating $1 for each “bottle of Coke” that is “virtually gifted” on Facebook. Check it out here. Um. That’s a cool idea, but why even bother with the virtual give of a virtual beverage language? Just say “here’s a buck for a good cause.” Here’s AdAge’s story on the rivalry.

What’s a better approach? I like Miller’s. Sure Pepsi and Coke are doing good things. And they’re putting money on the ground, into the hands of folks who need it, which is really great. But I suspect that these campaigns are simply shifting corporate charitable giving and marketing budgets around. And ultimately, they’re doing the exact same thing, except Pepsi is saving a few million by not running ads. This lack of differentiation could wind up giving neither one a big win today.

What a great strategy – team up to pay for a big ad. Although saying awesome iterations three times was not very awesome. Diamond Foods owns both, so it wasn’t like the Packers and Bears getting married or anything.

Plus it was damn funny.

Not sure, but an ad featuring two different products like this could be a Super Bowl first.

Anybody know?