Well, the game was the most exciting in recent memory, possibly of all time. Last minute heroics led to a come from behind win for my beloved Steelers, so I was a happy man. The commercials were another mixed bag, as is usually the case. There were, however some funnier and more interesting spots this year than I remember in recent Super Bowls. Of course this is debatable since humor and creative tastes are subjective.
I have to say, considering the doom and gloom of the ever darkening economy, it’s surprising to see so many new ads being made for the most expensive timeslots available. Of course it makes sense that if you’re going to throw down the money on a Super Bowl ad, you’d better make sure it’s worth it. It was a bit odd to see ads offering cash for your gold jewelry (a kind of mail order pawn shop) alongside commercials for pre-paid private jet hours. Both sides of the economic coin were well represented for sure.
There were a few regulars missing from the line-up this year. FedEx was absent for the first time in over 10 years. They’re usually among the most memorable ads to run during the big game, so it was a noticeable void. I think there were more local ads in place this year, possibly filling in for unsold spots.
Another big surprise (or little in this case) was Miller Brewing’s one-second-long commercial. If you missed it, you may have been blinking at the time. In what was the shortest commercial to ever run during the Super Bowl, the Miller High Life delivery man seen in several previous spots associated with this campaign had only enough time to boldly blurt out “HIGH LIFE!” before the second was up. Simple. Effective. Not quite epic, but it did more for me than equine love stories. Again… it’s all subjective. I’m sure people exist who’ve always wanted a pony and the Budweiser Clydesdale spots probably speak to them on a level I’ll never get.
There were some well executed cross-media ads which beckoned for your participation beyond the TV screen. An ad for Monsters vs. Aliens was broadcast in 3D, and in order to fully enjoy it, you needed a pair of 3D glasses found at display cases in stores across the country. And while you’re there, you may as well grab a refreshing soft drink… I think you see the point here. Getting potential consumers more involved, giving them more to experience, and thereby enhancing the brand is becoming more and more valuable. Another series of ads from GoDaddy.com were just as provocative as ever. Only this year, they left viewers wondering what happened AFTER the commercial ended. The audience was then directed to visit a website to find out how each scene ended. While the concept is great, leaving viewers hanging in suspense as to what happens next, GoDaddy’s execution lacks in true creativity. Relying on sexism and lowest common denominator humor is hardly the best way to expand your market. With a TRULY creative approach, this cliffhanger concept is a great way of generating interest in a product.
So, you see how having the most colorful packaging and depending on shelf presence alone is no longer enough to sell your product-you now need an entire brand experience. Companies sell their products using a broad spectrum of ideas, emotions, and tools. For me, the bizarre and funny usually work best. Like my favorites from this year:
And for more of our favorites, check the comments…