Tomorrow’s the big day.
For the third installment of our Super Bowl advertising commentary, we’ve asked some SBCers to weigh in on past ads as well as to see what’s got them excited this year.
After all, connecting brands with consumers is what we do for a living, and, let's face it, the Super Bowl is all about getting consumers to connect with brands, with a little football thrown in for good measure.
Be sure to check back every day for more insights. You can also post comments or follow our conversation about the game and the ads on Facebook and follow the Twitter hashtag #SBCsbads.
Be sure to check back every day for more insights. You can also post comments or follow our conversation about the game and the ads on Facebook and follow the Twitter hashtag #SBCsbads.
Jim White, Vice President, Media
What has been your favorite commercial of all time? Why did it work?
Jordan / Bird McDonalds commercial from 1993. They were huge stars and the commercial was fun. It gets more absurd and it goes on.
This year there are more first-time Super Bowl advertisers than ever. Who were you surprised to see in the lineup?
Century 21 mainly, because the housing market continues to tank and the product isn’t something with a short cycle like Coke or even a car.
What are you tired of seeing in Super Bowl advertisements? Why does/doesn’t it work? Do you expect it to show up again this year?
I actually like the Go Daddy commercials. Not far removed from Cindy Crawford and Pepsi, really, or this year’s Teleflora ad with Adriana Lima. I’m not a big fan of boring car commercials. GI Joe 2 looks pretty canned. Nothing new there.
David Smith, Senior Interactive Strategist
What has been your favorite commercial of all time? Why did it work?
My personal favorite is the Tobasco Mosquito ad from the ’98 Super Bowl. It was extremely simple – no music, no dialogue, no nothing. But, it had a full story arc, entertained and delighted, and the spirit of it was dead-on for the brand and product. It speaks volumes that it’s now 14 years later and I can still play the entire spot in my head AND know who made it.
This year there are more first-time Super Bowl advertisers than ever. Who were you surprised to see in the lineup?
Century 21 was a big one for me. Dannon was also a bit of a surprise, but they’re a big brand, so I can see how the spend might make sense. There’s also always that one unexpected tech company (like Groupon last year) that seems to show up out of nowhere, so I suppose 2ndStory Software falls into that category this year.
Century 21 was a big one for me. Dannon was also a bit of a surprise, but they’re a big brand, so I can see how the spend might make sense. There’s also always that one unexpected tech company (like Groupon last year) that seems to show up out of nowhere, so I suppose 2ndStory Software falls into that category this year.
What are you tired of seeing in Super Bowl advertisements? Why does/doesn’t it work? Do you expect it to show up again this year?
Well, aside from anything by GoDaddy (which I abhor) it’s probably the commercial that pops up every year that is just a completely CGI-ed out spot that really has nothing to do with anything other than showing off CGI skills. At the end of the day, they leave the viewer going, “Eh, that was cool.” But if you asked them 30 seconds after it was over who the commercial was for, they probably won’t remember. No brand retention = poor use of a client’s money.
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