Super Bowl 2012 Post-Game Report

It’s time to review the tapes, so to speak. For our post-game ad report, we asked SBCers to comment on which commercials were touchdowns and which were groan-worthy fumbles.

Read their retail-driven insights and be sure to check back for more updates in our continuing Super Bowl series.

Matt Wilson, Executive Vice President/General Manager

Most effective: Who won your vote for best ad of the night? What made it so effective?
I liked Clint Eastwood in the “second half” spot – thought it set the correct tone to continue their Imported from Detroit campaign. Though, Chrysler is a company being turned around by an Italian from Fiat.

Least effective: Which ad(s) do you think will be left forgotten? What was the biggest missed opportunity? 

GoDaddy’s ads are no longer “tit” a lating. Danika Patrick is sensuous, but I don’t feel like I want to see her naked as the spot suggests. It’s cool that they are promoting the cloud though. 

First Super Bowl app: Did Chevy set a new standard for Super Bowl advertising with the first game time app? Did you download?
No. Plus, for the flying car gig I was expecting George Jetson.

 

Becky Ziegler, Vice President/Account Director

Most effective: Who won your vote for best ad of the night? What made it so effective?

Several of the new product launch ads worked really well – Bud Light Premium – thought those ads were really well done. The new Acura spots with Seinfeld. I really believe that this is the most effective use of Super Bowl advertising in general – to launch newsworthy new products. I also very much enjoyed the Budweiser “Eternal Optimism” spot that showed Budweiser through the years – thought it was well done with a great soundtrack. 

Least effective: Which ad(s) do you think will be left forgotten? What was the biggest missed opportunity? 

I thought the Chevy truck “2012” end of the world spot was predictable and the talent/writing was weak. I also thought that the TaxACT spot, “Feel the Free,” with the boy in the pool was boring.

Which brand had the best use of social media integration? Why did it work? 

I liked the Bud Light “Rescue Dog” spot’s Facebook integration – they only have 19,000 fans on FB, but I think that’s still a worthy cause. The Coke Polar Bears were also very deeply integrated with social media – and the creative changes throughout the game were really cool.

Jim White, Vice President, Media

Most effective: Who won your vote for best ad of the night? What made it so effective?

Bridgestone Tires. The bottom line is to get people to engage with your brand. I thought their commercials were clever and funny but most of all I remember them. I now refuse to buy any tires except Bridgestone’s. 

How well did pre-game hype (for ads) live up to the actual results?

The expectations are set so high that the results get tainted in the public eye.