Posts tagged ‘Super Bowl’

Super Bowl ads 2010. The Good, The Bad, and The Ugly.

This year on February 7, 2010 was the 44th annual Super Bowl.  This year,  I was not as concerned with who the main players were (the Colts and the Saints) but rather what the commercials would be.  For the most part I was not disappointed.

Over the years, the price for a 30 second commercial to be aired during the Super Bowl has changed dramatically.  In 1967 for the first Super Bowl a 30 commercial would cost about $37,500.  In 1987 for the Super Bowl XXI a 30 second commercial cost $600,000.  This year for the 44th Super Bowl commercials cost on average $2.6 million dollars*.  In my opinion, if your company is going to spend so much money producing an ad then the commercial should be perfect.

This year, I had a favorite and a least favorite ad.

My favorite ad was Google’s “Search On”.  You can watch this video below:

This ad was my favorite because it is so romantic. The ad shows a person searching for ways to impress a young “French girl”.  Google then corrects the “searcher” by coming up with the result “How to impress a French Woman”.  The ad is cute because this person seems naive not knowing what truffles are or how to correctly spell the “Louvre”.  It continues by showing the “searcher” at first asking for advice on long distance relationships but they quickly change their mind and instead decide to search for flight and church information.  The ad finishes by the searcher asking for advice on how to assemble a crib.  This ad has shown a person’s relationship formation in about 30 seconds in an incredibly romantic way.  Google did not just market this ad towards women however, it is very popular among men.  Hulu showed that women voted for the ad 81% favorably, and men voted 67% favorably (As of 2/13/2010).

My least favorite ad was Chrysler’s “Dodge Charger”.  You can watch it below.

I disliked the ad for a number of reasons. First it made men in general look like they have no backbone.  They showed these various men looking stone-faced into the camera saying things like “I will say this, I will do this”.  I do not know a single man who behaves like that so to me it was ridiculous and insulting to most men and women who supposedly “make” men do these things without question.  Also, sometimes women do ask men to do things, such as be nice to their mother-in-law or watch “vampire tv shows”,  however does that mean that men need to go out and purchase a Dodge Charger?  This commercial was only marketed towards men, but I think that it is offensive towards women and should offend men as well.

*I found the ad cost estimates here.

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February 13, 2010 at 1:35 pm Leave a comment

PRCA 3030: No More Scantily Clad Britney Spears During the Super Bowl?

For the past 23 years, Pepsi has aired commercials during the Super Bowl.  This year however, Pepsi is taking a very different marketing approach.  I just finished watching a video on CNN.com that details Pepsi’s decision to switch advertising approaches.  Chief Marketing Officer of Pepsi, Jill Bearud, says, “It was not in the spirit of what we were trying to accomplish this year,” referring to producing multi-million dollar commercials.  Beraud later says that “Social networking enables you to have a relationship with your consumers.  In the past it’s always been about brands talking to consumers.  This is really a dialogue, and that’s whats new.”

Instead, Pepsi is using social media to launch the “Pepsi Refresh Project“.  Through this project, the public can suggest various causes and charities to which Pepsi will donate roughly $20 million dollars.

Richard Laermerauthor and CEO of RLM PR, was quoted saying that “They’re (Pepsi) probably getting more attention for not doing the Super Bowl ad than they would have for doing the Super Bowl ad”.

If Pepsi likes the results they get with their new methods, then the world will no longer be seeing this:

February 5, 2010 at 3:41 pm 2 comments


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