The New York Giants may have taken home the hardware Sunday night, but they were not the only winners at this year’s biggest game. Take a look at the Super Bowl commercials that scored big with viewers Super Sunday.
Super Bowl Ads are for the Dogs
Budweiser, Volkswagen, Toyota, Sketchers, and Doritos proved that “man’s best friend” can also be the best thing to get the attention of football fans. Bud Light showed that rescues are just as good as purebred dogs – sometimes better. In the sequel to last year’s Vader Kid advertisement, Volkswagen adds a dieting dog to the mix in a commercial for the new Beetle. Toyota used a Chihuahua and a Great Dane – Rusty and Mr. Sprinkles – to form a connection between the Camry drivers in America. Sketchers and Mr. Quigley showed off their new running shoes. And Doritos were used by a crafty Great Dane as a bribe to cover up a felinicide.
The Babies of Super Bowl Commercials
Not to be outdone by the dogs, babies took center stage when the game went to a TV timeout. E*TRADE’s pintsized financial experts showed that it’s never too early to start making sound financial decisions. Not just dog lovers, Doritos used a baby to commit the perfect heist in one of their first half commercials. Not to be outdone, Toyota used a time-traveling baby to show off its reinvented Camry. And Bridgestone tire company showed off just how quiet its tires are with the help of NBA stars Tim Duncan and Steve Nash as well as the sleeping baby test.
Sex Sells in Super Bowl Ads
As it does every Super Bowl – sex sells – and this year there was a little something for everyone. H&M did not aim its advertising dollars at the usual football fans with close-ups of soccer star David Beckham in his underwear. GoDaddy, in typical GoDaddy fashion, flounced around racecar driver Danica Patrick, fitness celebrity Jillian Michaels, and recording artists The Pussycat Dolls. Both Kia and Teleflower utilized the services of Brazilian Supermodel Adriana Lima to add some sex appeal to their Super Bowl advertisements. Fiat enlisted Romanian Supermodel Catrinel Menghia to seduce viewers into checking out its sporty new car. And in a slightly unconventional move, M&Ms stripped down to become the life of the party.
Super Bowl Commercials get Patriotic
New England may have lost the game, but being a patriot scored big for advertisers. Clint Eastwood’s Chrysler halftime speech and General Electric’s look at Louisville Kentucky’s Appliance Park both called for patriotic Americans to right the country’s economic downturn with grit, gumption, and hard work.
Super Bowl Ads and the Celebrities that Love them
Although this year’s ads had themes all over the map, almost all of them had one thing in common – celebrities. Either in cameos, or in the starring role, celebs were a staple of this year’s commercials, including stars like Matthew Broderick, Mark Cuban, Sir Elton John and Flava Flav, Motley Crue, The Darkness, Jay Leno and Jerry Seinfeld, Donald Trump and Apolo Ohno, Scooby and the Gang, Regis Philbin, Will Arnett, and John Stamos.
And the Winners are
There are a number of ways to judge the effectiveness of the 2012 crop of Super Bowl ads.
USA Today polled fans with their Admeter. On the Monday following the big game, fans had voted the Doritos baby #1, the Bud Light rescue dog #2, the Doritos dog cover up #3, Kia’s dream car # 4, and M&Ms stripped down at #5.
Effectiveness-panel research conducted by advertising testing firm ACE Metrix put the Doritos baby at #1, M&Ms striped down at #2, Coca-Cola’s polar bear catch at #3, the Doritos dog cover up at #4, and Coca-Cola’s superstitious polar bear at #5.
Advertising agency Mullen, and social media marketing agency Radian6, tracked Twitter activity to rate the success of this year’s commercials in the fourth annual Brand Bowl. The top ranking brands were Doritos at #1, H&M at #2, Chrysler at #3, Pepsi at #4, and Chevy at #5.
Author: Brendan Purves