BrandDunk

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Posts Tagged ‘Super Bowl Commercials’

Best Super Bowl 45 commercial was Volkswagen

Posted by ZA on February 7, 2011

Overall the commercials in the 2011 Super Bowl were a major disappointment.  The best of the bunch was “The Force” from Volkswagen.  Next best was the NFL promotion that featured numerous television icons over the years.  I also enjoyed Best Buy’s humorous commercial with Ozzy Osborne and Justin Bieber.  I thought the Skechers commercial with Kim Kardashian did a good job of stealing Go Daddy’s thunder (i.e- using sex to sell).

On the other end of the spectrum, I think Coca-Cola lost its mind with the spots its played.  High production spots that lacked any redeeming qualities, aside from the production value.  Salesforce Chatter also seemed to bet on the wrong pitch persons, the Black Eyed Peas, who couldn’t save a dull commercial concept.  Stella Artois spot was boring and went no where, same with Bud’s first spot the “Wild West”.

Overall I didn’t think the 2011 Super Bowl commercials were very memorable, aside from a few.  I also failed to notice much cutting edge in-terms of integration of social media.  I expected someone to push the envelope there.  Madison Avenue – what are you guys waiting on to put out some good television commercials?

“The Force” by Volkswagen was best commercial in 2011 Super Bowl

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What is the worst Super Bowl commercial of all-time?

Posted by ZA on January 28, 2011

AdAge is conducting a poll to find the “Worst Super Bowl Ad Ever”.  While there are some dousies on AdAge’s list, I think they missed including the worst Super Bowl commercial of all-time.  That distinction goes to the Careerbuilder.com “Follow Your Heart” commercial that aired during Super Bowl XLII in 2008.

The CareerBuilder spot had a decent message, but the presentation was awful.  No one wants to see a heart pop out of a ladies chest.  The shot of her sitting at her desk with the hole in her sweater is just plain bad; that alone should have gotten this concept left on the cutting room floor.  Watch the commercial below and give me your feedback – do you like it or is it disgusting?

CareerBuilder “Follow Your Heart” Super Bowl commercial

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Buy 1 Super Bowl commercial, get 3 free Final Four spots

Posted by ZA on March 4, 2010

CBS aired back-to-back spots during the 2010 Super Bowl that each featured people in their underwear.  The first TV spot was for CareerBuilder and that was immediately followed by a very similarly themed commercial from Levi’s Dockers brand.  The two spots were similar enough that Dockers claims that TV viewers didn’t all recognize that they were from different advertisers.  To make good with Dockers CBS is giving the pants brand with 3 free commercials during the NCAA Men’s Final Four.

The lesson to be learned here: If you complain loudly enough, then you are likely to get something free.  I’m sure Dockers executives were feeling the heat when their multi-million dollar Super Bowl commercial underperformed.  They turned up the heat on CBS, who then caved and gave Dockers the make goods.  I’d guess that CBS probably also made Dockers commit to additional advertising during the NCAA Tournament, which is what softened the blow of giving away 3 valuable commercial slots.

Personally I think it would be interesting if the TV networks always placed competing brands (or creative, in this case) next to each other during the same commercial break.  Then consumers could decide which spot or brand was clearly better in one-on-one format.  Every time Bud Light airs a spot, Miller Lite follows them up and then the order switches the next time each plays.  Lumping the brands in next to each other would turn up the heat on the companies to produce winning creative each and every time, because no one wants to be responsible for losing the commercial break to their biggest competitor.  I think it would make all of the brands work harder to deliver a better product, because some of them seem to be mailing it in these days (I’m talking to you Taco Bell, on the Charles Barkley spot).

[Assist: Advertising Age]

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Companies advertising in the 2010 Super Bowl

Posted by ZA on January 29, 2010

CBS sold spots for close to $3 million dollars for 30-seconds for the 2010 Super Bowl.  Did the $3 million dollar price tag deter many advertisers?  Some of the old guard, like General Motors and Pepsi dropped out, but there are still plenty of companies who want their chance in-front of the Super Bowl’s huge television audience.  Homeaway and kgb are two lesser known companies that will advertising during the 2010 Superbowl in hopes to build their brand.

Here are the companies that will be airing television commercials during the 2010 Super Bowl on CBS:

Anheuser-Busch
Audi
Boost Mobile (Sprint)
Bridgstone
CareerBuilder
Cars.com
Coca-Cola
Denny’s Restaurants
Diamond Foods (Pop-Secret popcorn)
Dockers
Dodge (Chrysler Group)
Doritos
E*Trade
Focus on Family (Christian family-help organization)
GoDaddy.com
Homeaway
Honda
Hyundai
kgb (directory assistance)
Kia
Mars (Snickers)
Monster.com
Motorola
Papa John’s Pizza
Teleflora
TruTV (Time Warner)
US Census Bureau
Viacom & Paramount Pictures (“Shutter Island”, “Iron Man 2” and “The Last Airbender”)
Volkswagen

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Government dollars being spent for Superbowl commercial

Posted by ZA on January 18, 2010

A good article from AdAge on the dilemma faced by America car makers, who were bailed out by the US government, when trying to decide whether to advertise in the Superbowl.  Ford and General Motors are sitting out again, but Chrysler has bought a commercial in the 2010 Superbowl.  That decision by Chrysler has brought some criticism by people who think they are wasting taxpayer money by shelling out $3 million for 30 seconds of air time.

It’s a bold move by Chrysler, and the right move for them to get the attention of their core market for their Dodge Charger.  The ultimate success will be determined by whether they are able to sell cars as a result of the Superbowl commercial.  So there is a lot riding on the creative for this Superbowl spot.  But more importantly, there will be a lot riding on whether Chrysler developed a great car.  The best advertising in the World, to the biggest audience (the Superbowl) won’t matter if the car sucks.

The controversy will die quickly if they hit their mark with the spot and sell a lot of cars as a result of it.  The lesson here: don’t count on other people to bail you out and then you never have to worry about asking them for permission.

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What is a Super Bowl commercial worth?

Posted by ZA on August 3, 2009

How valuable is a television commercial during the Super Bowl? Apparently a lot less in the current economy.

CBS is reportedly selling spots for the 2010 Super Bowl in the $2-3 million dollar (per spot) range.  That amount is down considerably from the $2.4 million to $3 million per spot that NBC received on the 2009 Super Bowl.  CBS is selling cheaper because they have to given the current economy.  They are also telling potential buyers that they are negotiable on the price, something that NBC was (publicly) inflexible last year until the economy tanked.

Smart move by CBS to get aggressive on working with advertisers to get them involved in the big game.  There are lots of marquee brands that love to get the exposure the Super Bowl audience provides, but many of those have seen their ad budgets slashed.  By working with the potential advertiser to create a program, CBS is going to salvage some deals that might have otherwise walked away.  CBS will probably also benefit from hooking some of these advertisers into packages that include online, radio and other CBS-owned media properties.

I like this move, but if CBS really wanted to make a bold move they would publish the spot schedule with prices.  Imagine if they had a link from their website that showed all of the available commercial inventory during the broadcast.  The link would include all of the spots in order, which each spot having a price tag next to it.  If an advertiser has committed to the spot, then their name would be included (without revealing the price they paid).

I think this would be successful because it would create a buzz around advertisers to lock down the prime spots (which sell at higher prices).  It could also land some new deals from companies who might see a competitor listed and make the bold decision to buy a spot.  Imagine Heineken deciding to buy a spot immediately after (or before) a Budweiser or Miller spot.  Putting the information out there publicly might alienate some brands, but could get other new advertisers to step up to the table.  Because rather than negotiating the deals in backrooms, where favoritism rules the day, it would bring all dealings into the public domain.  Except of course the final agreed upon price should not be disclosed.

I even think CBS could take this strategy one step further by allowing Google & Microsoft (and other large online ad divisions) to each sell spots on their own sites, to earn a commission on the sale.  Maybe a Super Bowl commercial could even be auctioned off by Ebay (with a reserve price, of course).  The buzz alone generated by these moves would help to drive some sales and could even create a new online media property for CBS to sell ads for (i.e.- their web site listing all of the ads for sale on the Super Bowl).

This type of economy is when companies need to be most courageous.  CBS would be taking a big risk, but could also permanently change the way Super Bowl spots (and maybe others) are sold.  The change could have a positive financial impact now and down the road.  And before you remind me of the financial troubles of SpotRunner, I’ll say I think CBS has a few more resources than a 3rd-party site that is selling remnant commercial inventory.

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