While Peyton Manning and the Denver Broncos hoisted the Lombardi Trophy Sunday night, many advertisers celebrated big wins after the Super Bowl, too.
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The Huffington Post, a liberal journal, came out with the headline “Doritos’ Super Bowl Ad Is Making Us Rethink Ever Eating Doritos Again”. Budweiser ran an ad featuring actress Helen Mirren warning Americans not to drive drunk.
Colgate had a 30-second spot asking viewers to shut off their faucets while brushing their teeth to conserve water, showing just how far those extra gallons can go. The advocacy group No More, which works to combat sexual assault and domestic violence, returned to the Super Bowl with a spot that showed a text message exchange between friends hinting at possible signs of domestic violence.
“Our whole aim was to be screened at the Super Bowl and we achieved that”, he said. As a result, several of the breaks aired during Super Bowl 50 featured just two commercials. It makes you wonder if Mountain Dew’s marketing team believes the old adage, “There’s no such thing as bad publicity as long as they spell your name right”.
In that year, “Super Bowl XLVII” between the Baltimore Ravens and San Francisco 49ers in New Orleans, the game had a 34-minute delay due to a power outage. Most of the ads rely on some wow factors, from humorous celebrity cameos to great cinematography and high production values. But in a fragmented media world, it is one of the few entertainment showcases guaranteed to draw a collective engaged audience, said Mark Stone, Chief Creative Director at Dixon Schwabl.
I know it has been criticized for implying that we are going to eat dogs, but I didn’t take it that way. And on the USA Today ad meter (which ranks viewers favourite ads played during the Super Bowl) we ranked number three.
As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land.
During last year’s Super Bowl, some of the emotional, intense ads backfired. “Every guy in the bar had a smile on their face”, he said.
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In the ad, the mom, a doctor and the father watch as the fetus moves to and fro in its mom’s tummy in an attempt to get closer to a chip wielded by the father.
