Suddenly, Super Bowl commercials became must-see TV, says former New York Times ad columnist Stuart Elliott. The plot features a bored former astronaut driving the Audi R8 sports auto to the tune of David Bowie’s “Starman” and clearly re-energized as recalls his past. And Axe will tell teenagers to embrace their unique qualities and “Find Your Magic”.
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Companies paid up to a record $5 million for 30 seconds during the championship game between the Denver Broncos and the Carolina Panthers on CBS Corp’s flagship network.
Instead of slapstick-focused ads or racy messages this year, advertisers are trying to break out with empowering and even heartfelt messages. SunTrust’s ad urged people to take a breath and feel better about their financial health. Super Bowl watcher Raj Nijjer, from Scottsdale, Ariz., said the ad went over well at the bar where he was watching the game. “So we have to, kind of, work within the structure we have, but try to bring it to life in new and different and surprising ways”. “The storytelling is better than ever”.
Most ads managed to avoid the somber tone struck previous year, when an ad for Nationwide about preventable household accidents bummed out many in the audience.
The commercial which drew the most tweets was shown by Allstate Corp’s Esurance unit before the game, promising viewers a chance to win US$250,000 (RM1.03 million) if they tweeted.
The most-watched ad on YouTube so far is Hyundai’s “The Chase”, in which two hikers, chased by bears, start their Hyundai Elantra using a smartwatch and just barely escape (the bears were impressed).
There are still some surprises in store on Game Day.
Advertisers played it safe and light with the most expensive ever Super Bowl ad slots yesterday, shunning previous years’ attempts to be outrageous, emotional or thought-provoking.
People dressed up like ketchup bottles wait in a field as wiener dogs dressed like hot dogs run to them with Harry Nilsson’s “Without You” playing in the background.
For the most part, advertisers have been playing it extra safe, going for crowd pleasers instead of shock tactics.
Humor and celebrities were once again the stars of Super Bowl commercials.
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“Where’s the spice? We’re missing a little bit of Tabasco this year”, said VCU’s O’Keefe.
