SuperBowl Ads 2009

Going for the buzz without getting Stung

Ads on SuperBowl 43

Bad Buzz:  The cheap joke.  A kick in the groin may be good for a laugh.  But it’s certainly not sophisticated, original or memorable.

Bad Buzz:  The cutsie joke or simple pun.  Again, the easy way out.  Not likely to be talked about at the water cooler

Mixed buzz:  The one-second commercial.  The Super Bowl ad hype is all about BIG.  The game is big.  The ad price tag is big.  The ads are entertaining in a big way.  How about a strategy of Less-is-More?  Play up the fact that you’re going to have a ONE SECOND ad.  They received free publicity and an audience anticipating watching the minimal ads.  The execution was something else.  Did they air a one-second ad?  Did I blink at the wrong time?  I had a TV in the bathroom.  Maybe Less-Got-Missed.

Mixed buzz:  The 3-D Ad.  Again, something different creates buzz.  The 3-D ad publicity was picked up by our local TV News program here in Las Vegas.  They even showed a clip from the commercial.  The glasses were available locally and they were free.  Good buzz if it had delivered.  I’ve seen good 3-D on a TV screen before, but not today.  For sure, I wouldn’t have wanted to watch 30 minutes of it.

Mixed Buzz:  A rejected ad can be both positive and negative.  This year a 30-second PETA ad was rejected for being too sexual.  PETA ads are often on-the-edge, but they’re certainly not the only ads on the airwaves featuring scantily clothed women.  Like a woman in a bikini selling cars makes more sense?  I sometimes suspect that vegetarians make people more uncomfortable than naked people.  Never-the-less, they received a ton of FREE publicity.  It’s like an R-rated movie getting free publicity from a church protest. PETA had lots of people see their ad and it didn’t cost them $3 million for a Super Bowl spot. A positive result from PETA’s viewpoint.  Personally I didn’t find the ad offensive, enticing, or effective.

Good Buzz:  As usual the Humor ads dominated the day’s commercials.  They’ll be remembered and talked about.  Typically 70-80% of the SuperBowl ads feature humor or at least try to make you smile.

Here are some of my favorite SuperBowl 2009 Ads

Monster.com

Budweiser

Budweiser

Teleflora

Hundai

CareerBuilder

Bridgestone Tires

Coca Cola

Cars.com

Priceline