Super Bowl 45: super ad dud
By Michael Vass | February 7, 2011
For all the hype that goes into a Super Bowl ad, and the cost, you expect the very best in advertising brain power. You look for innovation, humor and a spark that says give me more. But as the Green Bay Packers beat upon the Pittsburgh Steelers the television advertisments just left you wanting.
** Update – in fact wanting more. It seems that Audi, KIA, Coca-Cola, and Budweiser weren’t too happy with the responses to their Super Bowl ads either. So much so that they have pulled them from Youtube, somethihng they generally do not do. Which goes to our point that the ads were lackluster at best and far from what fans normally recieve. Well they have 364 days to get it right.**
Some of the best ads were subtle in their approach. There was the Bridgestone tire ad that caught the attention of the crowd at the Belmar Bar in Binghamton, NY. It was funny and unique. Several patrons got a chuckle. Which puts it in the top of the Super Bowl ads for 2011 among the crowd.
But the Super Bowl ads were defined by commercial ads that were either enbarrassing – ie the Ozzy Ozbourne ad for Best Buy with Justin Beiber –
or were completely forgetable like the ads for Godaddy and the older lady (yes we know it was Joan Rivers)
or the almost interesting ads for Kenny G’s latest album (oh that was an Audi commercial?)
Honestly there was little to admire for the millions spent on the Super Bowl ads this year. The Godaddy commercial that left much to the imagination was a bit of their consistent trend but hardly ground breaking
Bridestone got another chuckle out of the bad emailing
Bust most were like Coca-Cola in that they were dead-on in the parody of the popularity of themes (in this case MMO’s, World of Warchraft, and video gaming) but yet lacking some element of whatever to put the commercial over the top in likeability.
Even Budwieser, the king of Super Bowl ads, was off the mark with their musical and Western combination that left the enite bar of footbal fans less than enthused.
Hands down the winner of Super Bowls television ads for 2011 had to be the mini-Vader ad for Volkswagen. An ad that reliec on the cuteness of a child, the status of the most popular villian ever, and nostalgia in older viewers.
There were other ads from Audi, E*Trade, CareerBuilder.com, Motorolla, and so on. But the honest answer was that these commercials were wet noodles. Advertising that played off of almost nothing and the fact that the competition had all dropped the ball. CarFax, Snickers, even KIA all had the benefit that everybody was as limited in sight and poorly done as their own television commercial ads.
Like the Super Bowl, the television commercials were disappointing. The Steelers could have done more with Michael Wallace, and their gameplan and the advertisers could have tried to impress viewers more. But in the end, only rabid fans really got what they wnted.
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