Alas, Superbowl advertising isn’t what it used to be.
Of course, Superbowl airtime rates are still higher than ever, and are still the most expensive in the US media calendar. However considering Superbowl is watched for its ads almost as much for its game and halftime show, the spots are, well, spotty. Gone are the days of Apple "1984", Pepsi’s epic celebriganzas and Bud’s "Wazzup" campaigns. Even the halftime entertainment budget looks pinched, with the The Who taking centerstage (causing many a young viewer to respond "Who?").
Anyway, take a look at a sampler of what is considered the better ads of the lot. If you’re not entertained, check out the snarky commentary of Twitterverse under the hashtags #sbads #sbad and #brandbowl. For sure, that’s good for a laugh or two.
To most adults, the stars of this new KIA ad are just toys, but savvy parents and marketers will recognize them as brand entities with their own tours, show and web marketing programs. They include a Sock Monkey, which is made by Fox River Mills, Inc.; a Muno from the Yo Gabba Gabba series and tour; Mr. X, Robot and a teddy bear.
Coke’s much-awaited Simpsons ad. (Excuse the pushy ad links from the YouTube poster.)
This Google spot has our vote (but it’s still no Apple "1984".)
The following Snickers’ spot features septuagenerian character actors Betty White (Golden Girls) and Abe Vigoda (Fish).
Both in response to the high cost of Superbowl airtime and the rise of user-generated content, Doritos actually ran a pre-game competition for user-created ads. Some of the better ones were aired today. So if it looks low-budget, it truly is.
First was the original "Wazzup"; then came the white man’s take. Is this the American Idol generation’s version?
