Super Bowl 40–A Commercial Occasion

[Pre-Game Pre-Ramble]
USA TODAY provides a list of Super Bowl ads, complete with a one-line synopsis for each.
Some of the spots don’t sound too good.

Ameriquest: Patient’s family walks in on medical misunderstanding.
Budweiser: Sheep is a big fan of big game.
CareerBuilder: Chimps celebrate strong sales quarter.
Gillette: Five-blade razor is a top secret until now.
GM Hummer: Monsters marry and have a Hummer baby.
Michelob Ultra Amber: Touch football gets ugly.
Paramount: Ads promote Tom Cruise’s Mission: Impossible III.

[1st Quarter Stats]
– Crispin Porter’s “old Hollywood” Burger King spot. Mildly humorous in an over-the-top fashion. But where’s the flame-broiled burger?
– Fed Ex caveman spot. I like it. Best spot so far. It dramatizes the brand promise in a smart, memorable manner. Love the line about Fed Ex not being invented yet not being an acceptable excuse (for not sending the package via Fed Ex).
– Diet Pepsi’s “brown and bubbly” P. Diddy spot. Catchy tune that fans can sing along with.
– (3) Bud Light spots. Sophmoric humor is alive and well. No surprise there.
[2nd Quarter Stats]
– Caddilac couture. Escalade as fashion icon. Whatever. It’s a truck.
– Dove’s self-esteem campaign. Great message. Good to see during the testosterone fest.
– Ford’s Kermit the frog spot for its new hybrids. Interesting approach–if you grew up watching Sesame Street, buy Detroit green.
[3rd Quarter Stats]
– Fabio’s Nationwide Insurance spot. A gross way to say time flies (so you better buy insurance).
– Hummers little monster. Clever and dramatic, but strange, maybe even a little disturbing.
[4th Quarter Stats]
– Emerald Nuts. Winner of the “We’re weirder than those other nuts!” award.
– HeresToBeer.com. Preaching to the choir in this context, but the spot delivers an effective, believable message–that beer is the universal beverage.
[Post-Game Recap]
This year’s commercials were uneventful through and through, with only a few bright spots, which is hard to understand on some level. When you have 90 million viewers paying attention, you better have something to say. Go Daddy, a firm that made a bang last year with their Congressional hearing spoof, had nothing coherent to say this year. What a waste.

FacebookTwitterGoogle+PinterestLinkedInRedditStumbleUponEmailDiggShare
About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • Indiana Gividen

    The Caddilac Escalade couture was incredibly funny! I can’t believe they could not come up with a better sales image for a truck. HA HA HA HA HA HA HA HA
    They should look at Toyotas truck comercials. As long as you are going to sell an image you should stick with one that compliments a truck. HA HA HA HA HA HA HA HA HA

  • http://marketing.corante.com/editorial/archives/2006/02/deflating_the_xl_balloon.php Corante Marketing Hub

    Deflating the XL balloon.

    So, Superbowl XL came and went… and so did the advertisements… and so did my hopes and dreams. Yeah, there were a few good ones, there were some pretty ones, and as always, there were some funny ones… but is…

  • Carl LaFong

    I didn’t watch the game, so I can’t comment firsthand on the quality of the commercials. But everything I’ve heard and read so far, they were, on the whole, overproduced and undistinguished.
    But then, when was the last truly memorable Super Bowl commercial, the kind that has everyone talking long after the game is over? The last one I can remember was Monster.com’s “When I Grow up” — and that was how many years ago?
    In the end, the commercials, like the game itself, are all sound and fury, signifying nothing.

  • http://marketing.corante.com/editorial/archives/2006/02/deflating_the_xl_balloon.php Corante Marketing Hub

    Deflating the XL balloon.

    So, Superbowl XL came and went… and so did the advertisements… and so did my hopes and dreams. Yeah, there were a few good ones, there were some pretty ones, and as always, there were some funny ones… but is…

  • Nancy

    No women commenting on the realbeauty spot?

  • http://www.fleaglobal.com Sunil Shibad

    Every year the same boring analysis of Superbowl spots ( seen by at most 250 million people).
    Ho humm.
    By the way today India lost to Pakistan in a One-Day International cricket match, which was seen by at least 500 million people in India and another 50 million in Pakistan.
    Pepsi, Coke, Hutch, McDonalds, Nokia and others advertised .
    I can give you a report on that :-)
    Sunil
    Mumbai, India.

  • Indiana Gividen

    Holy crap! How do the advertising rates compare to the superbowl?

  • nancy

    Okay, I guess I will comment on the real beauty, not because it was a superbowl ad, but because it had a message that I think could have been broader.
    The headlines:
    ugly, freckles, blonde, fat were all intrinsic things filled with self doubt.
    I thought maybe they could have added one or two extrinsic unsmiling faces:
    -thinks love is becoming meaningless
    -thinks the world is too material
    Young girls think that, too. A lack of a smile is sometimes doubt about the beauty of the world we live in.
    But then maybe that’s just me.