Super Bowl Ad Winners are Real Dogs
The Lombardi Trophy went to the Green Bay Packers and the
Super Bowl’s best commercials went to the dogs, at least according to USA
In what turned out to be one of the more evenly matched and exciting
games in Super Bowl history, the ads were … well you decide.
USA Today had a first when two spots tied for the top spot in its
AdMeter rankings. Bud Light’s spot in which a guy throws a party with dogs
serving as the help received an 8.35 score as did Frito-Lay’s commercial in
which a pug knocks down a glass door on top of a man to get his Doritos.
the paper’s top 10 were:
- Volkswagen’s Darth Vader spot
- Doritos’ house sitter
- Pepsi Max’s "Love Hurts" — woman gets hit in the head with
a can of soda
- CareerBuilder’s chimps parking cars badly
- Pepsi with a couple on its first date
- NFL fans
- Coca-Cola’s border guards.
Advertising Age saw it a little differently. The company gave four
stars to Best Buy’s Ozzie and Justin "What’s a Bieber?" commercial as well
as Chrysler’s two-minute "Imported from Detroit" spot featuring Eminem.
Groupon and the NFL also received the highest grade.
Chrysler’s Eminem spot was
the "the big story of the night," according
to NM Incite. The Nielsen/McKinsey Co. business, which tracks online buzz,
said the commercial went viral.
Tim Calkins, clinical professor of marketing
at the Kellogg School of Management, told The Associated Press, "It
was a very risky commercial, but it scored very well with our panel."
Groupon spot, which got high marks from Ad Age, failed to get votes
from USA Today and the NM Incite panel. "It wasn’t a very effective
piece of communication and clearly rubbed some people the wrong way," Prof.
Calkins told the AP.
- Super Bowl Ad Review: It Was Bieber Fever and Eminem Epidemic – Advertising
- AdMeter 1st: A doggone tie – USA Today
- Super Bowl ads: Eminem, Darth Vader, catering dogs – The Associated Press/Forbes.com
Discussion Question: Which commercials did you think were among the best/worst on this year’s Super Bowl broadcast?