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Subscribe to RSSThis ad aired during the first quarter of Super Bowl XLVII
More than just a contest of athletic might and coaching prowess, the Super Bowl is a test of the of the gladiators of advertising, and last night's was no exception. TODAY experts Donny Deutsch of Deutsch, Inc., Matt Miller of the Association of Independent Commercial Producers, and Laura Petrecca of USA Today weighed in with their picks for the best, the most strategic... and those that had less juice than the Superdome during a thirty-minute power outage.
When the lights were off during the outage, the broadcaster CBS didn't use any of the big budget ads slated to air, but CBS said they would honor their commitments to advertisers who paid an average of $4 million for a 30-second ad hit.
USA Today ran an ad meter that let viewers vote and rank their favorite ads and it generated some interesting results.
Budweiser: "Brotherhood"
This ad aired during the third quarter of Super Bowl XLVII.
Deutsch called it, "A huge story well told"
Tide: "Miracle Stain"
This ad aired during the fourth quarter of Super Bowl XLVII.
"It's kind of just a wow during the game and it's not a car, not a technology," Deutsch said.
Dodge: "Farmers"
This ad aired during the fourth quarter of Super Bowl XLVII.
Chatter about this really exploded on Twitter and Facebook during the game.
Petrecca said "The imagery really stood out, great use of Americana."
Deutsch's take was, "It's the same formula as the Chrysler ad [from last year],... you co-opt an essence and own it. You own what's great about farmers, and put it on a car."
Miller said, "There was a little bit of blowback because the brand took an existing piece of art."
Doritos: "Fashionista Daddy"
This ad aired during the second quarter of Super Bowl XLVII.
Petrecca judged it: "Great funny punchline, they really nailed the consumer-created ad."
Jeep - "Whole Again"
This ad aired during the halftime of Super Bowl XLVII.
Deutsch: "I have an issue with this... it feels a bit exploitivive. Jeep with its heirtage in the military, to copt and own it, felt exploitive."
Miller: "We can all relate - too hard too strong - it is authentic."
Deutsch: "But you're selling a car."
Miller: "I thought it could have gone to bigger places, felt like it could have done something core to the brand."
Which commercials do you think deserved the Vince Lombardi trophy of advertising? Vote now in our online poll and make your voice heard.
Reuters contributed to this report.
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I thought the whole night was filled with awful commercials.
The ones that offended me the most...
Jeep/Oprah - message about unifying America with a shill for the Regime. This was one of the most disgusting messages from the entire night. This company was saved by the American taxpayer and there is no unifying America under this divisive President.
Ram/Farmer - another exploitative message. Perhaps if Oprah and her shill words hadn't been uttered, this one wouldn't have sucked as much, but it ran in such a long and boring length that I had to stop and think - the American farmer is also being propped up by the taxpayer with subsidies so it really must suck to be a farmer. Oddly, there was no image or words to show the farmer with his hand out or in my wallet. Sucks to be him.
All the rest - particularly the Godaddy whore. Awful. Awful. Awful. Even Budweiser who usually has something good sucked.
The Budweiser ad was at least one that made you smile.
And once again someone tries to get politics involved in a non political article.
Anyway I liked the Farmer and the bud but no commercial is really going to make me buy any product. It may put the product on my easy to associate with list but nothing more
I thought the whole KIA series was fun, the Chrysler way too deep ( its a football match guys) Doritos, VW Budweiser foal, all enjoyable. Biggest looser the Coke ad.
Yes Phil, they should of left the camel jockey in it the way they first produced it.
Not to mention that JEEP is moving its production to CHINA in order to save money and reduce the headcount here in America
Dodge says "Thank you farmers for bailing us out....but don't think we'll be there when you need help", nope.
Boy...wouldn't Universal Healthcare go a long way towards helping farmers...too bad
Regime?? Obviously a Rush (that makes her a slut!) Limbaugh listener. Rush, the guy who, for eight years, praised and justified everything the Bush administration did to run a deficit, run up the debt, collapse the economy, and socialized the losses of Wall Street for extremely bad greed based behavior (thereby killing capitalism). Including two unfunded wars, one based on lies and distortions.
Oh yeah, the conservatives sure know how to run a nation! [sarcasm]
To remain on topic; the Taco Bell ad "Viva Young" was pretty dang fun!
The halftime show was definitely not worth watching.
@ sniff test
Jeep is not moving their production to China. That was a bunch of false/BS advertising done by Romney during his campaign.
@ Night Hawk
I agree with you. I may like a commercial but it doesn't make me want to buy the product.
@ mandyleigh
The Budweiser Clydesdale commercial was very touching.
@Sniff - They are not moving Jeep production to China. They are expanding Jeep production to China and will be making cars there to sell there. Jeep production is increasing in the US also, due to higher sales here. Can't believe you fell for that Romney sound bite.
Revis, I'm sorry your night was so terrible, you must have one of those televisions that only gets one channel and is impossible to turn off.
The Ram and Jeep commercial were a bit too much. I was thinking during both....PPPUUUUULLLLEEEEZZEE! The GoDaddy commercial was disgusting. They could have done a funny, passionate kiss without making all those sick noises. Yuck.
The Budweiser commercial was sweet. "The Miracle Stain" was my hands-down favorite. Sooooo Funnny!
Loved the Dodge commercial. As authentic as commercialism can be in this day and age.
Hate Doritos and their thinly-veiled attempt to shove the gay agenda in our faces. Just another corporation selling-out to the immorality that's so pervasive in this "new America."
Oh, and I'm an atheist so don't waste your trying to draw the religious fanatic dotted line on this one. Believe it or not people who don't believe in God can have strong morals and a value-system too.
Marie said: "The Ram and Jeep commercial were a bit too much. I was thinking during both....PPPUUUUULLLLEEEEZZEE!"
And this pretty much encapsulates the pervasive liberal attitude in this country.
It would have been okay if it had been about a struggling, self-loathing, anti-American, illegal alien, gay artist and all the good that they represent to this country (and by good I mean not a single damn thing), but don't talk about farmers who represent the very backbone and soul of this country because they're just a bunch of hicks, and they stand for everything that's wrong with conservatives, right?
I changed the channel during the Dodge ad. god didn't create farmers, god didn't create Dodges, and god didn't create Paul Harvey. totally exploitative and distasteful to any free thinker.
Oh, and Carrying--I'm the son of a 4th generation American farmer. I'm proud of American farmers and what they built in this country, but that ad was disgusting.
What "Gay agenda" was Dorito's pushing?
Ransom - If you're a farmer then you should have just enjoyed the well-deserved acknowledgement regarding what you mean to this country, and ignored the God part. If you don't believe you don't believe (I don't), but it doesn't change any of the rest of it.
As for your question regarding the Doritos commercial, are you being serious? Do I really have to point out all the grown men wearing women's clothing and make-up simply because they wanted to eat Doritos? Twenty years ago it would have been funny. It isn't today.
Hollywood, the LGBT, and liberalism have ensured that there is no longer an innocence behind any of that crap; it's just more of their rancid lifestyle shoved in everyone's face.
The Doritos goat ad was wayyyyyy better than the fashionista one. Granted, the guys in drag were funny, but the goat was hilarious! That scream is pee-your-pants funny!!
Whoops...apologies, Lady-3941411. Just read your post. Didn't mean to steal your thunder.
I saw "fashionista" in a different light: REAL men aren't afraid to play with their daughters. Yeah, the make-up was over the top, but he still took time to be with his little girl instead of playing football "with the guys'. That's why I liked that ad. The goat was was sorta stupid & senseless.
I also loved "Team", which I believe was a Hyundai commercial, where the little boy's football was taken by a bully, so he scrounges up a team of rather interesting kids to help him out. Hilarious!
"Soul" by Mercedes-Benz was sheer perfection! 'Nuff said.
I absolutely HATED the Century 21 ad with the wedding. If they had the time and resources to set up that big, fancy-schmancy wedding, they certainly had time & resources to find at least an apartment to move into after they got married. That ad was lame on a whole bunch of levels.
Loved "Brotherhood" by Bud (HUGE Fleetwood Mac fan) and "Farmer" (also huge Paul Harvey fan). "Stain" was "meh", and the Jeep one just rubbed me the wrong way...but then again, I don't attend the Church of Oprah.
Besides the Budweiser Clydesdale's as my heartwarming favorite, the one that was the most memorable this year and laugh-till-I-peed was the Doritos (and the goat for sale) commercial... can't help but still talk about it! Shame it wasn't voted as a fan favorite.
I think it still made the top 10 of the full list. That was one of my favorites also.
This Super Bowl had the worst ads and halftime show I can remember.
I'll agree with you on the HT show but the Commercials some of them were great, Like the Taco Bell with the Old Folk's and the Cars.com with the Wolf.
Uh, BEST crop of commercials I can recall in years, and the halftime show was completely awesome, she blew that place up. You people suck.
Even today, the Dodge Ram "Farmers" ad gives me goosebumps and/or makes me cry. (Native Iowan, Dad was a farmer, and his dad before him, and his dad before him... and even now, I have brothers who are farmers and nephews choosing it as their lot in life too.)
I know this ad may get some split reactions nationally, but suspect it will make a HUGE impression on a key target audience for Dodge. This is the spot that is blowing up on my Facebook news feed today.
Hi grumpy - I totally agree with you. My friends and I were all taking in the commercial; it had our attention. No gimmicks, nothing dumb but straight up insights into the life of a farmer. It was tastefully done and very respectful. Just took it for what it was.
The Budweiser Ad was the best. I still have tears when I think of it. A true love story; a story that allowed that animals have feelings and memories just as humans do.
The rest? Like most of today's commercials, I would say that there is a mean streak running through most of them; reminding me of the new DirecTV ads. Are we really supposed to be unfeeling and mean towards our fellow humans? Towards animals?
I found the Dodge/Farmers spot and the Oprah/Jeep spot to be pandering and demeaning.
What I find funny is all the faux outrage over Beyonce and her "inappropriate" costume and half time show. So it might have been a PG-13 or even a R-rated performance.So what. Sure beats ads for Bushmaster 223s or AR 15s.
Really?
I didn't prefer the Jeep ad, but didn't mind the farmer ad, as much.
Yours is an unfunny comment on a serious matter that deserves real discussion by both sides. The constitution and personal safety (from gun violence and for personal protection) aren't issues that partisans should debate, as there will be no room for rational discussion.
The Oreo "Whisper" ad was the funniest ad of the night!
Now we know why sales about the Country are doing so poorly if the "Experts and Pro's picked these as the best...The "Go Daddy" commercial was VERY OFFENSIVE and I know a couple of parents were very unhappy their kids saw it.. It was disgusting and no imagination at all, in fact I feel revulsion when I think of Go Daddy now..Dodge and Oprah were just mean and a veiled Political Message which made us angry, Demoncrats do not Unite, they Divide and when are people like Oprah going to wake up and realize their losers when it comes to Politics. As usual Budweiser was at the top which surprised me since the ownership changed but I guess after suffering some major losses the owners decided to listen to the American experts.. The half time show was a Lingerie Commercial and a couple of the Mothers with young kids did not appreciate the Sluts prancing around on the Stage before their children....and they were boring...
I agree on the Go Daddy ads. The rest of the stuff was fine with the KIA, Dodge, Doritos, Taco Bell, Tide, and VW all being pretty good, if not stellar (my opinion).
The half-time show was fine, as well. As some have pointed out, the cheerleader's are equally endowed, similarly choreographed, and in some cases, less covered. I think that horse left the barn a long time ago....
When my kids were younger, I sent them out of the room at half-time. Personally, my kids (15 and up) were more grossed out by the initial Go Daddy efforts than the half-time fare.
I pride myself in the fact that I neither saw nor heard even one commercial from days start til I went to bed. And I made sure of it. It was my GOAL. If I want something, I will buy it. Hope everyone enjoyed focusing on the unlimited amount of crap being shoved down your throat. I have better things to do with my life than to sit around and waste it viewing pure trash.
I didn't bother to watch the superbowl or the ads this year. Strangely, I don't feel like I actually missed anything.
And sadly you didn't miss a thing! Worst Officiating EVER! Was wondering if they still had the scrub refs from the beginning of the season.
OREO, KIA, Doritos, Tide only decent commercials. The rest need to fire some of their "Creative Talent."
David - pffft. They missed a few calls, but throughout the game it was pretty even for both teams. Overall, it was one of the better officiated games of the season. As for your commercial choices, not my favorites, but everyone's entitled and the goat was stupendous.
I think the Tide commercial was the best because it was original, funny, and actually had something to do with the product. I liked the Budweiser "Brotherhood" Ad, but the only link to the actual product is that Budweiser tastes like horse pee.
And it was related to the event it was premiering at...a football game.
Tim, I didn't get that impression at all. Unless a person has just arrived in this country, they'll know Budweiser is beer. I'm not a Bud drinker & the commercial will not make me drink it, but look how it has people talking today. It is memorable and is giving top-of-mind awareness for its product. It's generating buzz. That means something to a company. For me personally, I admit I teared up. IMO, best commercial of the night.
Yes, it was a terrific commercial, but I won't buy Bud since it's not an American company anymore.
The best commercial of the night was the guy stealing the dryer and the girl catching him while he is holding her panties. His excuse was perfect on did'nt want her clothes to wrinkle and then tells her he would fold her panties any time. LMAO
I have a moral issue with the sponsors spending $3+ million for for a 30-second ad, in most cases selling something we don't even need. Think of the people who are still suffering the effects of Katrina and Sandy, not to mention the millions who are victims of our tanked economy. If the advertisers had somehow given that money to people who need it and then just mentioned on the air that they had done it, I would have been much more willing to go buy their product.
The $3+ million dollars went to jobs--writers, photographers, actors, set designers, food prep, computer wizards, electricians, janitors, security guards, make-up artists, etc. All of whom were gainfully employed for these commercial, and everyone of which pay taxes, and many of whom donate to various charities.
I am a "victim of this tanked economy," and I would rather have a paying job working on a fun commercial than sitting around wishing someone would hand me some money just because you feel sorry for me (and money that would probably have had some skimmed off by some "non-profit" administrators). And I sure don't need your sanctimonious sighing on my behalf.
Freaked me out that the Samsung Galaxy ad was two minutes -- almost $15M??? What a waste.
If I ever have to hear that disgusting champing sound I heard in the GoDaddy ad once more in my life, that will be twice too often.
sex sells, but keep it at some scantily clad hot women prancing around naked.. once you get any guy involved it better be a porn and not some disgusting kissing scene. this will be a footnote to any director: do NOT do close up on kissing scene. even if the guy was bradley cooper, it wouldn't matter, just ick ick ick..... i'd rather see some penis and a pussy going at it, wouldn't have been so vulgar i tell ya.
I liked the adds this year, a change from the typical. I don't feel like the Oprah add exploited troops to sell jeeps, I think it was done tastefully and if you have ever deployed or had family members do so, it said something that touched your soul. We watched with a retired air-force captain, and a Marine, and I can tell you no one spoke during or after the add for a good two or three minutes. The Paul Harvey add was good as well, and again I think that minimizing the brand (less is more) serves them well, but again, I grew up on a 1000 acre dairy farm, my uncle, aunts and cousins are all farmers, so it spoke to me not as just an advertisement.
i guess godaddy want to be associated with something disgusting, moving away from sexy. let's see how this pans out.
Of the Doritos commercials, the "Goat 4 Sale" one was waaaaay funnier than the dress-up dad. At least it was original. the "fashion dad" commercial was done a few years ago for popcorn (Orville Redenbacher maybe?), so this commercial is nothing but a retread of that one.
My fave commercial by far was the Budweiser one. Love, love, love the Clydesdales, they can't be beat!!
Budweiser again uses the Clydesdales more to sell their brand than sell their product but they certainly scored a touchdown with this one. By far my favorite add. I have horses and believe me, this story was not far off the mark. Hopefully it will remind people that animals do bond and do love their humans and should ALWAYS be treated accordingly.
There was a handful of really big ads and the rest kind of fell flat, or at least weren't very memorable vs other past Super Bowls.
It seems that many of the big ones clasped onto divisive ideas to generate attention, and the invariably ensuing debates/arguments to maintain that attention. Into this category, most obviously, falls Dodge with Farmers and its theme of Americana, along with Americana's extremely divisive culture of strict evangelical religious overtones. Also in this category is Jeep, who somehow finds a military theme unifying despite many people still feeling sore over recent military campaigns costing many billions which half of the country did not approve of; not very unifying the least bit. Also, Volkswagen's Jamaican white boys and GoDaddy's kiss totally tapping controversy to maintain attention.
Tide's miracle stain was probably the funniest; I'll take humor over controversy anyday. But the big winner, I think, was Budweiser's brotherhood. With enough drama (and a happy ending) to qualify for a short movie, it relates to anyone who's ever been reunited with a long-lost friend or relative. You can always count on Budweiser during a Super Bowl to tap into an epically emotional subject and just take everyone's breath away.
The Doritios' ads, Cars.com momma wolf, the library whisper and the Audi bravery/blackeye ROCKED! They nailed it! Side splitting, belly laugh!
The AB horse ad was this years tear jerker. Well Done.
I feel the farmer ad was a bit long and for a specific audience.
I'm former military so I'll tell Jeep Thanks. I donated to the USO every month for almost 20 years. They provide a great service.
oh.....and for the political rambling j_ck_$$'s that feel like they have to muddy the waters or like read their own type...GO AWAY...get a life...go pollute a different blog...the election is over...whichever side your rooting for doesn't matter... nobody want to hear it.
The Go-Daddy commercials are always awful, but this year it was particularly offensive. I mean I always knew that this company hated women and animals (note their elephant shooting CEO) but it appears they don't want any customers at all. They just hate everyone.
The model and geek kissing was the worst SOUNDING ad. I muted the TV; but, not in time. My ears still won't forgive me for hearing even part of that commerical. Best thing - the advertisers missed their mark because I don't even know (nor do I care) what they were selling.
I like the retirement home people partying in the Taco Bell commercial. The old dude having his back tattooed was hilarious!
Television commercials are why God invented the MUTE button. Anyone who sits there and gazes raptly at an advertisement designed to BS you into buying some worthless crap you don't need, when they could have gone to the bathroom and dropped a deuce, or rubbed one out, or gone to the kitchen for some more beer, chips, dips or any manner of snack, is a slack-jawed goober of the kind the writers of the advertisements know will fall right into line. Buy cars. Drink beer. Eat chips. Yes, Master, I shall! Dopes! I don't even have the sound on at all during the game, because I have no need or desire to listen to the pointless verbal diarrhea that pours endlessly out of the mouths of the "commentators", who belabor the obvious until it is meaningless, beat dead horses until there's no skin left on them, or extol the sheer wonderfulness of it all to people who already bought that line of BS. Netted out, I fall asleep on Super Bowls more than any other game.
Virtually all the ads were garbage and I don't care to ever see them again!