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Super Bowl commercials pull heart strings, invoke laughter

02/04/2014
Rachel Clippinger
Reporter

“The Super Bowl is the Academy Awards for commercials,” Dr. Lisa Sci­ulli, an Indiana University of Pennsylvania marketing professor, said.

Americans watch the Super Bowl for the football and commercials.

BIGinsightTM said “8.4 percent of consumers state that the Super Bowl commercials influence him/her to go buy products from the advertisers.”

Game Day allowed for athletes to arrive at a fantasy destination and for advertisers to take advantage of brand exposure to more than 100 million Americans.

The trend of ignoring commer­cials during normal programming is common among Americans.

Seven in 10 TV households in the U.S. have a digital video recorder, subscribe to Netflix, or use video-on-demand from a cable or Telco provider, allowing these homes to tune out or avoid ads while enjoying TV, according to marketingcharts.com

“I often leave the room when a com­mercial comes on during a TV show or fast forward during a movie, but the Super Bowl takes a whole new spin on those annoying commercials,” Alex Seibert (freshmen, marketing) said. “They are funny and give us, as consum­ers, something to look forward to in the New Year.”

This year at Super Bowl XLVIII from MetLife Stadium in East Rutherfold, N.J., the Seahawks took on the Broncos for a showdown football fans have been counting down for months.

Media buyers said that a 30 second commercial space was worth nearly $4 million, according to CNN News.

The new trend for advertisers in this day and age is having an interactive component with the audience, Sciulli said.

“The marketers want to drive you to comment, share feedback, vote and continue to talk about the commercials on social media sites, before, during and after the Super Bowl airs,” Sciulli said.

Buyers of Super Bowl 2014 ads included M&M, H&M, Ford, CarMax, Chobani, Axe, Butterfinger, Coca-Cola, Pistachio and many others.

“SodaStream is again trying to get attention for an ad rejected by Fox for targeting Coke and Pepsi by name was banned from appearing in its original form during the Super Bowl,” Advertising Age, an online magazine, said.

Coca-Cola featured a young football player name Adrian who stumbled upon his big break to score a touchdown and ran all the way to the Green Bay Packers stadium where he is offered a refresh­ing Coke from a grounds keeper to cel­ebrate his victory dance.

Doritos also used a young, clever youth who tricked a fellow neighbor to step into his cardboard time machine where the only way it operated was if the passenger inserted a bag of Doritos.

The boy then fooled the man into thinking his playful foot-tapping and megaphone sounds were operating the contraption as the boy continued to munch on the neighbor’s Doritos.

“Full House” fans got a treat this year as Dannon – returning after not appearing in 2013 – reunited John Sta­mos, Bob Saget and David Coulier in a comical short scene for their Oikos Greek yogurt commercial.

This year’s beer commercials took a new route to entice consumers to drink up.

“I am so sick of seeing typical beer commercials where they use school-boy humor and attractive women to make products appeal to a majority of the male population,” Kate Robson (senior, biology education) said.

Through the years, more and more women have begun to start to take part in this annual American past time, Sciulli said.

“This year, there was estimated to be nearly 10 percent [fewer] fe­males watching the game than males,” Sciulli said. “Advertisers take note to this trend and related commercials to more family-friendly viewing material.”

Budweiser appeared in five commercial spaces in which two of them included touching surprises.

The beer maker Anheuser-Busch had to live up to their 2013 Super Bowl ad with Bud’s Clydesdale horse which was ranked No. 1 on the USA Today Ad Meter last year.

Budweiser featured a single U.S. serviceman, Lt. Chuck Nadd, receiving a surprise hero’s welcome home, from Bud and his entire town of Winter Park, Fla., ending with, “Every soldier deserves a hero’s welcome.”

“Puppy Love,” won over the hearts of Americans on multiple Super Bowl commercial voting websites, with a golden retriever puppy dog and a Clydesdale horse as “#BestBuds,” which combined Bud’s total air time at four minutes.

This is a turnaround from the days of the Budweiser girls.

“I was surprised to see new alter­natives of ad companies selling their products without degrading women,” Robson said.

Pistachio’s two-part commercial featuring Stephen Colbert poked fun at the traditional branding and advertising by oversaturating with their signature green.

Arnold Schwarzenegger was the face for Bud Light, preparing himself to play pingpong along with his ice cold beer.

The automobile commercials contin­ued to entertain Super Bowl viewers as Volkswagen’s dreamed up the possibility of a German engineer receiving a pair of wings every time a Volkswagen vehicle reaches 100,000 miles.

The Super Bowl is not only a pro­moter of products during breaks but also upcoming movies.

Commercial coverage for upcoming films included “Amazing Spider-Man 2” and “Captain America: The Winter Soldier.”

Another action film, “Transformers: Age of Extinction,” had viewers glued to their seats in suspense as Paramount Pictures did not release a sneak preview for online addicts to watch in preview.

In an age when attention spans are growing shorter, some commercials this year pushed past the typical 30 second slot.

The Chrysler ad featuring Bob Dylan was two minutes long, while Maserati and Ford’s commercials both clocked in at 90 seconds each.

“The Budweiser commercials were the best of the night,” Seibert said at the end of the game. “They not only told a story but allowed for viewers to feel emotional and connect to the commercial on a personal level.”

As polls continue to rate the top com­mercials from this year’s Super Bowl af­ter the Sea Hawks brought home the win, consumer and corporation interac­tions will progress.

Only time will reveal the impact of a 30 second air time on Sunday evening on websites such as CBS News and Ad­vertising Age’s adage.com.

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