WASHINGTON: Are you one of those that watch the Superbowl for the commercials? You are not alone. And year after year The Budweiser Clydesdales win best ads. In fact the Clydesdales and the pups that run with them, have won USA Today‘s annual Super Bowl ad survey 14 times in its history.
Though no ad will be as cute as the baby Clydesdale, lost and found, this year’s ad (below) is super uplifting and patriotic. It even has a message good for America, from sea to shining sea.
Super Bowl games have frequently been among the United States’ most-watched television broadcasts, with Nielsen having estimated that Super Bowl XLIX in 2015 was seen by at least 114.4 million viewers in the United States. As such, advertisers have typically used commercials during the Super Bowl as a means of building awareness for their products and services among this wide audience.
But it is the buzz about which ads are the best, that the advertisers are seeking. Hoping to receive additional exposure when their 30-second spot becomes viral.
This Volkswagon commercial, featuring a young Darth Vader, is a perfect example of an ad that captures America’s viewership. You can’t see young Darth’s face, but you can image its delight:
The cost of Super Bowl commercials
The prominence of airing a commercial during the Super Bowl has also carried an increasingly high price: the average cost of a 30-second commercial during the Super Bowl has ranged from $37,500 at Super Bowl I, to around $2.2 million at Super Bowl XXXIV in 2000, and by Super Bowl XLIX in 2015, had doubled to around $4.5 million. (Wikipedia)
The cost of advertising during the Super Bowl has reached a point that companies not only rely on exposure during the game, but also during the week before and after. Again, the hope is that their ad will go viral online.
Unfortunately, not all Super Bowl Commercials make the grade
This Charles Junior spot does everything it can to apply to the stereotypical male that watches the game, beer in hand while yelling for more chips. Which is a ridiculous thing to do. We get it. Pretty girls. Augmented breasts. Appropriately positioned fruit. And a big juicy hamburger. Which is never as good as it looks here:
While this Go Daddy commercial stops short of total objectification of women, it does have a certain ‘ick’ factor that is hard to get over:
2019 LIII Super Bowl Commercials:
Budweiser always pulls the correct heartstrings. This time its the heartland. With Bob Dylan’s Blowin’ in the Wind as the soundtrack, Budweiser delivers a strong message. This time Budweiser’s sport “Wind Never Felt Better” is about sustainable energy.
The Dude and Carrie appear with the message to change it up. Even if chaos ensues. Because a little bit of chaos can be fun. What makes this ad workable is that icons The Dude and Carrie, played by Jeff Bridges and Sarah Jessica Parker, are recognizable to most generations who have enjoyed both The Big Lebowski and Sex in the City on cable and Blu Ray.
Spoofing the popular Shark Tank, these magnificent mermaids have a new beverage option for your Superbowl viewing. Or anytime enjoyment. Swim responsibly.
Not a word is spoken, but the message is clear. Michelob offers this tried and true message. Life is better when enjoyed with friends. And being a robot is lonely. Robot’s need love too.
From the city to the remoteness of nature, this spot promotes the beauty of nature and the experience of Michelob Ultra Gold as a respite from the noise. Because when you whisper, people listen. The young ladies nails rat-a-tatting the bottle is a marvelous ad moment. Warning: Could become an ear worm.
You might ask why? Why the Back Street Boys? Why screaming hot Doritos? Because there are those that want it that way. This ad features some fun, upbeat imagery. Its quick enough to not be annoying. And it hits its youthful target audience, while the Back Street Boys I want it my way offers a bit of nostalgia for us older fans.
Coke or Pepsi? Steve Carell, Cardi B, and Lil Jon appear in the ad, which mentions Coke by name and takes on the habit of waiters asking, “Is Pepsi OK?” Are shooting stars ok? Puppies? This ad relies on star power. Unfortunately, many watchers do not know who Cardi B or Lil Jon is. And Steve Carell is almost unrecognizable.
The ad needed to cross generations a little bit better. Remembering, with an audience like the Super Bowl gets, its not wise to isolate any one group.
While not all the ads are available, some not be unveiled until next Sunday, this Colgate ad seems uncomfortable among the beer, chip, and soda commercials. Nonetheless, we all know this guy… and he needs more than toothpaste. He is that annoying guy in the cubicle at the back that is always trolling the aisles. But it is a start.
But for now, this is the corker of the group. Colgate may have been off releasing the spot online, forgoing the Super Bowl price.