What football game? With a television audience projected to exceed the record of 94 million, and at a price of $2.7 million per 30-second spot, the Super Bowl is big business. Fox was expected to take in $260 million in advertising revenue for commercials during and around the game. For much of the audience, the contest on the field is less engrossing than the one among the sponsors. The Denver Post invited a panel of ad experts to call the winners.
“Godfather” reference
Company: Audi of America
DESCRIPTION: Audi’s first Super Bowl spot since 1991 references the classic mob movie to make a point about old luxury cars versus new, in a pitch for its R8 model.
FROM THE PANEL:
Bob Mazerov: “It takes money, luxury, success and turns it on its head or grille. I want to see it again.”
Mike Sukle: “The new Audi looked incredibly cool.”
Donald Lichtenstein: “The spot is memorable for the drama and angst it re-creates. From a strategic point of view, the
spot does a nice job of communicating to its geezer target that you can still be lethal.”
“Unexpected Obstacles”
Company: Bridgestone Firestone
DESCRIPTION: The unlikely pair of Richard Simmons and Alice Cooper, plus a deer, are used to humorous effect, demonstrating the tires’ performance. B-list stars plus an animal in one spot!
FROM THE PANEL:
Cathey McClain Finlon: “Bridgestone missed such a great opportunity. I don’t get it. Are we supposed to have wanted Richard Simmons to be knocked off?”
Bob Mazerov: “What’s the point? What’s the story? I felt more like a rubbernecker at a freeway accident than an interested party in this ad. I certainly don’t want to see it again.”
“Mouse Trap”
Company: Doritos
DESCRIPTION: An opera snob sets up a mouse trap baited with a Dorito and settles in to watch, enjoying the rest of the bag. A guy in a giant mouse costume bursts through the wall and pummels him.
FROM THE PANEL:
Bob Mazerov: “When you don’t have a good idea, dress an actor up in a rented rat suit. I can just see that commercial being dreamed up in the late night of a frat house.”
Cathey McClain Finlon: “When the huge mouse in a suit jumped on the Dorito-chomping opera lover you gotta love the mouse. The product’s cheesy flavor is now clear.”
Clydesdales
Company: Anheuser-Busch
DESCRIPTION: The company devoted six of its seven Super Bowl spots to Bud Light, including the familiar theme of its Clydesdales and dalmatian mascots.
FROM THE PANEL:
Glenn Morey: “They had me at the ‘Rocky’ theme. Then they lost me with the high-five.”
Cathey McClain Finlon: “The great heart of Hank the Clydesdale and the belief of the dalmatian make a great story.
There is a unique American feel to these commercials. Hank’s heart is our heart.”
Derek Jeter-Peyton Manning
Company: Gatorade
DESCRIPTION: The company promoted its new beverage, G2, by continuing a theme from earlier teases. Previous spots featured city streets changing to playing fields. In the Super Bowl spot, it was revealed that the feet belong to the New York Yankees’ Derek Jeter and the Indianapolis Colts’ Peyton Manning.
FROM THE PANEL:
Bob Mazerov: “Visually rich and compelling. The kicker with Peyton Manning at the end was a great twist. I want some G2 because as I go through my day, it will make me a part of the bigger game.”
Pocky Marranzino: “Lots of gimmicks and celebs. But what’s the idea?”
Vote for your favorite Super Bowl XLII commercial by text message:
Text PEPSI to DENVER (336837)
Text TIRES to DENVER (336837)
Text AUDI to DENVER (336837)
Text BUD to DENVER (336837)
Text GATOR to DENVER (336837)
