Another one of those "if I don't keep this here, I might not keep it anywhere" posts. I was interviewd, with Jill Applebaum, for the Wall Street Journal coverage of the 2007 Superbowl. The game itself is on a Sunday, but we were shown the ads and interviewed on the Saturday at the WSJ offices in downtown Manhattan. I remember it being very cold and very windy
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Advertising Super Bowl Advertisers Play It for Laughs --- Anheuser-Busch, Nationwide Seen as Hits With Humor; A Big Fumble by Flomax
By Suzanne Vranica 1,809 words 5 February 2007 The Wall Street Journal B1 English (Copyright (c) 2007, Dow Jones & Company, Inc.)
Slap-happy men, a celebrity bad boy and a feel-good Coke ad won the game within the game during Super Bowl XLI, impressing ad-industry pros and consumers, and showing once again that humor is the best way to grab viewers' attention during the gridiron classic.
Anheuser-Busch Cos., in particular, produced a series of ads that resonated among a group of ad executives and consumers who talked with The Wall Street Journal after seeing the Super Bowl ads. Among the most popular was a Bud Light spot, crafted by Omnicom Group Inc.'s DDB, showing a string of men slapping each other. The ad was "one of the favorites of the game," says Greg Yeadon, a 28-year-old student at Northwestern University's Kellogg School of Management in Evanston, Ill., who was watching the game with a group of 36 students and faculty.
"It is something I can imagine catching on like other Bud ads have in the past, like the 'Whassup' stuff," says Kristi Bridges, creative director at the Sawtooth Group ad agency in New Jersey, referring to the popular Budweiser ads that ran in 2000.
Despite the standouts, this year's Super Bowl ads overall didn't live up to the hype surrounding them. Even a surprise CBS Corp. promo managed to outshine some of the big-spending advertisers. The spot showed Indianapolis native David Letterman, wearing a Colts jersey, and Chicago resident Oprah Winfrey, sporting a Bears jersey -- snuggling on a couch. "It is one of the best things I've seen so far," says Christopher Celeste, a 41-year-old who works at a technology startup in Cleveland.
About 90 million viewers in the U.S. were expected to watch the game on CBS, an audience far bigger than any other television broadcast attracts. Advertisers paid as much as $2.6 million for 30-second spots, confident that viewers would pay special attention to the commercial breaks. More than half of U.S. adults who watch the Super Bowl do so as much or more for the commercials as for the game itself, according to a survey conducted by Harris Interactive Inc. for Hanon McKendry/The Brand Consultants.
While Anheuser-Busch is an old hand at producing winning Super Bowl ads, Nationwide Mutual Insurance Co. catapulted into that territory for the first time with an ad starring Kevin Federline
-- wannabe rapper and singer Britney Spears's soon-to-be ex-husband -- as a worker in a fast-food joint. The idea: Be prepared with an annuity if life throws you a surprise blow. "I loved it. Insurance and pop culture together -- now that's an accomplishment," says Jon Bond, cochairman, Kirshenbaum Bond + Partners. Interpublic Group's TM Advertising created the ad.
Successfully tying into the country's obsession with celebrity, Nationwide's ad managed to generate millions in free publicity over the past three weeks.
Early polling on WSJ.com had Coke ads and Bud Light's classroom spot leading the pack.
Coca-Cola Co., returning to the Super Bowl after an eight-year hiatus, was the clear winner of a much-anticipated matchup with its archrival and prolific big game advertiser PepsiCo Inc., ad executives said. "Coke was brilliantly done --superb," raves Christian Barnett, an ad executive at Brand Buzz, a unit of WPP Group's Young & Rubicam.
Even though Coke's ads have aired in recent weeks on Fox's "American Idol," and lacked the advantage of surprise, they still captured the attention of advertising experts and viewers last night -- good news for Coke, which has struggled with lackluster advertising in recent years. One, made to look like a videogame, showed an ominous looking do-gooder character passing out Coke to the people he meets while the other whimsical spot reveals what happens inside a Coca-Cola vending machine. "It made me feel good," says Steve Archer, a 52-year-old vice president at a financial firm in St. Louis, Mo. Both spots were crafted by Wieden + Kennedy.
In contrast, PepsiCo's ads promoting Sierra Mist brand were seen as generally missing the humor mark, though one, featuring a man with a freaky-looking beard comb-over, did leave some chuckling. Pepsi sponsored the half-time show.
User-generated ads -- those created by consumers, rather than ad agencies --created a buzz. Maybe the biggest winner of the night was 21-year-old Dale Backus, an amateur filmmaker who won Doritos' contest for a member of the public to produce a Super Bowl commercial. Doritos are made by Pepsico's Frito-Lay.
In the latest example of how the user-generated content trend has swept Madison Avenue, Doritos revealed the winner publicly only when the ad aired. The high quality of the spot, featuring a guy getting into a car accident, had some on Madison Avenue a bit nervous. "It's kind of scary that a consumer can come up with stuff that good," says Simeon Roane, executive creative director at the New York office of Publicis USA, a unit of Publicis Groupe.
Doritos seemed to agree. Yesterday, the company announced that the top five finalists in the contest would run on national television through March. The company also decided at the last moment to air the runner-up in the contest -- a funny ad showing a supermarket checkout girl
- during the Super Bowl broadcast. Also tapping into the user-generated phenomenon was General Motors Corp.'s Chevrolet, whose ad originated with an idea proposed by Katie Crabb -- a freshman at University of Wisconsin. But the spot was a bit more polished than that of Doritos, because Chevy's ad firm helped to produce it. The commercial featured a group of girls in a Chevy HHR, a retro-style miniwagon, enjoying watching their car being washed by a group of half-naked men who can't seem to take their hands off the car.
All Super Bowl advertisers, though, had a tough task trying to drown out Anheuser-Busch, which aired a total of nine ads for Budweiser, Bud Light and Bud Select. The brewer's Super Bowl ads are routinely among the most popular with viewers and this year was no exception among the group of advertising executives. Among the spots generating a positive reaction was one heartfelt spot featuring a dog making his dreams come true and another funny ad showing a game of rock-paper-scissors. Another spot showing Latino comic Carlos Mencia teaching English to a room of immigrants was a particular crowd-pleaser.
"I love the spot, it was hysterical," says Holly Ross, a 39-year-old who was watching the game in Cincinnati.
One spot that is likely to generate much water-cooler discussion today is Mars Inc.'s ad for Snickers, featuring two mechanics sharing the candy bar -- in what is a somewhat bizarre spin on the famous scene from "Lady and the Tramp," where two dogs simultaneously eat the same strand of spaghetti.
"Its very funny but also disturbing on so many levels," says Mark DiMassimo, CEO of DiMassimo Goldstein in New York.
General Motors won the battle of the automotive titans. Its ad, via Interpublic's Deutsch, featuring a robot that dreams about losing his job, got high marks from advertising executives for using a different approach to the typical car ad that shows cars speeding around curvy roads. Many said the ad was "epic" but some predicted the spot would rub certain viewers the wrong way. "How many folks in Detroit were put out of work because of robots?" asks Rob Feakins, president and chief creative officer of the New York office of Publicis USA.
The hype surrounding Super Bowl ads has raised expectations of viewers about what they will see -- making it difficult to please audiences. And overall, this year's crop of ads fell a bit short. "The game is better than the ads for a change," says Michigan State University advertising professor Bruce Vanden Bergh. Ad folks blame the lackluster output on the larger number of marketers who jumped into the game late in the process and either ran ads that had been seen before or ran new ads that weren't designed specifically for the Super Bowl. "If you are going to pay that price tag, you better go big," Mr. DiMassimo added.
Honda Motor Co., for instance, ran two ads that have aired before. Revlon Inc. jumped into the game only in recent weeks, producing a new spot starring singer Sheryl Crow -- but one that wasn't designed specifically for the Super Bowl. Some ad executives gave the company credit for entering the male-dominated arena --its ad promoted a new women's hair-coloring product.
Also disappointing were several advertisers that have previously scored big in the Super Bowl, including FedEx Corp., Careerbuilder.com and E*Trade Financial.
FedEx, which scored strongly last year with an ad set in the Stone Age, this year went for a moon setting. But the ad, created by Omnicom Group Inc.'s BBDO, didn't measure up. "It was a big ad but it doesn't pay off," says Brand Buzz's Mr. Barnett. "Last year's dinosaur ad was so much better." Still, the package-delivery giant didn't entirely flame out.
Another ad that exaggerated the saying "it's not what it seems" managed to get some points. The spot was "amusing and fun," says Jeff Kling, executive creative director of the New York office of Havas SA's Euro RSCG.
Also drawing some grumbling this year was Careerbuilder.com, the online job site jointly owned by the newspaper publishers Gannett Co., McClatchy Co. and Tribune Co. It has pleased viewers in recent years with Super Bowl spots showing offices where monkeys sat working at desks, but this year the company left its monkeys behind in favor of such spots as one showing office workers fighting hand-to-hand over a promotion. "Where are the chimps?" says Mr. Roane.
But the biggest fumble of the night come from Flomax, the prostate drug from Boehringer Ingelheim Corp. The spot, which described the drug's side effects as including a "decrease in semen," showed men competing in a bike race. Ad executives questioned whether such ads should run during the Super Bowl. "Call me a prude but there are kids watching the game," says Mr. Feakins.
The company is required to list the drug's side effects in ads. The drug maker recognizes the personal subject matter in the spot and told The Wall Street Journal last week that it elected to run the commercial late in the game to avoid younger audiences.
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