Super Bowl XLV: not just about football
Scantily clad women, ice cold beer, over-endorsed celebrities and expensive cars – that is what the Super Bowl is about. Sure, avid football fans will remember that the Green Bay Packers are the Super Bowl XLV Champions, but for the other 110 million viewers who tuned in, it was all about the commercials.
Thanks to the Internet and mainly YouTube, ad addicts can instantly vote for their favorite commercial and upload it to their Facebook pages, in case their friends missed the 30 seconds that forever changed their life. With more than 13 million views on YouTube alone, Volkswagen’s Darth Vader kid just may have clinched its title as Super Bowl XLV Commercial Champion.
Volkswagen was not the only Automaker pushing its product. After two tough years for the motor industry, Chevrolet, Chrysler, Hyundai, Kia, Suzki, Mini, BMW, Audi and Mercedes-Benz paid high dollar for air time during advertising’s biggest showcase.
Chrysler pushed the limits of how long a Super Bowl ad could be with a two-minute and four second commercial paying an ode to Detroit featuring rapper Eminem. Chevrolet surprised viewers when a seemingly boring car dealership ad is disrupted by a Camaro morphing into the Bumblebee character from the Transformer movies.
Overall, celebrities and humor dominated the 60 Super Bowl commercials this year. Roseanne Barr gets knocked out by a log in a continuing ad campaign by Snickers, “You’re not you when you’re hungry.” Kim Kardashian steams things up a bit by breaking up with her irresistible trainer for Skecher Shape-Ups.
Joan Rivers and Danica Patrick each make a sexy appearance to market the new domain name GoDaddy.com, and Eminem made an animated appearance in a humorous Brisk tea commercial.
With all the hype about Best Buy’s commercial, Ozzy Osbourne and Justin Bieber disappoint with their not-so-funny bit about keeping up with technology. The Fast-growing Internet firm, Groupon Inc., stirred immediate controversy on Twitter for an ad depicting Tibet as a people group who are in trouble, but still make an amazing fish curry.
CareerBuilder’s chimpanzees and E*Trade’s talking baby campaigns also seemed to garner few laughs and had an over-used feel about them.
Doritos and PepsiMax ran an ad campaign for which people could submit commercial ideas to crashthesuperbowl.com and three finalists would be chosen. Out of more than 5,000 submissions, Doritos: Pug, Doritos: House Sitting and Doritos: The Best Part received 30 seconds, significant sums of cash and the chance to create future commercials for the company.
Since technology is constantly changing, the price of commercials is significantly increasing. For the first televised Super Bowl in 1967 sponsors shelled out $40,000 per spot. This year ads cost $3 million for a 30 second space. Perhaps because the game was in Texas, Fox felt the need to “Texas Size Everything” this year.
By the way, how do you spell Texas with HEB?