Superbowl 41 Ads … What The Hell Was That?

Ladies and Gents … when on Monday morning, your co-workers talk about a funny ad but can’t remember the company that ran it … well, that means a company just flushed 2.6 million dollars down the toilet.

Lions trying to pronounce a name? Party in the marketing department? KFed working in a fast food joint? Cars stopping at the end of the cliff? Two guys kissing? And these were not the worst. The worst ones are the ones I and many others can’t recall.

Now, you might say that Igor … you don’t fit all the target markets these advertisers were trying to target, so many messages didn’t appeal to you. You’re right! What I’ll try to do is to look at these ads as a “marketer” and as if I am the target market. (great now I am an impotent and have problems with my flow) Anyway.

A good ad has a theme. This theme has to connect with the product the ad is selling. Those ads that we can’t recall OR laughed after but can’t remember the company are the ones that had problems with the theme.

In my opinion ….

Ad from Snikers was horrible. Ok … you’re selling food to a guy and you’re showing 2 guys kissing and then you do a close up??? Anytime you want to sell food you have to leave a good taste in the viewers mouth or at least craving for it. Showing two guys kissing with the product right between them? That’s a “No, No” for me.

Ad from GoDaddy. What the heck was that? I was actually looking forward to seeing their commercial as the previous one was very original with the girl losing her top. What happened this year? Were they advertising a job in their marketing department???

Robot from GM? Whaaat? If you screw up you’re out? This was an idea of some GM executive VP or someone in the higher ranks. That’s what I think. Robot didn’t connect with GM and I still feel that automakers should not brand the manufacturer. Instead they should focus on one particular car. People don’t view the ad for GM and then at the car lot pick a GM car because of the branding. They choose a vehicle …. Brand the vehicle! (exceptions apply to Benz, BMW and other higher end cars)

Ad with KFed? What was the company that ran the ad? I have no idea. I asked people around the office to try to recall the advertiser. WE HAD TO GOOGLE THE AD to find out! It was funny … but the theme didn’t connect with the company.

Most Influential Superbowl Ad = Blockbuster.

I don’t care about that ad being funny or not. What I found out (as a Netflix customer for the last 3 years) is that Blockbuster is different/better because you have the ability to not only mail the movies back but also drop them over their stores and get a new one right there. Mail or drive … whichever is more comfortable for me at that moment. Finally Blockbuster took advantage of their assets.

Best Superbowl ad was =

Clear message, funny and they made sure you remembered their name. Good job.

Funniest Superbowl ad was = Budweiser (The throwing of rock and the slapping … funny)

I am not going to start drinking Bud. I still believe that beer such as Corona, Miller, Budweiser, Heineken is way below the taste of Stella Artois. (Note: I am not a beer guy. Average monthly intake 2-6 bottles)

Bottom line.

When people talk about “best ads” they usually pick out the funniest. We are marketers. When we talk about the ad we pick out the ones we remember and the company that ran them.

6 Comment(s)

  1. I still think the FedEx commercial was hands down the best, but a good recap. Some of the ads just didn’t make a whole lot of sense (many of the Budweiser company ads) and others just left you thinking, “Huh?”.

    Stoney deGeyter | Feb 6, 2007 | Reply

  2. Stoney … on one of the blogs, someone wrote ….

    “After viewing Budweiser ad with the crabs stealing a cooler full of beer, I had a bigger craving for crabs instead of Budweiser”

    FedEx in my opinion went over the top (too much). I think their usual ads are better than what they ran during super bowl.

    Igor Mordkovich | Feb 6, 2007 | Reply

  3. The ad from Snickers was bad and maybe that’s why you called them Sneakers. Most were entertaining but as you said I couldn’t remember what company they represented. Fed Ex may have been over the top but I did remember that was for Fed Ex. The others are all a blur.

    David Temple | Feb 6, 2007 | Reply

  4. Hey David … thanks for the heads up. I changed the spelling.

    Igor Mordkovich | Feb 6, 2007 | Reply

  5. Which Superbowl ad is the best? Who cares. The Superbowl has become an advertising beauty contest with the contestants extortionately expensive 60 second bits of “sponsored entertainment”, funded by the brand owners, but ultimately paid for by the shareholder.

    But what about the bottom line benefits of all this? Does any of this pay off in building the business? Haven’t the marketing people making these ads, and the commentators spending time analysing their handiwork, have forgetten that their job to make money, not movies? More here on this view:

    David Taylor (from | Feb 9, 2007 | Reply

  6. David T.

    You’re correct about Superbowl being/hosting a huge ad contest, but I don’t see a problem there.

    People can say that paying $2.6 million for a 30 second spot is expensive… I don’t think so. If advertisers are paying for it, it’s not expensive. That’s how the business world works. This is capitalism my friend. If people are willing to pay for it … it’s not expensive.

    I don’t think that you’ll see a lot of advertisers “building” their business (like you said) during Superbowl. To be able to pay for the ad, their business has to be already built. What they are trying to achieve there is to build it to be bigger and stronger.

    Superbowl is an excellent advertising opportunity for companies that know what to say and how to get their ad money to pay off. People are watching … now it’s up to their creativity and marketing sense to persuade people to chose their brand over the competition.

    Igor Mordkovich | Feb 9, 2007 | Reply

2 Trackback(s)

  1. Feb 6, 2007: from Neuromarketing
  2. Feb 6, 2007: from Neuromarketing » Super Bowl Ads: Brain Dead, Part 2

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