Monday, October 20, 2014

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Rating Super Bowl Ads: Hot or Not

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Rochester: Rating Super Bowl Ads: Hot or Not
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A thrilling finish to Super Bowl XLVII helped make it the third most-watched TV program in American history. With all those sets of eyes watching, advertisers placed a lucrative bet that their TV ads would have impact. Not all of them hit the mark.

"Is everyone ready? Well thanks for coming."

To call it Monday morning quarterbacking would be far too obvious.

Ad professionals from Dixon Schwabl broke down Super Bowl tape. Everything from beer to babies to head-scratching wardrobe choices and a painfully uncomfortable kiss.

"So why don't we vote. Justine and Connor thought it was hot."

The Go Daddy spot evoked a stronger reaction than most Super Bowl commercials.

"Where you gonna go? Go Daddy. Because that is all anybody's talking about today."

For ad execs, that's the whole point.

"It wasn't an easy thing to watch. But again, I'm not the demographic for that," said Dion Pender, Dixon Schwabl. "The point of the commercials is to build awareness and engage the audience, so the fact that everyone's talking about it, it works for them."

Some Super spots were delivered in distinguished voices. Oprah Winfrey for Jeep, and Paul Harvey for Ram pickups.

"I just got bored with it."

"And God made a farmer. Maybe a 30 second spot would have done it better for me."

"It was just photographs, very slowly, methodically placed and I thought that was just lovely."

"I don't think it speaks to hard-working Americans. It made me think I don't work nearly as hard as a farmer."

Social media got a huge push in commercials, like the Twitter tie-in in Budweiser's ad.

"The whole Twitter campaign is that you're tweeting what they should be naming the colts, so their social media ties into their ad."

Advertisers this year spent more money than ever to get their message out; an estimated $3.8 million per 30 second ad.

Money well-spent? Not in every case.

"I actually liked the game this year better than I did a lot of the commercials," Pender said.

Super Sunday produces winners and losers, and endless debate over what went right.

And what didn't.

"I love seeing what other agencies are doing. I love seeing a great, creative product. Or maybe not such a good creative product."

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