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Super Bowl XLIV Bonanza

Super Bowl 2010

Another Super bowl concluded with the New Orleans Saints defeating the Indianapolis Colts’, 31 to 17. And we saw almost 60 ads aired by different corporations to vie for 106 million people who saw the bout on T.V and hence becoming the worlds most watched programme ever.

This years Super Bowl too saw Humor as a common strategy to gain the viewer attention.

U.S.A Todays Ad Meter ranked the first three ads in the following manner

  1. Snickers
  2. Doritos
  3. Bud Light

We need to take into concern that these ratings are derived out of an instant rating system from a focus group. USA TODAY’s Ad Meter tracks the second-by-second responses of a panel of viewers to ads during the Super Bowl and ranks them from best to worst. Hence, it might be too shortsighted to hail an ad as the best of the Super Bowl.

Snickers ad was neither funny nor serious but somehow people could connect to their message of ‘You’re not you, When you are Hungry’. Plus, the element of unpredictability made it a good ad. Although, I wouldn’t call it as the best ad.

Doritos ran four spots this year, which were all placed in the top 20. The peoples favorite was the anti-bark collar ad. It was funny but I dont think it was better than the Samurai ad. It certainly did make Joshua Svoboda be an envy to investment bankers! He created the ad for a mere $300 and is entitled to win $600000 from Doritos for being the second best rated ad this year.

Bud Light as usual was quirky and funny and memorable. Witty lines and an amusing storyboard made sure that people noted it and were involved in it. I even liked the ‘Not light, not heavy‘ campaign that they ran. But again it could have been better for a beer that did not have ‘Light’ mentioned in its name. You can not have ‘Light’ mentioned in your brand and communicate that the beer is neither Light nor strong, it is Bud Light.

I liked the Hyundai (Also the biggest advertiser for this years Super Bowl) paint ad as well but after the recent recalls in the car industry from the Japanese car makers, the South Korean car maker would have had to suffer. However, like the last super bowl ads Hyundai was smart and short and even attacked the competitors, in this case, the Mercedes CLS550, to showcase their product as superior.

A special mention for Google that flirted with TV advertising with a beautiful ad (the best ad according to me). The ad was powerful enough to evoke an emotion on the faces of the viewer and hence, undoubtedly, distinct. Something, that we could all relate.

Go Daddy slipped down the popularity, probably due to a repeated theme line. However, I feel it created enough memorability and reinforcement. Especially, with its imagery continuing on sexy and affordable to all. Women as usual were a major part in all the ads.

Coca cola played its sleep walker ad. It was visually nice but not exactly a memorable one. It somehow did not gel with the ‘Open Happiness’ positioning.

Then there was Cars.com advertisement that again started off brilliantly introducing Timothy Richman but somehow you just wished there was some more to it. An average ad. It did not have humor nor was too serious and fell in the same genre of the Coca Cola ad. A little more of work and it could have been a above average ad.


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