Advertising in the Super Bowl

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Super Bowl commercials are high-profile advertisements which air during the Super Bowl. Thirty seconds of advertising time cost $2.6 million due to the extremely large audience, typically over 90 million viewers.[1][2] These ads can sometimes generate more hype than the actual football game itself. Advertisements are met with hard critiquing by the public and advertising experts.

To the disappointment of many viewers outside the U.S., particularly Canada[citation needed], these high-profile ads are usually only seen via the originating American network. Viewers elsewhere see local ads instead which, due to the lower popularity of American football outside the U.S., have lower audiences and therefore do not share the high reputation of the domestic commercials. (While most Canadians can access the major American networks in addition to their own, American stations are usually subject to simultaneous substitution, meaning the U.S. ads are essentially "blacked out" in Canada.)

Contents

[edit] History

There has been much concern about the viewing of commercials because of the use of products such as TiVo, which allows viewers to skip over the commercials. However, TiVo reported that viewers were pausing and rewinding back to previous commercials that they enjoyed. With today’s technology, if someone misses a commercial, they can just download the commercial on their cell phones or computer.

As of 2006, the cost of a 30-second commercial on average is $2.5 million. The first famous Super Bowl commercial was a 1974 ad for Noxzema featuring Super Bowl legend Joe Namath. One of the most longlastingly famous Super Bowl ad campaigns has been the "I'm Going to Disney World" ads for the past 20 years.

[edit] Notable commercials

Other famous Super Bowl commercials include:

  • A Master Lock ad from 1974, where a sharpshooter shoots at a Master lock, while the lock remains strong, thereby demonstrating its durability.
  • An ad for Xerox copiers from 1977. A monk named Brother Dominic needs to make 500 copies of a manuscript, so he journeys to an office and makes the copies.
  • A 1979 TV commercial for Coca-Cola featured "Mean Joe" Greene the Pittsburgh Steeler All Pro linebacker who is stopped in the tunnel leaving the field by a young boy who offers to share his Coke. After declining, he agrees and drinks the Coke, then turns and tosses his jersey to the kid, and smiles.
  • A 1984 commercial for Apple Computer directed by Ridley Scott. A giant video screen, featuring a Big Brother–like figure (a symbol for IBM) speaking to a group of people. Then, a young runner wearing a tank top and shorts (in sharp contrast with the drab gray uniforms of the others) runs into the room, with Thought Police–like authorities chasing her. She swings and throws a sledgehammer at the screen, destroying it. The commercial ends with a voice saying, "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like 1984."
  • The famous Bud Bowl campaign from 1989.
  • A McDonald's campaign from 1993 featuring a showdown between basketball legends Larry Bird and Michael Jordan, featuring trick shots that become progressively less realistic ("around the moon, off the Space Shuttle, nothing but net").
  • The Budweiser Frogs from 1995, which famously coined the line "Buddd. Weissss. Errr."
  • A commercial for the Nissan Maxima from 1997, where a flock of pigeons (one of whom is voiced by John Ratzenberger) tries to "bomb" the shiny new Nissan, but the garage door protects it.
  • A 1999 commercial for Monster.com featured kids talking about what they want to be when they grow up. "When I grow up, I want to have a brown nose." "When I grow up, I want to work in middle management." This is famous for being one of the first .com commercials.
  • A Budweiser commercial shown only once during the 2002 Super Bowl shows the Budweiser Clydesdales going to New York City and bowing towards Ground Zero.
  • Another commercial for Budweiser, this time from 2003. In the Arctic, a zebra is watching a replay TV, which is showing the famous Budweiser Clydesdale's feet. A man remarks "That referee's a jackass", to which another replies, "No, I think he's a zebra."
  • A commercial promoting Go Daddy, which played on the controversy surrounding the wardrobe malfunction seen at Super Bowl XXXVIII. This commercial would lead to the star of the commercial, Candice Michelle being signed to a contract with World Wrestling Entertainment.
  • Terry Tate: Office Linebacker, a commercial series for Reebok which first aired during Super Bowl XXXVI. The commercial featured Lester Speight as "Terrible" Terry Tate, an American Football linebacker giving out pain to those in the office who are not obeying the rules.
  • For Super Bowls XXXVIII and XXXIX, The NFL Network did a series of ads featuring players and coaches of teams who didn't make the Super Bowl singing the song "Tomorrow" from the musical Annie, each ad ending with the line "As of Tomorrow, we're all undefeated again."
  • For Super Bowl XLI, a Fed Ex commercial features an office on a moon which ends with one of the workers obliterated by a meteor.

[edit] References

[edit] External links

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