If it’s worth doing, it’s worth overdoing. In that spirit, there’s a list of every discrete ad shown during the Super Bowl broadcast in the DFW area, kickoff to the end of the fourth quarter, after the jump.
VIEW THE NATIONAL ADS
Now, the overanalysis.
Most spots: Anheuser-Busch, 9; Coca-Cola, 6; General Motors, 3; Frito-Lay, 3; CareerBuilder.com, 3
Internet companies with ads: CareerBuilder.com, SalesGenie.com, E-trade, GoDaddy.com
Major advertisers who cheaped out and had a standard-def ad: Revlon, Doritos, Blockbuster, Schick, Motorola, Taco Bell, Prudential
Retail food ads: Snickers, 1; Emerald Nuts, 1
Retail beverage ads: Bud Light, 5; Coke, 4; Budweiser, 2; Sierra Mist, 2; Snapple 1; Budweiser Select, 1
Only national restaurant ad: Taco Bell
Automotive parity: Chevrolet, Honda, and Toyota each had 2 national ads. No other nameplate had a national spot, with the possible exception pf GM’s “Fired Robot,” but they weren’t selling any particular make.
Only ad shown twice: GoDaddy.com
Local to network ads ratio: 13:102
Goods to services ratio for national ads: 41:14
Ads to promos ratio: 65:47
Specials to series ratio for TV show promos: 12:27
Most promoted CBS shows: The CSI’s, 6; Survivor, 4; CBS Evening News, 3
Currently broadcast prime-time CBS shows that did not get a Super Bowl promo: The Class, Close To Home, Cold Case, Ghost Whisperer, Numb3rs, Without a Trace. Don’t spend that money from the next season just yet.
Sorry, Katie!: The CBS Evening News is sinking further down despite the expensive new host. So what does CBS News do? They promote the show withw exactly the kind of “soft news” features that Little Miss Serious Journalist was trying to get away from on the Today show.
Lamest: Honda’s “Burnin’ Love” and “Fuel Economy” are what we always get from Honda, the smug belief that all they need to do is show you a car and you’ll buy it. Amusing us is beneath them. Revlon thinks we give a damn about Cheryl Crow’s hair, what Cheryl Crow’s prissy hair stylist thinks, and whether Cheryl Crow has any integrity with regard to sponsorship deals. That’s a hat trick of wrong guesses. And then they give us an ad about hair COLOR and shoot a lot of it in black & white. Also, why the hell would you pick the theme “never fade away” and then admit in the ad that you have to re-do it every week?
“But he already cashed the check”: Budweiser Select - “Virual Football” with homely rapper Jay-Z cheating at a football game with Don Shula (who should have been wearing a nametag, the world doesn’t know him by sight) by having some chick interfere with the winning field goal. I think we were supposed to think Jay-Z was smarter than Shula because he’s all hip and whatnot, but they failed to convey that in the ad. However, the fact that they’re paying this guy a boatload of money to make overproduced urban lifestyle ads for an allegedly upscale mass-produced beer says something about the relative intelligence levels involved. Yes, look serious and nod your head again, Jay-Z, you won that one fair and square.
Recycling: Coke - “Grand Theft Niceness” and “Inside the Machine” had already been made for movie theater ads. “Black History Milestones” could have been made with PowerPoint. That leaves “What Else Haven’t I Done?” as the only ad with a significant budget. I guess they figured they spent enough on the airtime. Meanwhile, Schick reuses an ad that was not that funny to begin with and was played out six months ago. T-Mobile’s “Barcley & Wade” ad would have been funny if it had been the first time I’d seen it, but it wasn’t even the dozenth time I’d seen it.
More creepy than funny: GM’s “Fired Robot” had a few laughs before the suicide attempt, but ultimately didn’t make any damn sense. Bud Light’s “Rock, Paper, Scissors” was just mean-spirited. King Pharmaceuticals “Heart Attacked” was unpleasant to watch. FedEx’s “Moon Office” ended with death by meteorite for what reason? Chevrolet’s “Topless Man Car Wash” stretched a potentially amusing sight gag over way too much of the ad’s time. E-Trade’s “Bank Robbery” never lightened the mood once it made its point.
What the hell?: Snickers’ “Man Kiss” isn’t going to sell me a candy bar anytime soon. I’ve never run across an instance where men did not regard food ACTUALLY BEING IN SOMEONE’S MOUTH as an adequate indicator of ownership. The gag doesn’t get a setup that makes sense. Sprint Mobile Broadband’s “Connectile Dysfunction” assumes we find boner pill jokes amusing. We don’t.
Funniest: Bud Light’s “Axe.” Unlike every other ad, this one elevated the joke. Emerald Nuts’ “Robert Goulet” is absurd humor at its finest.
I guess it’s funnier if you’re old: Blockbuster’s “Clicking the Mouse.” Get it? The guinea pig thinks that a real mouse is . . . oh heck with it.
Coolest: Garmin’s “Maposaurus” used campy Ultraman and Godzilla cliches to grab attention. Letterman finally gets Oprah to spend some time with him. CareerBuilder.com got rid of the monkeys and went with a Survivor/Lost theme that goes well with how people feel about work. Good use of office supplies.
Wasted cash: Chevrolet’s “Car Music” was overdone and (I think) full of celebrities I couln’t quite recognize. Budweiser’s “Artificial Dalmation” goes to the well once too many times with the “dog wishes he was on the wagon” theme. Coke’s “What Else Haven’t I Done?” asks me to believe someone can reach a very old age and never try a soda. And then resorts to the worst old-folks-doing-crazy-stuff cliches available. Snapple looked like it went over budget with its one-old-joke “ECGC” ad.
Generics: Van Heusen and IZOD settle for image ads. Taco Bell’s third or fourth helping of talking animals can’t be saved by Ricardo Montalban. Prudential phones it in with deep thoughts about stone objects. Don’t expect Budweiser’s cooler-worshiping crabs to have much staying power. Mencia’s racial humor doesn’t play well without context in Bud Light’s “Language Teacher,” while “Wedding Auctioneer” stays well inside the established beer-obsession rut. Speaking of ruts, GoDaddy.com is comfortable in the one it’s dug. Toyota Tundra does stunts that prove nothing about the truck, but were nicely executed. HP trots out another marginal celebrity to talk about what can be done with a PC.
Spoiled: Nationwide gave away the ending to “Federline Fries” in a press release a week before the game, taking away all of its impact.
Amusing: The Doritos ads relied on imagination rather than budget. Bud Light’s slapfest in “The Fist Pump Is Out” was good — wait for it — slapstick.
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