Saturday, February 06, 2010

Superbowl XLIV Ads Going for Humour—Mostly

The Superbowl is coming up along with all of its marketing hype. Last year, I was in the San Francisco Bay Area and saw the game at my friend Dennis' Superbowl party, complete with 3D glasses for viewing the Dreamworks & Sobe ads.  This year, I'm in the 'Ront and while CTV is advertising its coverage, hyping the Saints' Cinderalla story, I'll be watching on WIVB to see the ads. {FYI:: If you have cable in areas of Canada where CTV-HD isn't broadcast over the air, you'll be able to watch the US ads on US-based CBS affiliates. Otherwise they'll be simsubbed. Videotron in Montréal will show the ads for HD subscribers with an Illico converter.}  For years, more coverage has been devoted to the ads as opposed to the game and there's a site dedicated to the ads, with a section devoted to articles on the 2010 crop.

The ads are cheaper this year in the US, with CBS selling time at $2.5-2.8M for a 30 second spot, while NBC got $3M last year. According to Reuters, the ads will be going for humour and frugality, which is understandable in this economy {click on image}::


Image:: Screenshot from Reuters video featuring a beer ad
with white guy talking like Kanye West on a vocoder

In order to get more "bang" for the buck, advertisers are using IMC or integrated marketing communications, typing the ads to other elements of their promotions. CTV also mentions that the ads are less esoteric and featuring the "sell", as opposed to creating an experience that may not feature the product/service at all.

CBS also got into hot water with gay advocacy groups by refusing to air an ad for a gay dating site. According to the Toronto Star::
"Last week the Star reported that CBS rejected a 30 second spot by ManCrunch.com, a gay dating Web site based in Toronto. Officials from site criticized CBS for its rejection of the spot, saying the television giant was anti-gay and discriminatory.
However, in a letter to ManCrunch.com, CBS said it rejected its ad for two reasons, suggesting the company’s credit wasn’t verifiable and that the production values of the spot weren’t up to snuff for Super Bowl Sunday. It also said CBS was willing to work with ManCrunch.com on any other possible advertisements and “would be open to working with you on acceptable creative and appropriate ...scheduling.”
This is in addition to the network choosing to run an ad from the anti-abortion group, Focus on the Family. Here's a Reuters video on the controversy::


Personally, I think they should have tried to get Matt Stone and Trey Parker to make a "funny" anti-abortion ad with Florida quarterback, Tim Tebow, in going with the current theme.


Thanks to this article by The Spec, here are previews to three ads::





Here's the Favre Hyundai ad::

and a lacklustre Denny's teaser ad::

Twitterversion:: Anticipation & controversies surrounding the Superbowl XLIV ads. Expect humour & feel-good candy. Cips of sneak peeks. @Prof_K

Song:: The Fall-"Kicker Conspiracy"


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