With no team to cheer for in the Super Bowl, sometimes it really can be the commercials that are the draw. But the spots during this year’s big game didn’t leave viewers with much to discuss. Fortunately, the third-quarter blackout — and the game itself — should fill the void around workplace water coolers this morning.
This year’s ads cost about $3.8 million per 30-second spot, and even with all that money it’s unlikely a commercial from last night’s Super Bowl XLVII will emerge to stand the test of time.
The usual trends — animals, children, ads for big-budget movies — continued and were joined by spots that encouraged viewers to: Vote for a sequel ad online (Coke), sign up online to get a free soft drink (Pepsi Next) and visit online promo sites (many, many ads). Viewers who don’t watch TV while on the computer simultaneously surely felt left out.
Although viewers may disagree on the best ad during the Super Bowl, it seems likely Americans will come together to declare the Bud Black Crown ads the worst. The ads, set in a club with supposedly hip people — “the loud, the savvy, the famous” — made it look like anyone who consumes this beer will instantly be transformed into one of these pompous, poser jerks. Who wants that?