2011 Super Bowl Advertising: Winners & Losers

Now that the “Title” has returned to “Town” for the Green Bay Packers, how did the Super Bowl commercials score in television’s premier event?

As mentioned in our previous Blog, we evaluate Super Bowl commercial investment from a brand perspective with the following criteria:

• Message – have something to say
• Right Audience – make sure that the event delivers the right prospects for your product, and in-hand, you are equipped to maximize the increased interest in your brand or product
• Right Budget – can you maximize the increased brand awareness and extend it through the marketing year?
• Strong Creative – it must compete creatively with other advertisers, entertain as well as getting a strong message across
• Has Legs – must have the ability to become a major positioning for your brand beyond Sunday’s broadcast

Here are our top picks from Sunday’s big event:

Winners

1.  CHRYSLER (Wieden & Kennedy, Portland OR).  Though this 2-minute spot won’t win the popularity contest polls, it was the strongest branding spot of the entire event.  The “Imported from Detroit” tagline, the use of Eminem and his 8-Mile soundtrack provided messaging that is right for America at the right time.  As we come out of the bad economy, most Americans are more inclined to identify with Detroit than any other city.  Chrysler is mapping out a brand territory based on the basic values of Motor City that can be a tremendous platform for product advertising – including the Chrysler 200 – “A car that you don’t have to own to be proud of.”

2.  BEST BUY (CPB, Boulder, CO).  This commercial is good not because everyone is either an Ozzy or Justin Bieber fan, but because it had a strong message – the introduction of the Best Buy’s Buy Back Program.  Even Ozzy Osbourne now has the assurance that his investment in current technology won’t be wasted as technology itself moves forward.  4G, 5G, 6G…10G – Best Buy has you covered.

3.  MOTOROLA (Anomaly, New York, NY).  Pointing out that Apple has now become “The Establishment”, this spot for the Xoom tablet took the brand equity of the “1984” Apple spot and truly contemporized it.  The ad not only gets it competitive statement across, but shows off the product benefits through the story line.

4.  BRIDGESTONE (Richards Group, Dallas, TX).  Unfortunately this spot aired too late in the game, but could be the best of the bunch from the Dallas Ad Agency.  “Carma” featured a life-saving gesture that is later returned by a beaver.  We’ll see more of this spot in sports programming throughout the year.

5.  DORITOS (Consumer-Generated).  The consumer creative competition for Doritos advertising continues to work.  Best of the bunch – “The Best Part” where the creepy coworker goes after the Doritos cheese seasoning on his fellow employee’s fingers – those chips have to be good!

Honorable Mentions

GROUPON – As a late entry into the Super Bowl, Groupon assisted their brand awareness through Timothy Hutton setting us up to promote Thai food discount coupons.  The spot got everyone’s attention.

VOLKSWAGON – The Mini-Darth Vader was cute and memorable, but will anyone remember that the spot is advertising the VW Passat?

CAREERBUILDER – Maintaining the “I Work With Apes” theme, the spot did a good job of targeting those viewers that are frustrated with their current job – a proven theme.

PEPSI MAX – Though the consumer-generated format seemed to work better for Doritos, it did produce a stable of good commercials that will continue to get exposure for Pepsi Max in the next few months – a good creative launch for the brand’s national campaign.