While America’s feelings were divided on the outcome of the game, there’s one aspect of Super Bowl Sunday that crosses team loyalties and brings us together — the commercials. This year’s commercials had something for everyone, from cute dogs to talking babies to Adriana Lima. After a week of intense competition in the YouTube Ad Blitz contest, the votes are in and you voted M&M’S “Just My Shell” commercial as your favorite ad of the Super Bowl!

Rounding out the top five commercials of the big game are spots from Chrysler Group, Bud Light, Chevy Silverado and Doritos:

2. Chrysler Group “Halftime in America”
3. Bud Light “Rescue Dog”
4. Chevy Silverado “2012”
5. Doritos “Man’s Best Friend”

Give me the stats!
In its fifth year running, YouTube Ad Blitz has already surpassed previous years with 133M views from fans worldwide, up 43 percent from last year (as of Sunday, 2/12)…and still counting! In fact, during game time roughly 6 percent of all U.S. YouTube traffic came from people watching Super Bowl commercials on Ad Blitz.

The days that saw the highest volume of views were Sunday, Monday and Tuesday, making up 82 percent of total views received over the week. And it wasn’t just fans in the states seeking out the commercials — nearly 18 percent of all views came from outside of the U.S. Other interesting stats include:

• The most popular ads drove the majority of views – 65 percent of video views came from the top ten commercials.
• Google searches related to [Super Bowl commercials] peaked on Monday, but continued through the rest of the week.
• More than 32 percent 
of all mobile votes occurred on Tablet devices, our first year running Ad Blitz on a tablet-optimized channel.

Tune into the YouTube homepage today to check out the top five spots!

The Super Bowl may be the one time of year viewers are as eager to watch the commercials as they are the show… well, at least the halftime show. As always, we marketers tuned in to weigh in on how this year’s pack of advertisers managed the most expensive real estate on television. During the 2012 Super Bowl, advertisers delighted with many of its usual ploys (celebrities, endorsements and sex appeal), as with H&M’s provocative ad featuring David Beckham. There were also rave-winning new concepts, such as the Honda’s rendition of “Ferris Bueller’s Day Off“. But while campaigns may win applause for recruiting the biggest celebrities or most daring scripts, which brands merely flashed their cash, and which truly engaged customers?

The winners, we found, reflected a thorough understanding of multi-channel marketing, and elongated the customer experience by tying their TV campaigns to other channels. This fully leveraged their massive investments not just by pairing the ads with lower-cost vehicles, but by allowing customers to actively experience the brand rather than just viewing it. You may have noticed that the most engaging ads weren’t the most “salesy”; these brands were more focused on crafting a residual customer experience than making an immediate sale. The following champs not only made the list of viewer favorites, they got viewers talking, tweeting, Facebooking, and otherwise immersed with the brands:

1. Bud Light – What better way to manage your corporate social responsibility strategy than to make a cute little rescued dog the face of your brand? Bud Light won high marks with multiple creative commercials during the 2012 Super Bowl, but the clear winner features Weego, a rescued mutt that clearly knows how to party. Dedicated to ensuring each of his guests is welcomed with a cold beer, Weego’s star power entertains while hitting a soft spot in viewers’ hearts. At the end of the commercial, Weego has undoubtedly won over most of America, the commercial reads, “Help Rescue Dogs”, along with a link to Bud Light’s Facebook page. Creating a seamless experience, Bud Light’s default Facebook image now showcases a classic Bud Light bottle, with Weego’s personalized dog collar looped around its neck. Visitors can find more video and images of Weego, as well as a custom app for a charitable campaign where Bud Light will donate $1 to the Animal Rescue Foundation for every “Like” Weego gets.

All in all, this Super Bowl campaign forms a model customer engagement experience: it captures and entertains viewers with a lovable and memorable icon (Weego, of course). It invites viewers to an extended engagement opportunity by connecting to a perfectly synchronized Facebook page. And while still scoring something for itself by requiring users to “Like” the main brand page page in order to “Like” Weego, Bud Light gives something back to the users, too-something they can feel good about (After all, they just earned needy animals a donation just by clicking on a button). And this doesn’t even take social virality into account-a Facebook user’s actions will show up in their friends’ feeds, too. Bud Light now has the opportunity to create a long-term if not lifelong customer experience with the thousands of Facebook subscribers it gained within mere hours of the Super Bowl.

2. Pepsi Max – Soft beverage giant Pepsico pushed its brand hard during the 2012 Super bowl, and while its Pepsi ad featuring such icons as Elton John and X-Factor’s Melanie Amaro generated plenty of buzz, it was the Pepsi Max commercial that really won high points with viewers and critics alike. The commercial draws a few chuckles as it depicts a disloyal Coke employee stealthily purchasing a Pepsi Max, as Patsy Cline’s “Your Cheatin’ Heart” plays in the background. Just when he thinks he’s in the clear, the register goes wild and none other but Regis Philbin appears to hand over a larger-than-life check, awarding the woeful shopper with Pepsi Max for life. But beyond the originality, humor, and effective use of a celebrity persona, Pepsi Max scores big in customer engagement by ending the commercial with a link to its Facebook page. Here, Pepsi Max is featuring a “Win Pepsi Max for Life” campaign of their own, allowing visitors to submit video entries to win. Original, consistent, and engaging– we like it.

3. Godaddy is no newcomer to integrating marketing channels to shape a unique customer experience. Its long-held television-to-web strategy has featured plenty of star power and provoking ads, always ending with, “See more at GoDaddy.com”. But this year, Godaddy went a step further, becoming the first to air a Super Bowl ad containing a QR code. And, according to a press release published by the company, the questionable move reaped huge awards, driving record traffic to Godaddy’s mobile site. “We decided it was worth the risk to play to all the people watching the game and using their smartphones simultaneously,” said Go Daddy Executive Chairman and Founder Bob Parsons. “I’m thrilled we made the decision. Viewers scanned the code and as a result, Go Daddy set an all-time sales record for our mobile site.”

Read More at : B2C

If you thought this year’s Super Bowl ads were expensive at $3.5 million for a 30-second pop, wait until next year.

CBS chief Les Moonves told investors in a conference call that his sales team will set an all-time unit cost record in 2013 – “a potential $4 million per spot”. Super Bowl XLVII, will be played in New Orleans on Feb. 3, 2013 and CBS will be the broadcaster.

NBC were pleased with themselves getting $3.5 million for 30 seconds time in this year’s game – a 17 percent increase over Fox’s $3 million in 2010.

Adweek says, “While there’s nothing binding about a forward-looking statement, Moonves’ remark almost certainly will establish a target rate for CBS president of network ad sales JoAnn Ross.”

Fox is actually leading CBS in the important adults 18-49 demo, says Adweek, averaging a 3.3 rating to CBS’s 3.2 But CBS is winning the battle for total viewers, averaging 12.2 million through the first 21 weeks of the season. Fox is second with 9.02 million.

Read More at : The Drum

The dust has settled on the Super Bowl and we’ve stopped looking back at the ads and game. It’s time to look forward at what this year’s Super Bowl meant for digital video. The answer: a lot.

According to NBC, 2.1 million people streamed the Super Bowl for a total of 78.6 million minutes. That’s a little more than 37 minutes per person. Pretty amazing — considering the experience was HORRIBLE.

There are seminal events in media and technology. Some because we’ve taken a great leap in quality. Some because we’ve taken a great leap in adoption.

This was one of those adoption moments. Mind you, I’m not trying to be Debbie Downer. I’m actually excited for what next year holds. Look at what we’ve seen in the last two months:

- Massive adoption of connected television at CES by manufacturers

- The first Super Bowl streamed live, with millions tuning in

- The end of the game resulted in 12,233 tweets per second, compared to 4,064 the year before

All bodes well for digital video and the connected experience. In fact, some colleagues were kind enough to speak with me at CES this year about connected devices. I’d like to pay it forward, by offering some of their thoughts as free advice to the NFL and CBS, who has the rights to broadcast next year’s Super Bowl.

“If I’m reaching a consumer 10 times on their tablet and 20 times on the PC and five times on their smartphone, I’ve wasted some of my media impressions when I only wanted to reach them in aggregate five times. So technology is enabling us to look at the consumer experience and from a brand perspective, better measure and deliver the messages that are gonna resonate with those consumers across devices.”

– Cat Spurway, SVP Strategy & Marketing at Pointroll

I can’t begin to tell you how many of the same ads I saw on the live stream. Rather than holding advertisers hostage for the most money possible, CBS should open up restrictions to ensure consumers have a fabulous experience online by seeing a good variety of ads.

“The opportunity to test, to try to experiment and to be happy with failure, literally to applaud it because you’ve tried it, is something that I think is a secret weapon the very best companies have.”

– Brad Ball, former CMO McDonald’s & former CMO NASCAR

NBC’s live stream did nothing inventive. The closest it came was a live stream of Jimmy Fallon’s tweets during the game. I guess you could make the argument that the live stream itself was a risk, but NBC did nothing interesting to make the experience truly spectacular.

“And the power of it is the connection. A lot of times those devices are planned and bought totally separate, but when connecting them, you amplify their possibilities.”

– Darren Herman, Chief Digital Media Officer at The Media Kitchen

The best streamed experience of the Super Bowl: the stream of tweets throughout the game. CBS needs to capture the power of what people are ALREADY doing, harness it, and don’t try to corral the user.

“I think a red flag therefore would be when people start to sit back and say, ‘Hey, it’s 8% of our budget. It’s 9% of our budget. It’s part of kind of an innovation bucket.’ I think the world has sufficiently changed such that [digital tactics] can no longer be thought of as, you know, the P.S. to an advertising budget.”

– Chris Curtain, VP Digital Strategy, Global Marketing at Hewlett-Packard

NBC did nothing to make the online experience indispensable. It was a throwaway: no must-have content, no unforgettable moments. In fact, since the stream was fully minutes behind the live broadcast, it actually made the stream irrelevant as a second screen.

“So you need to be asking a question of yourself, will the dog eat the dog food? Will there be enough people that will want to go to that device for you to be able to build it? You could have made some big mistakes years ago by building an entire platform on Second Life where people went, where they didn’t have a real life. You could have wasted a lot of time in that endeavor.”

– Jeffrey Hayzlett, former CMO Kodak & best-selling author

Streaming of live sports is no Second Life. It’s real and for the masses. Next year we can start treating it as such.

Oh, and CBS, you can thank me and my friends for the free advice by thrilling us next year.

Read More at : MediaPost

Old wisdom: releasing your Super Bowl ad early on the web builds excitement and buzz for your spot and gives it a huge boost online. New wisdom: still true, but it’s not necessarily a requirement.

In a special edition of the Viral Chart this week, we’re looking at cumulative online views for Super Bowl campaigns as of early yesterday. As expected, ads released before the game, such as Volkswagen’s “The Dog Strikes Back” and Honda’s “Matthew’s Day Off” are doing well, as are a host of other spots released early from Audi, Kia and Toyota.

But what’s striking is ads that weren’t released before the game are also climbing up the chart, even though the competition had a head start. Chrysler’s controversial “It’s Halftime in America” gained this week, even though the spot wasn’t available before the game, and it was briefly pulled down from YouTube over a mistaken copyright claim.

M&M’s “Just My Shell” also did well, even thought the spot didn’t go live online until the game (though there was a lightly viewed teaser). Samsung’s ad was also new, but it was part of a bigger campaign targeting Apple that at this point many viewers recognize. The Doritos ads were already online, but no one knew the winner until the game.

Conclusion? Well, check back in in the coming weeks as we watch how these campaigns play out. Last year, VW worked the pre-release strategy to perfection with “The Force.” This year, many emulated that approach. Long term, its the quality of the content (and the budget put behind distribution), not a few weeks head start, that determines who rises to the top.

Read More at: Adage’s The Viral Video Chart

The Doritos brand announced that its consumer-created Doritos commercial “Man’s Best Friend,” which aired for the first time nationally during yesterday’s Super Bowl XLVI broadcast, ranked No. 1 in USA TODAY’s annual Super Bowl Ad Meter. Doritos, one of the flagship brands from PepsiCo’s Frito-Lay division, is now awarding the ad’s creator, Jonathan Friedman with a $1 million cash bonus prize.

The win for “Man’s Best Friend” marks the third time in Super Bowl advertising history that a consumer-created Doritos commercial has topped the USA TODAY Ad Meter rankings. In addition to “Man’s Best Friend,” “Sling Baby” also received airtime during Sunday night’s game. Created by Kevin T. Willson, “Sling Baby” scored No. 4 on the Ad Meter.

The two consumer-created Doritos ads that aired Sunday were among five finalists selected by the Doritos brand from more than 6,100 total submissions. Consumer votes determined one of the winners, while the Doritos brand selected the other. As part of this year’s contest, both Friedman and Willson also were awarded one of the most exciting grand prizes to date: a guaranteed opportunity to work on a future Doritos project with one of the hottest entertainment teams in the industry today — the award-winning trio of Andy Samberg, Akiva Schaffer and Jorma Taccone that make up The Lonely Island.

“We are thrilled for both of our winners and excited to award our third million-dollar bonus prize in four years,” said Tony Matta, vice president of marketing, Frito-Lay North America. “We know their success tonight is just the beginning for both of their careers.”

Friedman, a freelance graphic designer and musician, spent just $20 to buy dog treats, a cat collar and a bag of Doritos tortilla chips to film “Man’s Best Friend.” He borrowed a friend’s dog, Huff, and labored through multiple takes as the 120-pound Great Dane resisted in his new acting gig. Finally, after bribing Huff with treat after treat, Friedman got the shots he wanted to create his ad, which stars a dog that bribes a man with Doritos tortilla chips to cover up what he’s done with the neighbor’s cat.

A former special education teacher, Willson left his steady job in 2005 to pursue his lifelong dream of comedy film production. With the airing of “Sling Baby” during Super Bowl XLVI, he is now that much closer to fulfilling his dream. The spot tells an underdog story of a grandma and baby who team up to take down the bully on the jungle gym and re-claim a bag of Doritos tortilla chips.

This year marked the sixth anniversary of Crash the Super Bowl and proved to be the most popular yet, attracting a record-setting number of fan submissions and generating an unprecedented level of consumer votes. Since the contest began in 2007, consumer-created Doritos ads have consistently ranked within the top-five spots of the traditional USA TODAY Ad Meter, and three of the last four years they have scored the No. 1 ranking.

As part of this year’s competition, all five finalists received $25,000 and a trip to attend Super Bowl XLVI in Indianapolis. Bonus cash prizes were based on how each winning ad ranked in the traditional USA TODAY Ad Meter, and on future rankings on the soon-to-be decided USA TODAY Facebook Super Bowl Ad Meter. The payouts for both meters are as follows:

Each winning consumer finalist is only eligible to receive one cash bonus prize and the amount will be determined by the Ad Meter in which the commercial receives the highest spot. The final cash bonus prizes will be determined once the results of the USA TODAY Facebook Super Bowl Ad Meter are announced on Wednesday, Feb. 8, 2012.

Playing dirty might be de rigeur in politics, but it seldom helps in selling products—even dusty pickups ravaged by the apocalypse.

That might end up being GM’s tough lesson from its Super Bowl XLVI ad which, to some, spoke less about the strengths of GM products than it did attack Ford’s reputation for durability and longevity.

Based on traffic and visitor data collected by the shopping and pricing site Kelley Blue Book, more visitors browsed Ford after the GM commercial—a lot more—even though Ford didn’t have a big Super Bowl ad. Whether looking at the controversy in the days surrounding, or specifically at the window of time during and after the ad aired, Ford appeared to benefit most, if an immediate browsing or shopping of new vehicles was the goal.

KBB.com data shows consumer interest in the Silverado lifting during the commercial airing, leveling off after the commercial and declining after the game, as interest in the F-150 surged, curiously. Despite the Silverado’s lift during the game, Ford’s F-150 still drew a greater share of week-over-week attention from KBB.com consumers.

In comparing consumer interest on kbb.com among the Full-size truck segment, KBB analyst Akshay Anand noted that the share of visits to the F150 surged over 26-percent week-over-week, while the Chevrolet Silverado 1500 saw a 25-percent drop in traffic during the same period.

“Looking at the data for that whole day, Ford did see some lift, and I don’t think that’s a coincidence,” said Anand.

That leads to how some might have heard the commercial…something along the lines of this: What kind of truck do you drive to the impending apocalypse? If it’s a Ford, oh you sorry sap, you’re just not going to make it.

Advertising 101: Don’t make the competing product your punchline

And that hits hard at one very important factor: brand loyalty. To many, the commercial was less a declaration of the strengths of GM products than it was the buildup to an attack on Ford’s trucks. And it may have sent Ford loyalists to their laptops and tablets to search for reassurance about Ford’s reputation, as their GM counterparts gloated and stayed on the sofa.

“Truck owners tend to be more loyal than those in any other segment,” said Anand, and when a product with that level of loyalty is mentioned negatively in an ad, argued Anand, the response is likely to be one that’s on the defensive.

Other potential explanations: Ford was mentioned bluntly and clearly right near the end of the ad, so is that somehow the name that stuck with viewers? Or does the lesson to be learned really have more to do with etiquette?

It is, after all, one of the first commercials in some time to blatantly call out a competing product without mention of a number or metric as basis.

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Read More at : Detroit Free Press

Chrysler Chief Marketing Officer Olivier François insisted that the “Halftime in America” Super Bowl ad was designed to send any kind of political message or as a statement of support for President Barack Obama’s re-election.

“There were absolutely no political intentions,” François said in Chicago Wednesday. “The politicians can see political messages wherever they want, but we are not politicians.”

Those were François’ first public comments about the ad since Sunday.

In the two-minute commercial, Eastwood talks about the challenges still facing America as both the country and Chrysler work to fully recover from the recession of 2008 and 2009.

“It’s all about uniting,” François said. “There is nothing more neutral and nothing more universal.”

In a separate issue, he said he and fellow Chrysler executives don’t know why the company’s Super Bowl commercial was taken down for hours from Chrysler’s YouTube channel, but he’s trying to solve the mystery.

“We are investigating,” François said. “It’s a strange thing.”

From late Sunday night until about noon Monday, the commercial could not be viewed on Chrysler’s YouTube channel. At the time, a message appeared on the video that said the commercial was removed because of a copyright issue with NFL Properties.

The NFL has said it did not file a copyright claim, and YouTube has declined to say who did.

François and Saad Chehab, head of the Chrysler and Lancia brands, say they are somewhat mystified by the politically charged debate about the commercial.

“If being proud of America is political thing, then so be it,” Chehab said.

Forget what all those ad executives tweeting on #brandbowl and #whartonfoa told you last night: There were 87 commercials during last night’s Super Bowl, but very few of them failed to meaningfully connect their message to their social media platforms.

The ad execs praised the use of Twitter hashtags, even going as far as saying the hashtag was to 2012 what the URL was to 2000, one year after Victoria’s Secret became the first ever firm to use a Super Bowl ad to connect viewers to its online media. But posting a hashtag in a commercial and getting viewers to take some sort of action that increases brand affinity are two different things, according to an anlysis released Monday by Resource Interactive.

Coca-Cola, for example, aggressively encouraged people to watch the game withs its fame polar bears on Facebook and Twitter in the days and weeks leading up to the Super Bowl. But come game time, none of the soft drink makers three television spots included a URL or mention of the social media end of the campaign.

“Consumers don’t think in channels (traditional, digital, mobile, social). Coca-Cola failed to make its multi-channel experience simple and seamless,” said Lora Schaeffer, Resource Interactive director of social media.

Altimeter was surprised that many brands didn’t include some call to action in their commercials. According to the firm’s day-after analysis, 32% had no references to Websites or social media sites, And only Best Buy had an “Act Now” promotion, offering people who visited its Web site $50 off a mobile phone purchased in 2012.

“Viewers visiting the BestBuy.com site were immediately presented with the opportunity to sign up for the offer and the brand created a sense of urgency by limiting the offer only to those who sign up by Feb. 12,” said Jessica Ried, Resource Interactive director of commerce strategy. “Acknowledging that not everyone is eligible to buy a new phone at this very moment, the offer includes an opt-in notification for new phone eligibility which was a smart move by Best Buy. Many brands with shorter purchase cycles failed to provide any meaningful reason to act.”

Other big winners in terms of connecting a television commercial to an online presence were car makers Chevy and Chrysler, although the two firms took decidedly different approaches. Chevy heavily promoted an app before and during the game, and added a contest that included 20 brand new Chevys as prizes to entice viewers to download a mobile app.

“Chevy kept their brand relevant and quite literally at the fingertips of consumers throughout game,” Schaeffer said.

Online observers may have missed Chrysler’s connection to social media, as its somber, Halftime In America advertisement featuring Clint Eastwood had no social or online branding. But after the game, Chrysler was able to continue the conversation about the campaign on Twitter on #halftimeinamerica, according to Resource Interactive.

“Without tricks or hooks, the brand built upon the energy of last year’s spot, and quickly leveraged Twitter to continue the heat-felt campaign,” Resource Interactive said

Read More at: ReadWriteWeb

After what can only be described as a puritanical Super Bowl in 2011, this year’s ads certainly returned “sexy” to the Super Bowl. Thirteen percent of the Super Bowl ads were “sexy” this year, up from 2% in Super Bowl 2011. That said, early consumer reaction demonstrates that sex isn’t really selling like it’s supposed to. Case in point: H&M’s David Beckham spot was among the lowest scoring ads of the entire game, with an Ace Score (for ad effectiveness) of 450 (on a scale of 950). Becks scored best with females 50+, but struggled everywhere else, including across most income, age and gender breaks.

A quick note on how we do this: This time of year, everyone seems to be a self-proclaimed expert in ranking the Super Bowl ads. Usually the rankings are either an uncontrolled poll of some type, where the most fervent fans vote multiple times for their favorite, American Idol-style. Other rankings are based on the feedback of a small sample of creative types or editors who decide for the rest of us which are the best and which are the worst. We have always felt both approaches are wrong. Our Super Bowl ad scores and rankings are always based on a geo-demographically balanced sample of at least 500 viewers per ad or some 25,000 responses for the set — the same way we test every single national ad throughout the year. And our scores are not just based on how likeable the ad is. Of course, the best ads are always highly likeable, but it’s more than this that makes the ad effective: A consumer remembering the brand, an ad that moves them, a relevant ad, an ad that provides information and ultimately creates desire for a product, an ad that results in a change of behavior—these are all criteria that go into a good ad. It is much more than a thumbs up.

So, what worked in this year’s Super Bowl?

Humor. As our friends at Groupon showed us last year, humor can go terribly wrong. That said, it can also be the star. Just ask Doritos, whose “Sling Baby” spot tied with M&M’s “Just My Shell” as the top ads of the Super Bowl, both scoring a lofty 671 Ace Score. Both were just plain funny.

Also, among the top 10 ads was “Matthew’s Day Off” from Honda, featuring Matthew Broderick in a grown-up version of “Ferris Bueller’s Day Off.” The ad was a crowd pleaser, achieving an Ace Score of 630.

Bears and dogs. Two of Coca-Cola’s Polar Bear ads ranked within the top 10 ads, achieving Ace Scores of 654 and 640, respectively, trumping Pepsi’s celebrity-laden spots: “King’s Court,” featuring Elton John and The X Factor winner Melanie Amaro (as well as Flavor Flav). “King’s Court” achieved an Ace Score of 628, and PepsiMAX’s “Check-Out” ad featuring Regis Philbin scored a 592 Ace Score.

In this mix was Doritos’ “Man’s Best Friend” ad, scoring a 645. Doritos knows how well dogs work in their ads, having aired the most effective Super Bowl ad in 2011, with its “Pug Attack” ad, which scored a 662.

Skechers’ replacement of Kim Kardashian this year with Mr. Quiggly the dog was a brilliant move. Their mix of canine cuteness with humor paid off, as the ad scored 629, a 24% increase over last year’s Kardashian bomb.

Made in America. A celebrity ad that definitely worked was Clint Eastwood’s stirring spot for Chrysler, the No. 1 automotive spot, which promoted the city of Detroit. Scoring high on “relevance” and really connecting with the American people, it scored a 633 Ace Score, which was about 20% stronger with men than last year’s spot featuring Eminem. In addition, GE’s spot featuring its work in Louisville, Kentucky, was a top-scoring Super Bowl ad, achieving an Ace Score of 600. Both ads proved that you can deliver a serious, emotive message AND connect with viewers during the Super Bowl.

The storytelling ad. Thirty percent of this year’s Super Bowl ads were longer than the average 30-second spot, the type of ad we refer to as a “storytelling ad.” This is way up from 6% last year. Why? Because they work, as we saw with the top four automotive ads, including the aforementioned Clint Eastwood Chrysler ad, which was two minutes long, as well as the Matthew Broderick Honda CRV ad (60 seconds, Ace Score: 630), the Jerry Seinfeld/ Jay Leno Acura ad (60 seconds, Ace Score 593), and the Volkswagen “Dog Strikes Back” ad (60 seconds, Ace Score: 590). The cola companies also employed storytelling in this year’s Super Bowl: Each of Coca-Cola’s three top ads were 60 seconds, as was Pepsi’s “King’s Court” ad. GE also went with the 60-second ad in its top-ranked “Building Something Big in Louisville” spot.

What about celebrities? This year, 19 Super Bowl ads starred someone famous, but not unlike the last Super Bowl, three of the 10 least effective ads starred celebrities, including David Beckham’s H&M ad, Century 21’s ad starring Donald Trump and Deion Sanders, and the GoDaddy ad starring Jillian Michaels and spokeswoman Danica Patrick. That said, it seemed that advertisers followed the advice of some of our learnings from last year and used celebrities more effectively this year, as we saw in the Chrysler Clint Eastwood ad, the Honda Matthew Broderick spot, and the Skechers’ Mr. Quiggly spot that featured a cameo of Mark Cuban. And (even though it was beaten by Coke’s polar bears,) the Pepsi Elton John spot performed extremely well. Best Buy’s shift to “tech” celebrities also performed well, delivering a solid 568.

And, who got it wrong? The Toyota brand struggled this Super Bowl and produced two ads that will likely land in the Bottom 10, including Lexus’ “the Beast” ad, which scored low on likeability and relevance with a total Ace Score of 489, and Camry’s “Connections” ad, which was shown during half-time and scored an Ace Score of 502. The launch of Bud Light Platinum went terribly wrong, scoring a lowly 476, trumped only by the disastrous “Work” ad aired by Bud Light, both ads begging the question, “How did the King of Beers get it so wrong?”

Then there is the collection of ads that are just plain confusing or odd, including the GE Turbine ad that had some strange link to Budweiser beer, scoring a 527. I also wasn’t sure how Tax-Act’s little boy peeing in the pool related to free tax software, and neither did consumers, who gave the ad a 498 Ace Score. Cars.com’s “Confident You” ad was “just plain weird,” said one consumer, and its Ace Score of 490 reflected this. This, along with Hulu’s “Hulubratory” (scoring a paltry 438), were examples of “humor gone wrong.”

Read More at : Forbes

Read More and View the ads at : USA Today

I vividly remember walking into my high school the day after the Super Bowl to everyone referencing the best of the commercials from the night before (somehow the Budweiser frogs always seemed to trump chatter surrounding the actual game). However, had I been heading into Geometry class today after last night’s Super Bowl commercials, there would have been little to discuss. All in all, last night’s ads were a yawn-worthy disappointment — especially when it came to spots that featured women.

The New York Times’ Stuart Elliott put it well when he said: “Risk-taking, rule-breaking ideas were as hard to find among the more than 50 commercials as good taste in a GoDaddy ad.” And while we’ve been programmed to expect nothing less than female objectification from GoDaddy — and on that count last night’s naked-model-being-painted spot delivered — I was hoping for a little more creativity from other companies. Unfortunately, after seeing Adriana Lima’s double feature as Kia’s dream girl (if the dude in that spot can only dream as big as driving a Kia around a racetrack then our whole country is clearly in creativity slump) and as Teleflora’s spokeswoman for men getting laid on Valentine’s Day, I wasn’t feeling very hopeful.

The surprise in this year’s commercials wasn’t the degree of sexism — hot girls have been used to sell cars many times before — but how few women appeared in the ads at all.

Read More at : Huffington Post

Marketers buy into the Super Bowl telecast because it is the one time of the year when consumers are actually tuning in to commercials instead of muting the volume or fast-forwarding on their DVR.

Here’s an old school recipe for success:

One part new product or service offering upgrade
A tear-inducing script (Tears can be a result of hilarity or a message that pulls at the heartstrings.)
One teaspoon of a timely message (Think Valentine’s Day and/or tax season.)
A cute animal or hot celebrity
A tease in the media
What’s missing in this day of 24/7 social, mobile consumers?

Mobile calls to action. Why? It takes that near-perfect, talked-about-for-days ad and extends its value. By including, for instance, an SMS call to action and engaging with consumers, companies can ultimately build remarket-able databases that tie directly to their loyalty programs and enable ongoing communication. What a great catch for marketers—just as game-changing as Mario Manningham’s for the Giants in the fourth quarter this past Sunday.

In the days before the game, Harris Interactive said that more than 60 percent of viewers would be watching with its mobile devices in hand to connect with friends, check ESPN, and browse the homepage and landing pages of brands with the best commercials. But one problem with these spots was the sheer reliance on simple URLs, some of which weren’t even mobile-specific. Other ads directed consumers to social media prompts via a plethora of hashtags (Audi’s #SoLongVampires, Bud Light’s #MakeItPlatinum, H&M’s #BeckhamForHim, etc.).

Hashtags are catchy and make people want to join in on the trending. They create a following, for a short time at least. But they are hard to track and measure for true value. Instead of (or in addition to) a hashtag, why not include an SMS option for viewers to receive more information? Doing so also creates a sense of exclusivity, and allows consumers to be part of a special network of people who receive deals, coupons and other special treatments that promote customer loyalty, repeat shopping and increased purchase value.

Here are five ads that could have been improved with a simple mobile call to action:

1. GoDaddy. The brand teased viewers that its “NSFTV” ads were available online if they scanned a QR code. They could have used an SMS in addition to a QR code to “see more now.”

2. Teleflora. This ad was racy and tied in with the upcoming “holiday of love.” Perfect timing, of course. However, it could have used a text campaign for a Valentine’s Day coupon instead of just posting teleflora.com and trusting that consumers will travel there on their own without an incentive.

3. Coca-Cola and Audi. Both brands had multiple spots but did not set up the next ad. For instance, they could have created some type of scavenger hunt or delivered a message, such as, “prepare to use Shazam next time you see Coke,” to tie-in the experience across ads.

4. Best Buy. This ad was entirely about mobile innovation, yet had no mobile innovation of its own. It did not embrace the very technologies that it was commending.

5. The movie clips (Transformers, The Avengers, John Carter, etc.). These movies were built up as the blockbusters for 2012, yet there was no incentive to check them out beyond the digital effects and big-name celebrity rosters. Think of the perks for both brands and consumers if they had incorporated a mobile campaign to see “Sneak Peaks” or an opportunity to win tickets, all while building a database of future prospects.

Read More at : MarketingProfs

No Super Bowl is complete without a few lingering controversies, and this year’s game left us with plenty. While most of the mainstream media has been buzzing inanely about M.I.A.’s middle finger, the night’s commercials sparked their share of hand-wringing and name-calling as well. Some backlash, like Chrysler’s “It’s Halftime in America” being ripped as an homage to Obama, has gotten time in the national spotlight while others have been simmering slightly below the surface. After the jump, we recap a few of the more interesting nuggets of negativity.

5. Chevy’s World Without Ford
This one began slightly before the Super Bowl when an attorney for Ford wrote a cease-and-desist letter to Chevrolet in the hope of stopping the latter’s post-apocalyptic ad, “2012.” In the spot, Chevy Silverado owners who have survived Armageddon mourn their Ford-driving friend Dave, who “didn’t drive the longest-lasting, most dependable truck on the road…Dave drove a Ford.” Chevy bases its dependability claim on industry data from the past 30 years, though Ford argues the same data shows F-150s are more likely to last beyond 250,000 miles. Whoever is right, Ford was most certainly the one condemned in the court of public opinion.

4. Samsung’s Stylus Snafu
Samsung’s 90-second “Thing Called Love” cavalcade of boisterous antics for the Galaxy Note was one of the most theatrical spots of the night, but many viewers found themselves unable to get past a single line: “It’s got a pen?!” By showing a stylus as an example of what makes the Galaxy Note “the next big thing,” Samsung and agency 72andSunny gave Apple fanboys ammunition to mock an ad intended to mock Apple fanboys. Shortly after the spot aired, #stylus and #palmpilot were both trending Twitter hashtags, and almost any discussion of the ad was eclipsed by stylus snark. The more neutral voices in the tech community have pointed out that the stylus is actually a nice perk of the Note, which is a smartphone-tablet hybrid.

3. Dannon’s Double Dipping
Dannon’s crowdsourced commercial for Oikos Greek Yogurt, starring John Stamos, was so vanilla, I practically missed it during the game. (It still managed to rank No. 10 in USA Today’s Ad Meter…sigh.) But AgencySpy dug up an interesting double controversy about the spot. First off, the music is a nearly note-for-note duplicate of “Zebra” by the John Butler Trio. Fans quickly alerted the band, which announced on Facebook it would be “seeking advice as how to address the issue.” But AgencySpy also notes that the ad as a whole seems lifted from a decade-old Canadian 7UP spot.

Read More at : Adweek

Trending was a shift to more 60-second spots allowing advertisers to tell more of a story and promote multiple “calls to action” – like their website and social media channels.

From a content perspective, there was a trend away from celebrity endorsements and toward canine talent. There was also a sentiment of Americans rallying toward a common cause – perhaps indicative of today’s economic climate.

So what makes a Super Bowl ad great? It engages, clearly articulates brand differentiators, is simple enough to understand in a noisy game environment, drives consumers to action, and generates buzz long after the game.

There are lessons to be learned from the big brands that gambled on the big game. Some were on fire and others just went up in flames.

THREE FLAMES – Raging Inferno – These brands were definitely on fire:

Volkswagen – “The Dog Strikes Back”

Concerned about his weight, due to his inability to squeeze his growing backside through the doggy door to chase down a VW Beetle, Bolt begins an in-house fitness regimen eventually losing the necessary weight for the chase.

Both Bolt and the Beetle are “back and better than ever,” which is the ad’s tagline – a simple and relatable message. The ad offered entertainment value, engaged viewers and aligned with the wholesome persona of the VW brand.

The surprise ending, a Star Wars cantina scene intended to capitalize on the success of last year’s Darth Vader ad, “complicated the spot,” said Patrick Jordan, General Manager of the Westin Hotel. “Less is more.”

Bud Light – “Here Weego”

It’s a proven formula. Animals + comedy often = Super Bowl success. Call out “Here Weego,” and the unusual looking rescue pup named “Weego” fetches a Bud Light, making him the life of the party.

The beauty of the ad is its simplicity. Britt Summers, Project Manager of Vivid Data Group said, “the lighthearted concept felt right for the Super Bowl.” “They constantly had the product on display throughout the commercial,” added Ham Smythe, President of Premiere Transportation. No brand confusion here.

General Motors – “Happy Grad”

When parents surprise their son with a graduation gift, confusion ensues. The graduate cannot hold back his enthusiasm over a Camaro parked outside, which he incorrectly believes is the gift. He screams like a lunatic and chants with his buddies “best gift ever.”

What works about this ad is the product is front and center, and the yellow Camaro is easily identifiable. Plus, the message is simple – the Camaro generates excitement and turns heads. While perhaps not wildly creative, this ad works.

TWO FLAMES – Solid Heat – Three of the most highly anticipated spots generated solid heat:

Honda CRV – “Ferris Bueller Spoof”

The pre-game hype about this spot was tremendous – generating over 10 million YouTube views before kickoff. The movie references and theme song take Gen X back to a simpler time with fewer responsibilities.

Honda is banking on this ad inspiring Gen Xers to move the CRV into their consideration set as a cool option, which might be a bit of a stretch.

Sketchers – “Dog Races”

The world braced for another flop after last year’s Kim Kardashian debacle, but Sketchers delivered this year with a wonderfully creative, funny and engaging spot promoting its new running shoes donned by a moonwalking French bulldog. The message – we now sell running shoes and we don’t take ourselves too seriously – was received.

Chrysler – “Imported from Detroit”

In a continuation of the Motor City storyline that unfolded last year, Clint Eastwood delivered an inspiring reminder of how the American spirit is about rallying together to make it through tough times – “a proud-to-be-American message that was well timed,” according to Bleu Chef Robert Cirillo.

It was, however, a complex message to decipher in a noisy Super Bowl environment. Plus, it left some, including Chip Brown, CEO of Brown Dog Lodge, questioning whether it “was an ad for the city of Detroit or Chrysler.”

ONE FLAME – Smoldering – These brands couldn’t even muster a flicker of flame:

Audi – “Vampire Camp”

While the creativity was tremendous, the ad was inappropriately targeted to Gen Y. Even if their goal is to begin developing an early relationship with this generation, promoting the headlamps of the car – versus the actual car – seems like the tail wagging the dog.

Go Daddy – “Body Paint” and Teleflora – “Give and Receive”

It’s one thing to target your audience and something else to do so while forever alienating another, which is what Go Daddy and Teleflora have done a second year in a row with women. While not the primary target, women do buy web hosting and flowers – just likely not from these brands any more.

Read More at: The Memphis Daily News

Football fans didn’t tap into mobile devices to catch the New York Giants’ win over the New Engine Patriots Sunday as many analysts expected, but the ad industry did hit a major milestone in multichannel marketing. Consumers searched for data and game stats on desktop and mobile search engines, and viewed ads on YouTube and other video channels.

Attaching buzz from Super Bowl ads this year to video, mobile, social and search marketing became a major departure from previous Super Bowl TV campaigns, according to Mary Beth Keelty, vice president, marketing at digital marketing agency Zeta Interactive.

“Multichannel marketing that can take the campaign through pre-promotion, event and follow-up later turns the package into a campaign,” she said. “We’ve heard people talk about this before — but really, we saw it this year. We even saw media channels like “Extra” start to cover commercials.”

The overall buzz around this year’s Super Bowl commercials is slightly less positive than that of last year, according to Zeta. The average buzz ranking, 80.9% positive, represents commercials at this year’s Super Bowl, slightly down from 83.5% positive the morning after the game in 2011.

While buzz dropped slightly this year, the volume surrounding Super Bowl ads skyrocketed. This year the Super Bowl ads received 14% more attention in the first 12 hours, compared with the entire 24-hour period following last year’s game.

Zeta’s Top 10 list of commercials receiving the highest Zeta Buzz ranking at this year’s Super Bowl starts with Honda “Matthew’s Day Off – Ferris Bueller” – 91% positive, followed by M&M’s “Mrs. Brown – Sexy and You Know It” at 90% positive, Budweiser “Eternal Optimism – Block Party” at 90% positive, Acura “Transactions – Seinfeld” at 89% positive, and Skechers “Dog Race” at 89% positive. The bottom five ads came from Lexus, Hyundai, Chevy, Cadillac, and H&M. Some ads did better than others, but 27 ads received Zeta buzz rankings of 80% or better at this year’s game, which is the same as last year.

Read More at: MediaPost

Watch All the XLVI Ads and Vote Here !

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View the ads from Super Bowl XLVI and “like” them now SuperBowl-Ads.com Hulu’s viewer has a nice history of ads too, if you click on the little arrow, next to “2012 Ads” on the lower left.

Adweek is putting together a small panel of ad execs so you can follow their opinions and critiques “live” during the game at http://adweek.com/super-bowl

There’s also the third annual “BrandBowl” put together by the creative team at Mullen Advertising. To be involved, tweet your likes and dislikes with the hashtag “#brandbowl” and they will compile a list of the top ads live. You can follow the tweets by the link at the top of this page “#brandbowl” or at brandbowl2012.com

USAToday and Facebook have teamed up for the annual USA Today AdMeter, and are letting the general populous vote for the first time ever! The voting will be via Facebook and is powered by the good folks at involver. They also have a nice place to review the ads, facebook.com/Sports

Also, YouTube will again be taking part in the Super Bowl commercial battle at Youtube AdBlitz. You can watch and vote there as well.

Sir Elton John and The X Factor winner, Melanie Amaro, face off in an epic, medieval music showdown. Proving once again, Where There’s Pepsi, There’s Music. Download the full version of Melanie Amaro’s “Respect” on iTunes now! http://pep.si/xmGQwe

Century 21 Real Estate LLC, the franchisor of the world’s largest real estate sales organization, unveiled its first ever Super Bowl commercial.

The in-game 30-second commercial will air during the third quarter of Super Bowl XLVI on February 5, 2012. In addition, CENTURY 21 Real Estate is a broadcast sponsor of the 3:30 – 4:00 p.m. block of the pre-game show on NBC.

Client: Century 21
VP National Advertising: Chris McGeary
Sr. Director, National Advertising: Steve Gregersen, Sr.
CMO: Bev Thorne

Agency: Red Tettemer + Partners
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O’Connell
VP Creative Director: Bryon Lomas
Copywriter: Mark Garman
Senior Producer: Joe Mosca
Managing Partner: Carla Mote
Account Manager: Cate Mahoney

Production Company: BEEF Films
Director: Joe Schaak
DP: Doug Koch
Art Director: Robert de Vico
Executive Producers: Ashley Adams, Stephen Hens
EP/Line Producer: John Malina
Production Manager: Breigh Kenley
Wardrobe Stylist: Anne Madden

Chevrolet made a second version of their Chevy Volt Super Bowl commercial with the aliens checking out the technology in the Volt and asked fans on Facebook to vote on which one should air during the game.

See the other version at : Chevy Releases More Super Bowl Ads

Anticipation for the spot has been building over the last month after SKECHERS introduced the world to Mr. Quiggly—the adorable pooch who quickly became an unexpected star by using SKECHERS GOrun revolutionary lightweight mid-foot strike running shoes as a secret weapon for his big race, and exemplifying how an “underdog” can achieve something remarkable. A media frenzy exploded when news outlets compared the footwear company’s previous Super Bowl spot, which starred Kim Kardashian, to this year’s commercial with Mr. Quiggly.

Credits
Agency: Siltanen and Partners
Producer: Anne Kurtzman
CD: Rex Fish & Joe Hemp
AD: Chris Caparro
Writer: Rex Fish
Editorial Company: Cut + Run
Editor: Jay Nelson
Production Co: HSI Productions
Director: Ryan Ebner

Billionaire entrepreneur and Dallas Mavericks owner Mark Cuban also stars in the ad that features rapper Tone Loc’s hit single, “Wild Thing.” This new campaign uses humor to illustrate how SKECHERS now produces performance footwear that’s exceeding expectations and impressing runners and athletes everywhere. SKECHERS will run the ad in the coveted position at the two minute warning during the first half of the game.

SKECHERS encourages fans to use the hash tag #MrQuiggly when tweeting about the spot as it continues to leverage the power of social media to promote the ad and Skechers GOrun product.

MetLife, a leading global provider of insurance and employee benefit programs announced it will run a 30-second Super Bowl ad that will feature the Peanuts characters and dozens of other celebrities never before seen on TV together. MetLife’s new ad delivers the message that everyone, everywhere, should have access to the financial security they need, and getting it doesn’t have to be difficult.

MetLife is using the big game as a high-profile springboard to launch new national advertising. With the tagline “MetLife: I Can Do This,” the campaign empowers and inspires consumers to act on their own best intentions, and demonstrates that getting insurance doesn’t have to be as complicated, costly or time-consuming as people assume.

The 30-second ad runs during the first commercial break of the fourth quarter of the game.

The advertising agency behind the new campaign is MetLife’s agency of record, Crispin Porter + Bogusky. The agency developed the campaign concept and creative content, as well as marketing and advertising executions.

The campaign will continue with another 30-second anthemic spot, “Piano,” airing later in February. A social media campaign featuring characters from the “Everyone” spot will run before, during and after the game on Facebook. An additional three TV spots will launch starting in late February, each touching on the different themes supporting MetLife’s term-life insurance products. Print and digital elements will also support the launch.

A man drives his Chevy Silverado through an apocalyptic world predicted by the Mayan calendar. Unfortunately, not everyone makes it to the meeting point.

The E*TRADE Baby reassures a new dad about planning for his daughter’s future with E*TRADE Financial Consultants — and his friend Bobby stops by for an unexpected surprise visit.

Teleflora’s 2012 Super Bowl commercial starring Adriana Lima is both romantic and alluring; with the gorgeous Lima taking center stage as she prepares for a special Valentine’s Day date.