By: Lisa Dahlby
Account/Project Manager
Well, if you had 3 million dollars, you could have had a Super bowl commercial yesterday. Three million because that was the going rate for just the national media placement. However, it appeared a majority of the advertisers forgot about the importance of the creative aspect of their spots. Super bowl commercials are as infamous and as exciting, more so for some viewers, than the game itself. And this year, I felt the advertisements as a whole were disappointing. Plain. Average. Even boring. The super bowl, with an audience of over 100 million, is a big brand's opportunity to showcase personality and appeal to not only their audience of brand loyals but to bring others on board by invoking some sort of memorable emotion. But this year, I thought most of the brands got lazy. Budweiser, Pepsi and Doritos all relied on humor to be memorable. Budweiser had the Journey-singing Saloon. Meh. Pepsi had the Woman vs Man thoughts on a date. Sort of funny. But last night’s winner in my book was a brand we haven’t heard much good news about in awhile. Chrysler. Instead of producing 5 :30 TV spots like Chevrolet, Chrysler produced one 2 minute spot that allowed them to own an entire commercial break. Chrysler wants a positive comeback and their serenade to Detroit was on the right track for the audience to take notice. It drew me in with it’s significant storytelling. Honorable and patriotic with a nice use of Eninem to grab attention of the 18-34 year old market.
Great job to the Packers, but I thought Chrysler was the clear winner in Superbowl 2011.
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