I’ll be the first to admit that even though I am a football fan, the only reason I watch the Super Bowl year after year is for the commercials. As I “watch” the game, the only reason my eyes leave whatever I’m doing instead is to look at the TV for a solid five minutes in hopes of seeing a gripping or comical commercial.
Looking at this week’s Linky Love, I was drawn to the 12 Ads That Changed Super Bowl Marketing link, anxious to see which 12 ads had been chosen. Granted a few were beyond my time, I did recognize quite a few. My favorites, amongst many, were the Apple, Monster, and Doritos commercials. Each ad chosen was in itself unique as to what resources the commercial used to create the wanted effect; i.e. special effects, emotions, humor, play-once-for-effect, generic play-every-commercial-break, etc. Each of these ads established the companies’ brand, or symbol of a brand, in some way or another. For example, when I see a Clydesdale horse, I instantly think Budweiser (or, don’t judge me, Farmville).
The ads on this list altered Super Bowl marketing through their ability to not only generate some sort of entertainment value for the audience, but they triggered critical thinking, emotional or personal ties, and/or an awe factor.
I personally think that the list was missing two classics: E*Trade’s “Out the Wazoo” (2000) and Volkswagen’s “The Force” (2011) commercials. Although at age nine, unaware of what ‘buzz’ was when E*Trade’s ad first aired, all I can remember was how often that commercial was talked about or the phrase “ (blank) out the wazoo!” was used. I may be slightly biased in loving Volkswagen’s ad for the 2012 Passat because I was that child that went through a Star Wars phase, desperately hoping I too would discover my inner “force.”
Needless to say, I’m exceptionally excited to see what this year’s commercial breaks hold!