Saturday, January 29, 2011

Super Bowl Ad Review Pre-Game Show


With about a week to go, it's high time we summarized the commercial parade that will be sprinkled throughout Super Bowl XLV, which this year will feature the Steelers and Packers. We're going to do it by placement in game rather than alphabetical by advertiser, since that will make for a handy checklist. As you can see many advertisers' plans are still up in the air as advertisers still jockey for last minute airtime buys from the NFL and traffic schedules are finalized. Some ads have already broken on YouTube and Facebook pages and we've ranked those in advance.

We really haven't gone over the ground rules of the methodology of late, so for those just joining us, we rate the ads using a letter grading system on entertainment value and their ability to sell the items intended.

Commercials that include a "DO NOT ATTEMPT" disclaimer are automatically given the grade of F. Lawyers do not make commercials. Ad agencies do.

In a world where movie trailers are a breed apart, we don't rank them.

If your spot tries to be funny, but isn't, I'll mark it down.

And just a reminder that we will be again "Covering It Live" so just log on to just before game time and we'll break it all down for you in real time!

:60 Audi
:30 BMW
:30 Bridgestone
:30 Carmax
:60 Kia - One Epic Ride
:30 Pizza Hut - first time ever in Super Bowl

:60 Coca-Cola
:30 Teleflora - Faith Hill

:30 - Ads bracketing the halftime show were developed by and feature animated characters called the Baby Peas.

HALFTIME SHOW - Bridgestone sponsors. Music act is the Black Eyed Peas.


:30 Best Buy - spot to feature Justin Bieber and Sharon Osbourne
:30 Disney Pirates of the Caribbean - to air right after Best Buy ad
:30 Careerbuilder - monkeys
:30 Carmax
:60 Coca-Cola
:30 E-trade - babies
:30 - The Ministry of Detourism
:30 Mars - Snickers continues last year's campaign with Roseanne Barr and Richard Lewis, two strikingly irrelevant comedians

:30 BMW
:30 Bridgestone
:60 Mercedes Benz - Tweet Race features a Mercedes powered by Twitter - B
:30 Skechers - Ad for Shape-Ups will air at the two-minute warning and will feature Kim Kardashian.

:?? InBev/five spots, 2 :60 and 3 :30 for Budweiser, Stella Artois, and Bud Light, throughout game
2:00 Chrysler (spot to feature Eminem; pending NFL approval for what would be the first ever 2-minute spot in the Bowl, thought to be the single largest spot rate ever at a potential $12 million)
:30 General Motors (five spots: Chevy Cruze has real-time Facebook status updates - C; Chevrolet Volt has images of historical events - B; Cruze Eco - old people mishearing the car gets 42MPG - A-; Chevrolet Silverado - "do not attempt" - automatic F; Camaro - looks like a local spot, very clever - A)
:30 - Danica Patrick, Jillian Michaels, and ?????
:30 - new .co domain
:30 Groupon
:30 Hyundai
:30 Hyundai
:30 Hyundai - would expect at least one spot to be for their new overly expensive Equus luxury car. Confirmed spots will include Sonata hybrid and Elantra.
:30 Paramount Captain America
:30 Paramount Rango
:30 Paramount Super 8
:30 Paramount Thor
:30 Paramount Transformers
:30 PepsiCo Doritos
:30 PepsiCo Doritos - user created
:30 PepsiCo Doritos
:30 PepsiCo Pepsi Max - user created
:30 PepsiCo Pepsi Max - user created
:30 PepsiCo Pepsi Max
(There are five finalists for each of the two brands posted. Doritos commericials: "The Best Part" - B; "Pug Attack" - B-; "House Sitting" - C; "Birthday Wish" - C-; "Adam Eve" - B. Pepsi Max commericals: "Love Hurts" - B; "Zero Calories? Psshhh" - C; "First Date" - B; "Torpedo Cooler" - C-; "Elevator Girl" - C. Underlying themes - pain as punchline, and the liberal use of Ponichelli's "Dance of the Hours" as subtle underscore.)
:30 PepsiCo Lipton Brisk (Eminem again)
:30 Universal - Cowboys and Aliens
:30 Universal - TBD
:30 Volkswagen - One ad to feature Passat, one to feature Beetle

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