Music, Movies and Television

Best #SuperBowl 2013 Commercials

Best #SuperBowl 2013 Commercials

The Baltimore Raven fans must be partying even now as their underdog team won the #SuperBowl 2013 few hours back.

Baltimore Ravens' fans celebrate after their team

Baltimore Raven the-underdogs win the Super Bowl 2013

NFL: Super Bowl XLVII-Baltimore Ravens vs San Francisco 49ers

NFL: Super Bowl XLVII-Baltimore Ravens vs San Francisco 49ers

I am NOT a big fan of watching sports on the television, I know even less about American Football, and do not follow any of the teams. I only got interested in it when I came to know that it is one of the most watched Television Program in American, the huge percentage of American household can be expected to be sitting in front of the Idiot Box for this mega even which happens once only year. The telecast of the event on the Television has over the year become even bigger than the sports itself in many ways.

And since its the biggest opportunity of the year to grab the eyeballs, Brand fight with each other more fiercely on the Television than the sportsperson in the field. It is the most expensive place to advertise. The average cost of a 30-second advertisement was around $4 million for Super Bowl 2013. The TV commercial during the Super Bowl are now a cultural phenomenon beyond belief. There is a huge number of people like myself, not only in America but across the world, who are interested more in the TV advertisement during the Super Bowl than the game itself. Even in America many viewers only watch the game to see the commercials, and then there are surveys done to gauge which advertisement carried the best viewer response. It is a huge challenge for Brands, for the advertising agencies and even for the people associated with the research which goes into finding out which Advertisement worked and what didn’t. Super Bowl advertising has become so expensive over the years and the sales from the advertising do not actually pay for the cost of buying ad time, there are many Big Brands which used to be big time advertisers during Super Bowl but now can’t afford it anymore e.g. General Motors,  Dr. Pepper, etc.

The interest on Super Bowl commercials cross the physical boundaries of America, even though the commercials are generally limited to the American broadcast of the game and international viewers are prevented from watching the game with these commercials, thanks to the internet revolution, the world today actually has no boundaries. Social network like Twitter gets abuzz with whats happening and the news spreads within seconds, people share these commercials with the friends on the social media and even the Super Bowl advertisers post their commercials online as soon as the game is over so that people can access them around the world. Many of these Advertisements become iconic, many campaigns go viral.

As a research professional, this is the only interest I have in Superbowl so Congrats to the Raven for winning the match. But I am not here to talk about them, but just about some of the commercials which made a splash while they were sweating it out in the field. 

One of the most iconic TV commercial ever happens to be one which debuted during the Super Bowl in 1984. Yes the brain behind it was Steve Jobs and it was for Apple’s Macintosh computers. At Super Bowl XVIII, Apple Computer broadcast an advertisement for its Macintosh line of Computers entitled “1984”, created by the agency Chiat/Day and directed by Ridley Scott. The advertisement, which incorporated elements inspired by the novel “Nineteen Eighty-Four”, featured a woman wearing track-and-field clothing, including orange pants and a white shirt, sprinting into a large auditorium and hurling a large hammer into a screen which was displaying a large Big Brother-like figure speaking to a massive assembly of drone-like people in the audience. concluding with the message “On January 24th, Apple Computer will introduce the Macintosh. And you’ll see why 1984 won’t be like ‘1984.”

“1984” received critical acclaim from both viewers and critics, and was credited in helping place the Macintosh brand as a unique entry into the personal computer market. “1984” is often considered as one of the best Super Bowl advertisements of all-time. It also inspires and challenges the Brands Managers and Advertising professionals to emulate the success story of Apple as the most innovative company in the world as this advertisement too had a very deep impact in making Apple what it is today.

But even Apple has not been able to recreate the same magic ever again.

For the Super Bowl 2013, Sodastream had submitted an advertisement directed by Alex Bogusky, which featured a pair of Coca-Cola and Pepsi deliverymen finding their bottles exploding and disappearing when another person uses the Sodastream to make their own beverage; representing a disruption of the soft drink market. The ad was blocked by CBS for its direct attacks towards the two rival companies and it was not shown during the program earlier today. But it has already gone viral and have attracted more viewers on the video sharing online sites world wide than the  commercials which were shown. Some media experts have also expressed concern that the Television network had intentionally shown protectionism towards the two soft drink companies who have been long-time Super Bowl advertisers, and this has drew comparisons to a recent incident where CNET – a technology news site owned by CBS was controversially forced by its parent company to block Dish Network’s controversial “Hopper with Sling” digital video recorder from being considered Best in Show at CES 2013 for similar reasons.

So its time to take a look at some of the commercial which made a splash during this year’s Super Bowl telecast, is any one of them will become as Iconic as the Apple’s 1984 commercial, frankly speaking I don’t think any of these have that much power. But then the power of social media and internet is immense these days and one never knows, there are worst things which become a huge it during 2012 (e.g. Why This Kolaveri Di in India, or PSY’s Oppa Gungnam Style worldwide), some of these ads are actually good.

1. Dodge Ram : Farmer

Key Element : Emotional Connect – Talking about how awesome farmers are.

2. Jeep : Whole Again

Key Element : Emotional Connect – America still engaged in fights around the world, trying to be the Global Policeman, while the families wait for their loved one’s to come back home.

3. Tide : Miracle Stain

Key Element : Humor and Focus on Product Benefit – A 49ers fan finds a miraculous Joe Montana stain on his jersey … too bad his wife’s a Ravens fan. 

4. Mercedes : Soul

Key Element : Celebrities & Surprise (Price Proposition by a luxury car maker) – Willem Dafoe, as the devil, offers a guy a Mercedes in exchange for his soul as the Rolling Stones sing in the background.

5. Budweiser :  Brotherhood

Key Element : Emotional Connect – Guy raises horse from ponyhood, horse goes on to be a Clydesdale, horse spots former owner years later

6. Doritos : Goat 4 Sale

Key Element : Humor – The Goat will make you laugh, and probably make you go and pick up more packets of Dortitos from the supermarket shelves.  

7. Toyota : RAV4

Key Element : – Kaley Cuoco was magically delicious as a wish-granting genie in Toyota’s clever RAV4 spot.

8. Kia : Planet Babylandia

Key Elements : Kids – Humor and Kids generally work well in a commercial. Cheers to Kia Sorento for its wildly imaginative peek at Planet Babylandia

9. : Go Online

Key Element : Humor – Got a good idea for a website? Don’t wait, start your own website.

10. Best Buy : Asking Amy

Key Element : Celebrity – Amy Poehler asks an awful lot of questions. Best Buy has the answers for all of them.

11. Oreo : Mayhem in the Library

Key Element : Humor – An Oreo ad focused on the debate between fans of the cookie’s filling versus those who love the crunchy outside. In a library, of all places, while a major body-slamming brawl broke out, they still kept their voices low. Simple, violent and funny.


So which one is your favorite #SuperBowl 2013 commercial?


One thought on “Best #SuperBowl 2013 Commercials

  1. Pingback: Jacquel Rassenworth on the Superbowl « The Jacquel Rassenworth Blog

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