Thursday, January 13, 2011

 

What's up with the Super Bowl Ads this year?


Every year, I do media interviews on the subject of “Super Bowl Advertising.” This year is no different, except that I have more to talk about than whether the Clydesdales will be back.

For one thing, there is a lot of buzz about whether it’s the Year of the Women or the Year of the Automakers. With the appearance of Kim Kardashian for Skechers and Faith Hill for Teleflora (along with the regulars, Danica Patrick and Jillian Michaels, the Go Daddy Girls…and a new one to boot!), people will see more female celebs in Big Game commercials than ever before. More importantly, the new arrivals have been tested to be “crossover girls”, which means that they appeal to women viewers as well as men. I think it will be a big success and set a new trend for future spots.

As for the car makers, GM is back after two years with renewed vigor and sort of admitting that they were wrong to drop out in the first place. But, with the increased amount of advertising from American auto manufacturers, foreign car advertising will also be at an all time high split between cars made by Asian and German automakers.

As for the rest of the pack, look for the regulars to be back, the first-time appearance of Groupon (in the pre-Game show because they were too late to get into the Game) and the Doritos home-made spots. Lest we not forget, that famous beer advertiser will back as usual, taking advantage of their multi-year category exclusivity contract. As for now, let’s hope the Game lives up to the advertising!

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