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Super Bowl 2013: The Ads

 

It's that time of year again. The night in which football and advertising collide. According to Bloomberg Businessweek, "Rates for Super Bowl spots have climbed about 60 percent over the past decade, showing how much marketers value the chance to reach the largest TV audience. Last year’s game had 78 commercials and produced ad sales of $262.5 million..."  

Brands turned to television (and the internet) for football's biggest night,  and spent as much as $140,000 dolars per second for air time - a sum that can only be justified by the number of viewers and online buzz that generates only with an event such as this. Newcomers Oreo and Pistachios shared the spotlight with recurring participants such as Volkswagen and Go Daddy, who spurred up negative remarks due to what some considered as offensive spots.

From fans' submissions for the Doritos and Lincoln ads, to big productions with Kaley Cuoco and Stevie Wonder, this year was all about the pre-game strategy. "Social media has ushered in a new reality for marketers looking to play in the big game, and it’s allowing brands to create deeper narratives, engage fans earlier on and create greater buzz by releasing teasers and assets online before the event.", writes Rae Annfera for Co.Create.

Proving a universal rule: It still pays to pay. 

Ram Trucks - "Farmer"


Taco Bell - "Viva Young"


Audi - "Prom"


Samsung - "El Plato Supreme"


 

Oreo - "Whisper Fight"


Best Buy - "Infinite Answers"


 Budweiser - "Brotherhood"


Milk Mustache - "Got Milk?"


Lincoln - "#SteerTheScript"


Beck's - Sapphire


Go Daddy - "Perfect Match"


Mercedes-Benz - "Soul"


Volkswagen - "Get in. Get happy."


Toyota - "Wish Granted"


Coca-Cola - "Chase"


Doritos - "Goat 4 Sale"


 Pepsi NEXT - "Party"


Pistachios - "Gangnam Style"


 

You’re putting him where?!

In the mood for salty and sweet? Then look no further...

Mars has unveiled the all-new Pretzel M&M after a few months of an engrossing campaign featuring Orange and Pretzel Guy- "the saltiest comic ever stuck inside a chocolate candy."

Their marketing plan placed great emphasis on social media and sponsorships, and presented a  funny and witty commercial, which generated a huge amount of interest even before its launch. They have been truly successful in being everywhere on the web...

 

 

 

I absolutely love the the creation of the 'Pretzel Guy' character, who not only brings humor to the campaign, but also creates an incomparable bond between Orange, the chocolate candy and himself.


Check out Elizabeth Olson's article on the New York Times, "A Campaign for M&Ms With a Salty Center? Sweet."

All in all, not bad! Kudos to the folks of Mars!