Whether or not we think these ads lived up to the same hype as the game still remains undecided. There’s no doubt that this advertising monster has grown to William Perry* like proportions. A whopping 84% price increase over the past 10 years. And an estimated viewership of 111 million+ fans. The cost of a 30-second spot during the game was $3.5 million, the highest price in history. With arguably as many people tuning in for the advertising as the game itself.
We’ve sifted through the sex, cars, dogs and babies to find our favourites from yesterdays big event.
Sure, Clint’s raspy voice is irresistible, and this we-can-do-it spot is captivating enough to stun a room of nacho wielding, face painted fans into a quiet retrospective audience. But what’s best about this ad is simply the strategic headline. “It’s Halftime in America”. It’s a simple concept that says a lot. One line captures the grit and fatigue of a tough game, the encouragement of your coach and the motivation of knowing the game’s not over. The poignant wording enhances the spot but ultimately it’s the relatable emotional experience transposed onto a new subject that makes it so great. Simple ideas with great execution will always triumph.
The NFL celebrates a century of football with this visually stylish look back at the evolution of the sport and player safety. It comes on the wake of some controversy surrounding a recent rash of head injuries. It’s a stark contrast to the typical garish Super Bowl advertising of the day. Starting with the games humble beginnings in 1906, the yardage on the field reflects an exciting look at the decades past. Rightfully finishing in the end zone with a TD by the games most exciting return specialist, Devon Hester. The final line says it all “Here’s to making the next century safer and more exciting than ever”. A win in my books.