Copeland Stupor Bowl XLVI Part. I

6 Feb

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.

Andrea’s Pick:

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.

Danny’s Pick:

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.

* William Perry. Former Defensive Linebacker a.k.a “The Fridge”


3 Responses to “Copeland Stupor Bowl XLVI Part. I”

  1. Anonymous February 6, 2012 at 4:45 pm #

    I watched most of the Superbowl ads yesterday and Chrysler’s certainly stuck with me the most. As opposed to promoting their products like Kia or Hyundia, this ad was more about the brand’s identity and evoking an emotional response that would resonate with the American audience, which I think was the main reason why it stood out so much.

  2. andmerson February 7, 2012 at 10:41 am #

    Completely agree. And it didn’t go unnoticed to me that Chrysler used “ we” 13 times in the 2 minute spot. They wanted to be one with the people as they evoked that emotional response.

    Thanks for the comment.

  3. tribalstylemarketing February 7, 2012 at 12:06 pm #

    Yup, since my Dad worked on Chrysler/Dodge/Jeeps for years, he & I both absolutely loved the ad. Who doesn’t like Clint Eastwood? I think they just captured exactly what the whole country is feeling right now. It wasn’t saying ‘buy my stuff, we’re Americans’, it was saying ‘hey you know what? We are all Americans, and were down but not out!’

    Also one of the few ads that pumped you up with a purpose!
    Plus+ the Giants were down @ Halftime so it worked out perfectly.

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