PREVIEW: Super Bowl XLVI 2012 TV commercials build super buzz online

This year, Super Bowl TV advertising has a viral twist.

Grab your chips and beer and join us on Sunday, Feb. 5 at 6 p.m. EST as we watch and critique Super Bowl 46 from the plays to the commericals here at the Communities @WashingtonTimes.com. Link to the live event and join us as we talk plays and commercials.

SAN DIEGO, Feb 2, 2012 –  Super Bowl advertising has become as much of a spectacle as the game itself. Often it’s far more entertaining. A huge slice of the audience admits it’s watching mainly for the commercials, the only occasion all year in America where this is true.

Advertisers are willing to put down huge amounts of money to get their ads into the Super Bowl of advertising, mainly for the buzz and the bragging rights. In 2012, the going rate is $3.5 million for 30 seconds, and up to $4 million if you want a premium placement like the break before the kickoff.

This year, Super Bowl advertising has a viral twist. Instead of relying on an element of suspense and surprise for advertising, companies are talking up their ads in industry publications, and placing sneak previews or sometimes reveals of the entire commercial on YouTube and various social networks.

Doesn’t this steal an ad’s thunder and ruin the impact? Volkswagen American President and CEO Jonathan Browning says last year’s sneak peek on the Thursday before the Super Bowl of its Star Wars themed ad received 13 million views before the kickoff, helping to build anticipation and high expectations for the ad which was widely considered the best of the lot in 2011.

VW decided to repeat its success with another ad playing off the same theme, shooting a stand-along preview called “The Bark Side” that as of publication had received nearly 11 million views. Wednesday its brand new ad debuted in its entirety and is getting plenty of exposure.

Meanwhile, other media are covering this phenomenon, airing the previews and full ads for free within news coverage, generating free publicity. Advertising execs are in hog heaven; they’ve never had it so good.

So love the buzz or think it’s a total buzzkill having your surprise ruined, this trend is here to stay. Upon a review of the lion’s share of the ads out there, here’s our rundown (or spoiler, depending on your point of view) of what you’ll be seeing in between touchdowns and field goals on Super Bowl Sunday.

Volkswagen

Thanks to its strong showing last year, VW has the most anticipated ad. First, it released its preview, “The Bark Side.” On February 1 it released “The Dog Strikes Back,”   featuring the golden retriever from last year’s Passat ad, along with a transition to a full-blown recreation of the Star Wars cantina scene.

Honda

Honda scored big with its teaser on YouTube featuring a salt and pepper haired Matthew Broderick as his alter ago Ferris Bueller, followed by the release of the extended two-and-a-half minute version of its ad. While Broderick as Ferris enjoys his day off in a Honda CR-V and not a hot sports car, viewers have loved seeing their pal Bueller brought back to life. It’s on its way to eight million views so far.

Acura

Acura’s ad features comedian Jerry Seinfeld and late-night talk host Jay Leno pitching the new NSX. Seinfeld and Leno are both known as manic car collectors and the ad plays off their obsession. An extended edition has been viewed over five million times to date.

Toyota

The theme of Toyota’s Super Bowl ad for the Camry is “It’s Reinvented!” In the ad, a variety of products and situations are reinevented: couches, curtains, and even the DMV. Will the attempt at humor work? Maybe not, but at least there is some serious eye candy for the ladies here. 

Audi

Audi’s ad will be popular with Twilight fans, going with a vampires theme. Big points for using a song from Echo and the Bunnymen as the ad’s soundtrack. It’s garnered 2.5 million views online.

Hyundai

In its fifth year of Super Bowl advertising, Hyundai will air five new ads on Super Bowl Sunday, all featuring Jeff Bridges as the narrator: two pre-game spots, one 60-second commercial in the highly rated pre-kickoff time slot and two during the game. All five have been released on Hyundai’s YouTube channel. The clear winner is the pre-kickoff ad with a “Rocky” theme featuring over 200 workers from Hyundai’s Alabama production plant. The behind the scene feature for this ad is well worth watching.

 

Chevrolet

Chevy decided to embrace the modern experience by crowdsourcing its ad with the Route 66 competition. The winning ad comes from 26-year-old Zack Borst, who received a $25,000 prize for his effort called “Chevy Happy Grad,” depicting a deliriously happy college graduate and the bright yellow Camaro about to change his life.

Century 21

Enough of cars. How about real estate? Century 21 is advertising on the Super Bowl for the first time with a series of three ads featuring three different celebrities that represent the company’s agents as “Smarter, Bolder, Faster” – Deion Sanders, Apolo Anton Ohno, and Donald Trump. Think you know which is which?

H&M

H&M clothing stores are advertising the debut of their new David Beckham Bodywear and the ads leave very little to the imagination, much to the delight of the women (and plenty of men) watching. The ad will air during the second quarter of the game, but it’s racking up YouTube views already. The big problem with the ad is that all I can remember is the tattoos, not the skivvies.

GoDaddy.com/Career Builder/E-Trade

It wouldn’t seem like the Super Bowl without the GoDaddy.com girls, the Career Builder chimps, or the E-Trade baby, and yep, they are all back. For every critic (like me) who thinks these themes are getting tired, the companies claim the characters are all back by Popular Demand. Guys, I had my fun with Beckham, so this one’s for you.

Hulu

Hulu is back for its second year of Super Bowl advertising with one pregame commercial and one during the game. The new ad has the same tone as its twisted alien plotline featuring Alec Baldwin. This year, Will Arnett takes over and the alien theme of melting human brains continues. The Twitter hashtag is #mushymuch

Pepsi

Pepsi will show two Super Bowl ads. One for Pepsi MAX uses Regis Philbin to announce a video competition. Sticking with the competition theme, X-Factor winner Melanie Amaro stars in the second Super Bowl ad, which also features Elton John, singing Aretha Franklin’s “Respect.” The second ad is still under wraps, but Regis is front and center already.

Oikos Yogurt

John Stamos fights a losing battle over a carton of yogurt. There isn’t much more to it.

Cars.com

This commercial is a creepy Men In Black II looking ad, a real head-scratcher times two.

Also on tap are ads from Samsung, Sketchers, Coca-Cola, and Kia Optima.

Will there be anything left to talk about Monday morning after the game around the office water cooler? Sure there will. You can’t stop Americans from weighing in about Super Bowl commercials. Plenty of people don’t have the time to chase down all the ads online, or care. The experience seeing them shared as a nation still rules over viral video any day. But it would be nice if there were still a little room for a few surprises.

Predictions from TV Den:

HITS: Volkswagen, Audi, Chevy, Honda, Hulu

MISSES: Cars.com, Oikos Yogurt, Career Builder (enough with the chimps already)

THE REST: Are they really worth the money?

 

Read more:

Pedophiles and pimps score at large sporting events like Super Bowl XLVI

The Giants will win the Super Bowl, by two beers

Super Bowl XLVI commercials: A sneak peak and a look back to the past

Where does Tom Brady rank?

Don’t bet against the New England Patriots in Super Bowl XLVI

The 2012 NFL Hall of Fame Induction Debate

Super Bowl History from I (1) to XLVI (46)

A (sex) Traffick-free Super Bowl anyone?

Super Bowl XLVI: Watch it on TV or in a home theater?

Ferris Bueller: grown up, selling cars, and going to the Super Bowl (Video)

Super Bowl XLVI: Giants vs. Patriots rematch

 

Gayle Lynn Falkenthal, APR, is President/Owner of the Falcon Valley Group in San Diego, California. Read more Media Migraine in the Communities at The Washington Times. Follow Gayle on Facebook and on Twitter @PRProSanDiego.

 

Read more here about the greatest Super Bowl commercial ever made: Steve Jobs, Apple, and myths about the best TV commercial ever

 

Please credit “Gayle Falkenthal for Communities at WashingtonTimes.com” when quoting from or linking to this story.

Copyright © 2012 by Falcon Valley Group


This article is the copyrighted property of the writer and Communities @ WashingtonTimes.com. Written permission must be obtained before reprint in online or print media. REPRINTING TWTC CONTENT WITHOUT PERMISSION AND/OR PAYMENT IS THEFT AND PUNISHABLE BY LAW.

More from Media Migraine
 
blog comments powered by Disqus
Gayle Falkenthal

Gayle Lynn Falkenthal, MS, APR, is President of the Falcon Valley Group, a San Diego based communications consulting firm. Falkenthal is a veteran award winning broadcast and print journalist, editor, producer, talk host and commentator. She is an instructor at National University in San Diego, and previously taught in the School of Journalism & Media Studies at San Diego State University.

 

Contact Gayle Falkenthal

Error

Please enable pop-ups to use this feature, don't worry you can always turn them off later.

Question of the Day
Featured
Photo Galleries
Popular Threads
Powered by Disqus