NEW YORK - Along with the trademark Clydesdales, talking animals and high-end computer graphics, there was a new entry this year in the annual showdown of advertisers in the Super Bowl: amateurs.
Starting in the first quarter, a goofy spot for Doritos showing a hapless driver distracted by a pretty woman passing by marked the first time a purely amateur-created ad aired during the Super Bowl. Frito-Lay, the PepsiCo division that makes Doritos, ran an online competition to pick the winning spot.
Katie Crabb, a freshman at the University of Wisconsin at Stevens Point, was the winner of a separate contest by General Motors Corp. and had her idea for an ad made into reality by Chevrolet’s marketing division.
Despite being made by a newcomer, that ad was true to the tradition of using oddball humor in Super Bowl ads, showing a number of men stripping off their shirts — and some other articles of clothing — at the sight of a new Chevy HHR rolling down the street.
Sight gags were back, including one from Bud Light early in the game showing a rather unusual tactic for winning at rock-paper-scissors — throwing an actual rock at the head of your opponent. The gag wasn’t completely new, however, since last year Sprint Nextel Corp. featured a phone with a “crime deterrent” — which turned out to be throwing the phone at someone’s head.
FedEx Corp. combined a sight gag with another trademark of big ticket Super Bowl spots, fancy computer graphics, with an otherworldy ad showing an office worker drifting off into space from the world’s first office on the moon, only to be clobbered by a passing meteor.
A lot is riding on the ads, and not just because CBS Corp. is charging as much as $2.6 million for a 30-second spot during the game. With some 90 million people watching, it’s the most-viewed program all year on television and the ads are subject to intense scrutiny, both by amateurs and the marketing industry.
Coca-Cola Co. was back in the game after a long absence, taking on its rival Pepsi with a number of creative ads, including an homage to Black History Month with an understated ad showing the changing shapes of Coke bottles over time as milestones in black history appeared alongside. Other ads also highlighted Black History Month and highlighted the fact that, for the first time, both coaches in the game are black.
Some of the uses of humor didn’t resonate well with experts. Stephen Greyser, a professor at Harvard Business School specializing in communications and the business of sports, said the rock-throwing spot by Anheuser-Busch Cos.’ Bud Light was “attention-getting” but also “had a nasty character to it.”
Bud Light, which often swings for the fences with wacky jabs at humor, scored better with Greyser with a different spot showing an auctioneer saying wedding vows at hyper-fast speed. Greyser said that spot had a much broader appeal.
The job-search company CareerBuilder ditched its longtime office-monkey pitchmen of years past in favor of a jungle combat scene among office workers, where office supplies become weapons. Think of “Dilbert” meets “Lord of the Flies.”
Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University who runs a panel of students to rate the ads, called this year’s batch a “mixed bag,” saying advertisers were “being safe,” with no one “pushing the edge of either creativity or taste.”
An ad early in the game for Blockbuster with computer animations of animals trying to push, click and — ouch — drag an actual mouse resonated well with members of his panel, who said it was creative and also delivered the company’s message.
The panel found a spot by King Pharmaceuticals showing a guy dressed up in a giant red heart costume “puzzling,” while Garmin International’s oddball spot with a showdown between a superherolike character and a monster made from maps was deemed “hard to follow.”
Memorable moments One viewer’s take on some memorable Super Bowl ads:
Best use of a celebrity: Kevin Federline poked fun at his own downfall from fame and sputtering rap career with a spot for Nationwide Insurance showing him dreaming about being a big-time rapper. A shout of “Fries, Federline!” from his manager brings him back to reality, as an employee in a fast-food joint.
Best use of music: Chevrolet. This General Motors Corp. spot played on the emotional bonds so many Americans feel with their cars, showing various drivers buffing, driving and otherwise communing with their favorite Chevrolet vehicles, as classic pop songs featuring the word “Chevrolet” or names of Chevy models in them, such as “409” by the Beach Boys.
Best ad for a loud bar: Snickers. In this spot from Mars Inc., two auto mechanics accidentally kiss after being unable to resist chomping on opposite ends of a Snickers bar. The cure for this inadvertent moment of intimacy? “Do something manly!” says one. Both proceed to rip out handfuls of chest hair.
Funniest takeoff on Japanese monster movies: Garmin International brought out a hard-rock soundtrack and an Ultraman look-alike character to take on an “evil Maposaurus.” Fans of Godzilla movies could enjoy the kooky, ultra-cheap sets and cartoonish violence, although how this action proved the worthiness of Garmin’s electronic navigation devices remained unknown.
Biggest surprise: A promotion for the “Late Show with David Letterman” showed the veteran late-night host munching chips on the couch, only to be reprimanded for talking with his mouth full by none other than Oprah Winfrey.
— Seth Sutel, The Associated Press