Super Bowl ads battle for top spot
Super Bowl ads ranged from overweight dogs to naked M&Ms. In the end, the game between the Patriots and Giants outshone the Super Bowl ads.
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And among the few standouts for the night was a Fiat ad that equated seeing the car for the first time with making out with a sexy Italian super model. The tagline: "You'll never forget the first time you see one."Skip to next paragraph
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"They did a good job of showing that some decisions are made with the heart, some decisions are made with the head and the Italian car decision resides in the groin," said Greg Dinoto, chief creative officer of advertising agency Deutsch in New York. "It was sexy and surprising and fun."
BABIES AND DOGS, OH MY
Who doesn't love cute animals and babies? Advertisers are banking there aren't many among us.
That's why Doritos used both. One Doritos spot shows a man being bribed by a dog with the chips to keep the animal's dirty secret about a cat's disappearance. In another spot, a grandmother uses a slingshot to hoist a baby up to grab a bag of Doritos that belongs to a boy in a tree who had been taunting the baby with the chips.
Those two ads were crowd favorites, said Peter Dabol, who analyzes advertising effectiveness at research firm Ace Metrix. The firm polled 500 viewers about the ads to find the most popular.
"It's a typical Super Bowl, funny carries the day," he said. "Advertisers are driving for attention and likeability."
Likewise, Skechers shoe company introduced its new running sneaker with an ad showing a French bulldog winning a greyhound race by wearing the shoes, of course. The dog then moon walks across the finish line.
And software company 2nd Story Software's ad used toilet bowl humor, literally. The ad to promote its free TaxAct software shows a boy who looks everywhere to find a respectable place to relieve himself. He winds up going in a pool.
The tagline: "Totally free. Feels good."
THE STARS WERE OUT
Celebrities always draw attention. And advertisers took a gamble that using stars would be enough to grab attention.
Chrysler, one of nine automakers advertising during the game, aired a Super Bowl ad starring Clint Eastwood. The aging actor talks about the rebirth of Chrysler and Detroit. The two-minute "Imported from Detroit" ad, one of the few spots that weren't released before the game, follows the company's ad last year that starred rapper Eminem.
"How do we come from behind, how do we come together and how do we win?" he asks. "Detroit is showing us it can be done. What's true about them is true about all of us."