Super Bowl ads show something shocking: maturity

Super Bowl ads in 2014 will have fewer tongue kisses, half-naked women, or Gangnam Style. Instead, look for Super Bowl ads featuring fully-clothed women, well-known celebrities, and actual product information.

Kia/AP
Kia's 2014 Super Bowl ad introduces its K900 luxury sedan, featuring Laurence Fishburne in his 'Matrix' role as Morpheus.

Forget slapstick humor, corny gimmicks and skimpy bikinis. This year's Super Bowl ads promise something surprising: Maturity.

There won't be any close-up tongue kisses in Godaddy's ad. Nor will there be half-naked women running around in the Axe body spray spot. And Gangnam Style dancing will be missing from the Wonderful Pistachios commercial.

In their place? Fully-clothed women, well-known celebs, and more product information.

"We're seeing sophistication come to the Super Bowl," says Kelly O'Keefe, a professor of brand strategy at Virginia Commonwealth University. "Not long ago, almost everything seemed to be about beer or bros or boobs."

Companies that typically go for ads with shock value are toning them down as they try to get the most out of the estimated $4 million that 30-second Super Bowl spots cost this year.

Experts say companies are using the ads to build their image, rather than just grab attention for one night. Additionally, although the old adage asserts that "sex sells," experts say companies realize that watchers have grown bored with sophomoric humor and other obvious shock tactics.

"You can't really shock people visually anymore," says ad critic and Mediapost columnist Barbara Lippert. "So, this year people are being more creative."

No more kisses

Godaddy.com, a web-hosting company, has made a name for itself for years with racy Super Bowl ads. But it's changing its tune after last year's Super Bowl spot showed an uncomfortably long, close-up kiss between super model Bar Rafaeli and a bespectacled computer geek.

The ad drew widespread criticism on social media. It also was deemed one of the "least effective" ads by Ace Metrix, which measures ads' effectiveness. And it ranked last on USA Today's annual ad meter.

This year, Godaddy is focusing on its products. And women are being portrayed as "smart, successful small business owners," says Barb Rechterman, Godaddy's chief marketing officer.

In one ad, released last week, spokeswoman Danica Patrick, a racecar driver, wears a muscle suit as she runs down the street with a growing crowd of other muscular people. The crowd heads for a spray tanning business owned by a woman, who says: "It's go time."

Sex doesn't sell?

Unilever also is changing its approach. The company's Axe body spray typically plays up sex, including last year's Super Bowl ad that showed a bikini-clad woman being rescued from drowning by a hunky man.

The ad, which has 5.8 million views on YouTube.com after a year, ranked in the bottom 10 ads on USA Today's Ad Meter.

This year, to introduce its "Peace" fragrance, Axe's ad depicts several seemingly militaristic scenes in different countries that end up with couples embracing. The ad, which already has 3.5 million views on YouTube, says: "Make Love Not War."

Matthew McCarthy, Axe senior director of brand development, says that even though the ad is more sophisticated than previous efforts. "We're doing something that surprises people," he says.

Playing the celebrity game

The ad for Wonderful Pistachios also might surprise watchers. Experts say when the nut brand, which is owned by Roll International, debuted at last year's Super Bowl, it made a typical rookie mistake: Jumping on a fad.

The ad featured Psy, a one-hit wonder from Korea whose single "Gangnam Style" and an accompanying dance were smash hits at the time. But the ad — like Psy — was quickly forgotten. The ad ranked 28 out of 54 on the USA Today Ad Meter.

This year, the company enlisted comedian Stephen Colbert, who's more well-known and established. "We wanted to raise it to a new level with a celebrity who really had a connection with folks out there," says Marc Seguin vice president of marketing for Paramount Farms, the unit of Roll that makes the nuts.

The ad will start a year-long campaign with Colbert. "Colbert's image is smarter and more inventive than the Gangham-style dance," says Mediapost.com columnist Lippert.

Copyright 2014 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

You've read  of  free articles. Subscribe to continue.

Dear Reader,

About a year ago, I happened upon this statement about the Monitor in the Harvard Business Review – under the charming heading of “do things that don’t interest you”:

“Many things that end up” being meaningful, writes social scientist Joseph Grenny, “have come from conference workshops, articles, or online videos that began as a chore and ended with an insight. My work in Kenya, for example, was heavily influenced by a Christian Science Monitor article I had forced myself to read 10 years earlier. Sometimes, we call things ‘boring’ simply because they lie outside the box we are currently in.”

If you were to come up with a punchline to a joke about the Monitor, that would probably be it. We’re seen as being global, fair, insightful, and perhaps a bit too earnest. We’re the bran muffin of journalism.

But you know what? We change lives. And I’m going to argue that we change lives precisely because we force open that too-small box that most human beings think they live in.

The Monitor is a peculiar little publication that’s hard for the world to figure out. We’re run by a church, but we’re not only for church members and we’re not about converting people. We’re known as being fair even as the world becomes as polarized as at any time since the newspaper’s founding in 1908.

We have a mission beyond circulation, we want to bridge divides. We’re about kicking down the door of thought everywhere and saying, “You are bigger and more capable than you realize. And we can prove it.”

If you’re looking for bran muffin journalism, you can subscribe to the Monitor for $15. You’ll get the Monitor Weekly magazine, the Monitor Daily email, and unlimited access to CSMonitor.com.