Post Super Bowl Thoughts: Great Year for Football but Weak Year for Ads.
It’s a good thing the Giants and Patriots kept us glued to our TVs until the last second because this year the Super Bowl commercials lacked excitement.
In fact, other than a few good ads, the Super Bowl advertisers of 2012 lacked creativity and originality. Volkswagen repeated its performance of 2011 as having the best commercial during the big game. It’s ad for the new Beetle, featuring a dog committed to self improvement, won our hearts. The Star Wars characters at the end of the commercial who compared the ad with last year’s was an incredibly creative way to connect two years of VW Super Bowl messages.
Madonna’s half-time performance (with LMFAO, Cee Lo Green and Nicki Minaj) had mixed reviews, but likely added a little something extra to the M&M’s campaign with her rendition of “I’m sexy and I know it.”
RIESTER’s Chief Creative Officer, Tom Ortega said “the only good commercial was the Chevy Mayan Calendar spot. For me, everything else either lacked a concept or was over-hyped. Madonna was the perfect half-time act for such a line up: over-hyped. No substance. Over produced. Dang good thing the Giants won. Otherwise I would have been disappointed.”
Alan Perkel, RIESTER’S Executive Director of Digital added, “the online experience was very strong, minimal delay, I’d guess only about :30 seconds. I had my laptop on and the LCD going. Very impressive.” It was estimated that more than 60% of the Super Bowl audience had at least two screens (smart phone, iPad, computer, etc) in front of them while watching the game today.
Overall impressions: The M&M “Just My Shell“, Chevy’s Mayan Calendar commercial, Budweiser’s historic moments, VW’s Star Wars themed ads, and Acura’s adventure with Jerry Seinfeld and Jay Leno round out our top five.
