Super Bowl XLVI
Although I’m from the States and an interest in American football is practically hereditary, my favorite part of the big game is always the advertising.
This year, advertisers have released early versions of their commercials in online teasers, full length videos, and even extended versions. Now, viewers across the world can buzz about the branding, humor, creativity, and cost of the ads before the game has even begun.
These ads are available anytime on youtube or the companies’ websites. This type of exposure is sure to generate more viewer interest and an even wider audience, including those who can’t or don’t want to watch the entire game.
From the pool of early releases, my favorites were all car commercials. In what will surely be the second-biggest competition of Super Bowl Sunday, car manufacturers will face off in a battle of the most creative.
Here is my ranking:
5. The Dog Strikes Back — Volkswagen
Part of a set of dog-and-Star-Wars-themed commercials, Volkswagen managed to engage all people who love cute animals and science fiction, also known as the people of the internet.
4. It’s Reinvented — Toyota Camry
I was initially put off by the dashes of crude humor, but I found myself laughing out loud to a couple of the “reinvented” scenarios.
Read more about eco-friendly cars.
3. Vampire Party — Audi
Finally putting “to rest” the ideas that vampires drive Volvos and merely sparkle in the sunlight, Audi says, “so long, vampires” with their clever take on a huge fad.
2. Transactions — Acura
With over 8.5 million views already, this extended version of the commercial has some serious star power. What will actually be shown on television is still a mystery, but it is sure excite Seinfeld, Leno, and holographic dancing monkey fans.
1. Matthew’s Day Off — Honda CR-V
This was the obvious winner. Many early viewers were upset that there isn’t going to be a real Ferris Bueller’s Day Off 2, but Matthew Broderick and Honda created a nice consolation prize for true fans: they hid over two dozen references to the original movie throughout the commercial. How many can you find?
Now that a taste of the car industry’s commercials has been released, viewers will either be left with a thirst for more, or the feeling that they’ve opened all their presents on the night before the party.
Do you think it’s a smart move for companies to release their multimillion-dollar ads online before the day of the big game? Why do you think car manufacturers target the football-watching, web-surfing crowd with themes like ’80s and ’90s film and TV, health, and pop culture?