DSPRs Take on Super Bowl XLIV

Posted: Friday, February 12, 2010

You probably live under a rock if you didn't watch Super Bowl XLIV last week. Some watch for the intense plays and others anxiously await the million dollar commercials. Although the opinions from David and Anne were already featured on CBS 5, we thought we would give you a little insight on what some of our other team members thought about the ads.

Wendy: My favorite ad is Google’s “Parisian Love”
I love it because it tells a story, which I think is one of the most important factors in an effective ad. It’s simplicity grabs your attention. You follow this person tell their story merely from search phrases, which is so clever and creative. Also, I’m female, so of course the whole love theme draws me to it.

Anne: My favorite was a tie between the Kia commercial and the Audi commercial. I was particularly looking for ads that could transcend gender and appeal to everyone, especially Gen Y’ers. I think both companies were successful in doing so. Kia elevated its brand by focusing on fun and telling a story that appeals to young parents. Audi was one of the few, if not the only company to hit the green angle – something that hits home for everyone, particularly younger adults.

The most disappointing commercial for me was Google, and the Budlight spots weren’t far behind. Why? Because I had very high expectations for both brands that simply weren’t met. Both have the potential to blow everyone out of the water, and didn’t capitalize on it.

Tyler: Favorite Ad: Career Builder ‘Fridays’    
Why?: Humor is the backbone of any great Super Bowl ad and this was the only commercial during the entire four hour broadcast that made me literally laugh out loud.  Unlike Monster.com, the Career Builder spot speaks more directly to job seekers.  Who can’t relate to the absurdity of “casual” Fridays?  While it may be a fantasy for people to think about quitting their job for any reason right now, Career Builder might make you think twice if a visit to the water cooler requires glances at old men in their tighty-whiteys.

Least Favorite: All the GoDaddy spots
Why?  New year, same concept.  What was once a legitimately provocative campaign is now just overplayed and stale.  While I’m sure Mr. Parson’s received more than a fair share of traffic to his Web site, it is time to try something new if he stays in the Super Bowl ad race next year.  

Sarah: I also enjoyed the Google ad “Parisian Love” because it shows how simple and easy it is to use their search engine. The ad captured the idea of simplicity over time will solve life’s questions. Think of how many people use Google as opposed to Bing or Yahoo? Google’s image is clean cut, innovative and widely used. The love theme incorporated was interesting, the soundtrack really tugged on the heart strings and helped tell the story.