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Archive for Saturday, February 6, 2010

Super Bowl ads go goofy, frugal

February 6, 2010

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This image provided by KGB shows part of a television ad featuring actor brothers Stephen Baldwin, left, and William Baldwin, scheduled to air during the 2010 Super Bowl.

This image provided by KGB shows part of a television ad featuring actor brothers Stephen Baldwin, left, and William Baldwin, scheduled to air during the 2010 Super Bowl.

— Game on! Super Bowl ads are returning to their goofy roots.

Men march across a hillside without pants, toys joyride in Vegas and the miserly Mr. Burns from “The Simpsons” loses his fortune but finds happiness. It’s a sign that people are feeling better — or at least want to feel better — about the economy, experts say.

The commercials Sunday on advertising’s most expensive showcase also aim to appeal to people’s focus on value.

The ad line-up includes everything from economy-priced televisions by Vizio to budget cars from Kia. Denny’s touts free Grand Slams again, Charles Barkley raps about $5 meal deals at Taco Bell, and the 1985 Chicago Bears resurrect their “Super Bowl Shuffle” for pre-paid cell phone brand Boost Mobile.

Super Bowl ads are a much anticipated, and usually funny, sideshow. The broadcast is watched as much for its commercials as it is for the game itself. (This year’s extravaganza on CBS pits quarterback Drew Brees’ New Orleans Saints against Peyton Manning’s Indianapolis Colts.)

Last year’s line-up had several uncharacteristically somber ads. Anheuser-Busch’s Clydesdale ads were traditional and sweet, not funny. The more staid tone reflected the nation’s mood, still in shock and worry over how deep the financial crisis would get.

To be sure, the commercials aren’t all fun and games.

A prominent exception is an expected anti-abortion ad by conservative Christian group Focus on the Family. It stars former Florida Gators quarterback Tim Tebow, the 2007 Heisman Trophy winner who helped his team win two college football championships. Tebow’s mom was counseled to end her pregnancy but chose not to.

But overall, the laughs are back.

“Six months ago if you were optimistic or happy, it was awkward and people looked and said, ‘How insensitive can you be?’” said Allen Adamson, managing director of branding firm Landor Associates in New York. “Now it’s socially acceptable not to be sullen and depressed, but within reason. And I think the Super Bowl provides one of those venues where you can still kick back and have a good time.”

Advertisers recognize that and are still willing to pay top dollar for the exposure. The 30-second spots sold for a minimum of $2.5 million; some sold for more than $3 million.

Comments

tomatogrower 4 years, 7 months ago

The anti abortion ad that is going to be shown on the Super Bowl is going to cost 20 million dollars. Many women have abortions because they cannot afford to bring the child into the world, or for the "selfish" reason that they would have to stop their education and live in poverty. If that 20 million was used to help a young woman finish her education and help her pay daycare, perhaps it would stop abortions that happened for economic reasons. And the young woman would get an education and be in a position to take care of herself and the child. But, no, they are going to make an ad agency, a sports figure, and a television network rich instead. Let's hear it for conservative values!

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