Our take on the Super Bowl Commercials

Prior to Super Bowl, Ad Age published an article about the relationship between the economy and consumer ad recall. According to the article and a Gallup study, there is a correlation between the confidence people have in the economy and how much attention they pay to Super Bowl spots. When consumer confidence is low, recall is 11 percent lower than average and 36 percent lower than during good times. These stats made us wonder…What can we expect from this year’s Super Bowl?

Number one requirement: spots have to be particularly memorable, creative – and on target. Did this weekend’s Super Bowl spots deliver? Well, some did.


Hyundai. A low-key brag, executed flawlessly. That’s the best way to describe the Hyundai “Angry Bosses” spot. After jealous competitors hear that Hyundai won North American Car of the Year, they go ballistic. The commercial idea might not be new, but it did provide a much needed and comic pronouncer (“like Sunday”).

Cheetos. As part of its new repositioning strategy, the new Chester is mischievous and encouraging adults to let loose. He’s a little devil on your shoulder. These ads have been criticized as “irresponsible” and encouraging “vandalism,” but in reality they’re a great example of escapism. It is great to see commercials that offer an “escape” from the perceived unpleasant aspects of daily stress. The Cheetos commercials are playing on people’s desire to let loose and be a little mischievous, even if the escape is only momentary.

Pedigree. Another favorite was the “Crazy Pets” spot for the Pedigree adoption drive. Pedigree, also a first-timer at the Super Bowl, did a great job of getting their message across with a twist. The spot offered an interesting glimpse at a world without dogs; instead people have a pet rhinos, ostriches and swine. Without showing a single pup, the commercial explained why dogs are valuable pets.

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