Live Blog: It's the Super Bowl Ads, Stupid
Why? Because some things are about the reveal. Because TV still has the power to bind in a way no other medium can, and I like the feeling of seeing something spectacular for the first time along with millions of others. Because, at their best, TV commercials are an art form whose very strict constraints — length and content — enhance creativity.
Even though we know more about the content of this year's Super Bowl than ever before we've always been able to reliably predict who'd be making the big spend. This only raises expectations; how many more tears can Anheuser-Busch milk from another ad featuring the Clydesdales? (I've been unable to avoid clips from this year's "Puppy Love" and the company may just have finally jumped the dog.)
But there there have been genuine Super Bowl ad surprises. My favorite was from Google in 2010: "Parisian Love" told a boy-meets-girl story entirely through serendipity — and, of course, search. Google had never advertised before, CEO Eric Schmidt had publicly denigrated brand advertising, and the clip itself had been on YouTube for three months, largely unnoticed. But when it hit the bigger screen, it was a huge hit.
That's a Super Bowl moment, and I have high hopes.
So I'll be looking for top-notch performances from the veterans, and spunky, unpredictable enthusiasm from the rookies — and, yes, I am still taking about the ads, not the players.
Entertaining is important, but memorability is key — these are meant to sell things, after all. One of the most memorable Super Bowl ads was 1984's "1984," by Apple (Illustration above). Rita King will be hanging with the Memory Layer team to give real-time assessments of that quotient.
Keep watching this space as I, the LinkedIn editorial team and some game-ready Influencers weigh on the action off the field. Kickoff is at 6:30 pm (ET) but the conversation has already begun (see below).
This page will update frequently (and usually during your bathroom break), so remember to DVR the game.
Image: A frame of Apple's "1984," which aired in Super Bowl XVIII
Real-Time Updates:
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Michael LazerowI hope the puppy and horse have a baby. And Fred Armisen and Bruce Willis do the same. And Lena Dunham and Howard Stern. Horse puppies FTW! [link]
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John A. ByrneBest Of The Game: 1) Kia’s Nessun Dorma ad with Laurence Fishburne (You can’t possibly lose with this mashup of Puccini and Matrix). And that car looks awfully luxurious. [link]
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John A. ByrneBest Of The Game: 2) Chrysler’s incredibly original Bob Dylan ad: ”You can't fake true cool," says Dylan. “Let Germany brew your beer...Let Asia assemble your phone. We will build your car!" Yes, indeed. Perhaps the most memorable ad of the night. [link]
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John A. ByrneBest Of The Game: 3) M&M’s Russian mob ad: A riveting opening to a very witty narrative and a surprise ending with a peanut M&M in the car trunk. [link]
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John A. ByrneBest Of The Game: 4) T-Mobile’s no-frills ad: You couldn’t get better snarky ad copy. Simple and clever with a convincing message: Drop your crummy wireless provider. We’ll pay the breakup fees. And maybe we’ll have overpaid stars do our commercial next year. Brilliant. [link]
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Rachel SklarDo NFL coaches do endorsements? Because Pete Carroll seems like an advertiser's dream come true. [link]
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Dave KerpenThat #Budweiser #bestbuds ad was a winner. I'm tearing up & I don't even like dogs. #brandbowl #adbowl [link]
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John A. ByrneBud: Finally, puppies! Puts a real smile on your face but I'm not sure it sells much beer. [link]
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Michael LazerowRemember when yogurt had no ads and Dylan wasn't in ads? When cars were cool? And music cooler. When Bud had bowls and Tom, Nicole. [link]
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Dave KerpenI love Scarlett Johansson. Therefore I love SodaStream. [link]
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Florencia IriondoT-Mobile #SuperBowl ad: "Maybe next year we'll have an ad with more overpaid actors." Love it. [link]
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John C AbellIt ain't over 'til it's over, but has anyone seen a breakthrough Super Bowl ad? [link]
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John A. ByrneT-Mobile: The best no-frills commercial of the night with a strong brand message and one that will be remembered. Break up with your crummy carrier. Yeah! [link]
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Nicholas ThompsonMy favorite ad would have been Coke's—if it had more to do with Coke. [link]
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John C AbellLove the Microsoft ad too. Just don't see what Microsoft has particularly had to do with any of the tech in it. [link]
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Rachel SklarPowerful ad from Microsoft about how technology empowers people and communities in real ways. (Has there been a dopey ad for an app this year? Ads definitely feel loftier.) Here are the 4 spots Microsoft created: https://lnkd.in/dGyR_6F [link]
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Nicholas ThompsonMy favorite ad so far: Microsoft's "What is Technology." Moving, but not too-over-the-top. [link]
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Florencia IriondoEmotional ad by @Microsoft "Technology has given voice to the voiceless" #SuperBowl [link]
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Dave KerpenGREAT ad, #Microsoft! #empowering #brandbowl #adbowl [link]
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Rob NormanMicrosoft. Big thought. Big platform, Good, bold and well executed [link]
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Nicholas ThompsonEat Butterfinger & lose your wife to a crazy man in a track suit. [link]
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John A. ByrneButterfinger: Peanut butter and chocolate in a therapy session and along comes Butterfinger. Good way to introduce a new product. [link]
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Nicholas ThompsonMost out-of-character performance tonight: Bob Dylan or Peyton Manning? [link]
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Dave KerpenThe biggest winner of the night is #Pistachios. Congrats on the #Colbert bump! [link]
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Rob NormanAl italia, Pirelli, Kia - the song remains the same [link]
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Rachel SklarWOW. Hillary Clinton on Twitter: "It's so much more fun to watch FOX when it's someone else being blitzed & sacked!" That may be, but she just lost Denver. https://lnkd.in/dAyGhEi [link]
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Rachel SklarOther people might have to choose between yogurt and cars, but not Bob Dylan. [link]
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Nicholas ThompsonBob Dylan 1966: "Build a fire on main street and shoot it full of holes." Dylan 2014: "We will build your car." [link]
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Dave KerpenCongrats GoDaddy on NOT doing a #SuperBowl ad that denigrates women. That alone gets you some kudos. [link]
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Jon ForttBob Dylan just made me want to buy an American car. [link]
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John A. ByrneChrysler: "You can't fake true cool," says Dylan. No you can't. This is an absolutely fantastic commercial. "Let Germany brew your beer...Let Asia assemble your phone. We will build your car!" Yes, indeed. Dylan delivers. [link]
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Rob NormanAudi blizzard (redux) on brand, a beauty [link]
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Dave KerpenCompanies who bought ads in the 4th quarter: Not looking good for your reach numbers. Money (not) well spent. [link]
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Michael Lazerow"Is there anything more American than America?" asks Bob Dylan. Please debate. [link]
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David SableBruno Mars was a risk. Red Hots were a hedge. Technology was cool. Package didn't gel. [link]
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Nicholas ThompsonBruce Willis in Pulp Fiction: "Sorry, baby. I had to crash that Honda." Bruce Willis just now: Honda safety spokesman. [link]
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Rob NormanHyundai Elantra I like that you sometimes see Superbowl ads just the one time [link]
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Rob NormanBud Homecoming. Good to remember that it's a can of beer. [link]
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Rachel SklarYikes. That Bruce Willis ad had me at the beginning - auto safety is a win! Bruce Willis cares! - but pulling back to reveal Fred Armisen clutching him weirdly was just...weird. Officially weirder than the mutant Audi Chihuahua. [link]
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John A. ByrneBud: Touching and heart-warming ad celebrating our military. Just what you want and expect from this brand. [link]
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John C AbellMorpheus is a car salesman? I'll have the blue pill, please. [link]
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Michael LazerowHeinz goes with Happy versus Sugary Red Sauce approach. Very smart. [link]
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Rachel SklarSuperbowl ads are proof that advertisers do not think millennials buy things. [link]
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Tod SacerdotiMorpheus would never sing opera. Sorry, but the Matrix was my one of my favorite movies and that is a fact. [link]
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John A. ByrneChobani: Dylan grabs your attention and a clever, highly creative ad keeps you involved. The only suspense left in this game is what commercials will come next. [link]
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Rachel SklarGoldieBlox! Quick, effective ad. Never mind that they're pitching to parents - so a callback to "Cum On Feel The Noize" by Quiet Riot will hit a sweet spot for a certain set (plus smart lyrics - "Come on bring the toys/Girls build just like boys"). Strong showing! Especially for a free spot. Here's the original if you want to headbang some: less https://lnkd.in/dtrtiSi [link]
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Rob NormanAudi Doberuaha. More funny than than Audi? [link]
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John A. ByrneAudi: Imaginative? Yes. But sort of disturbing as well to see a scary breed of dog terrorizing people. [link]
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Rachel SklarHoping the trend toward diversity in this year's Superbowl ads continues in the second half. Coke, Maserati, Cheerios...in fact, it seems like the bro-y ads this year are in the minority. If so, FASCINATING trend (and corroborates my hunch that 2014 will be the year of diversity the way that 2013 was the year of women) [link]
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Michael LazerowWhat a disaster for 2nd half advertisers. Even players' families have tuned out. [link]
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Jon ForttA lot of people are going to be losing a lot of money tonight. [link]
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David Sable@#Superbowl.....Bruno, Red Hots and Pepsi ok....wonder what it looked like at home? [link]
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Jeff WeinerBruno Mars and Beyoncé: Head (hair) and shoulders the best performers in music today. [link]
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John C AbellFinally! A halftime show that isn't about nostalgia or resuscitating someone. [link]
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Michael LazerowMr. Bruno Mars. Thank you for restoring our love of spectacle. [link]
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Rachel SklarAwesome surprise! Rita J. King liveblogging the Superbowl ads! [link]
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Rachel SklarIs it terrible that I prefer this 80s nostalgia rush to Jerry & George bickering in the diner? Because I do. https://lnkd.in/dAkUsW7 [link]
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Florencia IriondoYay!! Seinfeld ad! And set at the real Tom's Restaurant #HelloNewman [link]
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Jeff WeinerGranted I'm biased, but Seinfeld wins. [link]
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Rob NormanJeep ad. If erection persists for more than 4 hours call your physician.[link]
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Michael LazerowI know it's a big country. But are we really buying enough cars to justify the number of car ads in this game? [link]
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Florencia IriondoVerizon Ad: Sure, kids and dogs are cute. But does it work? #SuperBowl [link]
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John A. ByrneToyota: I like Kermit. Everybody likes Kermit. But felt this commercial was pretty forgettable. [link]
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Nicholas ThompsonSo Bill Belichick really wasn't smart enough to make a game plan that could counter these Broncos? [link]
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Michael LazerowI'm not going to comment on that Toyota ad. But if I were to, I'd say it was great, if they name the new car the Suboptimal. [link]
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Rob NormanToyota Highlander. The creative bankruptcy of the Muppets. Please. [link]
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Jeff WeinerLove @sonos so much that actually found myself rooting for their commercial regardless of quality (turned out it was pretty good). [link]
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Tod SacerdotiI don't get why @sonos didn't use popular music in that ad. Missed opportunity. [link]
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John A. ByrneSonos: First commercial I saw that made me want to buy something. But then I'm a sucker for electronic gear and sound equipment. [link]
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John A. ByrneCoca-Cola: Got to love it, really. [link]
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Michael LazerowCoke sucks up to the America The Beautiful fan. I say more polar bears. Broadway Joe's jacket agrees. [link]
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Jeff WeinerWhat's the Dos Equis guy doing in the M&M commercial? [link]
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Florencia IriondoIs it just me or hardly no women are starring the commercials at the #SuperBowl? [link]
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Tod Sacerdoti“Slow Clap” by @carmax was a big idea but not all big ideas are big successes. Check out the puppy version https://lnkd.in/bQU4viC [link]
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John A. ByrneCarMax: Even I'm clapping now. [link]
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Tod SacerdotiI want wings! @volkswagon
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John A. ByrneVolkswagen: With the game fast becoming a rout at 22-0, the commercials are getting better and better. Dooby, dooby? It's catchy.
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Peyton only came to see the commercials [link]
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Michael LazerowThe Radio Shack does nothing but remind us how awful they are. Their ad should be, "we have batteries for all your crap." Done. [link]
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Dave KerpenAd of the night so far is Radio Shack! Alf + Kid n Play + Chucky + Teen Wolf + Mary Lou Retton + Cliff Claven = WIN! #brandbowl #adbowl [link]
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Michael Lazerow2nd half advertisers want a refund. Stat. What else is on people? [link]
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Jeff WeinerUnforeseen second screen dynamic during Super Bowl: So busy reading tweets about commercials I'm missing the commercials. [link]
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David SableFull confession @ #Superbowl....the in stadium content during the breaks is boring. Luckily I saw all the pre-released spots...i close my eyes and visualize.... [link]
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John A. ByrneWeatherTech.com: Just a great message that really resonates: "Nobody builds factories in American anymore? You want to hire workers here in the states? They're too expensive." But what exactly does WeatherTech do other than employs people in U.S. factories? [link]
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John A. ByrneBud Light (3): Huh...I was waiting for a continuation of what Bud started and now they come out with something completely different. I'm let down. [link]
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Rob Norman#whartonfoa TMO TEBOW NO NO [link]
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Tod SacerdotiThe no contract campaign by @tmobile is clever, edgy and makes financial sense. You don't want to be competing against these guys. [link]
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Rob NormanFirst quarter ads: a safety, a fumble, a couple of field goals and no touchdowns [link]
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Tod SacerdotiBlake Irving, David David Popowitz & team deserve credit for taking @GoDaddy’s Superbowl ads to a new level. 50% of SMBs owners are women! [link]
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John A. ByrneChevy (2): Really enjoyed the quality of this commercial, the story line and how it resonated emotionally. And curiously, I like the length of the ad which gives it much more weight in my mind. Well done, Chevy. [link]
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John A. ByrneRadio Shack: Hilarious and cool. Loved all those 80s' images and then presto, a new and completely remodeled store. Great way to convey a big change which, no doubt, required a massive investment by the company. [link]
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Rob NormanRadio Shack renaissance would be the greatest comeback since Lazarus. [link]
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Michael LazerowRadioShack goes the self-deprecation route. Better than self-defecation, which was #2. Solid effort. [link]
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Tod SacerdotiQueue the racist comments. @cheerios crushes it again with the multi-racial family from “Just Checking.” ( https://tod.ly/1k1aqLa ). [link]
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John A. ByrneCheerios: Simple. Touching. Effective. And you know exactly what was being advertised. [link]
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Michael LazerowCheerios jumps into puppy bowl. Cute. But forgettable. [link]
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Rob NormanHyundai, and I remember when you could not get them to start. [link]
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Michael LazerowHyundai and Dad ... Here to save the day. Great message. Unless you hate your dad. Then bad. [link]
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John A. ByrneBank of America: Got to give 'em credit for getting U2 in support of the Red campaign and devoting it all to Red. Great concert footage, too, of a solid song. [link]
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Michael LazerowBud Light tapping into serendipity, a very powerful force. We all love serendipity. [link]
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Rob Normanif the Bud Light series had been commissioned by a network it would have cancelled after the second episode. [link]
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Tod SacerdotiIf you thought @beatsbydre had street cred, consider it gone. @theellenshow just killed it. [link]
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John A. ByrneBud Light (2): It's getting more interesting and I have to admit casting the former governor of California in the ad and putting him at the end of a ping pong table (where he belongs) is brilliant. [link]
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Tod SacerdotiSuper Bowl viewership is up 3x but advertising costs are up 100x since 1967. [link]
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David SableWatch for the great stuff...insightful, emotional, memorable....not the GMOOTS...GIVE ME ON OF THOSE...make me a viral/get it shared...celebrate the real work...#Superbowl [link]
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Nicholas ThompsonAds so far that raise the prospect of sex for young males: beer, cars, tax software. [link]
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Tod SacerdotiOn Feb 2nd, two football teams will be competing in honor of Stephen Colbert’s first @getcrackin commercial. Or, so @stephenathome claims. [link]
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John A. ByrneTurboTax commercial: You're kidding, right. This is a product for adults who have to do what everyone hates to do: pay taxes. So why use a teenage story at the prom to relate to adults? Or am I just getting too old and grouchy. [link]
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Michael LazerowLove that Bud Light is turning their SB presence into a story. Jury still out about whether we will like the story. So far, not so compelling. [link]
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John A. ByrneBud Light commercial: Like the sense of humor of the commercial and the Bud brand really comes through. [link]
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Tod SacerdotiIf you haven’t seen the Bud Light teaser for #upforwhatever you are in the dark. @budlight + @minkakelly + @schwarzenegger. Enough said. https://lnkd.in/bdeaQgu [link]
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David Sable#Superbowl...guess we are missing out here...not seeing the ads.. We are stuck with 80,000 screaming fans who think this is about football..... [link]
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Michael LazerowDoritos crushes it. Old people are funny. [link]
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Rob NormanThere goes Maserati's ad budget for the decade [link]
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Nicholas ThompsonThe male to female ratio at end of both the Bud Light and Chevy ads has been 1 to 4. [link]
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Tod SacerdotiThe important unanswered question about the SB is whether or not @Doritos will air the fan favorite “Finger Cleaner” commercial [link]
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John A. ByrneChevrolet Super Bowl: Got to love those very charming cows in the Silverado ad and the music. [link]
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Michael LazerowNo animals were killed in the making of broadway joe's image. And by "no" I mean a ton. [link]
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Tod SacerdotiCombine the #1 movie, TV show, album and Obama’s SOTU and you don’t get close to 120M. This is advertising heaven! #superbowl [link]
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Rob Norman
Broadway Joe blows PETA spokesperson opportunity [link]
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John C AbellRob Riggle and James Franco? Amy Poehler and Tiny Fey they are not ...
David Sable
#Superbowl...#Microsoft....
watch their spot....
more on that latter [link]
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David SableOne hour till kickoff. ITS THE GAME STUPID......
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Chobani. After first 10 seconds almost certain it's going to be a Grecian 2000 ad. Oh the disappointment. [link]
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Microsoft's Steve Gleason spot, clearly the bravest of the 2014 crop. Brave to make it, brave for Fox to show it. Despite lack of correlation between ALS and concussion injury; some may draw their own conclusions.
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The big game hasn't even started yet, but 2014 Super Bowl ads have already been seen by millions. [link]
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How spending on Super Bowl ads has grown over time via @WSJ https://lnkd.in/bFm2uPA [link]
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Super Bowl. Happy memories of the good old days in advertising. A seller, a buyer and two caddies and BOOM goes a million dollars. Post analysis...The USA Today poll. [link]
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It's Sunday! Isn't there some kind of game going on today? [link]
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@robnorman: The One Problem With Watching the Super Bowl Online https://t.co/DNuQwRGtF9 via @slate #whartonfoa [link]
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How spending on Super Bowl ads has grown over time via @WSJ https://lnkd.in/bFm2uPA [link]
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Subaru is the most popular brand in the Super Bowl cities of the Denver Broncos and Seattle Seahawks. The 2014 Subaru Outback is number one for Denver fans, 2014 Forester in Seattle.
What is most popular car brand in Super Bowl cities Denver and Seattle?
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Interesting read on how some organizations have tried, and succeeded, at winning the SEO game around the Super Bowl. [link]
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All the Super Bowl 2014 ads that are online now. A look at the ones that are most popular. All the hashtags that are being used as part of the ads, and which are catching on. It's our Marketing Land preview of the Super Bowl 2014 ads for tomorrow's big game. Read-up and also be sure to tune-in...more https://lnkd.in/d8Xcdja [link]
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Disappointing Superbowl in prospect for Kimberly Clark. The ads will not boost demand for Kleenex. Poise or Depend. Early winners; Beats, Heinz, Go Daddy, Axe. [link]
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I thought the T-Mobile ad was effective. It was topical and the message was clear. And having grown up in the 80s I really liked the Radio Shack ad. I generally don't like self-deprecating ads (e.g. Domino's Pizza) but this one worked for me.
Sr. Product Manager
10 年Loved the new direction that Axe took with its new spot. More mature but still fresh and fun.
Regional Continuous Improvement Director at Hearthside Food Solutions | Lean | SixSigma | Black Belt |
10 年Enjoyed the Hyundai Count on Me and the Doritos Time Machine.