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2005 Super Bowl Ads... Winners and Losers


Well, Super Bowl XXXIX is history. Too bad for the folks who consider themselves the always-pulling-for-the-underdog type. The Bandwagon team won.

But, as far as Super Bowls go, the losers played well. For those who care, the Eagles actually covered the 7-point spread. T.O. is the deal, too. At least on the field, anyway.

They had a chance late in the game, but poor field position and bad clock management did them in. Scoring from 95 yards out with 48 seconds left? That's a tall order.

So is getting/maintaining ad recall 48 hours after the final gun. Whose $80,000 per second ad was worth it? Who would've done better by writing me a fat check for $2.4 million?

Read on, and find out. True to school yard rules: Suckers Walk. Losers are up first.

Losers:

Sorry, Donovan, but your three picks lands you in with GoDaddy.com, Quizno's, and Silestone. I don't care if you were ill.

GoDaddy.com had a decent concept that quickly went bad. OK. Boopsie talking to a Senate subcommittee on C-SPAN about indecency. Good start- if they cut out any hint to last year's halftime debacle. But... they couldn't resist. So the buxom wench wearing a GoDaddy.com t-shirt has a near wardrobe malfunction. One of the craggy senators has to hit the oxygen mask.

This ad was supposed to run again, but Fox pulled it mid- game. Good idea. I bet their stomachs were in as many knots as Donovan McNabb's.

The Quizno's ad was mediocre at best. This talking baby concept is tiresome. As cliché as it may be, it's still 80% less annoying than those whack rodents in pirate hats from a couple of years ago.

The one stinky Bud Light ad was one that the ESPN crowd really dug - the parachute-less pilot heading out the door for the six of Diet Bud. Dumb. The desert island one with Cedric the Entertainer was iffy, too.

Speaking of stinky... what was up with Napster's ad? Ugh! It could wind up doing more to shut them down than the Supreme Court.

This bad concept was in stark difference to their introductory spots featuring Flash animation based around their logo. Those were well-designed and entertaining. This one was as fat and ugly as the seven shirtless blops they decided to show with a letter on each of their overdeveloped beer guts to spell N-A-P-S-T-E-R. It was done in house and, boy, did it show.

The manufactured "reality" of the game and its atmosphere was lame and no one bought it. An ad taking place at the Super Bowl should be IN the Super Bowl- done real time. And... trying to take on Apple's iTunes on price? That was the second dumbest decision of this ad. No wonder it finished dead last in likability and recognition.

Now... Silestone. Valiant effort of an ad featuring Chicago sports legends. Voice over was good. It was shot nicely. But, it was a little too jumpy in the cuts to get the whole picture the first time through. The quick cut style hurt the name recognition of the line of counter tops.

Silestone and Diana Pearl are not exactly household names. And Dennis Rodman slurred his line. It sounded like "Dinah Pearl, rather than, "Diana Pearl." I'm sure the director or writer got dissed when they said, "Uh, Worm... it's 'Di-A- na'."

"Sure. Dinah."

As a side note, why were only Chicago Bears in it until Dennis Rodman at the end? No Scottie Pippen or Slammin' Sammy?

On to the good 'uns...

Winners:

This year, the game was nearly as good as the ads, as there were a surprisingly good number of breaking spots. Leading the pack was Career Builder, FedEx, Mastercard, and Anheuser-Busch.

FedEx likes to make ads relating to advertising on advertising's biggest stage. They did it again - patching together 10 "tried and true" Super bowl ad conventions to great results.

Career Builder put a great spin on a stale category with the best work since Monster's "I Wanna Be..." [a brown noser, forced into retirement, etc.] from '98. Three ads featuring a hapless chump working for chimps managed to put their name into mind share largely dominated by two others.

MasterCard got a bunch of animated branded food icons together for a meal and a nice touch of nostalgia. Ad fans and agency folks dug this one.

A-B hit emotional hot buttons with a near-public service ad saluting troops retuning home. Yes, they were real military - not actors. Their uniforms just did not have any insignias, so the common soldier would be represented. For their light beer category, the ad with the head on the wall and the designated driver spot were the best for Bud Light.

Pepsi's second year of an iTunes promotion kicked off well. They ran a humorous spot featuring people opening winning bottles for a free song. When the bottles were opened, a song reflecting the drinker's taste in music would play. Although the spot was humorous and worked, Pepsi could've really hit a home run by involving the older "authority figure" more into the ad. But, keeping with brand tradition, they kept the focus young.

AmeriQuest had two entertaining spots revolving around the themes of misunderstanding and jumping to conclusions. Their message was, "We don't prejudge." The ad featuring spaghetti sauce, a cat, and knife will certainly make some 'Best Of" reels this year.

Decent work also included Honda's new pickup/SUV product introduction. Good detail with benefit highlights. Left the "Honda" out until the end. Cadillac and Volvo had solid ads. Volvo should have bought another ad, if not two, as many people missed the early run. The audience also may have missed the details on their unique contest. But they did follow up with some net portal ads the day after. Ford's F-150 Biker spot was OK. Their line that "it makes YOU tough," really undercut the effectiveness.~

John is a freelance commercial writer based in Omaha, Nebraska. He publishes a free monthly e-zine focusing on branding, advertising, and marketing from his web site http://www.brandedbetter.com Speaking with both agency and in-house experience, he knows the most valuable asset of a business is its brand.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. July / 08 / 2020

Facebook frustrates advertising boycott leaders with lack of concessions - Fox Business
  1. Facebook frustrates advertising boycott leaders with lack of concessions  Fox Business
  2. Facebook met with civil rights groups after hundreds of companies joined ad boycott  The Washington Post
  3. Facebook prepares to dig in as advertising boycott continues  NBC News
  4. Organizers of Facebook Advertising Boycott Call Meeting with Zuckerberg a ‘Disappointment’  National Review
  5. Big Advertisers Still Fund Hate And Disinformation Outside Of Facebook  Forbes
  6. View Full Coverage on Google News

TV Advertising Shows Signs of Rebound, Finds SMI - TV Technology
TV Advertising Shows Signs of Rebound, Finds SMI  TV Technology

Advertising Perfect Storm - Radio Ink
Advertising Perfect Storm  Radio Ink

Advertising blitz over Illinois progressive tax vote kicks off with Pritzker donation - WLS-TV
Advertising blitz over Illinois progressive tax vote kicks off with Pritzker donation  WLS-TV

DC Proposal to Include Advertising in Sales Tax Won't Work as Advertised - Tax Foundation
DC Proposal to Include Advertising in Sales Tax Won't Work as Advertised  Tax Foundation

Global Outdoor Advertising Industry - Yahoo Finance
Global Outdoor Advertising Industry  Yahoo Finance

Mercatus Partners with CitrusAd to Launch Mercatus Digital Advertising to Help Grocery Retailers Earn a Larger Share of Online Revenue - Yahoo Finance
Mercatus Partners with CitrusAd to Launch Mercatus Digital Advertising to Help Grocery Retailers Earn a Larger Share of Online Revenue  Yahoo Finance

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

Viamedia Expands Advertising Partnership With MetroNet - Business Wire
Viamedia Expands Advertising Partnership With MetroNet  Business Wire

The New Advertising Zeitgeist - Google‘s US Ad Revenue To Decline - Forbes
The New Advertising Zeitgeist - Google‘s US Ad Revenue To Decline  Forbes

Why can't the best brand advertising be radio advertising? - The Drum
Why can't the best brand advertising be radio advertising?  The Drum

Visitors Bureau suspends... - Islands' Sounder
Visitors Bureau suspends...  Islands' Sounder

What do digital commerce advertising management platforms offer? - MarTech Today
What do digital commerce advertising management platforms offer?  MarTech Today

Digital Advertising Download Webinar presented by Score! - HamletHub
Digital Advertising Download Webinar presented by Score!  HamletHub

springbig Integrates Direct-to-Consumer Brand Advertising Platform With Lucid Green - PRNewswire
springbig Integrates Direct-to-Consumer Brand Advertising Platform With Lucid Green  PRNewswire

Verizon's Decision To Halt Facebook Advertising Was Not Political, Says CEO - Benzinga
Verizon's Decision To Halt Facebook Advertising Was Not Political, Says CEO  Benzinga

Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them. - CNN
Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

Facebook Advertisers Boycott, Demand Changes - Voice of America
Facebook Advertisers Boycott, Demand Changes  Voice of America

Touchless Edge Technology is Shaping Retail & Advertising Engagement - MarketScale
Touchless Edge Technology is Shaping Retail & Advertising Engagement  MarketScale

Q&A with Verizon CEO Hans Vestberg on 5G, Facebook advertising, coronavirus and dealmaking - CNBC
Q&A with Verizon CEO Hans Vestberg on 5G, Facebook advertising, coronavirus and dealmaking  CNBC

5 Lessons on Success from the Life of a Legendary Advertising Photographer - Fstoppers
5 Lessons on Success from the Life of a Legendary Advertising Photographer  Fstoppers

Newspaper Publishers See Drop in Advertising Revenues as a Result of COVID-19 - GlobeNewswire
Newspaper Publishers See Drop in Advertising Revenues as a Result of COVID-19  GlobeNewswire

Advertisers must tackle racist choices in casting | WARC - Warc
Advertisers must tackle racist choices in casting | WARC  Warc

ANALYSIS: Better times ahead for advertising but no dancing in the street yet - AdNews
ANALYSIS: Better times ahead for advertising but no dancing in the street yet  AdNews

Online Advertising Market: Year 2020-2027 By World With Top Key Players Like Google, Adobe, Amazon.com, Baidu, Facebook, IAC, LinkedIn , Microsoft - Apsters News
Online Advertising Market: Year 2020-2027 By World With Top Key Players Like Google, Adobe, Amazon.com, Baidu, Facebook, IAC, LinkedIn , Microsoft  Apsters News

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Fiksu DSP Launches BidMind, a CTV Advertising Platform - MarTech Series
Fiksu DSP Launches BidMind, a CTV Advertising Platform  MarTech Series

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

Disney+ Spends $8.2 Million In 'Hamilton' National TV Advertising, App Downloads Surge 07/07/2020 - MediaPost Communications
Disney+ Spends $8.2 Million In 'Hamilton' National TV Advertising, App Downloads Surge 07/07/2020  MediaPost Communications

CACVB pauses social media advertising - - CBS19 News
CACVB pauses social media advertising -  CBS19 News

The rift over #Gift: ASA decision on influencer marketing sets high expectations for advertisers and influencers - JD Supra
The rift over #Gift: ASA decision on influencer marketing sets high expectations for advertisers and influencers  JD Supra

San Juan Visitors Bureau suspending regional advertising - SanJuanIslander.com
San Juan Visitors Bureau suspending regional advertising  SanJuanIslander.com

Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds - Forbes
Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds  Forbes

'Transgender Craze Seducing Our Daughters': Amazon Blocks Publisher From Advertising Book on Trans Trend - CBN News
'Transgender Craze Seducing Our Daughters': Amazon Blocks Publisher From Advertising Book on Trans Trend  CBN News

'We'd advise clients to advertise': London Advertising is promoting itself out of lockdown - The Drum
'We'd advise clients to advertise': London Advertising is promoting itself out of lockdown  The Drum

Tencent vs. Chili Sauce Lao Gan Ma: A $2.3M Esports Advertising Dispute - TEO - The Esports Observer
Tencent vs. Chili Sauce Lao Gan Ma: A $2.3M Esports Advertising Dispute  TEO - The Esports Observer

LEGAL ADVERTISING - The Lincoln County News
LEGAL ADVERTISING  The Lincoln County News

Business Germany's online casinos set TV advertising limits - CalvinAyre.com
Business Germany's online casinos set TV advertising limits  CalvinAyre.com

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

Can retargeted advertising campaigns be done under service provider agreements? - Lexology
Can retargeted advertising campaigns be done under service provider agreements?  Lexology

Social Advertising & Social Media Market Demand & SWOT Analysis By 2028: Key Players Facebook, LinkedIn, Google Edition, Twitter, Instagram, Snapchat, WeiBo, Tencent, LINE, Kakao Talk, MoMo, Microsoft - Cole of Duty
Social Advertising & Social Media Market Demand & SWOT Analysis By 2028: Key Players Facebook, LinkedIn, Google Edition, Twitter, Instagram, Snapchat, WeiBo, Tencent, LINE, Kakao Talk, MoMo, Microsoft  Cole of Duty

What's Next For Advertising On iPhones? - B&T
What's Next For Advertising On iPhones?  B&T

The advertising business is becoming less cyclical—and more concentrated - The Economist
The advertising business is becoming less cyclical—and more concentrated  The Economist

Media Groups Join Forces with Google to Bolster Local News Advertising - Associations Now
Media Groups Join Forces with Google to Bolster Local News Advertising  Associations Now

Citing racist, hateful online content, Quebec City suspends Facebook advertising - Montreal Gazette
Citing racist, hateful online content, Quebec City suspends Facebook advertising  Montreal Gazette

EBGA advertising code welcomed by major European media association - AffiliateINSIDER
EBGA advertising code welcomed by major European media association  AffiliateINSIDER

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

Facebook to Meet With Boycotting Advertisers Over Hate Speech - NBC10 Boston
Facebook to Meet With Boycotting Advertisers Over Hate Speech  NBC10 Boston

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

Advertising Club Madras to hold second edition of E-Gyan series discussion on July 10 - The Hindu
Advertising Club Madras to hold second edition of E-Gyan series discussion on July 10  The Hindu

‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook - The New York Times
‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook  The New York Times

Metasearch still “winning formula” for hotel bookings, but display advertising is catching on - Web In Travel
Metasearch still “winning formula” for hotel bookings, but display advertising is catching on  Web In Travel

Coca-Cola pauses advertising on all social media platforms globally - CNBC
Coca-Cola pauses advertising on all social media platforms globally  CNBC

Shein apologises for advertising Islamic prayer mats as Greek “frilled carpets” - The Independent
Shein apologises for advertising Islamic prayer mats as Greek “frilled carpets”  The Independent

IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context - IAB
IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context  IAB

Verizon is pulling advertising from Facebook and Instagram - CNBC
Verizon is pulling advertising from Facebook and Instagram  CNBC

Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’ - Forbes
Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’  Forbes

Big Data Pharmaceutical Advertising Market Analysis 2020 | COVID-19 Impact With Top Growing Companies- Oracle, Tata Consultancy Services Limited, Statistical Analysis Aystem, TAKE Solutions Ltd - 3rd Watch News
Big Data Pharmaceutical Advertising Market Analysis 2020 | COVID-19 Impact With Top Growing Companies- Oracle, Tata Consultancy Services Limited, Statistical Analysis Aystem, TAKE Solutions Ltd  3rd Watch News

Social Networking Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Social Networking Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Here are the major brands that have pulled ads from Facebook - MarketWatch
Here are the major brands that have pulled ads from Facebook  MarketWatch

Media undersold itself, is overdependent on advertising: Uday Shankar - Livemint
Media undersold itself, is overdependent on advertising: Uday Shankar  Livemint

Where is the creative, effective advertising for face masks? - The Irish Times
Where is the creative, effective advertising for face masks?  The Irish Times

Good-Loop, An Ethical Advertising Platform That Allows Brands To Spend Media Dollars And Do Good At The Same Time Launches In The United States - Forbes
Good-Loop, An Ethical Advertising Platform That Allows Brands To Spend Media Dollars And Do Good At The Same Time Launches In The United States  Forbes

The power of a Private Sector/NGO partnership: How mobile advertising company Promobile and GOAL have reached 2.3 million vulnerable people in Zimbabwe with vital COVID-19 messaging - Zimbabwe - ReliefWeb
The power of a Private Sector/NGO partnership: How mobile advertising company Promobile and GOAL have reached 2.3 million vulnerable people in Zimbabwe with vital COVID-19 messaging - Zimbabwe  ReliefWeb

Mobile Advertising Platform Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Mobile Advertising Platform Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Social Advertising & Social Media Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Social Advertising & Social Media Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Programmatic Display Advertising Platform Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Programmatic Display Advertising Platform Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Quebec City pulls advertising from Facebook until further notice - Globalnews.ca
Quebec City pulls advertising from Facebook until further notice  Globalnews.ca

New study: Digital Advertising Platforms Market 2020 expected to grow at high CAGR and forecast to 2025 | COVID-19 impact analysis report - 3rd Watch News
New study: Digital Advertising Platforms Market 2020 expected to grow at high CAGR and forecast to 2025 | COVID-19 impact analysis report  3rd Watch News

Advertise With Us - WBKO
Advertise With Us  WBKO

Booker and McGrath Intensify Advertising Blitz in Kentucky - The New York Times
Booker and McGrath Intensify Advertising Blitz in Kentucky  The New York Times

Corona Impact on Online Display Advertising Platforms Market Size, Share, Industry Trends, Growth Insight, Share, Competitive Analysis, Statistics, Regional, And Industry Forecast | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE - 3rd Watch News
Corona Impact on Online Display Advertising Platforms Market Size, Share, Industry Trends, Growth Insight, Share, Competitive Analysis, Statistics, Regional, And Industry Forecast | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE  3rd Watch News

Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights - MarTech Series
Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights  MarTech Series

Trending News:: Corona Impact on Programmatic Display Advertising Platform Market Size, Share, Trends and Forecast by Region to 2026 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE - 3rd Watch News
Trending News:: Corona Impact on Programmatic Display Advertising Platform Market Size, Share, Trends and Forecast by Region to 2026 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE  3rd Watch News

NAACP and others call for advertisers to boycott Facebook - Vox.com
NAACP and others call for advertisers to boycott Facebook  Vox.com

Ministers need to fix broken online advertising market - The Times
Ministers need to fix broken online advertising market  The Times

What’s Digital Commerce Advertising and what tools can help? - MarTech Today
What’s Digital Commerce Advertising and what tools can help?  MarTech Today

Digital Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Digital Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

AI Makes A Splash In Advertising - Forbes
AI Makes A Splash In Advertising  Forbes

The North Face is the biggest brand yet to join Facebook ad boycott - CNN
The North Face is the biggest brand yet to join Facebook ad boycott  CNN

Visualizing the COVID-19 Impact on Advertising Spend - Visual Capitalist
Visualizing the COVID-19 Impact on Advertising Spend  Visual Capitalist

Facebook’s Tensions With Advertisers Predate the Boycott - The Wall Street Journal
Facebook’s Tensions With Advertisers Predate the Boycott  The Wall Street Journal

EU Advertisers Criticize New App Tracking Privacy Controls in iOS 14 - MacRumors
EU Advertisers Criticize New App Tracking Privacy Controls in iOS 14  MacRumors

Apple's privacy changes represent 'tectonic shift' for digital ad industry - AdAge.com
Apple's privacy changes represent 'tectonic shift' for digital ad industry  AdAge.com

Fox News Host Tucker Carlson Loses More Advertisers - The New York Times
Fox News Host Tucker Carlson Loses More Advertisers  The New York Times

Gary Vaynerchuk: Most advertisers don't know what they want Facebook to do about hate speech - Yahoo Finance
Gary Vaynerchuk: Most advertisers don't know what they want Facebook to do about hate speech  Yahoo Finance

Six lessons from David Ogilvy that advertisers should remember today - AdAge.com
Six lessons from David Ogilvy that advertisers should remember today  AdAge.com

As brand advertising budgets get pinched, publishers pivot to cater to direct response - Digiday
As brand advertising budgets get pinched, publishers pivot to cater to direct response  Digiday

Facebook Market Value Plummets $56 Billion as Advertisers Flee Platform - Newsweek
Facebook Market Value Plummets $56 Billion as Advertisers Flee Platform  Newsweek

Advertisers Are Fleeing Tucker Carlson. Fox News Viewers Have Stayed. - The New York Times
Advertisers Are Fleeing Tucker Carlson. Fox News Viewers Have Stayed.  The New York Times

A Former Google Executive Takes Aim at His Old Company With a Start-Up - The New York Times
A Former Google Executive Takes Aim at His Old Company With a Start-Up  The New York Times

Advertisers eye in-game ads as audiences swell in lockdown - Digiday
Advertisers eye in-game ads as audiences swell in lockdown  Digiday

Tucker Carlson’s Fox News Show Loses Disney & Other Advertisers Over George Floyd Killing & Black Lives Matter POV - Deadline
Tucker Carlson’s Fox News Show Loses Disney & Other Advertisers Over George Floyd Killing & Black Lives Matter POV  Deadline

Now You Can Opt Out of Seeing Political Ads on Facebook - The New York Times
Now You Can Opt Out of Seeing Political Ads on Facebook  The New York Times

Facebook under pressure as advertisers pause campaigns - CNN
Facebook under pressure as advertisers pause campaigns  CNN

Third of top brands likely to suspend social media spending, survey finds - Financial Times
Third of top brands likely to suspend social media spending, survey finds  Financial Times

Instagram Will Enable New Advertisers to Create Ads Without Linking to a Facebook Page - Social Media Today
Instagram Will Enable New Advertisers to Create Ads Without Linking to a Facebook Page  Social Media Today

PSVR Patent Filed For Advertisements Displayed Within The Headset - IGN
PSVR Patent Filed For Advertisements Displayed Within The Headset  IGN

Influential group of MPs calls for total ban on gambling advertising - The Guardian
Influential group of MPs calls for total ban on gambling advertising  The Guardian

Six Flags Darien Lake pulling all paid advertisements - WHEC
Six Flags Darien Lake pulling all paid advertisements  WHEC

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