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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. May / 25 / 2022

Snap's Warning Puts the Spotlight on Advertising. These Stocks Are at Risk. - Barron's
  1. Snap's Warning Puts the Spotlight on Advertising. These Stocks Are at Risk.  Barron's
  2. Social Media Hammered by Questions Over Advertising  TIME
  3. Snap's Gloomy Forecast Prompts Debate Over Trouble for Broader Advertising Market  The Wall Street Journal
  4. Why The Trade Desk, Meta Platforms, Roku, and Other Digital Advertising Stocks Crashed Today  The Motley Fool
  5. Snap's warning sends shock across digital advertising as investors flee social media stocks  CNBC
  6. View Full Coverage on Google News

Nebraska to receive $260k in Ford false advertising settlement - WOWT
  1. Nebraska to receive $260k in Ford false advertising settlement  WOWT
  2. Ford to pay U.S. states $19.2 mln over false advertising claims  Reuters.com
  3. Ford agrees to $19.2M settlement over alleged false advertising  Detroit News
  4. Ford paying $19M to states to settle false advertising claims  New York Post
  5. Ford To Pay $19.2 Million In Multistate Settlement Over False Advertising Allegations  Forbes
  6. View Full Coverage on Google News

AdTech CMO On Opt-Out Culture And Why Brands Need To Get Creative About Social Advertising - Forbes
AdTech CMO On Opt-Out Culture And Why Brands Need To Get Creative About Social Advertising  Forbes

Digital Advertising Slump The New Signal Of An Upcoming Recession? - Forbes
Digital Advertising Slump The New Signal Of An Upcoming Recession?  Forbes

iHeartMedia Sees Advertising Growth Ahead Despite Snap Warning - Hollywood Reporter
iHeartMedia Sees Advertising Growth Ahead Despite Snap Warning  Hollywood Reporter

Napier named board chair of national advertising trade association - Rochester Business Journal
Napier named board chair of national advertising trade association  Rochester Business Journal

News from Google Marketing Live advertising conference - AdAge.com
News from Google Marketing Live advertising conference  AdAge.com

AutoNation Unveils National Advertising Campaign Driving Home "Go Be Great" - PR Newswire
AutoNation Unveils National Advertising Campaign Driving Home "Go Be Great"  PR Newswire

State Privacy Requirements for Opt-Out of Targeted Advertising - The National Law Review
State Privacy Requirements for Opt-Out of Targeted Advertising  The National Law Review

City of Ocala accepting bids for bus wrap advertising on SunTran buses - Ocala News
City of Ocala accepting bids for bus wrap advertising on SunTran buses  Ocala News

Social media hammered by mounting questions over advertising - Spectrum News 1
Social media hammered by mounting questions over advertising  Spectrum News 1

FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews - Federal Trade Commission News
FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews  Federal Trade Commission News

Spotify Quietly Resumes Political Advertising Ahead of 2022 Midterms - Digital Music News
Spotify Quietly Resumes Political Advertising Ahead of 2022 Midterms  Digital Music News

Mobiquity Technologies, Inc. to Provide Data and Advertising Solutions for Reflex Finance to Drive Awareness for B2B and B2C Campaigns - Yahoo Finance
Mobiquity Technologies, Inc. to Provide Data and Advertising Solutions for Reflex Finance to Drive Awareness for B2B and B2C Campaigns  Yahoo Finance

What if Elon Musk ditches Twitter advertising? - Smartbrief
What if Elon Musk ditches Twitter advertising?  Smartbrief

Podcast Advertising Has Come A Long Way, But Is It Delivering What Marketers Need? - AdExchanger
Podcast Advertising Has Come A Long Way, But Is It Delivering What Marketers Need?  AdExchanger

It's becoming easier to advertise on TikTok - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
It's becoming easier to advertise on TikTok - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

Advertising Sold Out For ESPN's Derek Jeter Series 'The Captain' - Next TV
Advertising Sold Out For ESPN's Derek Jeter Series 'The Captain'  Next TV

Netflix's upcoming advertising tier will boost subscribers, narrow free cash flow gap - Seeking Alpha
Netflix's upcoming advertising tier will boost subscribers, narrow free cash flow gap  Seeking Alpha

Facebook, Instagram To Reveal More On How Political Advertising Targets Users - SHOOT Online
Facebook, Instagram To Reveal More On How Political Advertising Targets Users  SHOOT Online

Insights on the Programmatic Display Advertising Global Market to 2027 - Players Include Adobe, Alibaba, Amazon and Media Math - ResearchAndMarkets.com - Business Wire
Insights on the Programmatic Display Advertising Global Market to 2027 - Players Include Adobe, Alibaba, Amazon and Media Math - ResearchAndMarkets.com  Business Wire

How Digital Advertising Has Evolved Since the Brand Safety Crisis - Toolbox
How Digital Advertising Has Evolved Since the Brand Safety Crisis  Toolbox

Spectacular Outdoor Advertising Market 2022 by Keyplayers and Vendors: Clear Channel Outdoor, JCDecaux Group, Lamar Advertising, Outfront Media, Stroer, etc… – The Daily Vale - The Daily Vale
Spectacular Outdoor Advertising Market 2022 by Keyplayers and Vendors: Clear Channel Outdoor, JCDecaux Group, Lamar Advertising, Outfront Media, Stroer, etc… – The Daily Vale  The Daily Vale

How Contextual Can Revitalize Entertainment Advertising - MarTech Series
How Contextual Can Revitalize Entertainment Advertising  MarTech Series

Interactive Advertising Market Statistical Forecast, Trade Analysis 2022 –Grey Advertising, Wieden+Kennedy, Butler, Shine, Stern & Partners, Ogilvy & Mather, BBDO, Crispin Porter + Bogusky, The Martin Agency, Deutsch, Droga5, Mullen Advertising - The Daily Vale
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Advertising Agency Software Market Size And Forecast | KlientBoost, OpenMoves, WebiMax, Square 2 Marketing, Revenue River, Disruptive Advertising, OpGen Media, BlueFocus, Epsilon Data Management, OneIMS – The Daily Vale - The Daily Vale
Advertising Agency Software Market Size And Forecast | KlientBoost, OpenMoves, WebiMax, Square 2 Marketing, Revenue River, Disruptive Advertising, OpGen Media, BlueFocus, Epsilon Data Management, OneIMS – The Daily Vale  The Daily Vale

Jaanuu Launches First-Ever Out-of-Home Advertising Campaign Featuring New Fabric Innovation - PR Newswire
Jaanuu Launches First-Ever Out-of-Home Advertising Campaign Featuring New Fabric Innovation  PR Newswire

Lee Introduces Digital Advertising Act - United States Senator Mike Lee
Lee Introduces Digital Advertising Act  United States Senator Mike Lee

Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media” - Federal Trade Commission News
Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media”  Federal Trade Commission News

Why Marketers Are Returning to Traditional Advertising - HBR.org Daily
Why Marketers Are Returning to Traditional Advertising  HBR.org Daily

TIM AND DEMI TEBOW RESTORE THEIR BODIES IN NEW ADVERTISING CAMPAIGN - PR Newswire
TIM AND DEMI TEBOW RESTORE THEIR BODIES IN NEW ADVERTISING CAMPAIGN  PR Newswire

Why advertising will never die - Marketing Week
Why advertising will never die  Marketing Week

Greenpeace boat protest: 'Fossil fuel advertising will put Venice under water' - Greenpeace International
Greenpeace boat protest: 'Fossil fuel advertising will put Venice under water'  Greenpeace International

Serena Williams and Jake Gyllenhaal Star In JUST Egg Advertising Campaign - Green Queen Media
Serena Williams and Jake Gyllenhaal Star In JUST Egg Advertising Campaign  Green Queen Media

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Column: Cannabis advertising takes page from tobacco companies' playbook of the past  Meadville Tribune

Advertising: A Slow-Fast Evolution - Forbes
Advertising: A Slow-Fast Evolution  Forbes

How Much Are You Really Saving With Metasearch Advertising? | By Thomas McDermott - Hospitality Net
How Much Are You Really Saving With Metasearch Advertising? | By Thomas McDermott  Hospitality Net

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Why advertising won the streaming wars  Fast Company

Google Shares Sneak Peek At New Advertising Features - Search Engine Journal
Google Shares Sneak Peek At New Advertising Features  Search Engine Journal

1 Top Advertising Stock To Buy - The Motley Fool
1 Top Advertising Stock To Buy  The Motley Fool

France Regulates the Use of Carbon Neutrality Claims in Advertisements - JD Supra
France Regulates the Use of Carbon Neutrality Claims in Advertisements  JD Supra

Condé Nast is “no longer a magazine company,” its CEO says - Nieman Journalism Lab at Harvard
Condé Nast is “no longer a magazine company,” its CEO says  Nieman Journalism Lab at Harvard

David Droga changed advertising. Now he wants to kill it. - Fast Company
David Droga changed advertising. Now he wants to kill it.  Fast Company

US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections - IAB
US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections  IAB

Microsoft Advertising is rolling out Auto-generated remarketing lists and more - Search Engine Land
Microsoft Advertising is rolling out Auto-generated remarketing lists and more  Search Engine Land

Questions about digital advertising? – The Florida Bar - The Florida Bar
Questions about digital advertising? – The Florida Bar  The Florida Bar

TikTok introduces its first ad product to offer a revenue share with creators - TechCrunch
TikTok introduces its first ad product to offer a revenue share with creators  TechCrunch

'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising - Digiday
'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising  Digiday

PPC Advertising Ultimate Guide - Forbes
PPC Advertising Ultimate Guide  Forbes

It’s Been an Interesting Few Years in Cough-Drop Advertising - The New York Times
It’s Been an Interesting Few Years in Cough-Drop Advertising  The New York Times

Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem. - The New York Times
Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem.  The New York Times

Contextual Advertising – Giving Publishers What They Need - The Drum
Contextual Advertising – Giving Publishers What They Need  The Drum

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How Amazon Is Building Its Huge Advertising Business  Business Insider

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Dream hacking: Is this the dystopian future of advertising?  Big Think

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Traditional Advertising Is Headed For Growth. These 7 Trends Are Driving It  AList

Lamar Advertising Company acquires Burkhart Advertising - Greater Baton Rouge Business Report
Lamar Advertising Company acquires Burkhart Advertising  Greater Baton Rouge Business Report

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Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency?  Hollywood Reporter

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Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads  The Verge

HSBC faces greenwashing accusations from UK advertising watchdog - Financial Times
HSBC faces greenwashing accusations from UK advertising watchdog  Financial Times

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What Do Consumers Really Think Of Advertising And Influencer Marketing, A New Study Reveals It All  Digital Information World

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Digital Advertising in 2022 – Stratechery by Ben Thompson  Stratechery by Ben Thompson

Georgia Democrats signal brutal ad campaign against Herschel Walker as high-stakes Senate race begins - NBC News
Georgia Democrats signal brutal ad campaign against Herschel Walker as high-stakes Senate race begins  NBC News

Amazon has a $31 billion a year advertising business - CNBC
Amazon has a $31 billion a year advertising business  CNBC

Ban Online Behavioral Advertising - EFF
Ban Online Behavioral Advertising  EFF

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Op-ed: Apple and Google are spelling the end for user-tracking, and advertisers must adjust, says Taboola CEO.  CNBC

Democrats unveil bill to ban online 'surveillance advertising' - The Verge
Democrats unveil bill to ban online 'surveillance advertising'  The Verge

Ten Advertising Campaigns That Were Born in Chicago - WTTW
Ten Advertising Campaigns That Were Born in Chicago  WTTW

Microsoft Advertising announces open beta for RSA ad customizers - Search Engine Land
Microsoft Advertising announces open beta for RSA ad customizers  Search Engine Land

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10 Top Advertising Campaigns & Why They Work  Search Engine Journal

The 10 most innovative advertising agencies of 2022 - Fast Company
The 10 most innovative advertising agencies of 2022  Fast Company

Privacy Preserving Attribution for Advertising - Mozilla & Firefox
Privacy Preserving Attribution for Advertising  Mozilla & Firefox

Amazon, Disney and Other Streamers Are Embracing Ads - The New York Times
Amazon, Disney and Other Streamers Are Embracing Ads  The New York Times

U.S. Advertising Forecast Cut Slightly Amid Geopolitical Uncertainty - Hollywood Reporter
U.S. Advertising Forecast Cut Slightly Amid Geopolitical Uncertainty  Hollywood Reporter

Companies Try to Sell Videogaming as the Next Big Advertising Channel - The Wall Street Journal
Companies Try to Sell Videogaming as the Next Big Advertising Channel  The Wall Street Journal

Digital Advertising Soared 35% to $189 Billion in 2021 According to the IAB Internet Advertising Revenue Report - IAB
Digital Advertising Soared 35% to $189 Billion in 2021 According to the IAB Internet Advertising Revenue Report  IAB

Is Super Bowl advertising worth it? That's the $6 million question - Temple University News
Is Super Bowl advertising worth it? That's the $6 million question  Temple University News

A Downtick Is Coming for Online Advertising - The Wall Street Journal
A Downtick Is Coming for Online Advertising  The Wall Street Journal

Federal Trade Commission accuses Intuit of deceptively advertising TurboTax as free - NPR
Federal Trade Commission accuses Intuit of deceptively advertising TurboTax as free  NPR

How CTV Advertising Can Bypass Digital Media's Awkward Teenage Years - Adweek
How CTV Advertising Can Bypass Digital Media's Awkward Teenage Years  Adweek

What advertisers need to focus on as they prepare for the metaverse - VentureBeat
What advertisers need to focus on as they prepare for the metaverse  VentureBeat

History Is Repeating Itself in the Current Digital Advertising Landscape - Adweek
History Is Repeating Itself in the Current Digital Advertising Landscape  Adweek

Walgreens Advertising Group Announces Launch of Self-Serve Programmatic and Clean-Room Solutions - Walgreens Newsroom
Walgreens Advertising Group Announces Launch of Self-Serve Programmatic and Clean-Room Solutions  Walgreens Newsroom

The truth in political advertising: 'You're allowed to lie' - NPR
The truth in political advertising: 'You're allowed to lie'  NPR

6 Keys to Post-Pandemic Out-of-Home Advertising Success - Entrepreneur
6 Keys to Post-Pandemic Out-of-Home Advertising Success  Entrepreneur

Atlanta's 25 Largest Advertising and Marketing Firms - Atlanta Business Chronicle - The Business Journals
Atlanta's 25 Largest Advertising and Marketing Firms - Atlanta Business Chronicle  The Business Journals

Microsoft to acquire Xandr to accelerate delivery of digital advertising and retail media solutions - Microsoft
Microsoft to acquire Xandr to accelerate delivery of digital advertising and retail media solutions  Microsoft

Google suspends all advertising in Russia - CNBC
Google suspends all advertising in Russia  CNBC

Disney+ to Introduce an Ad-Supported Subscription Offering in Late 2022 - The Walt Disney Company
Disney+ to Introduce an Ad-Supported Subscription Offering in Late 2022  The Walt Disney Company

Netflix CFO has no plans for advertising but 'never say never' - Reuters.com
Netflix CFO has no plans for advertising but 'never say never'  Reuters.com

Facebook is the big loser of the fourth quarter's advertising wars - CNBC
Facebook is the big loser of the fourth quarter's advertising wars  CNBC

Is Momentum Shifting Toward a Ban on Behavioral Advertising? – The Markup - The Markup
Is Momentum Shifting Toward a Ban on Behavioral Advertising? – The Markup  The Markup

Facebook's $10 Billion Advertising Exodus - The Journal. - WSJ Podcasts - The Wall Street Journal
Facebook's $10 Billion Advertising Exodus - The Journal. - WSJ Podcasts  The Wall Street Journal

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Biden Puts Surveillance Advertising on Notice  WIRED

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How supply chain issues and inflation have started to reshape advertising  Marketplace

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Marketing Briefing: 'Skipping steps': Why advertisers may reconsider responsive, real time advertising post Peloton ad  Digiday

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This Often-Overlooked Strategy Is Actually an Advertising Breakthrough — and It's Here to Stay  Entrepreneur

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Spain moves to rein in crypto-asset advertising  Reuters.com

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Advertising Acts as Another Vehicle of Protest to Ukraine War  The New York Times

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Are advertisers going to infiltrate our dreams?  The Hustle

Top Biden strategists launch new advertising firm - POLITICO
Top Biden strategists launch new advertising firm  POLITICO

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