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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 Sun. February / 09 / 2025

Super Bowl commercials rely on comedy and nostalgia to avoid potential missteps - The Associated Press
  1. Super Bowl commercials rely on comedy and nostalgia to avoid potential missteps  The Associated Press
  2. Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future  Reuters
  3. 5 Super Bowl commercials that deserve places in the advertising hall of shame  The Conversation
  4. How much do 2025 Super Bowl commercials cost? Here's the price tag on ads this year.  CBS News
  5. For first-time advertisers, Super Bowl ads take a stellar idea, lots of money … and real guts  Sports Business Journal

Does TV food advertising lead to obesity in children? Why some say Canada's rules are too lax — and are hurting our kids - Toronto Star
Does TV food advertising lead to obesity in children? Why some say Canada's rules are too lax — and are hurting our kids  Toronto Star

Nike Returns to Super Bowl Advertising To Revive Sales After 27-Year Gap - Benzinga
Nike Returns to Super Bowl Advertising To Revive Sales After 27-Year Gap  Benzinga

Can World Cup 2026 match the advertising might of the Super Bowl? - The Athletic - The Athletic
Can World Cup 2026 match the advertising might of the Super Bowl? - The Athletic  The Athletic

Amazon's advertising business grew 18% in the fourth quarter - CNBC
Amazon's advertising business grew 18% in the fourth quarter  CNBC

Advertising Isn’t A Major Growth Driver For Top News Publishers - AdExchanger
Advertising Isn’t A Major Growth Driver For Top News Publishers  AdExchanger

The shocking figure that Patrick Mahomes earns from Super Bowl advertising - Marca English
The shocking figure that Patrick Mahomes earns from Super Bowl advertising  Marca English

Families buy more sugary cereal if advertising targets kids, not adults - NPR
Families buy more sugary cereal if advertising targets kids, not adults  NPR

The NEWSMakers Podcast: Google Advertising - ACHR NEWS
The NEWSMakers Podcast: Google Advertising  ACHR NEWS

Valve ban advertising-based business models on Steam, no forced adverts like in mobile games - GamingOnLinux
Valve ban advertising-based business models on Steam, no forced adverts like in mobile games  GamingOnLinux

The Conversation: Five Super Bowl Commercials That Deserve Places in the Advertising Hall of Shame - University of Tennessee, Knoxville - News
The Conversation: Five Super Bowl Commercials That Deserve Places in the Advertising Hall of Shame  University of Tennessee, Knoxville - News

Carl’s Jr. Returns to Racy Advertising Years After It Abandoned ‘Bikinis and Burgers’ - The Wall Street Journal
Carl’s Jr. Returns to Racy Advertising Years After It Abandoned ‘Bikinis and Burgers’  The Wall Street Journal

OpenAI To Make Super Bowl Advertising Debut With First-Ever TV Commercial - NewsX
OpenAI To Make Super Bowl Advertising Debut With First-Ever TV Commercial  NewsX

Amazon Advertising Raked In $17 Billion During Q4, And It’s Still Speeding Up - AdExchanger
Amazon Advertising Raked In $17 Billion During Q4, And It’s Still Speeding Up  AdExchanger

Super Bowl LVIII, Cannabis, and the NFL: Why Cannabis Brands Like Silly Nice Can’t Advertise—And Why That’s Wack - stupidDOPE.com
Super Bowl LVIII, Cannabis, and the NFL: Why Cannabis Brands Like Silly Nice Can’t Advertise—And Why That’s Wack  stupidDOPE.com

Starbucks says ‘Hello Again’ by advertising around the Super Bowl - Marketing Dive
Starbucks says ‘Hello Again’ by advertising around the Super Bowl  Marketing Dive

Major U.S. Crypto Companies to Miss Advertising at Super Bowl LIX - Blockchain.News
Major U.S. Crypto Companies to Miss Advertising at Super Bowl LIX  Blockchain.News

SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads - SIU News
SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads  SIU News

Gordon Jones from Comscore: Developing pilot program to unify advertising ratings for TV and OTT - PRODU
Gordon Jones from Comscore: Developing pilot program to unify advertising ratings for TV and OTT  PRODU

Amazon’s bet on Prime Video ads pays off as advertiser pool widens - Marketing Dive
Amazon’s bet on Prime Video ads pays off as advertiser pool widens  Marketing Dive

Mascot embrace, celeb overload and metatextual advertising: Trends dominating this year’s Super Bowl ads - Digiday
Mascot embrace, celeb overload and metatextual advertising: Trends dominating this year’s Super Bowl ads  Digiday

Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future By Reuters - Investing.com
Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future By Reuters  Investing.com

Super Bowl advertising costs revealed including the staggering fee for 30-second advert - SPORTbible
Super Bowl advertising costs revealed including the staggering fee for 30-second advert  SPORTbible

Super Bowl 2025: Three-Peat on the line and expectations for audience and advertising investment records - Entreprenerd
Super Bowl 2025: Three-Peat on the line and expectations for audience and advertising investment records  Entreprenerd

Who Will Be Advertising In Super Bowl LIX? Here’s A Partial List - Forbes
Who Will Be Advertising In Super Bowl LIX? Here’s A Partial List  Forbes

Controversial industry has 3 Super Bowl commercials this year - TheStreet
Controversial industry has 3 Super Bowl commercials this year  TheStreet

New+Orleans-based+advertising+agency+rebrands+after+27+years - New Orleans CityBusiness
New+Orleans-based+advertising+agency+rebrands+after+27+years  New Orleans CityBusiness

Super Bowl: Which brands spend the most on advertising? - Revista Merca2.0
Super Bowl: Which brands spend the most on advertising?  Revista Merca2.0

Delaware's Carvertise to bring new advertising experience to Super Bowl - Delaware Business Times
Delaware's Carvertise to bring new advertising experience to Super Bowl  Delaware Business Times

Advertising Startup StackAdapt Snags Massive $235M Round - Crunchbase News
Advertising Startup StackAdapt Snags Massive $235M Round  Crunchbase News

How Apple’s ‘1984’ Super Bowl commercial changed advertising forever - CNN
How Apple’s ‘1984’ Super Bowl commercial changed advertising forever  CNN

6 B2B paid media platforms where you can advertise effectively - MarTech
6 B2B paid media platforms where you can advertise effectively  MarTech

Another View: Senator calls for Big Pharma to disclose prices on drug advertisements - Marin Independent Journal
Another View: Senator calls for Big Pharma to disclose prices on drug advertisements  Marin Independent Journal

Retail media networks are becoming a bigger part of the Super Bowl advertising puzzle - Modern Retail
Retail media networks are becoming a bigger part of the Super Bowl advertising puzzle  Modern Retail

Snap beats profit estimates on advertising platform strength - Reuters
Snap beats profit estimates on advertising platform strength  Reuters

Looking to expand your online presence? Glenside Local can help you advertise - Glenside Local
Looking to expand your online presence? Glenside Local can help you advertise  Glenside Local

Education Workers Launch New Videos, $1.4 Million Advertising Campaign - Business Wire
Education Workers Launch New Videos, $1.4 Million Advertising Campaign  Business Wire

Astronomers seek global ban on space advertising - SpaceNews
Astronomers seek global ban on space advertising  SpaceNews

Amazon Advertising Revenue Surges to $17.3B as ‘Thursday Night Football’ Sets Streaming Records - Hollywood Reporter
Amazon Advertising Revenue Surges to $17.3B as ‘Thursday Night Football’ Sets Streaming Records  Hollywood Reporter

2024 truth-in-advertising roundup: Notable takeaways for the year ahead - SupplySide Supplement Journal
2024 truth-in-advertising roundup: Notable takeaways for the year ahead  SupplySide Supplement Journal

Disney's Andrew Messina on Creating Unforgettable Brand Moments - Adweek
Disney's Andrew Messina on Creating Unforgettable Brand Moments  Adweek

Fox’s final offer to advertisers: $500K for a :15 ad during the Super Bowl — on Tubi - Digiday
Fox’s final offer to advertisers: $500K for a :15 ad during the Super Bowl — on Tubi  Digiday

Arthur Sadoun on Publicis Groupe becoming advertising’s biggest holding company (for now) - The Drum
Arthur Sadoun on Publicis Groupe becoming advertising’s biggest holding company (for now)  The Drum

North Allegheny senior heads to state championships for advertising design competition - TribLIVE.com
North Allegheny senior heads to state championships for advertising design competition  TribLIVE.com

OpenAI to debut first Super Bowl ad, joining rivals Google and Meta in AI advertising race - WION
OpenAI to debut first Super Bowl ad, joining rivals Google and Meta in AI advertising race  WION

Scott Pressures FCC to Prevent TEMU And Other Chinese Companies From Advertising During the Super Bowl - The Floridian
Scott Pressures FCC to Prevent TEMU And Other Chinese Companies From Advertising During the Super Bowl  The Floridian

FTC Closes Two "Made In USA" Inquiries - Advertising, Marketing & Branding - United States - Mondaq News Alerts
FTC Closes Two "Made In USA" Inquiries - Advertising, Marketing & Branding - United States  Mondaq News Alerts

As FCC Chairman Announces an Investigation into Alleged PBS and NPR Advertising, a Look at the Underwriting Requirements for All Noncommercial Broadcast Stations - Broadcast Law Blog
As FCC Chairman Announces an Investigation into Alleged PBS and NPR Advertising, a Look at the Underwriting Requirements for All Noncommercial Broadcast Stations  Broadcast Law Blog

Breaking into the big game: Tips for first-time Super Bowl advertisers - Marketing Dive
Breaking into the big game: Tips for first-time Super Bowl advertisers  Marketing Dive

Does the Super Bowl offer enough bang for its hefty advertising buck? - The Hustle
Does the Super Bowl offer enough bang for its hefty advertising buck?  The Hustle

Carl’s Jr. Returns To Racy Advertising Years After It Abandoned ‘Bikinis And Burgers’ - TV News Check
Carl’s Jr. Returns To Racy Advertising Years After It Abandoned ‘Bikinis And Burgers’  TV News Check

50 Brands Will Advertise At Super Bowl 2025: Here’s The Full Commercial Lineup - Forbes
50 Brands Will Advertise At Super Bowl 2025: Here’s The Full Commercial Lineup  Forbes

Schibsted ASA (SBSNF) Q4 2024 Earnings Call Highlights: Revenue Growth Amid Advertising Challenges - Yahoo Finance
Schibsted ASA (SBSNF) Q4 2024 Earnings Call Highlights: Revenue Growth Amid Advertising Challenges  Yahoo Finance

Elon Musk's X sues Lego, Shell, more companies over advertising 'boycott' from platform - USA TODAY
Elon Musk's X sues Lego, Shell, more companies over advertising 'boycott' from platform  USA TODAY

Flyers advertising far-right Proud Boys group found in driveways in Coventry - WLNE-TV (ABC6)
Flyers advertising far-right Proud Boys group found in driveways in Coventry  WLNE-TV (ABC6)

Elon Musk's X accuses brand giants like Tyson Foods of participating in advertising boycott - KFSM 5Newsonline
Elon Musk's X accuses brand giants like Tyson Foods of participating in advertising boycott  KFSM 5Newsonline

City of Newton Advertising For Manager of New Clubhouse at City Golf Course - KNIA KRLS Radio
City of Newton Advertising For Manager of New Clubhouse at City Golf Course  KNIA KRLS Radio

Puppy Bowl is the Super Bowl for some advertisers - Quartz
Puppy Bowl is the Super Bowl for some advertisers  Quartz

Samsung and Cielo Partner to Redefine Retail Advertising with AI-Powered Digital Signage Technology - rAVe [PUBS]
Samsung and Cielo Partner to Redefine Retail Advertising with AI-Powered Digital Signage Technology  rAVe [PUBS]

Netflix’s next phase of advertising growth hinges on in-house ad tech - Marketing Dive
Netflix’s next phase of advertising growth hinges on in-house ad tech  Marketing Dive

Warner Bros. Discovery Names New U.S. Advertising Sales Chiefs - Hollywood Reporter
Warner Bros. Discovery Names New U.S. Advertising Sales Chiefs  Hollywood Reporter

From Dad Energy to Pickleball Hustlers and AI, Super Bowl Advertising Promises Entertainment - Inc.
From Dad Energy to Pickleball Hustlers and AI, Super Bowl Advertising Promises Entertainment  Inc.

Snap beats profit estimates on advertising platform strength - Yahoo Finance
Snap beats profit estimates on advertising platform strength  Yahoo Finance

Is Gambling Advertising Restriction The Optimal Solution Or A Conflict Starter? - Washington City Paper
Is Gambling Advertising Restriction The Optimal Solution Or A Conflict Starter?  Washington City Paper

The road ahead for advertising’s new big two – Publicis and Omnicom – in 2025 - The Drum
The road ahead for advertising’s new big two – Publicis and Omnicom – in 2025  The Drum

Magnite to help boost advertising on Musk's X - report (MGNI:NASDAQ) - Seeking Alpha
Magnite to help boost advertising on Musk's X - report (MGNI:NASDAQ)  Seeking Alpha

Elon Musk's X sues Lego, Nestlé and more brands, accusing them of advertising boycott - NPR
Elon Musk's X sues Lego, Nestlé and more brands, accusing them of advertising boycott  NPR

Super Bowl Food Fight: Glut of Grocery Commercials Will Push Viewers to Eat, Eat, Eat - Variety
Super Bowl Food Fight: Glut of Grocery Commercials Will Push Viewers to Eat, Eat, Eat  Variety

SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads - The Southern
SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads  The Southern

Interactive artificial intelligence in advertising - WGN Radio - Chicago
Interactive artificial intelligence in advertising  WGN Radio - Chicago

Marketing Briefing: Why marketers are taking a 'lighter approach' to Super Bowl advertising this year - Digiday
Marketing Briefing: Why marketers are taking a 'lighter approach' to Super Bowl advertising this year  Digiday

Elon Musk's X has signed up a new adtech partner as it looks to bring on more advertisers - Business Insider
Elon Musk's X has signed up a new adtech partner as it looks to bring on more advertisers  Business Insider

Meta’s AI tools attract more advertisers as tech enters ‘defining’ year - Marketing Dive
Meta’s AI tools attract more advertisers as tech enters ‘defining’ year  Marketing Dive

Snapchat Hits 453M Daily Active Users As Advertising Revenue Grows - Hollywood Reporter
Snapchat Hits 453M Daily Active Users As Advertising Revenue Grows  Hollywood Reporter

Your View: The power of brand advertising goes beyond increasing sales - The Morning Call
Your View: The power of brand advertising goes beyond increasing sales  The Morning Call

Now Streaming: Disney reports Q1 DTC advertising revenue down 2% - TipRanks
Now Streaming: Disney reports Q1 DTC advertising revenue down 2%  TipRanks

InspiRAYtion Twenty - pearls before swine - Storyboard18
InspiRAYtion Twenty - pearls before swine  Storyboard18

YouTube Advertising Revenues Surge Past $10.5B in Latest Quarter - Hollywood Reporter
YouTube Advertising Revenues Surge Past $10.5B in Latest Quarter  Hollywood Reporter

Pluto TV signed with programmatic advertising partners - PRODU
Pluto TV signed with programmatic advertising partners  PRODU

Aliens, sloths and silliness: Super Bowl ads offer laughs, celebs and surprises to win over viewers - The Associated Press
Aliens, sloths and silliness: Super Bowl ads offer laughs, celebs and surprises to win over viewers  The Associated Press

Sports Media Inc. Introduces New Advertising Tools to Empower Brands for Sporting Events - EIN News
Sports Media Inc. Introduces New Advertising Tools to Empower Brands for Sporting Events  EIN News

The Super Bowl ad recipe for politically charged 2025: humor, nostalgia, and a generous helping of A-list celebrities - Business Insider
The Super Bowl ad recipe for politically charged 2025: humor, nostalgia, and a generous helping of A-list celebrities  Business Insider

How Going to Commercial During the Super Bowl Works - The New York Times
How Going to Commercial During the Super Bowl Works  The New York Times

Instacart Super Bowl Commercial Bets On Advertising's Toughest Celebrities: Madison Ave. Mascots - MSN
Instacart Super Bowl Commercial Bets On Advertising's Toughest Celebrities: Madison Ave. Mascots  MSN

Watch: Kiwi creative behind Super Bowl ad featuring iconic US advertising characters - New Zealand Herald
Watch: Kiwi creative behind Super Bowl ad featuring iconic US advertising characters  New Zealand Herald

Egyptian Outdoor Signs MoU with Stand By to Strengthen Leadership and Expand Presence in Egypt’s Outdoor Advertising Market - Egypt Today
Egyptian Outdoor Signs MoU with Stand By to Strengthen Leadership and Expand Presence in Egypt’s Outdoor Advertising Market  Egypt Today

DailyMotion Revolutionizes Digital Advertising with AI-Powered Predictive Targeting - PRODU
DailyMotion Revolutionizes Digital Advertising with AI-Powered Predictive Targeting  PRODU

Elon Musk's X is suing more advertisers over ad 'boycott' - Business Insider
Elon Musk's X is suing more advertisers over ad 'boycott'  Business Insider

StackAdapt secures $235M to redefine advertising with AI and automation - Tech Funding News
StackAdapt secures $235M to redefine advertising with AI and automation  Tech Funding News

ADVERTISEMENT FOR BIDS Grand Rapids - Mesabi Tribune
ADVERTISEMENT FOR BIDS Grand Rapids  Mesabi Tribune

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Custom Cadillac Ice Cream Hauler Is Just Part Of Häagen-Dazs' Super Bowl Advertising  TopSpeed

X Adds Nestlé, Lego, Shell, and Others to Advertising 'Boycott' Lawsuit - Adweek
X Adds Nestlé, Lego, Shell, and Others to Advertising 'Boycott' Lawsuit  Adweek

Famous Faces, First-Time Advertisers Among This Year’s Super Bowl Ads - Arkansas Money & Politics
Famous Faces, First-Time Advertisers Among This Year’s Super Bowl Ads  Arkansas Money & Politics

Exclusive | Amazon Raises Its Ad Spending on Elon Musk’s X, in Major Reversal - The Wall Street Journal
Exclusive | Amazon Raises Its Ad Spending on Elon Musk’s X, in Major Reversal  The Wall Street Journal

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Want to watch Super Bowl 2025 commercials early? These ads are already live.  CBS News

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Amazon Advertising Revenue Surges to $17.3B as ‘Thursday Night Football' Sets Streaming Records  MSN

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