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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. December / 06 / 2023

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies - Investopedia
How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies  Investopedia

Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping. - Barron's
Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping.  Barron's

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

Could X go bankrupt under Elon Musk? - BBC.com
Could X go bankrupt under Elon Musk?  BBC.com

Spanish newspaper association files multimillion-euro suit against Meta over advertising practices - The Associated Press
Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  The Associated Press

Roundup: Pickleball first / Advertising downturn / AI rules - Greater Baton Rouge Business Report
Roundup: Pickleball first / Advertising downturn / AI rules  Greater Baton Rouge Business Report

Advertising with Austin Monthly - Austin Monthly
Advertising with Austin Monthly  Austin Monthly

Global Advertising Agency To Relocate New York Office - CoStar Group
Global Advertising Agency To Relocate New York Office  CoStar Group

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

CSL Plasma awarded $5M judgment against Boca Raton advertising agency - South Florida Business Journal - The Business Journals
CSL Plasma awarded $5M judgment against Boca Raton advertising agency - South Florida Business Journal  The Business Journals

Stay ADvised: Brand Protection & Advertising Law News - December 2023 - JD Supra
Stay ADvised: Brand Protection & Advertising Law News - December 2023  JD Supra

Spanish News Media Group Sues Meta for €550 Million over Advertising Foul Play - VideoWeek
Spanish News Media Group Sues Meta for €550 Million over Advertising Foul Play  VideoWeek

DIRECTV Advertising Partners with FourthWall to Revolutionize Cross-Screen, Data-Driven Targeting with Precision ... - Yahoo Finance
DIRECTV Advertising Partners with FourthWall to Revolutionize Cross-Screen, Data-Driven Targeting with Precision ...  Yahoo Finance

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

Microsoft Advertising Partners With Baidu Global For Chat Ads API - Search Engine Journal
Microsoft Advertising Partners With Baidu Global For Chat Ads API  Search Engine Journal

Hyperlocology and Do it Best Partner to Transform Local Advertising and Co-op Marketing - PR Newswire
Hyperlocology and Do it Best Partner to Transform Local Advertising and Co-op Marketing  PR Newswire

Kentucky Statewide classified Advertising - The Falmouth Outlook
Kentucky Statewide classified Advertising  The Falmouth Outlook

The Top Five Advertising Trends in 2024 - MediaVillage
The Top Five Advertising Trends in 2024  MediaVillage

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

Walmart Stops Ads on X, Joining the Advertising Exit - The Wall Street Journal
Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

Klika Tech Achieves New AWS Advertising and Marketing Technology Competency - PR Newswire
Klika Tech Achieves New AWS Advertising and Marketing Technology Competency  PR Newswire

KEVANI Unveils South Bay Pairing: A 7,000 Sq Ft Advertising Display Situated on Two Major California Freeways - Yahoo Finance
KEVANI Unveils South Bay Pairing: A 7,000 Sq Ft Advertising Display Situated on Two Major California Freeways  Yahoo Finance

To Redesign or Not: What's Best for Your Advertising Growth? with Robert Brill - Legal Talk Network
To Redesign or Not: What's Best for Your Advertising Growth? with Robert Brill  Legal Talk Network

As Advertisers Flee X, Threads Quietly Makes a Comeback - Tech.co
As Advertisers Flee X, Threads Quietly Makes a Comeback  Tech.co

Balkan study finds global brands spend billions advertising on misinformation sites - EURACTIV
Balkan study finds global brands spend billions advertising on misinformation sites  EURACTIV

Walmart joins growing list of companies to suspend advertising on Elon Musk's X - Business Insider
Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

Sask. Opposition questions $238K government advertising spending at COP28 - Yahoo News Canada
Sask. Opposition questions $238K government advertising spending at COP28  Yahoo News Canada

Fake website imitating online retailer, advertising deeply discounted items - wmar2news.com
Fake website imitating online retailer, advertising deeply discounted items  wmar2news.com

Advertisers Say They Do Not Plan to Return to X After Musk's Comments - The New York Times
Advertisers Say They Do Not Plan to Return to X After Musk's Comments  The New York Times

Avianca advertising up to 85% off flights, but beware - Frequent Miler
Avianca advertising up to 85% off flights, but beware  Frequent Miler

Paris Hilton’s Feud With Elon Musk Over Advertising on X - Reality Tea
Paris Hilton’s Feud With Elon Musk Over Advertising on X  Reality Tea

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

Should You Buy Direct Digital Holdings Inc (DRCT) in Advertising Agencies Industry? - InvestorsObserver
Should You Buy Direct Digital Holdings Inc (DRCT) in Advertising Agencies Industry?  InvestorsObserver

Podcast Companies Begin to Advertise Like Hollywood Studios - The Wall Street Journal
Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

Native Advertising Examples: 5 of the Best (and Worst) - WordStream
Native Advertising Examples: 5 of the Best (and Worst)  WordStream

Netflix faces ad buyers and pledges to ‘set a new standard’ - The Media Leader
Netflix faces ad buyers and pledges to ‘set a new standard’  The Media Leader

First Member Driven Direct-to-Consumer Advertising Co-Op for Cannabis Announces 'TLC with Your THC' Fall ... - PR Newswire
First Member Driven Direct-to-Consumer Advertising Co-Op for Cannabis Announces 'TLC with Your THC' Fall ...  PR Newswire

Streaming Video No Longer an Existential Threat to Linear or Pay-TV, Says Omdia Analyst: ‘Perversely, Advertising Keeps Creeping Into TV’ - Variety
Streaming Video No Longer an Existential Threat to Linear or Pay-TV, Says Omdia Analyst: ‘Perversely, Advertising Keeps Creeping Into TV’  Variety

In 2024, 'Buy Local' Takes on New Urgency For CTV Advertisers - MediaVillage
In 2024, 'Buy Local' Takes on New Urgency For CTV Advertisers  MediaVillage

Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing - The Intercept
Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing  The Intercept

Walmart is the latest advertiser to pull ads from Elon Musk’s X - CNN
Walmart is the latest advertiser to pull ads from Elon Musk’s X  CNN

Walmart stops advertising on X, adding to growing list of companies - Fox Business
Walmart stops advertising on X, adding to growing list of companies  Fox Business

Explore Future Trends In Advertising! | by World As One 4PEACE | data-driven fiction | Dec, 2023 - Medium
Explore Future Trends In Advertising! | by World As One 4PEACE | data-driven fiction | Dec, 2023  Medium

Musk Courts SMBs, After Telling Big Advertisers 'F*ck You' 12/04/2023 - MediaPost Communications
Musk Courts SMBs, After Telling Big Advertisers 'F*ck You' 12/04/2023  MediaPost Communications

After Musk tirade, X faces prospect of more advertisers fleeing - Reuters
After Musk tirade, X faces prospect of more advertisers fleeing  Reuters

DeSantis campaign blames its own super PAC for leaks, bad TV advertising - POLITICO
DeSantis campaign blames its own super PAC for leaks, bad TV advertising  POLITICO

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

Biden, allies set off-year advertising record for incumbent president - NBC News
Biden, allies set off-year advertising record for incumbent president  NBC News

Constructed Familiarity within the Lonely World of Internet: Personalized Advertisement - Medium
Constructed Familiarity within the Lonely World of Internet: Personalized Advertisement  Medium

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

Brightline debuts new suite with interactive ad formats - StreamTV Insider
Brightline debuts new suite with interactive ad formats  StreamTV Insider

Why Tom Waits hates advertising firms: “Painful and humiliating” - Far Out Magazine
Why Tom Waits hates advertising firms: “Painful and humiliating”  Far Out Magazine

X ramps up new advertising strategy following Elon Musk's tirade - Financial Times
X ramps up new advertising strategy following Elon Musk's tirade  Financial Times

Spanish newspaper association files multimillion-euro suit against Meta over advertising practices - ABC News
Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  ABC News

Walmart (WMT) Has Stopped Advertising on Elon Musk's X - Bloomberg
Walmart (WMT) Has Stopped Advertising on Elon Musk's X  Bloomberg

The Fallout From Musk's Profanity-Laden Attack on Advertisers Isn't Over - The New York Times
The Fallout From Musk's Profanity-Laden Attack on Advertisers Isn't Over  The New York Times

Elon Musk's X is targeting smaller businesses for advertising revenue - MarketWatch
Elon Musk's X is targeting smaller businesses for advertising revenue  MarketWatch

BBB highlights advertising scams in the Midwest - KNSS
BBB highlights advertising scams in the Midwest  KNSS

Elon Musk pans Paris Hilton's advertising campaign on X after boycott - Business Insider
Elon Musk pans Paris Hilton's advertising campaign on X after boycott  Business Insider

Javier Campopiano, Industry Innovator and McCann Worldgroup CCO, Appointed Executive Jury President for NYF's ... - SHOOT Online
Javier Campopiano, Industry Innovator and McCann Worldgroup CCO, Appointed Executive Jury President for NYF's ...  SHOOT Online

Walmart joins the growing list of big companies pulling their ads from Elon Musk’s X after his endorsement of an antisemitic post - Fortune
Walmart joins the growing list of big companies pulling their ads from Elon Musk’s X after his endorsement of an antisemitic post  Fortune

Walmart says it’s no longer advertising on X - Engadget
Walmart says it’s no longer advertising on X  Engadget

Elon Musk Tells Advertisers Boycotting X to 'Go F-ck Yourself' - TIME
Elon Musk Tells Advertisers Boycotting X to 'Go F-ck Yourself'  TIME

Elon Musk apologizes for antisemitic tweet but crudely attacks advertisers - ABC News
Elon Musk apologizes for antisemitic tweet but crudely attacks advertisers  ABC News

X says it will chase SMB ad dollars after Musk’s ‘go f*** yourself’ comments to fleeing advertisers - TechCrunch
X says it will chase SMB ad dollars after Musk’s ‘go f*** yourself’ comments to fleeing advertisers  TechCrunch

X says Walmart pulled ads in October, weeks before Media Matters hate speech report and Musk rant - The Associated Press
X says Walmart pulled ads in October, weeks before Media Matters hate speech report and Musk rant  The Associated Press

Walmart latest big advertiser to drop Musk's X amid widening concerns over hate speech, reach - CBS San Francisco
Walmart latest big advertiser to drop Musk's X amid widening concerns over hate speech, reach  CBS San Francisco

What is the controversy about Walmart pulling their advertising from X? - AS USA
What is the controversy about Walmart pulling their advertising from X?  AS USA

Elon Musk curses out advertisers who left X over antisemitic content - Reuters
Elon Musk curses out advertisers who left X over antisemitic content  Reuters

True Convergence: How Best Practices Translate from Digital to CTV and Linear - TV Technology
True Convergence: How Best Practices Translate from Digital to CTV and Linear  TV Technology

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U.S. Advertising Revenue Forecast Raised for This Year and Next, But With a Big Caveat  Hollywood Reporter

VIIRL Marketing Awarded Yelp's Advertising Partner of the Year! - InvestorsObserver
VIIRL Marketing Awarded Yelp's Advertising Partner of the Year!  InvestorsObserver

Elon Musk Uses 'F' Word for Advertisers Boycotting Platform - The Wall Street Journal
Elon Musk Uses 'F' Word for Advertisers Boycotting Platform  The Wall Street Journal

X struggling to win advertisers back after Elon Musk’s profane outburst - The Guardian
X struggling to win advertisers back after Elon Musk’s profane outburst  The Guardian

The Most and Least Valuable Social Media Advertising - Statista
The Most and Least Valuable Social Media Advertising  Statista

Elon Musk says advertiser boycott at X could "kill the company" - CBS News
Elon Musk says advertiser boycott at X could "kill the company"  CBS News

Seven unveils new advanced advertising team – Campaign Brief WA - Campaign Brief WA
Seven unveils new advanced advertising team – Campaign Brief WA  Campaign Brief WA

Elon Musk uses f-word for advertisers who left X over antisemitism - The Washington Post
Elon Musk uses f-word for advertisers who left X over antisemitism  The Washington Post

Elon Musk Tells Companies Who Want to 'Blackmail' Him: 'Go F--- Yourself' - PEOPLE
Elon Musk Tells Companies Who Want to 'Blackmail' Him: 'Go F--- Yourself'  PEOPLE

Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025” - Hollywood Reporter
Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025”  Hollywood Reporter

Elon Musk to advertisers boycotting X: "Go f**k yourself" - Axios
Elon Musk to advertisers boycotting X: "Go f**k yourself"  Axios

Walmart stops advertising on X, becoming latest company to do so - Ad Age
Walmart stops advertising on X, becoming latest company to do so  Ad Age

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

Elon Musk apologizes for antisemitic tweet but tells advertisers ‘go f**k yourself’ - CNN
Elon Musk apologizes for antisemitic tweet but tells advertisers ‘go f**k yourself’  CNN

Musk uses expletive to tell audience he doesn't care about advertisers that fled X over hate speech - The Associated Press
Musk uses expletive to tell audience he doesn't care about advertisers that fled X over hate speech  The Associated Press

Why did Walmart suspend all advertising with X? What other companies have pulled their ads from Twitter? - AS USA
Why did Walmart suspend all advertising with X? What other companies have pulled their ads from Twitter?  AS USA

Elon Musk unleashed a wild tirade against Disney and other advertisers he accused of blackmailing X: ‘go F-CK yourself’ - Fortune
Elon Musk unleashed a wild tirade against Disney and other advertisers he accused of blackmailing X: ‘go F-CK yourself’  Fortune

Accountancy outsourcers settle advertising dispute - Accountancy Daily
Accountancy outsourcers settle advertising dispute  Accountancy Daily

Elon Musk Uses a Crude Insult to Slam Advertisers for Pulling Back From X. - The New York Times
Elon Musk Uses a Crude Insult to Slam Advertisers for Pulling Back From X.  The New York Times

Elon Musk Just Told Advertisers, 'Go Fuck Yourself' - WIRED
Elon Musk Just Told Advertisers, 'Go Fuck Yourself'  WIRED

TVNZ Enhances Personalized Advertising While Protecting Viewer Data and Privacy With AWS Clean Rooms - Amazon Press Release
TVNZ Enhances Personalized Advertising While Protecting Viewer Data and Privacy With AWS Clean Rooms  Amazon Press Release

Elon Musk Says Advertisers That Have Left X Shouldn’t Come Back - Forbes
Elon Musk Says Advertisers That Have Left X Shouldn’t Come Back  Forbes

Elon Musk interview: X owner lashes out at advertisers leaving - USA TODAY
Elon Musk interview: X owner lashes out at advertisers leaving  USA TODAY

The Washington Post Will Pause Its Advertising on X - Washingtonian
The Washington Post Will Pause Its Advertising on X  Washingtonian

Musk lashes out at advertisers leaving X over hate speech - PBS NewsHour
Musk lashes out at advertisers leaving X over hate speech  PBS NewsHour

Elon Musk's tells advertisers fleeing X “Go f— yourself” - San Francisco Chronicle
Elon Musk's tells advertisers fleeing X “Go f— yourself”  San Francisco Chronicle

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