The best of Super Bowl commercials 2012
By Caroline Weller
Football is unarguably one of America’s most notable pastimes. People all over the country tuned in on Sunday to watch the Patriots and Giants battle it out for the prestigious win at the Super Bowl (Congratulations Giants!). However, there are some of you out there, myself included, that really only watch the Super Bowl for one thing – the commercials.
The Super Bowl is a prime time for advertisers to spread word of their newest products and promotions because so many people are watching. I spoke with High Point University’s own Professor Richard Hargrove to gain some insight on marketing during the big game. He shared, “[The Super Bowl is] the one instance in television viewing where the advertisements are just as important as the game to some people.”
Professor Hargrove also explained which companies are looking to market during the expensive timeslots. During the game, typically beer and cars are the major products being promoted. However, certain businesses can benefit according to what cultural and socioeconomic factors are prominent at the time. For instance, more employment agencies have advertised during the Super Bowl in the past few years. Hargrove states, “Obviously in a down economy when people are looking for jobs, that can apply to anyone who’s watching.”
I’d say a major factor that differentiates Super Bowl ads from regular old commercials is that the majority of them are hilarious. But why do companies make the ads so funny? Hargrove answers, “It wouldn’t make a lot of sense for Budweiser to come on and start telling you about their ingredients and what a good deal you could get. What they want to do is make you laugh because if it’s a low-involvement product, then it’s better to get you involved in enjoying the ad and that will rub off on the brand. The idea is to get you in a happy mood, have a good feeling about the ad, and that will transfer into a good feeling about the brand.”
Now that we understand some of the background information regarding Super Bowl ads, I’ll share with you my top favorite commercials from the 2012 Super Bowl.
1. Audi Vampire Party – The moment I saw the fangs, I was not thrilled. I figured, “Oh great… another Twilight spoof.” But when the driver parked his car and the vampires began to be annihilated by the headlights, it felt good. Perhaps my pleasure was due to the resentment of being bombarded with images of the Cullen clan for the past several years. Finally, real vampires that don’t merely glitter in the light: they explode.
2. E-Trade Fatherhood– E-Trade gets me every year. They have found a goldmine in their hilarious talking baby. I don’t know if it’s the dorky voice they sync to it, or the overly dramatic gestures they somehow manage to make the baby do, but E-Trade will forever be a winner in my book. The other kid hanging out in the maternity ward trying to “speed date” from crib to crib may or may not have been my favorite part of the entire Super Bowl.
3. Skechers- Mr. Quigley Dog Race– Normally dogs wearing people clothes freak me out, but I guess I can make an exception for dogs wearing shoes because Mr. Quigley was rocking those kicks. The little guy came out of nowhere mid-race to take first place, even leaving enough time to moonwalk backwards through the finish line. I guess I’ve always had a heart for the underdogs. Pun intended.
4. Doritos Baby Slingshot– I think I like this ad so much because of the justice that is served to the older sibling who is taunting the poor baby and grandmother. What an exemplary act of teamwork when Granny launches the baby via slingshot right into the tree house to retrieve the coveted Doritos. Just remind me to never let Grandma babysit again.
5. Chevy Camaro Graduation– Sometimes we all see what we want to see. But it’s really unfortunate when you’re seeing a brand new Camaro convertible instead of that lame mini-fridge your parents got you. But hey, have fun with your pints of Ben and Jerry’s and somewhat refrigerated sodas. It’s almost the same.
Overall, Professor Hargrove says, “It’s the conversation after the Super Bowl, not the ad itself. If people are talking about your product, what could be better?”