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News for advertising professionals | February 6, 2012

Super Bowl XLVI: The Commercials
The game might have been a squeaker, with the New York Giants beating the New England Patriots 21-17, but this year's crop of Super Bowl ads wasn't especially imaginative, according to most critics. Dogs, well-known brand mascots and famous faces proved popular. Retreads foundered with critics, industry experts and ordinary viewers.

This year, most of the spots were released online in advance of the big game -- eliminating the element of surprise for some viewers. Super Bowl XLVI also featured attempts to reach viewers engaging with related content on "second screens" -- tablets and smartphones. The coming days will tell whether these efforts were successful.

We're pleased to bring you Part 2 of this AAF SmartBrief Special Report on Super Bowl advertising. Read Part 1 of the report here. Feel free to share this report with your colleagues and encourage them to sign up for the free daily edition of AAF SmartBrief.

  The Ads 
  • Watch the ads
    Advertising Age has aggregated all the spots that aired during Super Bowl XLVI on one page, sorted by marketer and by their rating. They gave top honors to a Cars.com spot from DDB Chicago, Chevy's "Stunt Anthem" spot by Goodby, Silverstein & Partners and Kia's "A Dream Car for Real Life" from David & Goliath. Advertising Age (tiered subscription model) (2/5) LinkedInFacebookTwitterEmail this Story
  • Favorite ads draw on hit movies
    Imagery from "Star Wars" and "Ferris Bueller's Day Off" made ads for Volkswagen and Honda memorable. Movies themselves were among the products advertised. Spots promoting upcoming releases such as "Avengers," "Battleship," "G.I. Joe: Retaliation" and "John Carter" aired during the Super Bowl. Los Angeles Times (2/6) LinkedInFacebookTwitterEmail this Story
  • Revealed early, Super Bowl spots held little mystery
    The online previews of Super Bowl spots guaranteed that there would be little mystery to the proceedings, Hank Stuever writes. "All but a few of the mythically expensive Super Bowl ads had been available to view days ago, online. They were socially shared last week, judged to pieces and thus old news," he writes. The Washington Post (2/5) LinkedInFacebookTwitterEmail this Story
A marketer’s guide to segment-based advertising
Five reasons you need a data management platform (DMP)
This Forrester independent report discusses:
- The evolution of the advertising landscape
- Five core elements of a data management platform
- How a DMP improves advertising effectiveness
Download now>
  Viewers React 
  • Doritos "Sling Baby" leads USA TODAY ad meter
    The polls haven't closed on the USA TODAY Ad Meter, which tracks viewer response to Super Bowl ads, but as of this writing, a popular Doritos spot that shows a grandmother and a baby conspiring to nab a bag of the nacho cheese snack is in the lead. Spots for Bud Light, Sketchers and Volkswagen are also rating well with viewers. USA TODAY (2/5) LinkedInFacebookTwitterEmail this Story
  • M&M's spot scores well with Kellogg panel
    A spot for M&M's featuring a new spokes-character named Ms. Brown performed well with viewers on the Kellogg School of Management Super Bowl ad-ranking panel. Tim Calkins of the Kellogg School at Northwestern University said, "What's notable about this year versus others is that advertisers played it safe. As a result, we saw fewer standouts, but we also didn't see as many costly mistakes." The Boston Globe (tiered subscription model) (2/6), BleacherReport.com (2/6) LinkedInFacebookTwitterEmail this Story
  • Doritos spot takes Brand Bowl honors
    A user-generated spot for Doritos featuring a cat-hating Great Dane won Mullen's Brand Bowl, which monitors brand mentions on Twitter during the Super Bowl. Two celebrity-themed ads, an H&M spot featuring soccer star David Beckham and a Chrysler ad starring Clint Eastwood, racked up the second and third most Twitter mentions. FoxNews.com/NewsCore (2/6) LinkedInFacebookTwitterEmail this Story
 Forrester’s US interactive marketing forecast through 2016
This independent report will discuss why:
- Marketers will spend $77 billion on interactive marketing by 2016
- Mobile will overtake email and social
- Five ways to adapt to the future of interactive marketing
Download now >
 

  The Critics 
  • A few spots shine amid rehashes
    Stuart Elliott picks spots from Bud Light, Best Buy, Chevrolet, General Electric, Honda, MetLife, Toyota and Volkswagen as showing flashes of creativity, wit and real feeling. Overall, however, ads "fell back on tactics that were too familiar from a plethora of Super Bowl spots," he writes. The New York Times (tiered subscription model) (2/5) LinkedInFacebookTwitterEmail this Story
  • TaxACT acts up
    Not many critics enjoyed a spot by TaxACT that managed to link a story of a boy looking for a place to relieve himself and tax preparation, but People magazine TV critic Tom Gliatto ranked it among his favorites. He also enjoyed a spot for Audi that features automobile headlights so bright that they vaporize a party of vampires. People (2/6) LinkedInFacebookTwitterEmail this Story
  • "Live" commentary from Adweek experts
    Adweek corralled a posse of ad experts, including their own staffers along with ad critics Barbara Lippert, Rob Walker and others to comment on the Super Bowl ads in real-time as the game was played. Check out a transcript of the live blogging effort. Adweek (2/5) LinkedInFacebookTwitterEmail this Story
  Digital Tie-Ins 
  • Tablets are a second screen for viewers
    Marketers are stretching their marketing dollar at the Super Bowl with social media and online content designed to get tablet and smartphone users clicking on their second screens. "Especially for event television, we find the No. 1 thing that people are doing online is some form of social media engagement," said Radha Subramanyam, Nielsen senior vice president of media analytics. Bloomberg Businessweek (2/6) LinkedInFacebookTwitterEmail this Story
  SmartQuote 
Carmakers are now among the pantheon of Super Bowl advertisers."
--Mark DiMassimo, chief executive of Digo, as quoted in The Wall Street Journal

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Product announcements appearing in SmartBrief are paid advertisements and do not reflect actual AAF endorsements. The news reported in SmartBrief does not necessarily reflect the official position of AAF.
 
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