Nothing controversial in Super Bowl ads?
Mon, 03 Feb 2014 16:08:15 GMT —
What Super Bowl ads will people discuss over the water cooler a day after the big game?
There were no crude jokes. Sexual innuendo was kept to a minimum. And uncomfortable scenes were missing. In short, there wasn't much shock value.
Sure, RadioShack poked fun at its image by starring 80s icons like Teen Wolf in its ad. And Coca-Cola struck an emotional chord by showcasing people of different diversities in its spot. As did Chrysler, with its "Made in America" message.
But with a 30-second Super Bowl commercial fetching $4 million and more than 108 million viewers expected to tune in to Sunday night's game, advertisers tried to keep it family friendly with socially conscious statements, patriotic messages and light humor. After all, shocking ads in previous years have not always been well received. (Think: GoDaddy.com's ad that featured a long, up-close kiss was at the bottom of the most popular ad lists last year.)
"A lot of brands were going with the safety from the start," David Berkowitz, chief marketing officer for digital ad agency MRY said.
Viewers had a mixed reaction to the ads. Keith Harris, who was watching the Super Bowl in Raleigh, N.C., said he appreciated the safer ads. "The ads are less funny, but it's easier to watch the Super Bowl with your family," he said.
Conversely, Paul Capelli, who lives in West Chester, Pa., found most ads dull: "The best spots were like a Payton Manning-to-Wes Welker pass play - they were there, but too few and those that connected left you wanting something a bit more spectacular."
The one commercial that seemed to catch some slack in the Tri-States was the Coca-Cola ad featuring "America the Beautiful" in multiple languages.
"Budweiser was best. And Coke was a joke!!!!!" is what Tri-State viewer Andy Clarkson commented when asked for his favorite commercial on our
"Both bud ... after last night I won't be purchasing any Coca-Cola products," Tyler Cummings said.
In response, Kim Stump said, "How can the Coca-Cola commercial be a slap in the face when this country is a country of immigrants, a melting pot? Unless you are Native American, your ancestors immigrated here from somewhere."
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