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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. January / 29 / 2020

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‘Trust Me’ Advertising Does Not Build Trust. Create A Trust Agenda.  Forbes

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VERIFY: The FDA had a problem with Purell’s advertising, not the hand sanitizer  FOX61 Hartford

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Ad Tech Innovator Targetable: Advertising is Changing & Restaurant Owners Need to Pay Heed  PRNewswire

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3 Reasons Netflix Isn't Interested in Advertising  The Motley Fool

This week's top advertising and media news, analysis - Business Insider - Business Insider
This week's top advertising and media news, analysis - Business Insider  Business Insider

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'Aw, shucks': Santa Rosa Junior College advertising students win campaign for Bodega Bay Oyster  North Bay Business Journal

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JCDecaux wins 10-year exclusive advertising concession at Libreville International Airport in Gabon  Yahoo Finance

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Global Outdoor Advertising Market 2019-2023|Growing Penetration of LED Mobile Billboards to Boost Growth | Technavio  Olean Times Herald

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11 Amazon Advertising Mistakes to Avoid in 2020  Search Engine Journal

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Subscription Services and Advertising to Push OTT Video Revenue Over US$200 Billion by 2024  Yahoo Finance

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Consumers Warm Up to Facial Recognition to Keep Them Safe, but for Marketing and Advertising, No Thanks  eMarketer

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Advertisers Keep Fumbling The Ball By Playing The Short Game  Forbes

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Web Advertising is a Sinking Ship for Brands. In-App Advertising can be the Lifeboat  ExchangeWire

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What You Should Know About Super Bowl LIV Advertising And Broadcast  Forbes

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How predictive advertising is changing the future of digital marketing  ClickZ

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Scroll ad blocking subscription service launches  Vox.com

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Fiksu launches self-serve demand-side advertising platform  FierceVideo

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'Legend': Advertising company honors Kobe Bryant on Spokane area billboards  KREM.com

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Marines wanted for service's new advertising campaign - Marine Corps  Stars and Stripes

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Network news, advertising key sources of information for Iowa caucusgoers  Waterloo Cedar Falls Courier

Super Bowl advertisers postpone marketing in wake of Kobe Bryant's death - AdAge.com
Super Bowl advertisers postpone marketing in wake of Kobe Bryant's death  AdAge.com

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Digital ad trends for 2020: Mobile, data privacy, and contextual advertising tops agenda  Netimperative

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Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader  Inc.

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Why VIZIO Is Getting Into The Advertising Business  Forbes

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US ramps up probe into Google's online advertising monopoly  Techradar

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Survey: Seeing candidates in person not as vital as news, advertising  Southernminn.com

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Digital advertising could be coming to an Uber near you  Florida Politics

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As Addressable TV Advertising Grows, The Industry Must Address Overwrite Measurement  AdExchanger

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How global advertisers are pushing for a new approach to brand safety  Digiday

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Given The Cost, Does Super Bowl Advertising Make Sense?  Forbes

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New Era Of Interactive Video Will Create More Advertising Opportunities For Brands  Forbes

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Put government on notice about advertising rules - Opinion  Wilkes-Barre Citizens Voice

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WV House lawmakers debate legal advertising bill  WV News

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Planters Super Bowl advertising is still a go after Kobe Bryant's death  Chicago Business Journal

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Whitewater Advertising Association teaches students creativity  Royal Purple News

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Advertising company remembers Kobe Bryant through billboards across the country  WKBN.com

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Alcohol Trends and Super Bowl Political Advertising  Harvard Business Review

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Advertisers are showing womanhood in all its bloody, hairy glory  The Hill

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RAMMSTEIN Advertising Coming Tour With Blimps  Metal Injection.net

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SPONSORED ADVERTISING BY ADVENTHEALTH: House Calls: Cervical Cancer, Cervical Health Awareness Month  FOX 35 Orlando

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Super Bowl advertisers may not get their money's worth this year: Expert  CNBC

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Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

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Census Bureau advertising campaign creates awareness for 2020  Carlsbad Current Argus

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How YouTube shields advertisers (not viewers) from harmful videos  Quartz

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Portland Advertising Agency Reintroduces Itself As Rain  PRNewswire

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WeatherTech: Lucky Dog by Pinnacle Advertising | Creative Works  The Drum

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Super Bowl advertisers embrace diversity ... cautiously  AdAge.com

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LSU's championship run earned $200 million in free advertising for the university  WBRZ

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Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

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Irek Zinnurov on sports advertising, tax deductions for training and other initiatives  Realnoe vremya

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Making The Most Of This Year's Advertising Budgets: 15 Expert Tips  Forbes

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The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

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Advertisers sit tight as the Grammys strikes a sour note  AdAge.com

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Your Digital Detox May Be Toxic for Advertising  The New York Times

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Vic Real Estate Group turns to Acquire platform for advertising feedback  Elite Agent

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Google's New Ad, Organic Layout Could Cost Advertisers 01/28/2020  MediaPost Communications

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Advertising industry joins climate fight with launch of twin working groups  www.businessgreen.com

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YouTube overhauls advertising, data collection on kids content  The Washington Post

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How Much Do Top Advertisers Pay To Produce Your Favorite Super Bowl Commercial?  TheStreet

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Bernie Sanders, Joe Rogan, Human Rights Campaign, and Truth in Advertising  CounterPunch

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Man Hospitalized After Being Struck With Cell Phone Advertisement  Garden City, NY Patch

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How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

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3 Technology-Driven Transformations That Will Reshape Digital Advertising in 2020  MarTech Advisor

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Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

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Amazon's Expanding Its Video-Advertising Business  The Motley Fool

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Twitter messed up its advertising system after it tries to troubleshoot the Nazi-ad targeting problem  Digital Information World

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American Aires Announces Phase One of a Global Online Advertising Campaign  MicroSmallCap

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AAF Memphis recognizes Ehrlich's advertising career  The Daily Memphian

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Super Bowl 2020: the ins and outs of the big game's advertisers  The Drum

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B2B Paid Advertising in 2020 with Greg Finn [PODCAST]  Search Engine Journal

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Microsoft Advertising Ads Label In Bing Search Blend With Organic Also  Search Engine Roundtable

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TWRA warns of scam website advertising TN fishing license  WKRN News 2

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Digital Advertising Manager job with M+R | 408739  mediabistro.com

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