Quiet…The Commercials Are On

Are You Ready for Some…Commercials?

It feels like just yesterday Michael Jordan and Larry Bird were playing a game of HORSE for a McDonald’s Big Mac and the Budweiser Clydesdales were dashing through the snow, while Americans everywhere were rooting for their favorite team, beer in one hand, chicken wing in the other.

Well, it is that time of year again. The time when marketing teams nationwide are putting the final touches on their 30-second, record-setting $3.5 million ad segments for this year’s Super Bowl. It is reported that 58 spots were sold for Super Bowl XLVI, with the most expensive selling for $4 million.

Commercials that air during the Super Bowl reach almost 100 million viewers in the U.S., and often the commercials are more entertaining than the game. Companies and creative teams pour a lot of money and effort into these spots, which usually are more humorous, provocative and entertaining than commercials aired the other 364 days of the year.

The first famous Super Bowl commercial aired in 1973 for Noxzema, featuring legendary New York Jets quarterback Joe Namath. From that point on, the Super Bowl has been an opportunity for new companies to introduce themselves and established companies to further promote their brands in new and creative ways.

With the dramatic chain of events leading to this year’s Super Bowl matchup between the New England Patriots and the New York Giants, it will be interesting to see whether there are any special cameos in this year’s commercials, Will Peyton Manning make an appearance in a commercial while his brother Eli is playing in the game? Will David Tyree trade on his famous helmet-trap catch that helped the Giants beat the Patriots four years ago? Will dethroned Super Bowl quarterback Aaron Rodgers make an appearance in this year’s big game in the form of a new State Farm “Discount Doublecheck” spot?

Regardless, with social media, commercials now can be streamed countless times beyond their paid TV airings. The more memorable the commercial is, the more people who will see it and talk about it, building value far beyond the traditional confines of a 30-second spot.

As we look back on some of last year’s more compelling commercials, we look ahead with anticipation to those that will get us talking and laughing this year.

- Anthony Salerno