We all know about the phenomenon that Super Bowl advertising has become. It’s become as big of an event as the game itself. While the playoffs to determine the two participants in this year’s Big Game just started this past weekend, Super Bowl ad coverage has been going on for weeks, months even.
In the coming weeks, as the game draws closer and closer, don’t be shocked by the amount of coverage the commercials receive. With a 30-second spot coming with a $3.5 million price tag and production costs averaging around $1 million, the buzz surrounding the Super Bowl’s ads are well deserved. So, as the bill nears a total of $5 million, is this type of spending really worth it for advertisers and marketers?
Looking for a testament of the vast cultural impact the Super Bowl ads have? Advertising Age, one of the industry’s leading publications, has already got a tab on its navigation dedicated to Super Bowl ad news and notes. Last year’s Darth Vader spot from Volkswagen has been heralded by industry pros as the best commercial of 2011. Schools like the University of South Carolina offer entire courses dedicated to Super Bowl ad analysis.
Companies aren’t just footing the $3.5 million bill for the 30-seconds of airtime; they’re securing their place in the blogs and in the conversations around the water cooler, in the trades and yes, even in the classroom for months.
A hot bed for movie trailers showcasing upcoming summer blockbusters and edgy ads looking to stir some type of buzz and uproar (See; Daddy, Go), even the Super Bowl has its mainstays. Among the most chief of those, at least in recent years, is Doritos and their parent company (and fellow Plano-based biz) PepsiCo.
Doritos seems to have struck gold with its annual Crash the Super Bowl campaign: holding an online voting process to determine which user-created commercials will appear in the company’s 30-second timeslots during the Super Bowl broadcast. It’s the ultimate advertising crowdsourcing. Sure there are a few questionable submissions, but with a $1 million prize, Doritos gets a consistent stream of ads that are high in both creativity and originality.
With NBC having sold out of its Super Bowl inventory last week, the anticipation for this year’s ads is just starting to hit fever pitch. Check back on the Duncan Daily after the game for our full rundown of our favorite ads and the hits and misses. Until then, we want to know what are some of your all-time favorite Super Bowl spots?