Since the 49ers lost to the Giants in the playoffs, the commercials were the only thing I was looking forward to on Super Bowl Sunday. But now that over 50% of advertisers have aired their ads ahead of the game, the Super Bowl doesn't seem quite the event that it was once.
In the past most people were just as excited about seeing the ads on game day as they are about watching the grid iron match. So why would a company choose to air an ad before the Super Bowl when they paid $3.5 million to be a part of it?
The answer is simple: buzz.
Last year, VW took a big gamble by releasing "The Force" ad for the Passat early, something that most brands would never dream of doing. But it paid off as the ad, which starred an adorable kid dressed as Darth Vader, became a viral hit (it now has 49.4 million views) and was top three on the AdMeter.
More importantly, the buzz created by the commercial helped sales of the Passat. According to the AP, the model has been popular in the U.S. since it went on sale last summer and in December, volume sales more than doubled, reaching 23,000 for the year.
Seeing the success of VW, most brands decided to follow suit.
What these brands are not considering, however, is that VW's success is not only attributed to the timing of the ads release, but the content. Audiences love kids, dogs, and a taste of nostalgia; this commercial had all three.
Most of the ads this year are simply not exciting or funny or moving enough to sustain the buzz of an early release through the actual game and beyond.
Click here to see how some brands screwed up their Super Bowl commercials with an early release >>
That is why I am thankful for Budweiser, one of the few brands who has held back from releasing any of their six commercials on the web. Budweiser has produced some of the Big Game's most memorable commercials over the years, so at least there is that to look forward to.
Of course, they aren't all bad and there are some commercials that I will be excited to see again during the game on Sunday.
Here are my three favorite Super Bowl commercials that have already been released:
Toyota - "Reinvention"
I make it clear that the Camry has been "reinvented," Toyota has made over some other things as well. It's ridiculous...and funny!
Chevy Sonic - "Stunt Anthem"
I love a good anthem spot! The use of music in this spot is fantastic and I like that it shows a car moving, but not in the traditional car commercial sort of way. I wonder if the car actually sky-dived?
In the past most people were just as excited about seeing the ads on game day as they are about watching the grid iron match. So why would a company choose to air an ad before the Super Bowl when they paid $3.5 million to be a part of it?
The answer is simple: buzz.
Last year, VW took a big gamble by releasing "The Force" ad for the Passat early, something that most brands would never dream of doing. But it paid off as the ad, which starred an adorable kid dressed as Darth Vader, became a viral hit (it now has 49.4 million views) and was top three on the AdMeter.
More importantly, the buzz created by the commercial helped sales of the Passat. According to the AP, the model has been popular in the U.S. since it went on sale last summer and in December, volume sales more than doubled, reaching 23,000 for the year.
Seeing the success of VW, most brands decided to follow suit.
What these brands are not considering, however, is that VW's success is not only attributed to the timing of the ads release, but the content. Audiences love kids, dogs, and a taste of nostalgia; this commercial had all three.
Most of the ads this year are simply not exciting or funny or moving enough to sustain the buzz of an early release through the actual game and beyond.
Click here to see how some brands screwed up their Super Bowl commercials with an early release >>
That is why I am thankful for Budweiser, one of the few brands who has held back from releasing any of their six commercials on the web. Budweiser has produced some of the Big Game's most memorable commercials over the years, so at least there is that to look forward to.
Of course, they aren't all bad and there are some commercials that I will be excited to see again during the game on Sunday.
Here are my three favorite Super Bowl commercials that have already been released:
Toyota - "Reinvention"
I make it clear that the Camry has been "reinvented," Toyota has made over some other things as well. It's ridiculous...and funny!
Chevy Sonic - "Stunt Anthem"
I love a good anthem spot! The use of music in this spot is fantastic and I like that it shows a car moving, but not in the traditional car commercial sort of way. I wonder if the car actually sky-dived?
Honda CR-V - "Matthew's Day Off"
My hands down the best I've seen so far! Ferris Bueller is one of my favorite movies of all time and this ad makes me all nostalgic!
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