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Super Bowl commercials: the best of the worst

February 10th, 2011

What do a talking baby, Darth Vader, Eminem, Bieber and Ozzy, chips and beer have in common?

Why this year’s Super Bowl commercials, of course.

Reuters confirmed that the 2011 Super Bowl ads cost about $3 million dollars for 30 seconds. This statistic is up from 2009-2010 commercials, according to TNS Media Intelligence. 

Last year 30 seconds cost $2.5-$2.8 million dollars. Those 30 seconds, though, could be the 30 seconds to turn your whole company or product around.

Jon Swallen of Kantar Media commented on the main focus of the commercials. 

“The Super Bowl is an example of risk and opportunity,” said Swallen. “People watch for the commercials. It’s the biggest opportunity to build awareness but if you don’t deliver, you really bomb.”

The types of commercials that showed up the most were movie trailers (“Pirates of the Caribbean 4,” “Captain America,” “Super 8,” “Mars needs Moms,” “Just Go with It,” “Cowboys and Indians,” “Thor,” “Transformers,” “Kung Fu Panda 2” and “Fast Five” are just a few) and a lot of Fox series previews.

This, according to many students made for a not so entertaining year for Super Bowl commercials.

 “The beer commercials were not that funny [compared to previous year] and there were a lot of random car commercials,” junior Rachel Olenick said.

Foxsports.com has all the commercials and anyone can rate them.

“Doritos: Healing Chips,” is in the lead with a rating of 90 percent. The commercial shows Doritos bringing things, like “Grandpa” back to life with crumbs.

Brian Pestotnik and Courtney Byham, both juniors at JCU said that the Dorito commercial was their favorite.

Byham said, “The licking fingers one was the funniest.”

Tied at 89 percent with “Bud Light: Underdog” is “Pepsi Max: Love Hurts,” where a couple are on a healthy diet and the male is struggling to find something satisfying that will follow the healthy rules until he finds PepsiMax. Too bad at the end an innocent runner gets hit in the head with a PepsiMax can. 

The “Bridgestone: Karma” commercial features a beaver who helps a driver stop before a bridge gives out because the driver made sure not to hit the beaver on an earlier drive.

“Volkswagen Passat: Young Vader,” is tied with Bridgestone “Karma” at 97 percent. 

In this commercial a little boy, dressed as Darth Vader, goes around the house trying to find “the force” and can’t, that is until Dad comes home. 

When alone with the car, young Vader tries again and starts the car on his own, meanwhile Dad is in the house pressing the auto start.

The other Bridgestone commercial was highly rated as well. In “Reply All,” a person panics after a coworker tells him that he hit “reply all” to an e-mail that was not meant to be shared, and so he frantically drives around ruining fellow coworkers’ computers, only to find out that he didn’t actually hit “reply all.”

Another one of the most talked about is “Bud Light: Hack Job.” 

In this ad, by just placing a bucket of Bud Light on the counter creates an entire kitchen makeover. That, plus landscapers with Bud Light cases makes for a makeover everyone can enjoy.

“Skechers: Kim Kardashian” is another high rated one, although the question is for what reason. 

In this commercial a tightly clothed Kim leaves her gorgeous personal trainer, as her hot Skechers shoes are the only ones she will work out with now.

Another commercial that was talked about so much even before it aired was “Best Buy: Ozzy vs. Bieber.” 

In this commercial Ozzy is advertising technology that changes so fast (almost as fast as Bieber’s voice) that they decide to exchange heavy metal Ozzy for pop’s sweetheart, Bieber. 

Ozzy can’t keep up with the times and wonders how many G’s (phone generations) and  asks, “What’s a Bieber?”

Although this year’s Super Bowl commercials seem to be lacking,  whether due to lack of creativity or a slow economy, some did get a few laughs.

Time will tell which commercial is the true winner and that $3 million was used wisely, will be the one with the most increased sales since the commercial debut.