The Scene

Super Bowl Ads: What to Expect in '12

Published on Friday, January 13 2012
Written by Tallie Johnson

It’s almost time for the most-watched televised event of the year -- Super Bowl... ads. Sure some people actually care abut the game, but there are those who just watch for the commercials. The sold-out-inventory cost an average of 3.5 million for one 30-second slot. This year, some of the ads will have something extra. There will be longer ads, for one; advertisers can have spots of 60 seconds or more. So, get ready for more grandiose storytelling.

What ads to expect:

Lots of Cars: Remember the Darth Vader Volkswagen from last year? It was a huge hit and has garnered nearly 50 million views on YouTube. Well, this year, Volkswagen will have a 60-second spot that promotes their 2012 Beetle. GM has five slots for ads, including for their Chevy and Cadillac. Other cars that will be making an appearance include Toyota, Hyundai, and Kia.

Some Newcomers: We know there will be Budweiser and Pepsi, but it's time for some new blood to give it a shot. Advertising newcomers to the bowl include yogurt company Dannon, which may very well be the healthiest food advertised at the game. Century 21 will also make its first appearance. Coming back after a hiatus will be M&Ms, making an appearance for the first time since 1998. M&Ms parent company, Mars, is also behind those Snickers commercials with Betty White, so they know how to bring the funny.

Celebs: Celebrities hawking products have no greater platform than the Super Bowl. Expect to see more of Danica Patrick representing for GoDaddy.com along with the new Pussycat Dolls. The company has purchased two spots for the game, and one will also include fitness guru Jillian Michaels. GoDaddy.com sure knows how to pick the tough, attractive women. Pepsi will be back with young celebrity endorsers; this year, "X Factor" winner Melanie Amaro will bring the Pepsi commercial to life. NBC’s “The Voice” will run a 60-second ad featuring the celeb judges Christina Aguilera, Cee Lo Green, and Adam Levine.

Make your own commercial: Did you submit for the Doritos Challenge? It’s back again, allowing anyone to shoot a commercial to be picked as the final winner and aired during the Super Bowl. Really a smart idea: why not let the public come up with the ads and vote on the funniest one? A Doritos spokesperson said that, for the annual competition, they received over 6,000 submissions.

Chevrolet is going the same route with it's “Chevrolet Route 66 Contest”, that, according the official rules, wanted filmmakers to create a 30-second spot that “captures the spirit of the everyday hero and the global experience of life’s journey.”

Hopefully, the ads are funny, memorable, and entertaining, because America will be watching. 

 

- Tallie Johnson, YH Staff