Sports TV
What to watch for in Sunday's spots
By Diego Vasquez
Jan 30, 2009 - 1:10:38 AM

With the Super Bowl just two days away, it looks as though beer ads will once again get most of the attention in the big game, only this time it won’t just be Anheuser-Busch. Budweiser rival Miller High Life plans to run a series of 1-second commercials, purchased in regional markets, during Sunday’s big game. Its point, according to the web site 1secondad.com: “Paying $3 million for a 30-second commercial makes about as much sense as putting sauerkraut on a donut. … We’d rather have our message short and to the point, if it means delivering more honest beer at a tasty price.” The ad is clearly a jab at longtime rival Bud, whose commercials are annually the most anticipated, and most prevalent, in the big game. Miller isn’t the only one building buzz. There’s also been talk about Coca-Cola’s remake of its famed “Mean Joe Greene” ad and Hyundai’s spot highlighting a new program that allows buyers to return cars if they lose their jobs. Of course, the biggest buzz, drowning out talk of individual ads, has been about the flailing ad economy and whether advertisers will change their tone to reflect these tough times. John January, senior vice president and executive creative director at Sullivan Higdon & Sink in Wichita, Kan., talks to Media Life about Miller’s approach, Coke’s remake, and why Go Daddy’s shtick has gotten old.

 
What are the most-anticipated commercials in this year's Super Bowl?
 
It's a highly subjective call, but I'd vote for both the shortest and longest spots in the running. Miller's one-second anti-ad vs. the 90-second DreamWorks trailer for "Monsters vs. Aliens."
 
Regarding the latter, not only is the length unusual, you've got the added novelty of it being in 3D. It's directly followed by a 60-second SoBe spot that's also in 3D. Viewers pick up the glasses for both at SoBe retail displays. So, you're looking at a cross-promoted event within an event.

Super Bowl advertising is about entertainment, and while a trailer is not a classic Super Bowl "commercial," I'll be interested to see how it plays. Go enormous or go home, right?
 
On the other hand, you've got Miller making a highly surgical strike. A real contrast in approach. It will be interesting to see what drives the most conversation on Monday.

What's the strategy behind that Miller ad, and do you think it's a good idea?
 
According to High Life, spending too much on a beer doesn't make any sense. Neither does spending $3 million on a TV commercial. High Life won't pay full boat. But they'll pop for a one-second ad because it's a reasonable choice, just like their beer.
 
Miller is banking on curiosity driving people to the web both before and after the game.

I like it a lot. And from a marketing to men perspective, I think it connects with an authentic sentiment of a lot of guys watching the game.
 

Some are saying that there seems to be less hype around this year's crop of ads. Do you think that's true, and if so, why?
 
Some say that Super Bowl advertising has "jumped the shark." True or not, I think people are craving a wow factor that brands and creatives aren't delivering consistently.
 
There are reasons for that. It's a huge stage. Brands can win big. But they can lose big, too. Particularly in this economic environment. With $3 million and all kinds of careers on the line, truly avant-garde work, such as Apple's classic 1984, is a helluva tough sell. But one can always hope.

Since last year's game, Anheuser-Busch, which usually produces the game's most popular spots, has been sold. Do you expect to see any changes in their approach to the game?
 
I believe A&B is going to play up their heritage this year. And I believe that's a very wise decision. Bring on the Clydesdales and the Dalmatian, baby.
 

The past two games have featured some user-generated content ads. What's your impression of these creatively, and how many will we see this year?
 
User-generated content can be fantastic. Or horrific. Or anywhere in between. I think Doritos is making good use of it, however, in terms of the length of time they get consumers to think about and evangelize their product.
 
While some advertisers drive attention to their Super Bowl entries for days or weeks, Doritos has been pushing their "Crash the Super Bowl" program for months. If the finished product breaks through with viewers, well, you've got a real and significant win.

Do you expect any major changes in tone creatively to match the mood of the country in this down economy? Or will humor once again rule the day?
 
In these times, people want to laugh and escape. But you wouldn't want a brand you're responsible for to come off as insensitive or head-in-the-sand either. So, there's a bit of a line to walk.
 
I expect we'll still see humor used liberally. For some brands, however, there can be real value in a well-done heart-tugger.

Bud, for instance, has traditionally been very good at that. It's also possible that Hyundai will acknowledge our current reality with a spot centered on a program that allows buyers to return cars if they lose their jobs.

Will it strike a chord? We'll see.

Which brands have delivered the most consistently entertaining ads over the past five years?
 
Gassy sleigh horses aside, I think you have to hand Budweiser the MVP here. Year in and year out, Bud and Bud Light come in as viewer favorites, although in the past couple of years, my favorite creative has come from Coca-Cola.
 

How much buzz is there surrounding the remake of the "Mean Joe Greene" Coca-Cola spot?
 
For me, the buzz is very high. If you were ever going to remake the spot, this is the time. [Pittsburgh Steelers safety Troy] Polamalu is a perfect fit.

Now, how much of America is really in on the joke? I mean there's a whole generation of people who don't have warm memories of the Mean Joe Greene spot, as classic as it is. But given that there's a promised "twist" to the spot, it may not matter in the least.

Go Daddy sent out a press release last week crowing that its ads had been approved by NBC despite the fact that they're a little naughty. Considering we hear the same thing from Go Daddy every year, has the novelty worn off on this approach?
 
Yes.