Super Bowl ads

You can probably guess why I love the Super Bowl, even though I don’t watch professional sports during the season: the ads. I love getting blown away by some wildly creative ad: one that takes advantage of the limited time, that makes you smile or say “Wow,” that make you want to know more about the company.

I worked at an agency that created a Super Bowl commercial. We didn’t have much budget, but we did have an enormously creative director. The ad was funny and surprising and definitely better than a lot of them. Nothing boring about Paul Steven Stone. I am still proud that I worked with that kind of talent.

Since then, I like to keep a special eye out for work by smaller agencies, or for products or services that are new to me. Advertising Age has a post called “Who’s Buying What in the Super Bowl 2010” that has some intriguing possibilities.

Denny’s is back, and they are considering another giveaway like last year’s free Grand Slam breakfasts. I couldn’t find any info on the ROI on that, but Mark Chmiel, the Chief Marketing Officer that oversaw this campaign has left Denny’s. And Denny’s sales were way down in 2009. Makes you wonder. Still, it was a big splash.

Doritos is again offering cash prizes to amateur-made ads. Last year’s amateur ad scored highest in USA Today’s ad-meter contest–higher even than all the professionally produced ads. Innerestin’. The ad didn’t do it for me. Not into the violence. But, hey, most of the people watching are there to watch violence, so they were at least tuned into their demographic.

I’m looking forward to seeing the ad for HomeAway, an online vacation-rental service. Publicis also knows their demographic: they are doing a take off on “National Lampoon’s Vacation” movies, with Chevy Chase and Beverly d’Angelo. This could be good.

Also? Mars. Nobody knows what they are going to do, but I’ve been hearing a lot about Snickers bars and the Snacklish campaign, which came out on top as the most popular ad campaign on the web last year. Then again, there was the “Flirt” candy debacle that ticked some people off and nose-dived into oblivion.

And one more that looks interesting to a marketer: Dove has a new line for men. They are going to emphasize moisturizer. I think some men I know would actually like a product like this, but they are going to have to tread verrrry carefully. I’ll be taking a poll among my less-than-metrosexual friends.

I’m going to do it up right this year. Margaritas and nachos and all that stuff. ‘Cause nothing goes better with the overhype than melted cheese and tequila.

If you are wondering about past Super Bowl ads, USA Today has ’em here.