As Super Bowl XLVI approaches, the pre-game buzz has already begun about the 2012 game's commercials. News stories have reported that NBC sold all of the commercial airtime for the February 5th game before Thanksgiving for an average cost of $3.5 million for a 30-second spot. Journalists have also informed us that we should expect to see spots featuring cars, beverages and snacks. Other than brand name products, I hope to see commercials including animals because they have proved to be most amusing.
Over the years some of the most popular commercials have featured animals. Even last year, two of the most popular ads featured dogs.
In the Bud Light commercial entitled ?Dog Sitter?, a buddy pet-sits for a friend that has nine dogs. Upon the sitter?s discovery that the refrigerator is stocked with Bud Light, he enlisted the dogs to serve beers, DJ, wash mugs and cook burgers at a party he hosts. Some dogs even flirt with guests. When the party is over, the dogs play poker while the sitter is forced to clean up alone. In another pet-oriented commercial (a Doritos commercial titled ?Pug Attack?), the boyfriend of a Pug owner taunts the dog with the promise of a Dorito. Subsequently, the dog tackles the boyfriend and victoriously ends up with the bag of chips.
According to USA Today's Annual Ad Meter (a metric created in 1989 which tracks the second-by-second responses by a panel of ad viewers and is widely regarded as the most influential rating in Super Bowl ads), Doritos? ?Pug Attack? and Bud Light's "Dog Sitter? were named the two best commercials of last year's Super Bowl, having deadlocked with a score of 8.35 each. On a national scale, these animal driven commercials have received the highest recognition.
Moreover, the pet-oriented "Pug Attack" was the winner of Doritos? 2011 "Crash the Super Bowl" contest, a Do-It-Yourself commercial contest which empowers fans to create their own ads. As a result of their win, ad creators JR Burningham and Tess Ortbals won tickets to the Super Bowl and a guaranteed contract to create more commercials for the PepsiCo brand. Since the ad was rated the top spot, the couple won an additional $1 million.
The Burningham and Ortbals win marks the second time in history that a consumer-created ad has topped the USA TODAY Ad Meter and gives future contestants and consumers something to look forward to.
?The Crash the Super Bowl [contest] is one of many ways the Doritos brand continues to turn control over to consumers,? says Chris Kuechenmeister of Frito Lay.?
The brand's commitment to fan-empowerment began in 2007 and has turned the brand's Super Bowl advertising over to its fans every year since. This year, the Do-It- Yourself commercial contest received a record 6,100 submissions. (You can watch the submissions here.) Of the five finalists picked this year, several of the commercials feature animals or animal-related themes. Specifically, one features a baby, another has a bird-theme and three others focus on dogs.
Two wining finalists--one selected by consumer voting and the other selected by the Doritos brand team--will be able to work on a Doritos project at a later date. And if the consumer ad reaches the No. 1 spot on either on the USA Today's Annual Ad Meter or the The USA TODAY Super Bowl Ad Meter, the contestant will win the $1 million.
While you can?t influence the outcome of the game on February 5th, you can have a vote on which commercial will be viewed on game day. So take the time to watch the commercials and vote on your favorite. Besides, for every 100,000 votes, voters have the opportunity to win $10,000.?
Which commercial is your favorite? Do you hope to see more animal focused commercials in this year?s Super Bowl? Share your thoughts in a comment.
Source: http://www.petside.com/article/pets-prove-popular-again-2012-super-bowl-commercials
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