Super Bowl Advertising: Then & Now

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Slide deck of a presentation to the Ad Club of Spokane on the "evolution" of Super Bowl advertising, and the three distinct phases it has gone through.

Slide deck of a presentation to the Ad Club of Spokane on the "evolution" of Super Bowl advertising, and the three distinct phases it has gone through.

More in: Business , Sports
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  • 1. The Evolutionof theSuper Bowlcommercial.Presented by Mickey LoncharQuisenberry Marketing & DesignTwitter: @mickeylonchar
  • 2. Super Bowl Advertising:Then & Now
  • 3. Super Bowl Advertising:Then & Now1967 = 22 million viewers 2012 = 111 million viewers
  • 4. The four eras ofSuper Bowl Advertising:
  • 5. Era 1: Ads that sold stuff.(1967 - 1978)
  • 6. Era 2: Ads that entertained.(1979 - 1988)
  • 7. Era 2: Ads that entertained.(1979 - 1988)
  • 8. Era 3: Ads became “social.”(1989 - 2008)
  • 9. Era 3: Ads became “social.”(1989 - 2008)
  • 10. Era 3: Ads became “social.”(1989 - 2008)
  • 11. Era 3: Ads became “social.”(1989 - 2008)
  • 12. Era 3: Ads became “social.”(1989 - 2008)Who “won” the Super Bowl?
  • 13. Era 3: Ads became “social.”(1989 - 2008)Who “won” the Super Bowl?
  • 14. Era 3: Ads became “social.”(1989 - 2008)
  • 15. Era 3: Ads became “social.”(1989 - 2008)
  • 16. Era 3: Ads became “social.”(1989 - 2008)
  • 17. Era 3: Ads became “social.”(1989 - 2008)Dear Agency: You’re Fired
  • 18. Era 4: Ads became “the product.”(2009 - present)
  • 19. Era 4: Ads became “the product.”(2009 - present)What the...?
  • 20. Era 4: Ads became “the product.”(2009 - present)And this is an online-only teaser!
  • 21. Era 4: Ads became “the product.”(2009 - present)
  • 22. Era 4: Ads became “the product.”(2009 - present)
  • 23. Era 4: Ads became “the product.”(2009 - present)
  • 24. Era 4: Ads became “the product.”(2009 - present)
  • 25. Era 4: Ads became “the product.”(2009 - present)
  • 26. Era 4: Ads became “the product.”(2009 - present)This year: 61,000 crowdsourced video entries.
  • 27. Era 4: Ads became “the product.”(2009 - present)
  • 28. Era 4: Ads became “the product.”(2009 - present)
  • 29. Era 4: Ads became “the product.”(2009 - present)(4.4 million views in three days.)
  • 30. 2012 Admeter ResultsTop 5 Spots:
  • 31. 2012 Admeter ResultsTop 5 Spots:5. Sketchers: “Go Run”
  • 32. 2012 Admeter ResultsTop 5 Spots:4. M&M’s: “Wardrobe Malfunction”
  • 33. 2012 Admeter ResultsTop 5 Spots:3. Doritos: “Man’s Best Friend”
  • 34. 2012 Admeter ResultsTop 5 Spots:2. Bud Light: “Weego”
  • 35. 2012 Admeter ResultsTop 5 Spots:1. Doritos: “Baby Slingshot”
  • 36. 2012 Admeter ResultsBottom 5 Spots:50. Go Daddy: “Body Paint”51. Bud Light Platinum: “Factory”52. Lexus GS: “Break Through”53. Bud Light Platinum: “Work”54. Go Daddy: “Cloud”
  • 37. My favorite spot?
  • 38. Only 364 days till SuperBowl XLVII.Go create the next great Doritos commercial!
  • 39. @mickeylonchar