The Evolution    of the Super Bowl commercial.         Presented by Mickey Lonchar        Quisenberry Marketing & Design  ...
Super Bowl Advertising:     Then & Now
Super Bowl Advertising:     Then & Now1967 = 22 million viewers   2012 = 111 million viewers
The four eras ofSuper Bowl Advertising:
Era 1: Ads that sold stuff.        (1967 - 1978)
Era 2: Ads that  entertained.   (1979 - 1988)
Era 2: Ads that  entertained.   (1979 - 1988)
Era 3: Ads became      “social.”    (1989 - 2008)
Era 3: Ads became      “social.”    (1989 - 2008)
Era 3: Ads became      “social.”    (1989 - 2008)
Era 3: Ads became      “social.”    (1989 - 2008)
Era 3: Ads became      “social.”      (1989 - 2008)Who “won” the Super Bowl?
Era 3: Ads became      “social.”      (1989 - 2008)Who “won” the Super Bowl?
Era 3: Ads became      “social.”    (1989 - 2008)
Era 3: Ads became      “social.”    (1989 - 2008)
Era 3: Ads became      “social.”    (1989 - 2008)
Era 3: Ads became      “social.”     (1989 - 2008)   Dear Agency: You’re          Fired
Era 4: Ads became “the product.”          (2009 - present)
Era 4: Ads became “the product.”          (2009 - present)                   What the...?
Era 4: Ads became “the product.”              (2009 - present)      And this is an online-only teaser!
Era 4: Ads became “the product.”          (2009 - present)
Era 4: Ads became “the product.”          (2009 - present)
Era 4: Ads became “the product.”          (2009 - present)
Era 4: Ads became “the product.”          (2009 - present)
Era 4: Ads became “the product.”          (2009 - present)
Era 4: Ads became “the product.”               (2009 - present)      This year: 61,000 crowdsourced video entries.
Era 4: Ads became “the product.”          (2009 - present)
Era 4: Ads became “the product.”          (2009 - present)
Era 4: Ads became “the product.”             (2009 - present)       (4.4 million views in three days.)
2012 Admeter Results        Top 5        Spots:
2012 Admeter Results          Top 5          Spots:    5. Sketchers: “Go
2012 Admeter Results          Top 5          Spots:4. M&M’s: “Wardrobe
2012 Admeter Results            Top 5            Spots:3. Doritos: “Man’s Best
2012 Admeter Results           Top 5           Spots:    2. Bud Light:
2012 Admeter Results            Top 5            Spots:  1. Doritos: “Baby
2012 Admeter Results       Bottom 5 Spots:50. Go Daddy: “Body Paint”51. Bud Light Platinum: “Factory”52. Lexus GS: “Break ...
My favorite spot?
Only 364 days till Super      Bowl XLVII.Go create the next great Doritos commercial!
@mickeylonchar
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Super Bowl Advertising - The & Now

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Super Bowl Advertising - The & Now

  1. 1. The Evolution of the Super Bowl commercial. Presented by Mickey Lonchar Quisenberry Marketing & Design Twitter: @mickeylonchar
  2. 2. Super Bowl Advertising: Then & Now
  3. 3. Super Bowl Advertising: Then & Now1967 = 22 million viewers 2012 = 111 million viewers
  4. 4. The four eras ofSuper Bowl Advertising:
  5. 5. Era 1: Ads that sold stuff. (1967 - 1978)
  6. 6. Era 2: Ads that entertained. (1979 - 1988)
  7. 7. Era 2: Ads that entertained. (1979 - 1988)
  8. 8. Era 3: Ads became “social.” (1989 - 2008)
  9. 9. Era 3: Ads became “social.” (1989 - 2008)
  10. 10. Era 3: Ads became “social.” (1989 - 2008)
  11. 11. Era 3: Ads became “social.” (1989 - 2008)
  12. 12. Era 3: Ads became “social.” (1989 - 2008)Who “won” the Super Bowl?
  13. 13. Era 3: Ads became “social.” (1989 - 2008)Who “won” the Super Bowl?
  14. 14. Era 3: Ads became “social.” (1989 - 2008)
  15. 15. Era 3: Ads became “social.” (1989 - 2008)
  16. 16. Era 3: Ads became “social.” (1989 - 2008)
  17. 17. Era 3: Ads became “social.” (1989 - 2008) Dear Agency: You’re Fired
  18. 18. Era 4: Ads became “the product.” (2009 - present)
  19. 19. Era 4: Ads became “the product.” (2009 - present) What the...?
  20. 20. Era 4: Ads became “the product.” (2009 - present) And this is an online-only teaser!
  21. 21. Era 4: Ads became “the product.” (2009 - present)
  22. 22. Era 4: Ads became “the product.” (2009 - present)
  23. 23. Era 4: Ads became “the product.” (2009 - present)
  24. 24. Era 4: Ads became “the product.” (2009 - present)
  25. 25. Era 4: Ads became “the product.” (2009 - present)
  26. 26. Era 4: Ads became “the product.” (2009 - present) This year: 61,000 crowdsourced video entries.
  27. 27. Era 4: Ads became “the product.” (2009 - present)
  28. 28. Era 4: Ads became “the product.” (2009 - present)
  29. 29. Era 4: Ads became “the product.” (2009 - present) (4.4 million views in three days.)
  30. 30. 2012 Admeter Results Top 5 Spots:
  31. 31. 2012 Admeter Results Top 5 Spots: 5. Sketchers: “Go
  32. 32. 2012 Admeter Results Top 5 Spots:4. M&M’s: “Wardrobe
  33. 33. 2012 Admeter Results Top 5 Spots:3. Doritos: “Man’s Best
  34. 34. 2012 Admeter Results Top 5 Spots: 2. Bud Light:
  35. 35. 2012 Admeter Results Top 5 Spots: 1. Doritos: “Baby
  36. 36. 2012 Admeter Results Bottom 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. 37. My favorite spot?
  38. 38. Only 364 days till Super Bowl XLVII.Go create the next great Doritos commercial!
  39. 39. @mickeylonchar
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