This presentation was used to lead off a class analysis of some of the most interesting and controversial commercials that ran during the 2017 Super Bowl.

1. NO BIGGER GAME
FOR ADVERTISING
SUPER BOWL COMMERCIALS

2. SUPER BOWL COMMERCIALS
A HUGE, DIVERSE AUDIENCE. ADS CAN TAKE ON A LIFE OF THEIR OWN.
▸ Super Bowl games are regularly among the United States’ most watched TV broadcasts.
For advertisers, eyeballs (hopefully) convert to product awareness and increased sales.
▸ The broadcasts not only attract a wide audience, but a diverse one as well, spanning
many demographics and age groups. Recently women have accounted for at least 40%
of Super Bowl viewers. Because of this, airing a commercial during the Super Bowl can
be valuable for advertisers seeking an audience for there products and services.
▸ Because of the overall buzz surrounding them, Super Bowl commercials have become
cultural events. The best ads get additional airplay and exposure (for free). They are
widely discussed on TV and online, often going viral even before they air on game day.

3. SUPER BOWL COMMERCIALS
YOU HAVE TO PAY TO PLAY.
▸ Ad rates in the Super Bowl have climbed
steadily over the last decade.
▸ Fox is selling 30-second ad slots in this
year’s game for a $5 million.
▸ When you pay this kind of money for 30
seconds you don’t cheap out. The
average Super Bowl commercial costs $1
million to produce. The most expensive to
date, Chrysler’s 2011 “Imported from
Detroit” had a production budget of
$12.4 million.

4. SUPER BOWL COMMERCIALS
ADVERTISERS BRING THEIR A GAME.
▸ Super Bowl advertisements have become iconic and well-known because of their
cinematographic quality, unpredictability, humor, and use of special effects.
▸ Many of the most famous Super Bowl ads have been directed by top movie directors
like Ridley Scott, David Fincher, Clint Eastwood, Peter Berg, and Zach Snyder.
▸ Celebrity cameos have also become common in Super Bowl ads. Celebs who
wouldn’t ordinarily be caught dead in a domestic TV commercial seem more willing
to appear in Super Bowl ads; whether because of the higher production values, the
cache of appearing in what often become iconic ads, or maybe just because there is
a lot more $$$$$ to be had.

5. COMMERCIAL CONTROVERSY (SELLS)
▸ Controversy over Super Bowl ads isn’t new. In
today’s politically-charged climate, it’s unavoidable.
▸ Airbnb and Budweiser are seen as making political
statements with ads touching on diversity and
immigration.
▸ Even Audi’s gender inequality-themed ad is causing
“outrage” in internet comments and on cable news.

6. WATCH & ANALYZE ADS▸ As you watch them keep two of your favorites in
mind. Then use the analysis worksheet to evaluate
your chosen ads.