The SUPER Part of Game Day – Super Bowl XLVI’s Commercials
Admit it. You get up during the commercial break to grab a snack while watching your favorite show. Admit it. You kiss your DVR every time you can forward past the product-selling zippy little numbers that slow you down from your favorite cop drama. And…admit it. There’s one day that you actually look forward to commercials – Super Bowl Sunday. It’s true. I’m guilty of it. Whether you’re a sports fan, a half-time show junkie, or a “reason to eat hot wings” viewer, everyone wants to check out the hot, new commercials people are buzzing about. But why is that?
It’s the hype that gets you to watch the commercials – the early sneak peeks, the rumors of which are going to the best, and the feeling that you’ll be one of the first to see it air between 1st and 2nd Quarters. Advertising companies spend big bucks on these 30-second spots. Time slots during the Super Bowl are prime real estate and these ads need to pop — whether its celebrity cameos, hilarious writing, innovative graphics, new music, or the unveiling of a hot new product, there’s an anticipation that builds before the big game day. Normally, you don’t get hype on the average airing of a Target or Home Depot ad. As the audience, we usually have no idea when a commercial first airs. But when there’s hype, there’s viewers. And for over 30 years, the Super Bowl commercial hype is an essential part of our American advertising culture. Year after year we are reminded of how much we love cars, Bud Light, Pepsi, talking babies, and polar bears. And year after year, we come back for more. They’re a tradition, just like game snacks. But this year was a little extra special. Not only did we get our fill of “funny”, but there were a few “tearjerkers” in the bunch.
So what were some of our favorite commercials during Super Bowl 46? Take a look:
Volkswagen does it again.
Playing on their Star Wars theme, this year VW gave us “The Dog Strikes Back”. And hey, why can’t commercials have sequels? VW proves that they 
sure are as funny and successful as the first. Standout moment: Dog Does Pilates PLAY IT
Jerry’s back.
Seinfeld unveils the new Acura Advance with a funny montage of attempts to be the first to own this sleek car. Standout moment: The Last Living Munchkin PLAY IT
Chevy survives the Mayan Apocalypse.
A very timely look at our impending 2012 doom. But hey, some of us survive and there’s twinkies! Standout moment: Barry Manillow’s “Looks Like We Made It” song choice PLAY IT
Honda!
Thank you for giving us that John Hughes goodness with a play on Ferris Bueller’s Day Off starring Ferris himself, Mathew Broderick. Cleverly shot and edited this commercial gives the right amount of nostalgia and enough laughs even for the pre-Bueller generation. Standout moment: Broderick on a parade float in Chinatown PLAY IT
And a standing O goes to:
Toyota Camry’s “Connections”
A poignant commercial that reminds 
us of all the experiences we share in cars. And for the millions watching at home, an extra special reminder that life is made up of moments – some life-changing, others simple and sweet. PLAY IT
As another Super Bowl came to a close, we added to our chain of moments one more, gathering around with family, friends, or strangers to stop things for a few short hours and share in watching a team make history. I guess there is definitely something super in that.
As a team who studies branding and advertising on a daily basis, we have great insight into the psychology of brand influence. Our creative solutions create the hype you crave for your brand. Get in touch for a quote for your next web or branding project info@skyboxcreative.com or call us at 619-381-3825!
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