Every year, the Super Bowl is the most watched American television broadcast. As a result, the coveted advertising spots have increased in value to an average cost of $4 million for a 30-second spot. Some viewers, who aren’t necessarily football fans, pay attention to the broadcast just to watch the commercials for their creative genius, clever storylines and sense of humor.
Over the past couple decades, Super Bowl commercials have gone from selling a product to becoming the product. Formerly consumers eagerly awaited to view these ads to learn about new products and services, yet since the 21st-century consumer can find out anything he or she needs to know about new products online, most viewers are looking to be dazzled by the entertainment value of the ad rather than the educational value.
That said, it seems that every year, Super Bowl commercials get more and more outrageous. This year, though, commercials were surprisingly subdued and overwhelmingly heartwarming.
One of our collective favorites this year was also one of the most simple. The Doritos commercial was both funny and memorable. It reinforced the brand throughout the 30-second spot while also entertaining. Amazingly, the ad cost only $300 to produce, demonstrating that elaborate graphics and celebrity endorsements don’t necessarily beget the biggest payoff. The photographer of this ad earned $1 million for being selected as the best Super Bowl ad. Continue reading