The Super Bowl is the biggest day of the year for advertising as well as for football. It works like this: the advertisers present a lineup of stand-out commercials — funny, emotional, engaging, entertaining — and viewers watch them rather than change the channel or leave the room for a beer or a bathroom break.
Years ago, a commercial was often the culmination of a campaign. Now, however, a Super Bowl spot is usually the opening of an elaborate campaign that extends online, in stores and throughout other media. The ultimate goal is for the Super Bowl commercial to generate buzz, which is then amplified or paid off by the other elements in the campaign.
Many commercials this year took a satiric tack, spoofing movies, television shows, video clips, celebrity misbehavior and more. A typical cast of characters, including animals, babies and pop stars, all made appearances. This year, no Raleigh advertising agencies or Charlotte advertising agencies created spots for the Big Game.
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