Sex, Laughs and Super Bowl

Super Bowl

For marketers it’s not about the Baltimore Ravens or San Francisco 49ers, it’s all about the $133,333 a second for a half-minute of airtime and the buzz it creates. Welcome to the ad world’s Super Bowl.

$4 million might buy you a 30-second ad during the Super Bowl broadcast. But whether it will air or not depends upon the network’s approval. This year CBS banned quite a few commercials. However some of them, as one of the bloggers put it, make a killing from getting banned.

CBS Standards do not permit advertising related to pornography. So this sweet little ad for PornHub was predictably banned and possibly drove more viewers to YouTube, than if it had been approved.

What kind of world do we live in, you might ask, if this innocent ad gets banned and these excitingly disturbing ads below make it through?

Model Bar Rafaeli kisses a nerd on GoDaddy’s behalf.

Model Kate Upton washes the Mercedes-Benz in slow motion, or does she?

Prior to the big game Coca-Cola launched a gamified campaign asking people to choose an ending for its ad. The viewers could vote for any of the three featured teams (Cowboys, Showgirls and Badlanders) during the Super Bowl broadcast and sabotage the two competing groups.

And, of course, there were some controversially funny ads. This one, despite the hilarious premise and immaculate performances, was accused of racism. Still, it made it thought the selection process.

In the meantime the leading automakers ran the Super Bowl teaser ad campaigns online in the lead-up to the game targeting a younger than usual demographic to buy their cars.

The rest of the Super Bowl 2013 ads have been complied by Mashable for your enjoyment and scrutiny.

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According to the media monitoring firm Kantar Media, in the last decade (from 2003 through 2012) the Super Bowl has generated $1.85 billion of network advertising sales.

The firm says that last year’s game had 78 commercials and produced ad sales of $262.5 million. In addition Adobe Systems reports that Super Bowl sponsors get a 20 per cent increase in traffic to their websites on the day of the game, and the audience remains higher than average the following week.

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This year’s Super Bowl ads are as creative as ever. The beautiful minds behind those brilliant and sometimes on-the-edge ideas are the all-rounders who are all about cross-channel, social and creative. They are brilliant storytellers too. If you dream of getting your ad to the Super Bowl, but need some up-skilling along the way, maybe it’s time to check out one of our courses:

Digital Marketing Certificate

Data-driven Marketing & Advertising Certificate

By Vlad andrianov, ADMA

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