The Funny or the Feels
Are Super Bowl commercials better when they are funny or sentimental?
Published: Thursday, February 6, 2014
Updated: Thursday, February 6, 2014 09:02
With over 250,000 million viewers, the Super Bowl has the most coveted ad time of any television event in America. The ad space gets sold in 30-second increments for around $4 million. That is approximately $133,000 per second.
This creates high viewer expectations for ads when the game takes its commercial breaks. Over the years there have been many memorable commercials. Some were funny, others were ridiculous and some offer nice sentiment. When thinking back, commercials by Budweiser, Doritos, Go Daddy and the various car commercials leave a lasting impression.
What makes these commercials so much more memorable than the others they shared time with? This year had some profound ads, but which ones will stay in the viewer’s mind?
Many people I have talked to when asked to recall some of their favorite Super Bowl commercials think back to the ads that were funny. Some memorable ads include Honda’s commercial with Matthew Broderick and his modern day Ferris Buehler shenanigans. Or the “free Doritos” with the snow globe through the vending machine. For some reason, getting a laugh makes a 30-second commercial much more memorable.
This year, however, featured not as much humor but more sentimental and “feels” if you will. The Budweiser ad with the Golden Retriever puppy and the Clydesdale is rated as the best ad of the Super Bowl. Axe also featured the “make love, not war” with war like settings ending happily with couples expressing their love towards one and other.
Another ad that has received a large amount of hype was the Coca-Cola commercial in which the song “America the Beautiful” was sung in multiple language to emphasis America’s diversity. Chrysler brought back its famous “imported from Detroit” slogan of American pride featuring Bob Dylan.
Many of the commercials that stood out this year were not the humorous ones. Will these ads last the test of time? Does an ad have to been funny to be memorable? I would say no. One of the most famous Super Bowl ads is the one of “Mean” Joe Green tossing his jersey to a kid who offered him his Coca-Cola.
What I think makes a good Super Bowl commercial section is a mix of both. It is good to have both laughs and feels. Too much of one gets overwhelming. It is always enjoyable to see what comes up during the one time of year in which people look forward to the commercials.
Caleb is a sophomore majoring in English.