Few touchdowns in latest crop of ads
Posted on Monday, February 6th, 2012 at 1:33 amCopyright 2012 Houston Chronicle. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
Updated 11:54 p.m., Sunday, February 5, 2012
Derek Rucker, a professor at Northwestern University’s Kellogg School of Management who annually studies the quality of Super Bowl ads, said the average quality of Sunday’s spots was good, but he didn’t see as many standout spots as in previous years.
Rucker’s group studies spots from the standpoint of brand advancement, so his study gave high marks to M&Ms’ Miss Brown character, to Dannon’s Greek yogurt (“Who doesn’t like seeing John Stamos get punched?” he said) and to other groups that focused on a single ad like Honda’s Ferris Bueller homage with Matthew Broderick and Skechers with Mr. Quigley the dog and Mark Cuban the billionaire.
From one reviewer’s perspective, here are five ads that worked as entertainment and that left the viewer with a positive impression of the product they were designed to represent.
Last year, Chrysler used Eminem to tout the revival of the U.S. car industry.
Cat lovers may object, but such is the power of junk food that it can drive a good dog to crime and make a good man subject to temptation and prevarication.
Jerry Seinfeld and Jay Leno, who are car collectors in their own right, nudge out Matthew Broderick as Ferris Bueller for the Honda CR-V for the best comedy car spot.
[...] here are five spots that didn’t advance the art of creative advertising and didn’t do a lot to promote brand loyalty for established customers or create positive impressions for new ones.
Just what you want to see during an event that prompts eating and drinking: a kid apparently urinating in a swimming pool.