Companies pay untold millions for a chance to reach the nation during the Super Bowl, America’s greatest unofficial holiday. In fact, a good portion of those watching the game find the commercials, often funny and creative and water-cooler discussion-worthy, as exciting as watching the actual football game (and there’s definitely a portion who find them even more worth watching).
Funny enough, a recent study claims that 80 percent of Super Bowl commercials are ineffective towards raising real brand awareness in consumers.
“Advertising should make people buy products or at least build purchase interest. Judged against this standard, four out of five Super Bowl XLVII commercials failed to deliver,” the report from advertising research group Communicus reads.
Regardless of the report, companies are shelling out huge bucks to get a modicum of your attention on February.
There’s going to be plenty of celebrity cameos during breaks of the game. Lawrence Fishburne is revisiting his Morpheus character from ‘The Matrix’ for Kia.
Scarlett Johansson, hot off her voice performance as a loving operating system in ‘Her,’ will be featured in a SodaStream ad. SodaStream, a device that carbonates water for homemade soda, was turned down by CBS last year by throwing punches at corporate heavyweights Coca-Cola and Pepsi in their ad spot.
This year, they’re going with celebrity appeal. Johansson is already a vocal fan of the device and claims she gives them as gifts to friends.
Wonderful Pistachios decided to drop their spokesman Psy, who seems to be stuck as the zeitgeist of 2012. Instead they opted for funnyman Stephen Colbert to push their pistachios.
"We wanted to deepen the enthusiasm beyond the Super Bowl with talent that resonates with our target over the full year," claims Marc Seguin, Paramount Farms, the company that owns the Wonderful Pistachio brand.
Some pretty elder companies are getting in on the Super Bowl for the first time this year, including Cheerios, which has had some pretty buzz-worthy advertising in the past year. We don’t know yet what the cereal company will show, nor do we know what car company Chrysler is up to. Jaguar is also premiering their first Super Bowl ad.
Will these efforts make you want to buy a luxury vehicle, soda machine or cereal on game day? The science says probably not, but at least the results will be entertaining.
This article is part of Allvoices’ series on ad:tech, the largest, longest-running digital marketing and technology event. Check out allvoices.com/adtech for more of Allvoices’ ad:tech coverage. This series is supported by ad:tech.