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Super Bowl Wrap

Ageism kept creeping into the Super Bowl spots tonight. I counted three older adults on motorized scooters/wheelchairs—one of them a former Chicago Bear who is also a boomer. I continue to wonder why men want to be portrayed as:

  1. Immature buffoons
  2. Hen-pecked men
  3. Men in prison or getting dumped

I don’t think agency planners are giving creatives the actual brief on the Super Bowl audience. (Hint: It’s not just men! And the men who are watching aren’t all 24!) And really, GoDaddy, Denny’s and Skechers spent money on time, but not creative. Go big or stay home.

Google’s French spot was the highlight for me. To reference David Wolfe, it was “ageless.” We all understand the power of the tool and they did an amazing job of storytelling in 30 seconds. Loved it.

I think Kia’s Sock Monkey spot was very funny and unexpected (loved the tattoo!), as was KGB. It’s hard to make tech engaging; KGB did; Intel missed. Etrade revived an old direction, but upped their game a bit with the girl babies and the airplane spot. It was cute but derivative. Audi did a great job with “Green Police” although it will likely hit a nerve with some consumers (at least on our coast).

The advertising was very uneven this year; makes me wonder if we put too much emphasis on this event as a benchmark for great advertising. Perhaps Pepsi had the right idea – taking it to the streets! This is one year the game was WAY better than the creative – go Saints. Laissez les bons temps rouler!


  1. Hi Lori
    Couldn’t agree more with the lack of creativity and targeting in ads during the super bowl. You’d think after as many years as we/they’ve been doing it and 365 days to prepare for it, that they could have pulled together something better. It certainly was not due to lack of demographic info about the viewership!?!? But I was a particular fan of the Audi ad, being an owner and former A3 owner too-definitely seemed geared young, but on brand. I thought it was clever and a real departure from typical auto ads. Google was great and I think you nailed it. Isn’t it funny-room full of guys in their late 30’s and none of them understood that Danika Patrick was the Go Daddy girl? Even I knew that – and I don’t like racing, or girls. Lots of lost money/creative that didn’t address boomers really at all. Why is that on this night? Especially when the entertainment was targeting an older demo ( I thought The Who did a fine job ) Cheers-Laura

  2. I think the superbowl presents weird demographic challenges to advertisers. On the one hand, it’s football, which is mostly men watching, and want to see Danica Patrick (but have no use for GoDaddy.) But on the other hand, since it’s such a huge event, it has millions of women and other casual football fans who are there to watch the commercials.

    I thought the ETrade and Google commercials spoke to me the most, but for the most part, though it was Meh.