Watching It For The Ads
By Jesse Selz, TVG Graphic Designer
I’d be lying if I said I was big fan of football, or that I even attend Super Bowl events for the purpose of watching the game. However, there are many other coexisting elements which are persuasive enough to make me an active participant: all the food and refreshments, watching the halftime entertainment, being part of the Super Bowl social-culture, and most importantly—the commercials. As a graphic designer, I’m not ashamed to admit my love for media art, advertisements and graphics is probably greater than the average person. I, like many others, pay more attention to the commercials than the game itself. Needless to say, the Super Bowl has become as much about advertising as it has about football.
During this annual event, we see big brand names try to top the previous year and stand out from the rest. Whether it’s with humor, detailed CGI effects or going for the shock-factor, they know it’s important to be impactful in the thirty-second space they have to convey a message. The pressure is on for these brands that land a spot, and let me tell you…it isn’t cheap. Reports show a thirty-second advertisement during this year’s game cost a cool $5 million, or $166,666 per second, which was $.5 million increase over 2015.
Here are a few of my favorite Super Bowl commercials of 2016 (in no particular order):
1. Doritos: Ultrasound
2. Marmot: Love the Outside
3. Audi: Commander
“Surrounded by memories of the Space Age’s golden years, a retired astronaut has lost his zeal for life. But when his son shows up and hands over the keys to the new 205-mph Audi R8 V10 plus, a rocket ride under the stars stirs newfound life within the Commander. It’s a universal reminder that amazing things happen when we choose exploration, technology and the moon.”
4. Acura: NSX
5. Mountain Dew Kickstart: Puppymonkeybaby
On Facebook, the video already has over 58k comments and has stirred mixed emotions. One user writes:
Although the ‘puppymonkeybaby’ was a strange concept, I will say it was one of the few commercials I felt was memorable, and it started a dialogue. For that, the company gained points in my book for creativity and originality.
What do you think were the best & worst commercials of the 2016 Super Bowl? Tweet us your thoughts @VandiverGroup.