The New York Times is revealing some inside information about some of our favorite brands advertising on Super Bowl Sunday. Some of these entertaining and optimistic ads will feature cost-saving offers to viewers - a feature that’s extremely rare for companies advertising to the biggest captive audience of the year. Others, most notably Anheuser-Busch, are banking that the mojo’s in the message.
- All seven Anheuser-Busch ads will be “lighthearted or warmly emotional rather than infused with the slapstick and sight gags.” Three of the spots feature the iconic Clydesdales - more than ever during a single game.
- Cash4Gold will use humor to persuade people to trade in their jewelry for cash, rather than use its traditional hard sell approach.
- Pedigree is using its 30 seconds to promote its Adopt-a-Dog drive.
- In a similar corporate social responsibility effort, Kellogg’s Tony the Tiger is going to push for communities to rebuild our kids’ playing fields.
- Hyundai will devote one of its two spots to Hyundai Assurance, a policy that helps people who lose their jobs after they buy a Hyundai.
- Career Builder and Monster.com will be sympathizing with the millions of Americans looking for new career opportunities in this market.
More than ever, it’s clear that Americans need to laugh and be entertained by the Super Bowl ads. Let’s hope this year’s ads deliver and don’t go too soft on us.
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