Most people would agree that one of the main drawbacks to television would be the commercials that take time away from the real show. Many viewers would argue to focus more time on the actual program instead of countless car and food advertisements. There is, however, one exception to this rule: the one day out of the year where people find themselves counting the commercials as part of the main event: Super Bowl Sunday.
In recent years, the advertising industry has stepped up its game and budget to capitalize on the coveted time slots, which today sell for an average price of $2.8 million per 30 seconds.
The popularity of these commercials is not something new in the entertainment community. Since the first Super Bowl in 1967, viewers everywhere have witnessed countless ads. One of the most iconic images is the 1980 Pittsburgh Steelers defensive-tackle, "Mean Joe" Greene, trading a young boy his jersey in exchange for a Coca-Cola. The popularity of this ad was revamped last year as Steelers safety Troy Polamalu reenacted it for the offshoot drink Coke Zero.
Although they are one of the most widely known products, Coca-Cola is not the only corporation to advertise such memorable commercials like this one.
Boost Mobile will be celebrating the 25th anniversary of the "Super Bowl Shuffle" by featuring many players of the 1985 Chicago Bears to advertise their new $50 a month service.
One reason that big name products have continued to stay so popular in regard to their Super Bowl commercials is because they are willing to adapt to the times. The Anheiser-Busch Brewing Company, renowned for their Clydesdale horse ads, has integrated several more animals into their mascot group, including a zebra and a Dalmatian. Just last year, Bridgestone Tires strayed away from a traditional car ad and successfully replaced stunt car drivers with Mr. and Mrs. Potato Head.
This year marks the return for several of these classics, as well as the commercials which have become popular in recent years. For the sixth consecutive year, GoDaddy.com will be returning with scantily clad models, which now include Indy Car driver Danica Patrick and professional poker player Vanessa Rousso. After last year's "Free Doritos" ad, Frito Lay has purchased three time slots for their independent commercial contest winners. Mars Chocolate will also return after a three year hiatus following their controversial "Snickers Kiss" commercial.
Not all companies, though, were as fortunate as these.
For the first time in 23 years, Pepsi-Cola will not be running a Super Bowl ad due to budget cuts. FedEx has stated that they will not buy time for similar reasons. To make up for the space, other companies have capitalized on their absence.
The entertainment industry will be present in the Super Bowl ads as well. Paramount has announced that they will premiere the ads for "Iron Man 2," "Shutter Island" and "The Last Airbender." Universal Studios has stated that they will show short commercials for "The Wolf Man," "Robin Hood" and "Despicable Me." Because the cost of ads has dropped this year, the second time in the history of the game, studios jumped at the chance to promote their movies.
Christopher Spall can be reached at christopher.spall@student.shu.edu.
