Saint Mary's College professor ranks best and worst Super Bowl XLVII ads

By: Kevin Lewis Email
By: Kevin Lewis Email

The Baltimore Ravens may have won Super Bowl XLVII, but a beer company also scored big Sunday night.

Budweiser's minute long advertisement about the reunion of a Clydesdale and its trainer, scored a narrow victory in the USA Today's 25th annual ad meter poll.

"The Clydesdale ad was all about relationships, it was about family, it was about loyalty, it was about friendship and those are universal and people tie into that. It's just a heart-warming feel-good kind of ad and that's what sells," said Joyce Hicks, Saint Mary's College associate professor of marketing.

Coming in a close second was Tide's ad about a fan's jersey, miraculously stained with an image of football legend Joe Montana. Tide also capitalized during the game's 35 minute blackout, tweeting an impromptu image spurred by the situation. Fellow Super Bowl advertiser Oreo did the same thing, reminding consumers, "You can still dunk in the dark."

Chrysler's two minute ad saluting farmers ranked third in the USA Today survey, while Dorito's fashionistas father commercial, and Jeep's ad honoring military families rounded out the top five.

"I think everybody wants to feel good, they want to laugh, and they don't want to feel grossed or offended," Hicks added.

The buzz was less positive for's extended lip-lock between a geek and supermodel Bar Refaeli; it ranked dead last in the USA Today survey.

"I don't think blatant sexual humor sells. Sex might sell, but blatant sexual humor doesn't. When you take it over the top too an extreme, it's probably not a good idea," Hicks concluded.

The USA Today is just one of the entities tracking Super Bowl commercials. Video streaming website Hulu allowed fans to vote on the ads, listing the Chrysler Paul Harvey 'farmer' ad on top. And Tivo cited Taco Bell's spot, featuring senior citizens behaving like twenty-somethings, as the most 're-watched' ad of the night.

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