The big talking-point around many local offices Monday centered-on Super Bowl XLVI commercials. Marketing analysts say overall this year wasn't a creative one, with advertisers keeping to the same five basic themes: babies, animals, sex appeal, celebrities and humor.
On average, companies shelled-out $3.5 million for every 30 second spot, hoping to catch every consumer’s attention.
"There were some memorable ones, but again I don't think there was a big breakout for somebody who's going to be remembered for years and years and years,” Saint Mary’s College associate professor Joyce Hicks said.
Take for example Danica Patrick's GoDaddy.com “The Cloud” commercial, which dropped from heavenly glory into last place in the USA Today’s online Super Bowl Admeter poll.
"Dogs and cats are always big sellers,” Hicks added.
Bud Light fetched that advice with Weego, its newest animal star, a beer butler pooch. From warmhearted Weego, to a cruel cheetah, Hyundai proved animals aren't a clear ticket to success.
"Probably not as good an idea, who wants to see a man getting eaten alive by a cheetah,” Hicks said with a laugh as she recalled the Hyundai flop.
In total, 11 automakers including Chevy, Audi and Toyota ran ads during the big game; music to this struggling economy's ears.
"I always tell my students, listen to the music of today because when you're in your fifties, that's the music, commercials are going to be selling to you,” Hicks added.
After all, Pepsi put a twist on Aretha Franklin’s song Respect, while Hyundai utilized the Rocky theme song, hoping to take consumers back to the good ole' days, when cars seemingly ran better.
New to the scene were movie references, like Honda's use of the 1986 flick, Ferris Bueller's Day Off. Of course celebrities and humor were seen as well, each looking to bring out the loudest laugh.
"So I don't think there was one commercial that was an out-of-the-park homerun, but I think there were several that people will be talking about for at least a couple more days,” Hicks concluded.
According to the USA Today’s Super Bowl Admeter poll, here are the best and worst commercials of Super Bowl XLVI:
1: Doritos: Sling Baby
2: Kia: A Dream Car. For Real Life.
3: Bud Light: Weego
4: Doritos: Man’s Best Friend
5: M&M’s: just My Shell
53: Lexus GS: Super Bowl 2012
54: Bud Light Platinum: Factory
55: GoDaddy: Body Paint
56: Bud Light Platinum: Work
57: GoDaddy: The Cloud