Upbeat Messages, Offbeat Humor Dominate Super Bowl 50 Commercial - News9.com - Oklahoma City, OK - News, Weather, Video and Sports |

NEWS

Upbeat Messages, Offbeat Humor Dominate Super Bowl 50 Commercials

Posted: Updated:

From a strange creature called "Puppymonkeybaby" to a tear-inducing Audi ad, Super Bowl ads ran the gamut this year from offbeat humor to heartfelt messages.

On advertising's biggest night, Chrysler celebrated Jeep with an ad filled featuring black-and-white portraits of veterans, kids and pop icons. In Audi's spot, a depressed aging astronaut remembers his joy for life by driving an Audi sports car with his son. And in a quirky Doritos ad, a fetus in a sonogram appears to rocket out of the womb to chase a bag of chips the mother angrily tossed away.

The goal for advertisers: to stand out and win over the 114 million-plus people watching the big game on Super Bowl Sunday, much the way the Denver Broncos triumphed over the Carolina Panthers. With ads costing a record $5 million for 30 seconds this year, the stakes are high to stand out from the 40-plus advertisers and be remembered.

In general, advertisers played it safe with universally liked celebrities such as Anthony Hopkins (TurboTax) and Ryan Reynolds (Hyundai), cute animals and pro-America themes.

"It's been a pretty safe night," said David Berkowitz, chief marketing officer at advertising agency MRY. "There's relatively little going over the top."

Offbeat humor reigned with a creature called "Puppymonkeybaby" -- pretty much exactly what it sounds like -- in an ad for Mountain Dew's Kickstart. The ad sought to show that three great things go together, since Kickstart combines Mountain Dew, juice and caffeine.

"It's on my list of the weirdest ad of the night, but it's very catchy and people will be talking about it," said Kelly O'Keefe, a marketing professor at Virginia Commonwealth University.

Heartfelt messages were in abundance too. SunTrust's ad urged people to take a breath and feel better about their financial health. BMW's Mini urged people to "defy labels."

Most ads managed to avoid the somber tone struck last year, when an ad for Nationwide about preventable household accidents bummed out many in the audience.

There were a couple of misfires. Two pharmaceutical ads highlighted unappealing digestive conditions. One promoted an anti-diarrhea medication Xifaxan with a small-intestines mascot taking a seat at the Super Bowl. Another sought to raise awareness about "opioid-induced constipation."

"This just isn't a topic that people want to hear about during a Super Bowl," said Villanova University marketing professor Charles Taylor.

"People want something new," Peter Kain, who directs the Snickers campaign at ad agency BBDO told CBS News. "They don't want the same old thing. So we have to, kind of, work within the structure we have, but try to bring it to life in new and different and surprising ways."

Suddenly, Super Bowl commercials became must-see TV, says former New York Times ad columnist Stuart Elliott.

"The Apple ad set off the idea that if you would pay attention to the commercials and stop talking and stop eating and stop running to the bathroom or the kitchen, that you will be rewarded with new, funny, different, interesting, heartwarming, schmaltzy, hilarious, surprising commercials," Elliott said.

OFFBEAT HUMOR

Mountain Dew's ad might have been the weirdest ad of the night, but Doritos' ad also seemed likely to divide viewers. The spot showed a couple during a sonogram. When the mother throws away a bag of Doritos, the fetus seems to zoom after it, to the consternation of all present.

"It caught you a little off guard, but it fit the brand," said O'Keefe.

Some Super Bowl watchers agreed. Brian Kearney, from Morris County, New Jersey, was watching the game with about 15 people and said the ad was a hit with his friends.

"I thought it was hysterical, we all cracked up," Kearney said.

Other ads with offbeat humor: Bud Light featured Amy Schumer and Seth Rogen traveling around America promoting "The Bud Light Party." A Shock Top ad showed actor T.J. Miller trading insults with the brewery's talking orange wedge mascot. And the outdoor goods-and-clothing company Marmot showed a man palling around with an actual marmot he appears to be falling for, all to illustrate falling in love with the outdoors.

MONEY MONEY MONEY

Eight years after the financial meltdown, financial companies are feeling more comfortable promoting their products and services. Six advertised in the big game, including including SunTrust Banks, PayPal, Quicken Loans, Intuit brand and Intuit's TurboTax and Social Finance Inc.

Most promoted optimistic messages about money. TurboTax, for instance, enlisted Anthony Hopkins to get out the message that you can file your taxes for free with TurboTax. PayPal's music-video style ad asked people to embrace "New Money."

"We're officially over the mourning of 2008 (financial crisis)," said Mediapost columnist Barbara Lippert.

CINEMATIC ADS

Some advertisers created mini-movies. Toyota went long with a 90-second ad depicting bank robbers who use a Prius 4 to escape from police. LG enlisted Liam Neeson in a futuristic spot showing off LG's new OLED 4K TV. Hyundai's "The Chase" ad, echoed "The Revenant," showing people escaping grizzly bears by using Hyundai's remote start feature.

"Super Bowl advertisers are sticking with light themes," said Tim Calkins, a marketing professor at Northwestern's Kellogg School of Management. "Last year we had serious ads about fathers and mortality. This year the ads are funny and creative."

  • NewsMore>>

  • Search For Mexico Quake Survivors Enters Day 4, Some Success

    Search For Mexico Quake Survivors Enters Day 4, Some Success

    A nurse runs during rescue efforts at the Enrique Rebsamen school in Mexico City, Mexico, Wednesday, Sept. 20, 2017. Thousands of professionals and volunteers are working frantically at dozens of wrecked buildings across the capital and nearby states lookA nurse runs during rescue efforts at the Enrique Rebsamen school in Mexico City, Mexico, Wednesday, Sept. 20, 2017. Thousands of professionals and volunteers are working frantically at dozens of wrecked buildings across the capital and nearby states look

    Survivors are still being pulled from rubble in Mexico City as rescue operations stretch into a fourth day Friday, spurring hope among desperate relatives gathered at the sites of buildings collapsed by a magnitude 7.1 earthquake. Mexico’s federal police said several people were lifted out of the debris of two buildings 

    More >>

    Survivors are still being pulled from rubble in Mexico City as rescue operations stretch into a fourth day Friday, spurring hope among desperate relatives gathered at the sites of buildings collapsed by a magnitude 7.1 earthquake. Mexico’s federal police said several people were lifted out of the debris of two buildings 

    More >>
  • Trump Talks Maria With Puerto Rico Gov. Promises Visit, FEMA Aid

    Trump Talks Maria With Puerto Rico Gov. Promises Visit, FEMA Aid

    Electricity poles and lines lay toppled on the road after Hurricane Maria hit the eastern region of the island, in Humacao, Puerto Rico, Wednesday, Sept. 20, 2017. The strongest hurricane to hit Puerto Rico in more than 80 years destroyed hundreds of homeElectricity poles and lines lay toppled on the road after Hurricane Maria hit the eastern region of the island, in Humacao, Puerto Rico, Wednesday, Sept. 20, 2017. The strongest hurricane to hit Puerto Rico in more than 80 years destroyed hundreds of home

    The Latest on Hurricane Maria (all times local): 9:55 p.m. The White House says President Donald Trump has spoken with the governors of Puerto Rico and the U.S. Virgin Islands. 

    More >>

    The Latest on Hurricane Maria (all times local): 9:55 p.m. The White House says President Donald Trump has spoken with the governors of Puerto Rico and the U.S. Virgin Islands. 

    More >>

Special Features

iPhone App

Get breaking news, weather, sports & video directly on your iPhone.

Politics

Breaking political news & the latest headlines from the state capitol & D.C.

Radars

See where weather is happening using our live interactive radars.

Technology

Spend your money wisely with reviews of new tech gadgets & the latest news in technology.

TV Schedule

Need to know what's on TV? Check out our television schedule.

Live Radar

WARN Interactive
Powered by Frankly
News 9
7401 N. Kelley Ave.
Oklahoma City, OK 73111
News9.com is proud to provide Oklahomans with timely and relevant news and information, sharing the stories, pictures and loves of Oklahomans across our great state.
All content © Copyright 2000 - 2017 KWTV. All Rights Reserved. For more information on this site, please read our Privacy Policy, and Terms of Service, and Ad Choices.