A Dannon commercial during the 2014 Super Bowl featured a pants-less John Stamos and cameo appearances from some of his former “Full House” cast members.
Sorenson Advertising, a St. George-based advertising agency, held a Super Bowl party different from most. The focus of this party was to watch the Super Bowl for the ads and not for the game. The event is called the “Super Ad Bowl” and includes rating each ad and discussing strategy behind each campaign.
Scarlett Johansson lends her lips to promote SodaStream over Pepsi and Coke.
“In our industry, Super Bowl ads represent a celebration of what we do every day,” said Erik Sorenson, president of Sorenson Advertising. “This is an opportunity for us to provide a Southern Utah perspective on each Super Bowl Ad to our area.”
The Muppets join Terry Crews to tout some of Toyota’s attributes.
During the game, ads were placed in categories based on their creativity, ability to connect with the consumer and originality. “It’s amazing to me how some companies can knock it out of the park and others can turn off the audience with poor delivery,” said Adam Stoker, Senior Account Manager of Sorenson Advertising. “Overall, it was fun to see what the most accomplished professionals in our industry have produced.”
A tad more sophisticated than ads of yore, Axe debuts its “Make Love, Not War” campaign.
Among the winners were Audi, Doritos, Budweiser, Cheerios, Volkswagen and Coke. “It was surprising to see the auto industry really stretching themselves with out-of-the-box creative,” said Sorenson. As for the female demographics, H&M’s David Beckham ad, Dannon’s ad and the Axe ad caught their attention. “It doesn’t matter who the brand is – any spot with David Beckham running around with his shirt off is alright with me, especially if the message is on point,” said Jessica Merrill, media buyer.
A dashing (literally) David Beckham bares all for H&M.
“This edition of Super Bowl ads, as in recent years, has shown that simple concepts, solid narratives and straightforward execution that captures the audience can win out over weak strategies, smashing walls and useless celebrity endorsements,” said Colby Remund, creative director. “Too often, these big-money ads become a lost cause by trying so desperately hard to make fireworks. In the end, they miss out on big opportunities to connect emotionally with their target audience.”
