- Pennsylvania Rep. Chaka Fattah vows to fight federal subpoena
- Ron Paul: CIA spying is a result of a distrustful, big government
- Mike Huckabee: Opposing abortion is ‘how we save this republic’
- Obama pitches to middle class with overtime pay action
- Rep. Sheila Jackson Lee claims Constitution is 400 years old
- Unemployment, job creation top biggest problems in America: poll
- Twitter crashes for second time in nine days
- Charles Manson associate Bruce Davis granted parole
- Israeli warplanes pound 29 Palestinian sites in Gaza: ‘Direct hits’ confirmed
- Eric Holder to give thumbs-up to drop jail time for drug offenders
A Super Bowl ad is born: how 3 ads were created
NEW YORK (AP) - A timely Tweet that was praised. A story of a baby Clydesdale growing up that tugged at heart strings. A Jamaican accent that caused controversy.
In the world of advertising, any publicity can be good publicity. The goal is get people talking. And there’s no bigger stage in advertising than the Super Bowl, which for the last few years has been one of the most-watched events in U.S. TV history with more than 100 million viewers tuning in.
Companies spend millions to create Super Bowl ads that they hope will have people gabbing around the water cooler the next day. But the holy grail is keeping them talking weeks, months and even a year later.
This year, dozens of big companies from Pepsi to Chobani are spending an estimated $4 million for a 30-second spot during Super Bowl XLVIII on Sunday in hopes they’ll do just that. But as they gear up for the biggest day in advertising, they can take lessons from some of the most talked-about Game Day ads last year.
Here’s a look back at how those ads came to be, and what the companies that created those spots plan this year:
“DUNK IN THE DARK”
When a blackout hit the stadium early in the third quarter last year, Oreo was prepared to create instant social media content because the cookie maker and its digital agency 360i had been working on a campaign for Oreo’s 100th anniversary. The campaign featured a different ad every day that responds to news events for 100 days.
About 10 people at a 360i’s social media command center in New York immediately huddled with others on the phone. Ideas flew back and forth. Ten minutes later, the ad was out on Twitter and Facebook. No one recalls who came up with the ad, which featured an image of an Oreo in partial darkness and the tagline “You can still dunk in the dark.”
Even with the success of the spot, this year, Oreo is sitting out the big game. In 2013 the Super Bowl was the best channel to kick off Oreo’s “Cookie vs. Creme” campaign, but this year the company says it’s using other channels as its marketing evolves.
The beer maker, which is known for using Clydesdales in ads, last year depicted a Clydesdale growing up with his trainer and then recognizing him years later during a parade in Chicago in a spot called “Brotherhood.” Fleetwood Mac’s ballad “Landslide” played in the background.
By Emily Miller
Obama is losing the debate on gun ownership, concealed-carry permits
- Oil rig worker says he saw missing plane go down: report
- GOP bill tries to pull courts into fight with Obama on executive power, enforcing laws
- MILLER: Law enforcement realizes good people with guns deter crime
- Redskins' secondary holes remain unfilled amid NFL free-agent frenzy
- F-35 secrets now showing up in chinas stealth fighter
- Ben Carson: America's now 'very much like Nazi Germany'
- NRA shirt gets N.Y. high school student suspended
- Ukrainian PM accuses Putin of wanting war
- Malaysia: No debris in area shown on China images
- Critics point to Obama's attempts to sell health care as no laughing matter
Chaos as Manhattan building explodes
Pope Francis meets his 'mini-me'
Celebrity deaths in 2014
Winter storm hits states — again