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The Super Bowl

SB Making-Of, Part Deux: Kia’s ‘One Epic Ride’

In case you missed this, here’s a nice look at what transpired during the making of David&Goliath’s “One Epic Ride” Super Bowl spot for Kia,  which by the way didn’t even make the top 10 according to the BrandBowl poll (but managed a 6.15 rating on USA Today‘s Ad Meter).  Still, it’s pretty boss to see how a huge production such as this went down and the video goes into detail from the live action shoot to visual effects creation that brought this big-budget, big game entry to life.

Audi’s Super Bowl Ad Leaks?

Well, it would seem that Audi’s Super Bowl ad was uploaded to YouTube a couple of days early. So, before Audi notices the mistake and yanks the spot from the interwebs, we’d like to share with you this minute-long senior citizen prison break created by agency Venables Bell & Partners. Thanks to the anonymous tipster who directed us to the commercial, and we hope that no one over the age of 60 was harmed in the making of this ad, either by kicking out plate glass windows or having to endure Kenny G’s horrible music.

SportsNation’s Michelle Beadle Cooks Up Some Super Bowl Ad Fail

If you’ve never seen ESPN2′s amorphous blob of viral videos and sports commentary, SportsNation, you are in for one of the strangest shows the Walt Disney Company has ever turned out, That’s So Raven included.

Picture Comedy Central’s weekly funny internet video wrap-up Tosh.0 mixed with Fox Sports Net’s old silly sports free-for-all The Best Damn Sports Show Period sprinkled in with ESPN’s short-lived Today Show-esque morning show, Cold Pizza. Mix in radio show host Colin Cowherd and his co-host, sports reporter Michelle Beadle, and the above video makes complete sense to the regular SportsNation viewer. Seriously.

Attempting to take the focus away from actually discussing the Super Bowl and their show’s whole “will they or won’t they” vibe that diminishes whenever Beadle shuts down Cowherd’s nervous advances (sigh), the former puts herself through the famous Super Bowl Ad gauntlet. And, look at that, she can take a clothesline to a mud puddle as well as Betty White. If Beadle and Cowherd aren’t complimenting funny videos and comparing their value to professional sports feats, they are making funny videos and ignoring sports all together. Try to bribe them with soda for their jersey, and they’ll throw a glass bottle at your face.

Super Bowl Ads To Women: “Nothing To See Here,” Study Says


Hoffman-York, my new favorite Chicago ad-agency, released a study today called “PURSEuation,” which pretty much says that Super Bowl advertisers speak straight to The Penis.

The report finds that “the commercials were not particularly influential to women,” “the overall theme could have been ‘take back your manhood,’”and that the Super Bowl commercials were “rather disappointing [considering] that more than likely 40 million women were watching, and so many of the spots failed to impress them.”

The study also quoted the 2010 Hanon McKendry poll that found women to be 2.5 times more likely to watch the Super Bowl for the advertisements than their male counterparts.

Tom Jordan, a man who is in touch with his Feminine Side, (and also the Chief Creative Director at Hoffman York), said “This is by far one of the best opportunities for advertisers to place their products squarely in the circle of conversation and consideration with the people who influence purchases-women. Yet, the Super Bowl has become the premier event that places enormous pressure on every advertiser to have ‘bragging rights’ and ‘talk value’ about their brand, whether it sells the product or not.”

I think what Tom is trying to say here, is that the Super Bowl is a Big Swinging Dick Contest. And to Tom, I must say: I think you’re on to something.

Via PRWeb

More: Super Bowl Ads To Women: Nothing To See Here

Super Bowl Ads To Women: Nothing To See Here

Fam Guy No Girls.jpg

It probably comes as no surprise that as a lady, I enjoy the Super Bowl primarily for the commercials and queso dip. Plenty of studies in recent years have shown that, though lots of women enjoy football, most chicks watch the game for the ads. They’re entertaining and they make us giggle.

But, at least for me, that’s pretty much where it stops. Has a Super Bowl ad ever prompted me to buy a case of Bud Lite or fire up an E-trade account? Nope. The Super Bowl is a He-Man, beer-drinking, beef-eating, fart fest and the commercials prove it. It’s understandable, I just don’t see how it’s profitable.

And as the sole female voice of AgencySpy, I’d like to point out that women account for 85% of consumer spending, and are more than twice as likely as guys to watch the Super Bowl primarily for the commercials. So where are all the Revlon ads?

In a time when advertisers should be preeeetty concerned with their ROIs, it seems strange that they’d alienate almost half their viewing audience by gearing ads towards every guy’s inner frat boy. Ad agencies aren’t stupid. They know who responds to what, and I’m not the first person to raise this argument. Which is why I have to call this one as I see it. The Super Bowl is the proverbial Big-Dick contest of the advertising industry. Winner gets bragging rights in the locker room for the rest of the year-no girls allowed.

More: Draftfcb Has a Lot Riding on The Super Bowl, So They Took Their Pants Off

Draftfcb Has a Lot Riding on the Super Bowl, So They Took Their Pants Off


Draftfcb, the agency you love to hate, has three spots running on Super Bowl Sunday. Each campaign is for a client trying to get back into their respective game and from what we’ve seen so far, the agency has good reason to be gnawing their fingernails.

Read more

Will Your Agency Be Sweating Come Sunday?


CBS has officially sold out all of its Super Bowl spots for this Sunday’s game, and we know gifted Agency Spy readers are behind many great commercials. So, all you creative geniuses, show yourselves! Tell us about the blood, sweat and tears that went into your Pièce de résistance that will be airing during the game. Send your name, agency, client and a video of the spot (we promise we won’t air videos until after the game) to either agencyspy at gmail dot com, or agencyspychi at gmail dot com.

More: CBS Beats NBC to Final Super Bowl Spot Sale

NBC Claims 147 Million Viewers Tuned in to Super Bowl At Some Point

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Yesterday Nielsen reported that 94.5 million of you turned on the Super Bowl. Naturally, the Web erupted with chatter about how this year’s game grabbed fewer eyes than last year when Fox pulled in 97 million. But, what about all those online eyeballs watching via, Hulu and all the ad-hype leading up to the game? That’s got to count for something, right? NBC thinks so, and according to MediaWeek reports that at some point, as many as 147 million people tuned into the game.

Seemingly having overlooked the online ratings, AdAge titled its story on the subject, “Super Bowl Advertisers Paid More, Got Less.” Well, that’s certainly true if you only consider TV. The publication, as well as AgencySpy and countless others posted ads weeks before they ran during the Super Bowl &#151 those clicks count for something.

Take the Doritos campaign as another example &#151 by letting the public create ads, the snack maker stirred up brand awareness months before the game. And it paid off, with a USA Today poll ranking the user generated spot as number one above all the others. Imagine that &#151 two relative nobodies beating the entire field &#151 and they did it for free.

Apparently, Nielsen isn’t much of a crystal ball when it comes to measuring true readership.

This issue has been stirring up for a while now &#151 online versus TV and the measurement of each. Though the Web was once a secondary landing space for advertisers, companies like NBC and FOX have forced the transition that’s been coming for a few years &#151 making the Web a primary competitor for TV. How Neilsen could discount that Web is beyond us, and it’s absurd that any publication would publish a report indicating that the game was a bust.

More:NBC, Pepsi Jerk One Another Off, Hit Will Forte in Crossfire

The Super Bowl Ad-recap Round-Up

Rather than blab about the best and worst ads from last night, here’s a bunch of links to other people who are already blabbing.

&#151 WSJ: Monster, Doritos Score in Big-Game Blitz link

&#151 USA Today voting tool link

&#151 USA Today’s winner: ‘Two nobodies from nowhere’ craft winning Super Bowl ad for Doritos link

&#151 AdAge: Bob Garfield Reviews The Super Bowl Spots link

&#151 Adweek: Barbara Lippert‘s Super Bowl Ad Critique link

&#151 New York Times: Ads That Pushed Our Usual (Well-Worn) Buttons link

&#151 Bloomberg: NBC Sells Out Super Bowl for Record $206 Million in Advertising link

&#151 AdScam: George Parker promises not to blog about the Bowl link

More:NBC, Pepsi Jerk One Another Off, Hit Will Forte in Crossfire

NBC, Pepsi Jerk One Another Off, Hit Will Forte in Crossfire

Last night, NBC resembled an eight year-old kid with A.D.D. hopped up on pixie stix and Pepsi. A lot of Pepsi. Pepsi Max, Diet Pepsi and even SNL cast member Will Forte, aka MacGruber, aka Pepsuber. As expected it was a shill-fest to end all others &#151 NBC left no white space un-sponsored, even shoved its own brand down your throats like so many male nether-parts in a slightly uncomfortable bukakke scene.

One promo (or, was it a commercial?) for NBC caught our attention because it was out of place, awkward and short-sighted. NBC used a sketch from SNL called ‘MacGruber’ &#151 well, they used the second of the three-part gag. Actor/writer Will Forte stars as a wanna-be MacGyver who despite having the skills to disarm a bomb that’s always about to explode, inevitably gets to rambling until *cue punchline* the bomb explodes.

But this time, what keeps him from disarming the bomb is a strange new love of Pepsi. When the three parts of this sketch are played in succession, the gag works well enough. MacGruber, Vicky and the actual MacGyver face certain doom &#151 but MacGruber assures the pair that everything he needs to disarm the bomb is in the room they’re locked in.

MacGruber is going to save the day! But first, a Pepsi break. Wakka wakka. OK fine. The second and third versions go on like this, in a steep crescendo of Pepsiness that leads MacGyver to ask, “are you sponsored by Pepsi or something?” It gets so ugly that MacGruber mentions the “Refresh Everything” campaign. Forte as MacGruber: “I am 100% my own man! By the way I had my name legally changed to Pepsuber.” Yeah, we know.

But worse than anything seen in the sketch is NBC’s use of the second (note: the videos are ordered 1-3 top to bottom) bit during last night’s game. Was it a promo? Was it a commercial for Pepsi? Did NBC cross the line and mix the two? We wonder what response NBC was hoping for, because it was a muddled mess.

Yet another gaffe: they played the second part of the skit rather than the first. The second installment is much more Pepsied out than the first, which gives the promo that aforementioned amorphous-blob feel. Bleck.

We hear that NBC intended to air the first part, but at the last minute opted for number two. Hmm. Did Pepsi toss NBC some extra cash to make that happen? That’s the only conclusion that makes sense to us, because the Pepsi brand does nothing to help MacGruber &#151 or SNL &#151 other than fuel critics’ “SNL’s originality is dead” argument.

More:SNL, MacGruber, and a Life Ending Pepsi Break Parts 1-3