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Ad leaves fans snickering

Candy bar spot 'memorable,' say industry execs

Janet Forgrieve, Rocky Mountain News

Published February 5, 2007 at midnight

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Two buddies who go too far while sharing a Snickers got one of the biggest laughs during a Super Bowl Sunday gathering of area ad execs.

The spot, dubbed "Do Something Manly," features two pals working on a car together. Their heads draw closer after one pops a candy bar in his mouth and the other can't help but chomp the other end.

When their mouths meet and they realize what they've done, the pair quickly decides a masculine move will reverse the kiss - so they rip out some chest hair and scream.

"That will definitely be one of the most memorable spots," said Steve Sander, president of Sander Kenney Marketing in Denver, and one of about 10 folks who watched the game at a Denver gathering.

It was also a creative way to showcase the product, said Lorelle Burke, executive director for Public Interest Advertising in Centennial.

At the end of the 30-second spot, there's a tease to -afterthe kiss.com, which lets visitors view the ad, plus three others, then vote on which one they'd like to see aired during the Daytona 500.

The Web site tease has become essential, said Steve Miller, CEO of NetNewsdesk.com, an interactive marketing agency based in Lafayette.

Increasingly, the pricey commercials are a way to gain awareness for a company or product - a jumping-off spot to a more multifaceted marketing campaign that integrates the Web and viewer feedback, Miller said.

While technology may be changing the way Super Bowl commercials play in an overall marketing strategy, the best spots are still the ones that simply tell a story, agreed Bob Rickert, creative director for McClain Finlon and Bob Taber, managing partner at Thomas, Taber & Drazen.

Coca-Cola scored with a couple of ads, including one that used images from the violent video game Grand Theft Auto but turned it around. Our hero walks through town doing small good deeds that set off a chain reaction of loving kindness.

The group agreed that one harked back to the days when '70s singers wanted to buy the world a Coke.

Anheuser-Busch had several funny spots, including one Bud Light ad featuring comedian Carlos Mencia teaching English as a second language and getting the product name in just about every few words.

As expected, the brewer also created one tug-at-the-heartstrings spot for Budweiser - in Dalmatian for a Day, in which a downtrodden dog's luck turns around in spectacular fashion.

A 60-second Chevy ad kicked off with Mary J. Blige leading into a medley of more than a dozen artists singing Chevy-related songs. Ad folks thought the piece was likely to hit home but agreed it might have been more effective with fewer artists and longer song clips.

Overall, Sander said, the quality of the commercials has improved steadily in recent years.

Still, there were some duds.

Most spectacularly, this year's GoDaddy.com ad didn't disappoint with its gratuitous use of sex and, in this group's opinion, complete lack of message.

or 303-954-5191

Comments

  • February 13, 2008

    4 p.m.

    Suggest removal

    RonBurgundy writes:

    This year’s Super Bowl ads were OK. I am sure the Snickers ad probably worked for some people, but not for others.

    The Budweiser ad with the dalmatian and the clydesdale was definitely the best one. A quick poll of our SB party guests gave it the nod. Most also noted that it is much better than the dalmatian ads Miller is running that are supposed to somehow dis Budweiser. I guess I don’t get it.

    I also don’t get the “lost dog” flyers Miller is posting up all around. At first, it seems like a normal flyer for a family that has lost their pet, but the number is for a recorded pitch for Miller light. Good job turning off pet owners from your product Miller! And way to simultaneously diminish the work of pet rescue organizations by shifting people’s attention away from lost and homeless pets to beer!

    Stay classy Miller, stay classy.