This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

2012 Super Bowl Commercials: Sneak Preview (Update 1)
It seems as if every year there's a Super Bowl ad that makes the nation ask, collectively, "just how is this supposed to get me to buy your product?"

This year, that dubious honor belongs to's ad featuring a disembodied, disco-singing head that's supposed to represent a car-buyer's confidence. The image itself is no more jarring than, say, Johnny Knoxville's from Men In Black II, but the floating head's biggest problem is that it's singing right over the explanation of why anyone should use's price-comparison service and, instead, prompts viewers to use the Shazam song-identifying smartphone app to tag the commercial and earn $1 for a charity.

Congratulations,, you just paid $3.5 million to tell people absolutely nothing about your product in just about the dumbest way possible. Fortunately, that approach seems to work out just fine for the company. has been wheeling and dealing during Super Bowl breaks for the past five years, and this year's one 30-second ad displays the poise of a seasoned veteran. Last year, talking cars, belching trucks, poison-quaffing serfs, arrow-taking cowboys and jumbled teleporting scientists helped make valedictorian of the "Consumers Is Dumb" school of Super Bowl ad casting.

Chief Marketing Officer Carolyn Crafts considers it "the launching point of our annual media plan," and with good reason. According to a survey by brand market research firm Brand Keys, this year's ad is not only the most engaging in the Super Bowl Sunday field, but built brand equity by more than 10 points among viewers. Compare that with Anheuser-Busch's 2012 Super Bowl ads, which not only didn't convince Brand Keys respondents to buy into its Budweiser brand, but actually knocked its brand equity down by about nine points.

Kudos to for being dumb in the smartest way imaginable.

4 of 16

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 17,804.80 +26.65 0.15%
S&P 500 2,070.65 +9.42 0.46%
NASDAQ 4,765.38 +16.9840 0.36%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs