This Day On The Street
Continue to site
ADVERTISEMENT
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

Super Bowl ads show signs of maturity

In one ad, released last week, spokeswoman Danica Patrick, a racecar driver, wears a muscle suit as she runs down the street with a growing crowd of other muscular people. The crowd heads for a spray tanning business owned by a woman, who says: "It's go time."

SEX DOESN'T SELL?

Unilever also is changing its approach. The company's Axe body spray typically plays up sex, including last year's Super Bowl ad that showed a bikini-clad woman being rescued from drowning by a hunky man.

The ad, which has 5.8 million views on YouTube.com after a year, ranked in the bottom 10 ads on USA Today's Ad Meter.

This year, to introduce its "Peace" fragrance, Axe's ad depicts several seemingly militaristic scenes in different countries that end up with couples embracing. The ad, which already has 3.5 million views on YouTube, says: "Make Love Not War."

Matthew McCarthy, Axe senior director of brand development, says that even though the ad is more sophisticated than previous efforts. "We're doing something that surprises people," he says.

PLAYING THE CELEBRITY GAME

The ad for Wonderful Pistachios also might surprise watchers. Experts say when the nut brand, which is owned by Roll International, debuted at last year's Super Bowl, it made a typical rookie mistake: Jumping on a fad.

The ad featured Psy, a one-hit wonder from Korea whose single "Gangnam Style" and an accompanying dance were smash hits at the time. But the ad a¿¿ like Psy a¿¿ was quickly forgotten. The ad ranked 28 out of 54 on the USA Today Ad Meter.

This year, the company enlisted comedian Stephen Colbert, who's more well-known and established. "We wanted to raise it to a new level with a celebrity who really had a connection with folks out there," says Marc Seguin vice president of marketing for Paramount Farms, the unit of Roll that makes the nuts.

2 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

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
Stocks Under $10

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

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
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!
SYM TRADE IT LAST %CHG

Markets

DOW 18,080.14 +21.45 0.12%
S&P 500 2,117.69 +4.76 0.23%
NASDAQ 5,092.0850 +36.0220 0.71%

Partners Compare Online Brokers

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs