Daily Marauder



Doug Mills/The New York Times

Good morning Giants fans. Go ahead. Lord your supremacy over us Patriots fans. I’m originally from Rhode Island and so became a full-blooded Patriots fan last night at a bar in Saratoga Springs, NY. What to do when surrounded by Giants fans? Become the #1 annoying fan and learn to avoid thrown glasses.

Being that I’m in the ad industry, my main interest in the Superbowl is the commercials and according to a study by Hanon McKendry , 54% of Superbowl watchers are just like me. For $3MM for 30 seconds, let’s give these ads their due respekt. Thus spawns, the Marauder Top 5. Unlike the USA Today Ad Meter which employs ratings from its web site or Facebook to determine a winner, I’m using a much simpler and valuable rating system: YouTube video views combined with my own opinion. To qualify those views, I am also listing out the upload date as most of these commercials were uploaded a week out from the Superbowl itself. Below my top 5, you will find the commercials I was not a fan of but listed as they pulled considerable weight in video views.

Daily Marauder Top 5: Superbowl 2012 Commercials

VW “The Dog Strikes Back”

5 MM views

Upload Date: 1/30

Kia “A Dream Car. For Real Life.”

4 MM views

Upload Date: 1/31

Chevy Sonic “Stunt Anthem”


Upload Date: 1/27

Sketchers “Go Run”


Upload Date: 1/26

Bud Light “Rescue Dog”


Upload Date: 2/3

Notable Mentions: Superbowl 2012 Commercials

Acura “Transactions”

Almost a winner until I saw the appearance of Jay Leno. Instant fail.

15 MM views

Upload Date: 1/30

Honda CR-V “Matthew’s Day Off”

Here’s the thing. “Ferris” just looks old and bloated. I felt depressed after watching it.

12MM views

Upload Date: 1/26

That said, while likability is fun to assess, it matters less in translating to brand sales. Many brands attempted to take their Superbowl ad buy one step further by creating a digital link using Shazam for TV. While many think of Shazam as a mobile app to identify what song is playing, the company recently updated to allow users to Shazam TV as well creating a digital extension both from TV episodes and commercials alike. This affords the TV commercial some digital legs allowing an easier transition from TV to digital. The best example from a brand last night came during the Toyota Camry commercial. Users could Shazam the commercial for a chance to win 2 Toyota Camrys during the game.

In other news, Facebook prepares for its IPO, Path doubles its user count to 2MM having re-launched 2 months ago, the Susan B. Komen Foundation reverses its decision to cut funding to Planned Parenthood , Pinterest wears the big kid pants in the social media family, and the Grammys piles on some interesting digital extensions to their coming broadcast.

Some more Cool Sh-t:

Commercial Crashers: The Old Spice Guy


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