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Winners and Losers of Super Bowl Commercials

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    Former NY Yankees PR Manager Rick Cerrone on this year’s Super Bowl commercials.

  • Duration 5:43
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History with more on the business behind the Super Bowl ads is branding expert Rick surround he's also the former PR manager for the New York Yankees -- you know a thing or two about sports.

-- this obsession with Super Bowl ads.

Well you know what if it takes place in the greatest most watched event of all time and over time the ads have been built into.

Being as your as your graphic showed -- as big and as popular as the game itself.

For the advertisers this is their Super Bowl.

This is their Super Bowl and you were saying it's critically important to these companies to get their ads in this came.

Because everybody's watching.

Everybody's watching it raise you to another level and like I said before that.

The stakes are high no -- -- coaches ever been fired for losing a Super Bowl I don't think.

But.

People who lost the council over failed Super Bowl ad campaigns are hands -- -- an element staff that's for darn sure you're talking before we came to air about how.

Hey look three point 8000004 million dollars may not be that much for the exposure your getting.

Well it's even more than that when you consider that's just what it costs to get that have to buy this the time.

-- got production cost you've got costs of procuring talent but even with those costs involved.

It is well worth the money for these companies because even a bad -- is talked about years and years later.

Our top five Super Bowl advertisers Pepsi GM you name them you know them Anheuser Coca-Cola the Walt Disney company.

I wanna show a couple of these ads though I liked the Toledo at -- gonna -- -- we're watching -- on the integrated okay.

-- yeah.

Line.

-- So they're gonna work.

Yeah here's the great thing about the -- is that for seven years they've had amateur filmmakers make their ads and the on the Internet.

Consumers have picked which adds air so the costs are minimal wow and they're using two of the three ABC's the ABC's of -- Super Bowl ads.

Animals babies and celebrity charity -- -- the animal on the baby in the one spot.

There's no celebrity there though those with limited to the through regulatory OK.

-- -- -- CBO the Apollo acts add this was good to this one appeal.

Lose billions.

What is going on in this category.

It's crazy -- The interesting thing that's an ad that when you -- -- -- Super Bowl party people are gonna react to that positively.

But by putting it out on the Internet earliest so many of these are now you know on the Internet right now on C three -- -- the -- -- But the ones that really are gonna last than a really going to be memorable are the ones that they're keeping back that you haven't seen yet -- wondering what -- -- not think.

Well -- should surprise -- simple but I haven't seen you know there's some surprises out there Chrysler.

Which of the Clint Eastwood -- the two minute head they're taken a big -- we haven't seen that but they're gonna use Berry Gordy.

Who's the rock and roll hall of Famer who founded both now.

He's 83 years old I mean and he's not Clint Eastwood in terms of facial recognition.

So they're taken and we haven't seen that one and they're taking around.

-- -- saying wow so so there are some some some surprises here.

You know I was asking you about to Reno in the act sad and ended their really appealing and fun but -- our companies are they helping to increase awareness of their brand what is it.

What's the goal well they're almost trying to do all those things -- different companies have you know like Anheuser-Busch.

And you know the brand actually held this year they're gonna run -- spot with the -- -- which is really gonna resonate with the audience.

Which Stevie -- singing landslide in the background and that's gonna get people.

Two and a certain age but they're also they're also pushing their craft beer black crowned with Jay-Z.

So they've got the one company -- I don't know very different things going on.

Some people wanna you don't start off a campaign move product some people want to reinforce their brand.

They won't want you talk about them now.

Are right so this is as you said the super bowl of bad who do you think is gonna come away with the biggest impression the biggest snap.

The best sad that people will talk about for years.

Latte one thing in May -- old standby but to read -- really does an incredible job.

Because there -- getting that you know they're getting amateur filmmakers to provide the copy.

I think they're gonna rate in the top three if not at the top of that -- USA today yeah.

Apple and came up to an end you know Mercedes at how my lord it now like there's a bottom line watch this spot it's a longer spot will get close and it -- this is not the one.

That they're showing in the Super Bowl or this is one of the two.

There's another one -- where someone makes a sort of deal with the devils played by Willem the flow.

And he gets to go on the red carpet and Kate Upton grabs a magician and I think at the end it's kind of a -- on.

I don't know yeah.

No points there what about the other went with Kate -- in the car and the guys are cleaning -- ends.

That's fun but you know we've seen as so many times already I don't think additional -- people are gonna go -- because we've seen it.

-- Good staff -- I like I think it's I think it's fascinating and I am one of those people who watch the Super Bowl mostly for the questions when you go to the Bill Miller -- It's very tough.

Choices to get a big choices have gone pick up million can't tell my life beyond the -- you forget about that don't you -- get -- that's it.

Thanks Rick great job.

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