My 2014 Super Bowl as a USA TODAY AD METER
Expert Commentator
By
Eric Schulz, marketing professor at the Jon M. Huntsman School of Business
For the second year in a row, I
had a very busy Super Bowl, rating and commenting on ads during the game with
USA Today staffer Anne Carey and Sr. Writer Bruce Horowitz. All during the game we were emailing back and
forth, with them sending questions that they wanted my opinions on. Below are my ad ratings (they differ somewhat
from the final USA TODAY Ad Meter rankings), along with the comments I sent along
for each ad:
TOP 20
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My
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USA
Today Ad Meter
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Company
|
Spot
|
Score
|
Score
|
||
Budweiser
|
Puppy
Love
|
9
|
8.29
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How can you lose when you combine a
cute puppy with the
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Budweiser Clydesdales? Give the
horse his puppy back!
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Microsoft
|
Technology
|
9
|
6.65
|
||
Great inspiration of the wonders that
technology is
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making possible for those who
previously have had no help or hope.
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Jaguar
|
British
Villains
|
9
|
5.78
|
||
Made me want to unleash my bad-boy
self and drive go a Jaguar. Jaguar!
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A great way to position the brand as
different, better and special
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in the minds of consumers. Touchdown
Jaguar!
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Doritos
|
Cowboy Kid
|
8
|
7.58
|
||
How can you not like a kid riding his
dog?
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Radio
Shack
|
Phone
Call
|
8
|
7
|
||
Nice way to introduce their new store
makeovers.
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Let’s hope they roll it out quickly,
because their stores DO look like 1980.
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Mary Lou Retton as a vandal bothered
me a bit.
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Volkswagen
|
100,000
Miles
|
8
|
6.24
|
||
Funny, memorable, and had a marketing
message that so many spots lack.
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The German Engineers sprouting wings
was relevant yet unexpected,
|
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and definitely made the product a hero.
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Chrysler
|
Americas
Import
|
8
|
6.24
|
||
Americana
always a strong contender. Honest,
emotionally engaging.
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Kia
|
Luxury
|
8
|
6.09
|
||
Samuel L. Jackson’s opera’s high
notes linked
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beautifully the luxury and elegance
of the Kia K900. Touchdown for Kia!
|
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Weathertech
|
Made in
America
|
8
|
5.58
|
||
Americana always plays well in the
Super Bowl. A surprise.
|
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NFL
Network
|
Jerry Ricecake
|
8
|
5.19
|
||
Great follow-up to Leon Sandcastle.
|
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Doritos
|
Time Machine
|
8
|
7.13
|
||
How can you not like a kid riding his
dog?
|
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Hyundai
|
Sixth
Sense
|
7
|
6.87
|
||
Nice demonstration of product
benefit (collision avoidance system).
|
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Coca
Cola
|
Going
All the Way
|
7
|
6.42
|
||
Slightly reminded me of the famous
Mean Joe Greene Coke spot.
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Pepsi
|
Sound Check
|
7
|
6.3
|
||
Great use of the excitement
surrounding a major music event.
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Coca
Cola
|
America
the Beautiful
|
7
|
6.06
|
||
This one will be controversial,
taking a traditional Americana
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approach and creating a melting pot
of languages and nationalities.
|
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Some will love it, many will hate it.
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Wonderful
Pistachios
|
Part 2
|
7
|
6.04
|
||
Cracking open Colbert’s head to
reveal little green pistachio
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head was funny yet disturbing.
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Toyota
Highlander
|
Joyride
|
2
|
5.88
|
||
Can’t lose with the Muppets. Terry Crews is hilarious!
|
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Audi
|
Doberhuahua
|
7
|
5.87
|
||
Disturbingly Funny. I had to
watch it again!
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Not sure what it does for Audi, but
it certainly entertained!
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Beats
|
Beats
Music
|
7
|
5.44
|
||
Ellen DeGeneres is always funny, and
when combining her
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trademarked dancing with great BEATS
music, it was a perfect pitch.
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General
Mills Cheerios
|
Gracie
|
6
|
6.75
|
||
Hard to give a bad score to a cute
kid getting a new baby
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brother and a puppy, but any brand could
have made that commercial.
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