Friday, November 28th2.8°C
23286
24226

Super Bowl advertising goes epic

Super Bowl ads this year morphed into mini soap operas.

Dwayne "The Rock" Johnson shrugged off aliens so he could get more milk for his kids in a Super Bowl spot for the Milk Processor Education Program. Anheuser-Busch's commercial told the story of a baby Clydesdale growing up and returning to his owner for a heartfelt hug years later. And a Jeep ad portrayed the trials and triumphs of families waiting for their return of family members.

The reason for all the drama off the field? With 30-second spots going for as much as US$4 million this year and more than 111 million viewers expected to tune in, marketers are constantly looking for ways to make their ads stand out. And it's increasingly difficult to captivate viewers with the cliche plots of babies, celebrities, sex and humour that they've become almost immune to, unless there's a story attached.

"A lot of advertisers are running long commercials to tell these stories that engage people often in a very emotional way," said Tim Calkins, clinical professor of marketing at the Kellogg School of Management at Northwestern. "These spots that tell stories really stand out in the clutter."

The Canadian Press


Read more Business News

23643


Recent Trending




Today's Market
S&P TSX14922.44-115.97
S&P CDNX755.45-15.61
DJIA17827.7512.81
Nasdaq4787.317+29.065
S&P 5002072.83+5.80
CDN Dollar0.8781-0.0036
Gold1182.10-14.50
Oil68.90-4.79
Lumber327.90-1.60
Natural Gas4.295+0.144

 
Okanagan Companies
Pacific Safety0.15-0.01
Knighthawk0.01-0.005
QHR Technologies Inc1.340.00
Cantex0.04-0.005
Anavex Life Sciences0.171-0.004
Metalex Ventures0.04+0.005
Russel Metals30.70-0.80
Copper Mountain Mining2.12-0.04
Colorado Resources0.13+0.01
ReliaBrand Inc0.0134-0.0001
Sunrise Resources Ltd0.045-0.005
Mission Ready Services0.32-0.02

 
24130


23872

FEATURED Property
2127396#9-9159 Glenmore Road
3 bedrooms 2 baths
$239,000
more details
image2image2image2
Click here to feature your property
Please wait... loading


Second marriage issues

It is not unusual that one or both of the parties planning to marry are approaching marriage for the second time. There are pluses and minuses to this new situation. On the plus side, individuals ente...


The last great Canadian tax shelter

A guide to how flow-through fund limited partnerships can mightily aid your tax planning!The end of the year will raise concerns among many professionals, self-employed persons, business owners and ev...


What I learned in China: Part 2

As per my previous article on my visit to China, we have much to learn about and from their people. It is potentially the largest market on earth with 1.3 billion people in one country but much will d...

_



24160

24160


Member of BC Press Council


22842