LAS CRUCES, N.M. — The Super Bowl drew 125 million viewers on Sunday, Feb. 8. With that million eyes on one game, comes the world of marketing.
The Super Bowl is the most watched sporting event in the United States and companies want to take advantage of that. Super Bowl ads have a notorious reputation for being something to look for during the big game. The creativity of these ads have to be memorable and make connections with the audience watching.
It is especially important for these companies and brands to strike gold on their Super Bowl commercial, since this year a 30-second window cost north of $8 million.
This year NMSU students filled out a questionnaire choosing which advertisement was their favorite this year.
Out of 40 total responses Dunkin’ Donuts and Budweiser were tied with the most at six. When asked why, students who chose Budweiser said ” it wasn’t flashy,” or “it was the most American.” Meanwhile, students who chose Dunkin’ Donuts said they felt engaged the whole way through commercial and loved the use of the celebrities. With most saying, “I love the movie Good Will Hunting,” and “The references to other shows in the 90s.”
Pepsi’s polar bear ad came third with four votes and five companies tied with two votes each.
Some students even said they enjoy when pop culture is mentioned in these advertisements. One student’s favorite ad was the Fanatic Sportsbook ‘Kardashian curse,’ saying, “It was funny…. it made fun of a cultural conspiracy.”
Another connection made was the number of artificial intelligence commercials that premiered. Among the consensus students disliked and were concerned with the amount that was shown. Students said, “it just didn’t feel right, something felt off,” with some saying “they felt there were more AI commercials than anything else.”
If the connection with the audience strikes, brands will forever be forged in the great “Super Bowl Commercial Hall of Fame” such as Budweiser’s “Whassup?” and Mountain Dew’s “Puppy Monkey Baby.” Each year there’s going to be the best Super Bowl commercial; this year NMSU students could not decide between Dunkin’ Donuts or Budweiser.
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