Teams have been preparing their game plans and it's time to see which of the 60 teams will win. No, not the Packers or Steelers -- Go Pack! -- but PepsiCo (PEP), Anheuser-Busch (BUD), General Motors (GM) and all the other companies competing for the best spots in one of TV's most expensive marketing moments, costing an estimated $3 million dollars per 30 second spot.
For those not into football, the ads in the Super Bowl game can be more amusing than the game itself as advertising teams compete for attention, show their best efforts and even get rated by numerous online sites. Last year, Doritos (owned by PepsiCo), and E-Trade (ETFC) did well, and Anheuser-Busch seems to always have a Clydesdale horse in the running.
Some years, Super Bowl ads can become cultural phenomenon and propel the company to great things, such as Apple's (AAPL) 1984 Macintosh introduction, Coca-Cola's 1979 "Mean Joe Green" and the 1995 "Bud" Wies" "Er" frog commercials.
If an advertising team can pull off the right combination of creativity and uniqueness, it can reap a huge payoff in brands for years to come. The risk in trying something different is failing and losing a lot of money, or even hurting the brand. For smaller companies like Godaddy.com, the right combination of commercials can make or break the company, but finding that combination is sometimes like herding cats (a 2000 commercial by EDS).
Of course to win the advertising game, first you have to compete. With more than 60 commercials lined up, it can be hard to call the winner, but here are a few of the public companies competing with the most to possibly gain. Pepsi, GM, Anheuser-Busch and other companies have many spots competing, giving them a number's edge that one may be the commercial you will talk about at the office on Monday.
Here are a few things to look for this year:
- Getting fired for special severance packages, by Anheuser-Busch
- The best part of Doritos, by PepsiCo
- Belly of a whale, by Chevy (GM)
- Border Guards and Dragons, from Coca-Cola (KO)
- Talking Babies, with E-Trade
- Pirates, by Disney (DIS)
- Justin Bieber, from Best Buy (BBY)
Which commercial is your favorite?