Published under: Agency, Super Bowl Commercials, Video

bar-refaeli-super-bowlWhen the Super Bowl gets underway today, the 2013 batch of commercials are certain to entertain. It's also safe to say that no money was spared to bring you these little gems. In fact, the budgets required for this years Super Bowl commercials boggle the mind.

Consider this, in 2003, advertisers spent $130 million for Super Bowl airtime...last year $263 million. To get in front of the estimated viewing audience of 118 million this year, you would have needed about $3.8 million per 30 second spot. Add to that another million or so for the creative 'genius' of ad agencies (many are listed below) and the actual video production costs. Then perhaps another million or two for celebrity talent. The average Super Bowl ad probably totals out at somewhere between $5 million and $15 million.

Each one of these ultra expensive commercials beg the question from the inquisitive viewer, 'will there be enough widgets moved to justify the expense?' Many of the agencies / clients are banking on the sustained life and additional viewing through social media channels. For the investment, I certainly hope so, since the narrative in some of these may not present itself sufficiently in a single viewing, especially over chips and beer at a Super Bowl party.

As the owner of a marketing agency that also provides it's share of video production, I would tend to agree with Ira Kalb that "if a commercial is good at getting attention and entertaining the audience, why not take the further step of planting the right message in the brains of viewers to get them to take buying actions?"

Honestly, I love the creativity of these ads more than most, but the question still remains, do they sell? By the way while your up, grab me a Bud and some Doritos while I purchase another domain from Godaddy.

BUDWEISER: "BROTHERHOOD"
From agency Anomaly. Featuring the newest member of the Budweiser Clydesdales.

DUNDER MIFFLIN "PAPER WAR"

MILK MUSTACHE "GOT MILK?"
From Deutsch New York and directed by Peter Berg."Dwayne 'The Rock'" Johnson needs milk to start his day...all other world-saving duties must wait.

SAMSUNG "EL PLATO SUPREME"
From agency 72andSunny and directed by Jon Favreau. Seth Rogen and Paul Rudd pitch a Super Bowl spot idea to Bob Odenkirk, but with constraints. This is the teaser for a two minute Samsung Super Bowl ad.

GODADDY: BAR REFAELI'S BIG KISS
Bar Refaeli-- international beauty, model, television host, philanthropist, and Maxim's 2012 Hot 100 No. 1 meets her match.

BECK'S SAPPHIRE SUPER BOWL SPOT
From Mother London. Anheuser-Busch supports its sexy sleek Beck’s Sapphire with an unusual animated entry.

MERCEDES-BENZ "SOUL"
From Merkley + Partners and directed by Dante Ariola. An extreme-manicured Willem Defoe appears in the role he was born to play.

TACO BELL "VIVA YOUNG"
From agency Deutsch L.A. Why should senior citizens not be able to celebrate the song "We Are Young" and all of it's sentiments?

AUDI "PROM"
From Venables Bell & Partners. A solo prom-goer has something to prove to himself, and emboldened by his Audi, he does it--for better and worse.

AXE "LIFEGUARD"
From BBH London. The spot is part of a broader campaign, the Axe Apollo Space Academy that’s recruiting guys to go into space (no kidding).

VOLKSWAGEN "GET IN. GET HAPPY."
From Deutsch LA. The reggae vibes that come along with driving a Volkswagen whilst listening to Jimmy Cliff have infected Dave from Minnesota in a big way.

HYUNDAI "EPIC PLAYDATE"
Created by agency Innocean. The Flaming Lips stop by a family’s breakfast table without any explanation whatsoever, and join them on a day that looks like a whole lot of fun.

KIA "SPACE BABIES"
From David & Goliath. Kia answers the eternal question.

TOYOTA "WISH GRANTED"
From Saatchi & Saatchi. The spot delves deep into the always amusing vein of wishes gone wrong.

E*TRADE "SAVE IT"
From Grey New York. The Etrade baby returns with some advice about saving the money you might be spending on hidden fees.

COCACOLA "MIRAGE" TEASER
This year, the brand dropped the bears and created an open-ended, cinematic tale and a social media component that allows viewers to choose how the ad plays out on game day.

DORITOS "GOAT 4 SALE"
Just as in previous years, the Doritos Crash the Super Bowl contest is bringing user-submitted ads to the big game.

PEPSI "PARTY"
From TBWA/Chiat/Day L.A. Depicts a house party saved by Pepsi Next. The campaign also includes a bottle give-away.

SKECHERS "MAN VS CHEETAH"
I gotta have a pair.