Super Bowl Game and Super Bowl Ads

By now, anyone who cares knows that the New Orleans Saints won the Super Bowl last night.  The Colts came out strong, dominating the first quarter and building up a nice lead.  The momentum shifted in the second quarter, even though the lead did not.  After a halftime show with the Who — great production, no so great performance — the Saints returned invigorated.  The game was close until the final few minutes when the Saints pulled ahead, winning by 14.

Now, what about the commercials?  In a word good: there were some duds, but several notable ones.  (See my top ten list from two years ago; I merely offered a commentary for 2009).

Here are my top picks from the 2010 Super Bowl:

Doritos – Casket
Doritos – Underdog
Doritos – House Rules
Timothy Richman – 2010 Super Bowl Ad
Bridgestone – Killer Whale (but what’s with the “bachelor party” reference?)
E*TRADE Baby – Girlfriend
Budweiser – Bridge
Diamond Foods – Emerald Nuts & Pop Secret
Monster – Beaver
Bud Light – Voice Box
Bud Light – Lighthouse
McDonalds – LeBron & Dwight Howard (I missed this one, but saw it online — did it really air?)
Focus on the Family – Tim Tebow Ad was tasteful, cute, and not at all objectionable.  It is sad that some choose to condemn it without actually seeing it.

There were too many spots for cars and movies, as well as online TV, so many that they became a blur.

As far as Doritos’s customer generated content, those were the winners for me — and an innovative way to advertise, hinting at what might be to come.  The three ads that I picked as winners were all aired!  Plus a fourth one was shown for good measure.  Interestingly, my theory that ad views would equate to ad votes did not pan out.

(By the way, last night, my bride and I were at a coffee house with friends during the game, while my DVR recorded the event at home.  Lacking a TV, patronage at the coffee house was understandably sparse.  Also, the ladies significantly outnumbered the guys.  When our group dispersed, we then returned home, watching all the plays and commercials in about two hours.)

Wordsmith Peter DeHaan is a magazine publisher by day and a writer by night. Visit to receive his newsletter, read his blog, or connect on social media.

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