Top Commercials of Super Bowl XLVII
Super Bowl XLVII was one of the most interesting games in Super Bowl history. A game that had Ravens and 49ers fans on the edge of their seats, the football game was interesting to say the least, with each team dominating a half. Even further, a power outage at the Mercedes-Benz Superdome postponed game play for approximately 30 minutes.
No matter why you watch the Super Bowl, whether for the game or the commercials, Super Bowl XLVII was entertaining in many aspects. On the advertising side, many major brands invested majorly into the sports event with a 30 second commercial costing an average of approximately $4 million. With these types of investments come commercials that could be described as best commercials of the year and advertisers rose to the challenge in 2013.
See which companies Business Review North America believes were successful in breaking through the Super Bowl XLVII clutter and thus are memorable to the US consumer audience:
A comedic commercial about an argument that gets out of hand over whether one prefers the cookie or cream part of an Oreo. Set in a library, the argument ranges way out of proportion but doesn’t become louder than a whisper due to typical library rules.
Goat 4 Sale
A fan-made commercial that won the Doritos Crash the Super Bowl Contest, Goat 4 Sale shares the story about a Dorito obsessed Goat and the changing of hands of his ownership. Utilizing themes from viral goat videos online, the commercial was directed by Georgia-based Director Ben Callner.
The Next Big Thing
Samsung presented a celebrity filled commercial in which Paul Rudd and Seth Rogen pitch ideas for a Samsung Super Bowl commercial. Arguments and product placement abound, the commercial took up two minutes of Super Bowl airspace.
Cars.com shows the simplicity of buying a car through their service but highlights that it takes out all the drama in purchasing a vehicle. The commercial shares one couple's interaction with a baby wolf and its Mom as an alternative to "the back and forth" that usually accompanies the car buying process.
5. Axe Apollo
The Axe Apollo commercial tells the story of a damsel in distress and a lifeguard’s efforts to save her. In the end she must make an important choice between Lifeguard and Astronaut.
Tide shares the story of one man’s journey once a chip leaves a stain on his jersey shaped like Joe Montana. Success and riches abound, will his wife, a Ravens fan, be able to stand the 49ers glory?
The Clydesdales: “Brotherhood”
Pulling on the heartstrings of the nation, Budweiser shows the life and friendship between a horse breeder and a Clydesdale horse. Following the sentimental themes of this annual Super Bowl campaign, Budweiser reached women and men alike in its Super Bowl XLVII commercial.
On the other hand, there was one commercial that should’ve been big, but missed its mark entirely. Heralded as the debut commercial for an introduction of BlackBerry 10 to Americans, the commercial highlights the day in the life of an average Joe whose phone seems to be altering the world around him. Quite confusing and highlighting aspects of the OS that are non-existent, the BlackBerry 10 commercial was almost anonymous in comparison to other smartphone commercials as it didn’t differentiate itself enough among its competitors. Ending on the tagline “In 30 seconds, it’s quicker to show you what it can’t do,” the commercial left audiences without any idea on what the BlackBerry 10 OS actually can do.
Dark Wolf: accelerating security for USAF
As a small company whose biggest customers are the Department of Defense and the Intelligence Community, Dark Wolf Solutions (Dark Wolf) is a triple-threat, specializing in Cybersecurity, Software and DevOps, and Management Solutions. Dark Wolf secures and tests cloud platforms, develops and deploys applications, and offers consultancy services performing system engineering, system integration, and mission support.
The break for Dark Wolf came when the Department of Defense decided to explore software factories. Rick Tossavainen, Dark Wolf’s CEO, thinks it was an inspired path for the DoD to take. “It was a really great decision,” he says, “Let’s pull our people together as part of this digital transformation and recreate what Silicon Valley startup firms typically have. Let’s get into commercial facilities where we have open windows and big whiteboards and just promote ideation and collaboration. And it creates this collaborative environment where people start creating things much more rapidly than before.”
It has been, Tossavainen says, “amazing to watch” and has energized the Federal Contracting Sector with an influx of new talent and improved working environments that foster creativity and innovative ways of approaching traditional problems.
“We originally started working with the US Air Force about three years ago. The problem was at the time you could develop all the software you wanted but you couldn’t get it into production – you had to go through the traditional assessment and authorization process. I talked to Lauren Knausenberger and she told me about Kessel Run and what eventually came out of this was the DoD’s first continuous ATO [Authority To Operate].”
The secret to Dark Wolf’s success – and its partnerships with USAF and Space Force – lies in a client-first attitude. “We’re not looking to maximise revenue,” Tossavainen explains. “We tell all of our employees, if you’re ever faced with an issue and you don’t know how to resolve it, and one solution is better for the customer and the second is better for Dark Wolf, you always do number one. We’ve just got to take care of our customers, and I look for other partners that want to do that. And let’s work together so that we can bring them the best answer we can.”
Rapid releases and constant evolution of software are common themes among USAF’s partners. Like many firms operating in the commercial and public sector spaces, Dark Wolf leads with a DevSecOps approach.
“Failure is tolerated,” says Tossavainen. “If it’s not going the right way in three months, let’s adjust. Let’s rapidly change course. And you can tell really quickly if something’s going to be successful or not, because they’re doing deployments multiple times a day – to the customer.”