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.
How AWS helps NASCAR delight its fans
AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”
AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”
Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”
Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”
Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”