Best 2012 Super Bowl ads already airing
Kia is going for broke with a Motley Crue musical montage in its 2012 Super Bowl ad for the Optima.
Today’s 2012 Super Bowl commercials will be heavy on dogs, hard bodies, nostalgic characters and cars.
Look for Kia, Audi, Acura and Honda to make the biggest impacts in the ultra-competitive automotive industry with their ads. Kia opted for a dreamy montage to Motley Crue and all things manly for its Optima; Audi sinks its teeth into vampire lore and hopes you see the light with the S7; Acura spends the most with Jerry Seinfeld shilling with Jay Leno for the NSX; and, Honda goes retro with Matthew Broderick and the CR-V.
Unlike previous years, more and more commercials are available online before the big game, the Chicago Tribune said.
Nearly all of the best Super Bowl commercials are already circulating online as advertisers use the Internet to maximize their advertising dollars. Volkswagen’s The Dog Strikes Back had more than 3.5 million views before New York Giants and New England Patriots kicked off in Indianapolis.
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“The Super Bowl is really not a game on a Sunday anymore," Volkswagen marketing GM Brian Thomas said. "The Super Bowl is almost a three-week PR and social media campaign, and you have to think of it that way."
That’s why you can already see dogs are again an advertiser’s best friend.
Volkswagen uses a chubby mixed breed for its Beetle, while Doritos takes advantage of the age-old cats vs. dogs debate.
The Associated Press said advertisers spent $3.5 million for 30 seconds of airtime this year, so they’re trying to get more bang for their buck by giving fans sneak previews.
"It's creating 'pre love' for your spot," the Deutsch agency’s Greg DiNoto said. "Advertisers are creating an armed camp of habituated enthusiasts."
Teleflora, H+M and Dannon are still in the habit of hoping sex sells by recruiting Victoria’s Secret model Adriana Lima, David Beckham and John Stamos, respectively.
But not everyone believes leaking your marketing makeover is a good idea.
"Releasing the ad early takes away the element of surprise and reduces the possibility of a real 'wow' factor during the game,” Villanova Schools of Business professor Raymond Taylor said.
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