This image provided by Mountain Dew shows a “Puppymonkeybaby” in a scene from the company's Kickstart spot for Super Bowl 50. (Mountain Dew via AP/Reuters/Mike Blake)
Which was your favorite Super Bowl ad?
February 10, 2016
There was a strange creature called "Puppymonkeybaby" and a tear inducing Audi ad. The Super Bowl ads ran the scale this year. They went from offbeat humor to heartfelt messages.
On advertising's biggest night, Chrysler celebrated Jeep. They had an ad featuring black-and-white portraits of veterans, kids and pop icons. In Audi's spot, an aging astronaut remembers his joy for life by driving an Audi sports car with his son.
The goal for advertisers is to stand out. They want to win over the 114 million-plus people that watched the big game on Super Bowl Sunday. Ads cost a record $5 million. That is for a 30 second spot. The stakes were high. Advertisers wanted to be remembered.
Offbeat humor ruled. There was a creature called "Puppymonkeybaby." It was pretty much exactly what it sounds like. It was an ad for Mountain Dew's Kickstart. The ad sought to show that three great things go together, since Kickstart combines Mountain Dew, juice and caffeine.
"It's on my list of the weirdest ad of the night. But it's very catchy and people will be talking about it," said Kelly O'Keefe. She is a marketing professor at Virginia Commonwealth University.
There were a lot of heartfelt messages too. SunTrust's ad urged people to take a breath and feel better about their financial health. BMW's Mini urged people to "defy labels."
There were a couple of fails. Two pharmaceutical ads highlighted unappealing digestive conditions.
"This just isn't a topic that people want to hear about during a Super Bowl," said Charles Taylor. He is a Villanova University marketing professor.
Mountain Dew's ad might have been the weirdest. But Doritos' ad also seemed likely to divide viewers. The spot showed a couple during a sonogram. The mother throws away a bag of Doritos. Then the baby seems to zoom after it.
"It caught you a little off guard. But it fit the brand," said O'Keefe.
Some Super Bowl watchers agreed. Brian Kearney is a CPA in Fort Wayne, Indiana. He was watching the game with about 15 people. He said the ad was a hit with his friends.
"I thought it was hysterical. We all cracked up," Kearney said.
Some advertisers created mini-movies. Toyota went long with a 90-second ad. It showed bank robbers. They used a Prius 4 to escape from police. LG enlisted Liam Neeson in a futuristic spot. It showed off LG's new OLED 4K TV. Hyundai's "The Chase" ad echoed the movie "The Revenant." It showed people escaping grizzly bears. The humans succeeded by using Hyundai's remote start feature.
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CRITICAL THINKING QUESTION
Why did ads rely more on humor this year?
Write your answers in the comments section below