Which was your favorite Super Bowl ad? 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?
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From a strange creature called "Puppymonkeybaby" to a tear inducing Audi ad, Super Bowl ads ran the scale this year. They went from offbeat humor to heartfelt messages.
 
On advertising's biggest night, Chrysler celebrated Jeep with an ad featuring black-and-white portraits of veterans, kids and pop icons. In Audi's spot, a depressed aging astronaut remembers his joy for life by driving an Audi sports car with his son.
 
The goal for advertisers: to stand out and win over the 114 million-plus people watching the big game on Super Bowl Sunday. Ads cost a record $5 million for 30 seconds this year.  So the stakes were high for advertisers to stand out and be remembered.
 
Offbeat humor reigned with 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, a marketing professor at Virginia Commonwealth University.
 
Heartfelt messages were in abundance 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."
 
Most ads managed to avoid the somber tone struck last year. That's when an ad for Nationwide about preventable household accidents bummed out many in the audience.
 
There were a couple of misfires. 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 ad of the night. But Doritos' ad also seemed likely to divide viewers. The spot showed a couple during a sonogram. When the mother throws away a bag of Doritos, 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, a CPA in Fort Wayne, Indiana, 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 depicted bank robbers who use a Prius 4 to escape from police. LG enlisted Liam Neeson in a futuristic spot showing off LG's new OLED 4K TV. Hyundai's "The Chase" ad, echoed "The Revenant," showing people escaping grizzly bears 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


COMMENTS (219)
  • jennac-orv
    2/10/2016 - 05:54 p.m.

    I think the adds relied more on humor this year because last years Superbowl had a few well not so appealing adds, some adds bummed the audience. Another reason could be, that funny adds catch your attention.

    • cammeronm2-hei
      2/12/2016 - 03:09 p.m.

      I agree with you because the ads last year were not appealing. But this year was funny and appealing.

  • colek-1-bar
    2/10/2016 - 07:32 p.m.

    Since many of last year's commercials were sad and somber, the commercial makers tried to make their product more happy and funny. Last year, Nationwide made many commercials that bummed audiences out such as, "preventable household accidents." Since the horrible pictures were not liked very much, commercial makers tried to avoid them at all costs. They tried to make it heartfelt, happy or funny, not horrible and sad. Since the sadness bummed out the audiences, and their goal was to get the highest audience number to watch the commercial, they relied more on humor this super bowl year. I thought this article was interesting and found that commercials tried to rely on humor more than heartfelt happiness slightly surprising.

  • oliviav-1-bar
    2/10/2016 - 08:45 p.m.

    Super Bowl ads want to have humor because people who watch the funny ads will remember the commercial and buy that product. "I thought it was hysterical. We all cracked up,' Kearney said" People will buy products that make them happy and the commercials trigger that thought. I thought that the commercials during the Super Bowl were very funny.

    • emmem-hei
      2/12/2016 - 11:05 a.m.

      Yes,they want to remember they super Bowl and their ads.Some people just watch the Super Bowl fir the ads.

    • emmem-hei
      2/12/2016 - 11:06 a.m.

      Yes, they want everyone to remember the Super Bowl and the ads.Some people just watch the super Bowl for the ads.

  • jacks-6-bar
    2/10/2016 - 09:21 p.m.

    Ads relied more on humor because they were expensive and was quite appealing to audiences. The article states: "Ads cost a record $5 million for 30 seconds this year. So the stakes were high for advertisers to stand out and be remembered." Since the ads are so profoundly expensive this year, then companies would need theirs to capture interest so people can see it, thereby buy it. For this to happen, however, the ad would need to be appealing. Humor is a superior alternative, as it provokes joy, happiness and laughs in many, lots usually thriving for comedy, as it distracts the sometimes cruel and definitely more dull reality. If an advertisement released by a certain company contained throughout that ad humor, then the product it is advertising in it would be associated with humor, as it is seen along with something promoting joy. If their product was being associated with something that promotes humor, it would obviously be popular. It would be considered to bring the same amount of happiness as the funny humor the company made in the ad did (being in something that brought it), which, if the humor is hilarious enough, would be quite appealing.
    Also, ads shouldn't be unappealing. The article states: "There were a couple of misfires. Two pharmaceutical ads highlighted unappealing digestive conditions." Villanova University marketing professor Charles Taylor adds on to this by saying "This just isn't a topic that people want to hear about during a Super Bowl." Judging by this, ads that contain flat, boring, and even disgusting an revolting content wouldn't do very well in the Super Bowl, which is a major deal and possibly money maker. Humor is not dull or revolting, but the opposite, as it makes many laugh and experience happiness. Humor is the farthest thing from unappealing for most, being appealing with its joy it brings. If these sorts of attractive ads (ones that bring delight) are most valuable to viewers, then humorous advertisements fair best with them, therefore the companies having more of a chance to catch come customers.
    The article was quite informative, reviewing most of the popular ads and opinions or thoughts on them. It was also interesting, as I got to see what sorts of ads faired and fair better for companies, especially in big advertising events and opportunities (which Super Bowl 50, having countless viewers, was just that).

  • joyah-
    2/11/2016 - 10:43 a.m.

    Ads rely more on humor this year to have people "talk about it". Instead of doing "somber toned" ads like last year, commercials like "puppymonkeybaby" and the Doritos commercial get people laughing during the Super Bowl.

  • evanp161996-
    2/11/2016 - 12:07 p.m.

    I think puppy monkey baby is creepy and weird . I think its weird because it a monkey and a dog combined . Its creepy because i have never seen a puppy monkey baby .

    • aubreyg-hei
      2/12/2016 - 12:02 p.m.

      This was probably the weirdest commercial of all time.

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