Which was your favorite Super Bowl ad?
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.
CRITICAL THINKING QUESTION
Why did ads rely more on humor this year?
Write your answers in the comments section below