Commercials
Advertising rates were reported as being slightly higher than in the year before, with CBS confirming a price of $2.6 million for some 30-second spots, compared with $2.5 million during Super Bowl XL. However, CNN reported that after discounts, the average price is likely closer to $1.8 to $2 million. Familiar advertisers in recent years such as Anheuser-Busch, CareerBuilder, General Motors and Coca-Cola bought multiple advertising spots, and other popular advertisers like Go Daddy and Emerald Nuts had commercials this year.
The only major hype related to commercials in the months leading up to Super Bowl XLI involved various campaigns to allow consumers to be involved in the creation of Super Bowl ads, inspired by consumer-generated content sites like YouTube. Frito-Lay announced a campaign in September 2006 to allow the public to submit ads for their Doritos brand and vote on the best one, which aired during the Super Bowl. Doritos actually aired two of the ads due to a close voting margin; the winning ad (featuring a chance meeting with a man and a woman that feature the qualities of Doritos) aired in the first quarter, while a second (with a checkout lady overly enamored with the product) aired in the second quarter. The five finalists each received $10,000 in this contest. General Motors announced a similar contest, open only to college students, for their Chevrolet brand; however, the ad would be produced professionally based on ideas suggested by the public. The winning ad featured men gathering around an HHR model with women in it and stripping off their clothes and giving it a car wash. The NFL itself advertised a similar contest to generate suggestions for a commercial promoting the league, with the winning concept featuring fans' disappointment that their teams' season was over.
The annual USA Today Super Bowl Ad Meter survey chose a Budweiser ad featuring crabs worshiping an ice chest with that particular beer inside as the top ad of Super Bowl XLI, followed by another Bud commercial featuring a stray dog with mud spots climbing onto the brewery's trademark Clydsedale-drawn wagon in a parade. In all, Anheuser-Busch took seven of the top ten spots in the annual survey, sweeping the top three spots. A YouTube user survey chose the Doritos "Snack Hard" ad (produced for the incredible price of $12, the cost of three bags of the snack product) as their top ad, that ad finished fourth in the USA Today survey. ADBOWL results were slightly different with only 6 of Anheuser-Busch’s ads finishing in the top ten. The highest ranked being the Bud Light “Rock, Paper, Scissors” spot. Also in the top ten were Blockbuster Video’s “Mouse,” Doritos’ “Car Wreck,” GM’s “Robot” and Taco Bell’s “Lion’s Talk ‘Carne’.”
One ad that drew criticism from the gay community was for the Snickers candy bar featuring two men accidentally "kissing" each other after sharing the product in question, then proceeded to rip chest hairs as a manly act as homophobic. The ad proved to be controversial, and the ad was cancelled the next day by Masterfoods USA (Mars, Incorporated's snack food division), and three other versions were deleted from the snickers.com web site. The ad was ninth in the USA Today ad survey, and according to a Masterfoods publicist, not intended to harm anyone.
A different ad for General Motors featured a laid off assembly line robot contemplating suicide, which drew criticism from the American Foundation for Suicide Prevention. The group asked for an apology from GM, and that the ad be taken off the air and the company's website. The suicide scene was replaced with a scene of the robot watching a car being crushed at a junkyard when it was shown again during the 79th Academy Awards on February 25.
Read more about this topic: Super Bowl XLI