Think fast. What company's ad featured a red poodle? What Dot.Com showed a man sniffing his business card? What soft drink did overweight men performing Riverdance promote?
Sure, they were funny. But with ad rates averaging $2.3 million for a :30 second spot, did advertisers get their money's worth?
First, you have to consider the ratings crunch. CBS estimates 131.2 million people watched at least part of Super Bowl XXXV. While nine of the 15 highest-rated shows happen to be NFL championship games, this year's coverage didn't even crack the top 50.
The game wasn't the much anticipated showdown of the year, either. Even CBS tried to peddle its last remaining Super Bowl slot in the fourth quarter. In the end, they got mileage out of promos for Everybody Loves Raymond and the post-Super Bowl debut of Survivor II.
Then you have to take a look at the ads themselves. Most advertisers relied on humor to convey their message, totally missing the mark on their product.
The clear winner seemed to be Anheuser-Busch with its seven commercials. Viewer favorites included Cedric spraying Bud Light all over his dream date and the "What are you doing" parodies of the Whassup? guys. Incidentally, the Whassup? campaign debuted during Super Bowl XXXIV.
While the ads sparked a room full of laughter, what did they have to do with beer? It's easier for a beer commercial to get away with humor that's not necessarily related to the product. After all, Anheuser-Busch pushes its beer as an entertaining product.
But when companies stray from the product and its benefits too much, that's when the ad dollar shellout becomes a $2 million blowout.
For instance, what does a man driving a sports car who suddenly disappears have to do with Accenture? The ad leaves you wondering what the heck Accenture is and what it's trying to sell.
One of Volkswagen's ads featured two guys trying to get their GTI out of a tree. But it's the typical sitcom epidemic. Set up - punchline. Joke's over. Move on. Be forgotten.
Honestly, did the ad make you want to go out and buy a Volkswagen?
A surprising Super Bowl fave was Electronic Data Systems. EDS scored with its "Running of the Squirrels" spot. A definite victory over the company's previous effort, "Cat Herders," which left people thoroughly confused as to what the company actually does.
PepsiCo's Bob Dole commercial got big laughs. The Viagra parody featured Dole walking along the beach, talking about his little blue friend (a Pepsi, of course) and how much younger and vital he feels now. Topped off with a back flip. Ah, The Joy of Pepsi.
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