Super Bowl ads released early in hopes of going viral

by: Robin Taylor Updated:

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A lot of people watch the Super Bowl just for the commercials.  This year, you don't have to wait; a number of companies have already let the cat out of the bag.  So why didn't they wait until Sunday?  Target 11's Robin Taylor finds out.

 

There are two ways to go with Super Bowl ads.  Advertisers could create suspense, getting you to wait for the ad to air during the Super Bowl, or they could leak it early to create a buzz about it.

 

This year, many advertisers have opted to let the cat out of the bag early and here’s why.  If they get you watching the ads on the Internet, and talking about them, maybe even emailing them to your friends, then they’re getting a lot more for their money, especially if an ad goes viral.

 

My favorite commercial has already had nearly 4 million hits on YouTube.  It's a take-off on “Ferris Bueller's Day Off” starring Matthew Broderick.   It’s amusing seeing the middle-age actor reciting lines from the iconic film in an ad for Honda’s CRV.

 

"What you see this year are a lot of funny ads.  Companies have realized if you want people to share something in a social media setting, funny is safe," said Cait Lamberton, a marketing professor at the University of Pittsburgh.

 

Dogs are also big this year.  They wear Skechers running shoes, ride in cars instead of pulling sleds, and they even bark the theme song to Star Wars. 

 

"It's tough to dislike a cute and funny animal.  They also play very nicely into the theme of comedy, because you can picture an animal doing silly things and it brings a smile to most people's faces," said Lamberton.

 

As always, sex sells, but this year the ads are more creative in an amusing way that appeals to both men and women.

 

At $3.5 million for a 30-second spot, advertisers want to create a lot of buzz.  Getting people to talk about the ads before the Super Bowl is one way to do that.

 

"And then when people are sitting around watching the Super Bowl, they say, 'Hey, this is the ad I told you about,'" said Lamberton.

I've watched most of the ads that are out already and some of them are very funny!  I think you're really going to enjoy them.

 

If you want to get a sneak peak, we've set up a link to the commercials on YouTube.