Super Bowl ads: Winners and losers

Chrysler's 2-minute spot appears to have won the night, but there is still some debate over which commercials fared worst.

By TheStreet Staff Feb 8, 2011 1:07PM

By Seth Fiegerman, MainStreet

 

The Green Bay Packers may have won the Super Bowl, but the competition for the best commercial from the big game is still being hashed out in homes and offices across the country, perhaps most noticeably on the web.

 

By the end of Sunday night, the winning company appeared to be Chrysler. Its powerful two-minute commercial garnered the most buzz during the Super Bowl, according to the Brand Bowl, an annual contest powered by advertising consultants Mullen and Radian6 that ranks Super Bowl ads by the amount of positive or negative feedback they receive on Twitter.

 

Chrysler's commercial attempted to revive the brand and the reputation of Detroit in general, following the painful collapse of the auto industry that left many people in Michigan without jobs. The cinematic commercial featured a cameo from Eminem, the popular rapper raised in Detroit, and debuted a poignant new slogan, "Imported from Detroit," that will be the center of Chrysler's new ad campaign.

 

While there were certainly funnier commercials, the Brand Bowl data shows Chrysler's message resonated most with viewers. Twitter users posted more than 32,000 tweets related to Chrysler, more than for any other company in the Super Bowl, with the exception of Doritos (PEP). But the feedback from Chrysler-related tweets was more positive than that for any other company on the list, earning it the top spot and pushing Doritos to No. 2.

The force of Chrysler's ad was further demonstrated Monday morning as the phrase "Chrysler 200," the car advertised in the commercial, was the most searched-for term on Google.

 

But while Chrysler may have won the night, Brand Bowl, which continues to monitor feedback on Twitter, currently shows that Volkswagen now has more tweets and more positive feedback for the day, presumably due to its cute commercial featuring a child dressed as Darth Vader trying to use the Force to move a car. Chrysler is now at No. 2.

 

As the fight for the winning commercial continues, it is a little more difficult to determine the brand that qualifies as the biggest loser. According to Brand Bowl, the title should go to Cars.com and HomeAway.com, whose ads proved the least effective, generating the fewest tweets overall.

 

However, an argument could also be made that the biggest loser is actually Groupon.com, even though the company currently ranks third. Groupon's controversial ad effectively tried to turn the cultural crisis in Tibet into a joke for promoting Groupon deals on Tibetan food. Ultimately, most consumers seemed to feel the commercial was in bad taste, and while the ad has more buzz than most today, it also has the most negative feedback of any commercial in the top 10.

 

So while Cars.com and HomeAway may have spent $3 million each on commercials that ultimately were ignored, Groupon spent that much on an ad to make consumers dislike its company.

 

Regardless of which ad you think is worse, one point seems clear: Online businesses should stick to advertising online.

 

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8Comments
Feb 8, 2011 3:51PM
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I've seen lots of comments on most all the ads, but I havent seen any on the one I thought was awful.  The ad showing how it feels to be uninsured shows a man going through his day being kicked in the groin by everyone he sees.  I'm really tired of white males taking the brunt of all jokes and mistreatments in commercials.  He always plays the stupid oaf.  How would that commercial look if everyone was kicking a black man, or a woman, or an asian or even an Indian all day long?  It would never happen because Madison Ave. only picks on white males.  The fact is that the white male is the lowest minority on the food chain and he has absolutely no one to speak up for him.  You may think I am "out there", but really start watching ads on tv with an objective eye....you'll agree with me.
Feb 8, 2011 4:10PM
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I think the Chrysler commercial with Eminem was AWSOME!!!
Feb 8, 2011 5:30PM
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The Volkswagen/Darth Vader commercial was neat.  The really funny part was the dad giving a "wink" after clicking the remote.
Feb 8, 2011 3:12PM
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the ceo's can colorize and interept their meaning all they want, but the bottom line is the people that see the commercials and the majority thought they stunk bad.  I say they better go back to the basics and perceiving what they think the great majority likes!
Feb 8, 2011 3:51PM
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I thought it was a about football, not sex, stupidity and violencConfusede. Most of the ads I seen really sucked. The past ads with Betty White. Bosephus, the budwiser guy were ads that where really in good taste and would do what an ad is suppose to do. Get you to buy a product or at least look at it. The ads representing this super bowl were truly in bad taste. There may have been a couple of ads worth watching, but thats all. Hopefully some better talent will come up with better ads for next years game.
Feb 8, 2011 4:40PM
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I personally thought the Groupon ad was hilarious.  People need to untie their panties and lighten up.  Were you offended when companies used 9/11 to sell their products?

 

The Doritos finger licker, though, was the funniest Super Bowl commercial ever.  Pepsi Max and Bud Light had some good ones, too.

 

The Chrysler ad was blah at best.  Yeah, I said it.

Feb 8, 2011 5:28PM
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       "wowwhatthehell" Your sarcastic white man post is truly noticed ! Maybe you forgot the miniseries  "Roots" ?   You are doing the same thing you've accused Mr 29 of doing. It's okay when YOU do it , right ? I am so glad that Frederick Douglas, George Washington Carver, Martin Luther King and Bill Cosby didn't blame the white man like you do ! The race thing and blaming the white man is no different than kids with bad judgements blaming there parents. At any given time since the existance of man slavery has been practiced. Africans are still doing it to this day !

       I will never blame the success or the failures on the color of one's skin...we all have brains, use yours or shut up !

Feb 8, 2011 5:12PM
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Mr. 29: you're right. white males throughout history have been objectified and oppressed. Others make fun of our oppressed history of land-holding, voting, slave-owning, the way Christians either convert or kill every heathen race, our long and rich culture of either being president of the united states or some kind of CEO (the non-presidents are the truly impoverished and need our help--just 50 cents a day--), making more money than women, and all the other rich traditions and culture that other people just don't understand. They make fun of us because they don't know what it's like to be us. But I applaud you for your anthropological endeavor for equality for white men. We're one step closer now. As for the commercial: it's satirical. I know some people don't know what that is but it means you're supposed to laugh at how absurd you are.

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