The Super Bowl is a high-stakes battle for your attention. Advertisers pay up to $5 million dollars for 30 seconds of commercial time. They hope their ads will create buzz and you will remember their product.
On the Monday after the big game students discussed the effectiveness of Super Bowl commercials in Professor Mike Kaminski’s Digital Audio Production class. Kaminski began by asking students which ads they remembered. Commercials mentioned included:
- Mountain Dew Kickstart – Puppy, Monkey, Baby
- Sheep Singing – Honda Ridgeline truck
- Doritos – Ultrasound
- Steve Harvey – T-mobile
- Weiner Dogs – Heinz Ketchup
- Marvel’s Captain America: Civil War – Big Game
Kaminski proceeded to play four commercials and discussed their target audiences and effectiveness with students.
- Audi Astronaut: It used nostalgia to appeal to older men with money.
- Doritos Ultrasound: Highly memorable, one of those commercials everyone was talking about but no one was sure if it would make you want Doritos.
- Toyota Prius: Targeted younger buyers by making the hybrid appear to be peppier and sportier.
- Mountain Dew Kickstart: The “puppy, monkey, baby” commercial created as much discussion as any other and a teachable moment for Kaminski. “They were trying to be as absurd as possible and with the hashtag at the end they were encouraging people to go on the internet and talk about it. I’ll ask you this question every time you do something: ‘Why are you doing it? What’s the purpose? How does that impact your audience?’ If you’re doing it just to be really weird that’s not the correct answer. They did something really bizarre so that people would talk about it.”