How the advertising game played out on TV during

The Recorder, Amsterdam, N.Y.
Monday, February 2, 2015 / 9
The Associated Press
Singer Katy Perry performs during halftime of NFL Super
Bowl XLIX football game in Glendale, Ariz., Sunday evening.
Technology & singers give
Super Bowl show a boost
The Associated Press
This image provided by Nissan shows a portion of the company’s Super Bowl television ad.
How the advertising game played
out on TV during the Super Bowl
The Associated Press
NEW YORK — Super Bowl
advertisers on Sunday night
sought to win over viewers in a
variety of ways. McDonald’s
called for loving, Coke demanded
more positivity, and Nationwide
told the story of a dead boy.
Here’s a look at the big game’s
ad highlights.
Nationwide insurance company’s ad showed a boy riding a
school bus and lamenting he’ll
never learn to fly, or travel the
world with his best friend, or even
grow up, because he died in an
accident. The ad for Nationwide
was aimed at stopping preventable
childhood accidents.
But the ad was so jarring it
became the butt of jokes on
social media.
Nissan, meanwhile, returned to
the Super Bowl after 18 years
with an ad featuring the story line
of an up-and-coming racecar driver and his wife struggling to balance work and raising their son.
Some fans noted the ad was set
to “Cats in the Cradle” by Harry
Chapin, who was killed in a car
Some companies had a lot to
prove — and it showed in their
McDonald’s returned to the
Super Bowl with an ad for its
latest promotion, which will let
randomly selected customers
pay for their orders with acts of
love, like a high-five, fist bump
or a call to a relative. The promotion starts Monday and runs
through Feb. 14
The McDonald’s ad was an
extension of the company’s
recently launched campaign seeking to associate its brand with the
positive emotion of loving as it
fights to hold onto customers
amid intensifying competition.
According to the contest rules
posted online, McDonald’s says
each participating restaurant will
select 100 winners over the
course of the contest.
Meanwhile, Carnival Cruise
The Associated Press
This photo provided by Skechers USA shows Pete Rose in an ad.
Lines’ ad included a voiceover
by John F. Kennedy speaking
about the sea. The world’s largest
cruise company was trying to
boost the image of cruises with
its first ever Super Bowl ad after
several years of bad publicity
from illnesses on ships and the
Costa Concordia wreck in 2012.
And Coca-Cola’s ad called for
positivity in the face of online
negativity. The company’s
“Make It Happy” ad was an
update on its long-running strategy of getting people to associate its soft drinks with happiness
at a time when people increasingly see them as unhealthy.
“Puppy Love,” which was a Top
10 branded content video and Top
10 video overall on YouTube.
Chevrolet’s ad “Blackout”
appeared to be a live game feed
that turned into static and a
blank screen. The company used
the trick to show its Colorado
truck has 4G LTE Wi Fi, so people could stream the game live
in the truck. The spot was an
early star of the ad game: It
came just before kickoff.
Toyota’s first ad starred
Paralympic medalist Amy Purdy
snowboarding and dancing, set
to a speech by Muhammad Ali
that ends with: “I’ll show you
how great I am.”
A Microsoft ad with a
voiceover by rapper Common
told the story of Braylon O’Neill,
a boy who was born missing the
tibia and fibula bones in both of
his legs, so he had to learn to
live with prosthetic legs developed by the company.
And of course, there was
Carnival’s audio clip of JFK.
There were 15 new Super Bowl
advertisers this year, the most
since 2000, before the economy
fell into what would be the first
of two recessions. Advertising
experts say the rookie interest in
Super Bowl ads is a positive sign
companies are feeling good in
the most recent economic recovery. The newcomers included
Skittles and Carnival.
In its ad, first-timer
showed retired NFL players
opening fictional businesses;
Terrell Owens starts a pie company, and Brett Favre starts charcuterie business, Favre and Carve. lets people create
their own websites.
Budweiser’s “Lost Puppy” ad
was a winner before it even
aired during the Super Bowl.
The ad, which shows a puppy
running away to find his
Clydesdale buddies, already had
18 million views on YouTube
ahead of the game.
It’s a tried-and-true formula.
Last year, Budweiser broke
records with its Super Bowl spot,
GoDaddy decided not to run an
ad that showed a dog being sold
online so as not to offend dog
lovers. Instead, it showed a business owner toiling away instead
of enjoying the Super Bowl. The
company says it was created
overnight from file footage and
narrated by an agency art director who had never done
voiceover work.
The Associated Press
Katy Perry roared loud, possibly because there was a jungle
behind her.
Perry’s Super Bowl halftime show Sunday, with its eye-popping, colorful visual effects, illusions and lights was a success
mainly because of others — including the energetic Missy Elliott.
Did Perry even break a sweat?
The pop star kicked off the performance atop a robotic tiger,
her outfit — one of four — covered in a flame design some
likened to Will Ferrell’s skater outfit in “Blades of Glory.” She
seemed ready to take the big stage, her voice strong over what
sounded like a pre-recorded track.
The stage turned to a futuristic vibe for the Southern, electroflavored “Dark Horse” and into a beach complete with dancing
sharks and surfboards and bobbing beach balls for “Teenage
Dream” and “California Gurls.” It came off like a music video.
Perry relied too much on spectacle rather than her own talent.
That was evident when Lenny Kravitz joined her for a rockfilled version of “I Kissed a Girl,” in which he was the highlight,
shining on the guitar.
But the 12-minute performance turned into “The Missy Elliott
Show” when the reclusive rapper hit the stage as the beginning
beat of “Get Ur Freak On” blasted. A decade later, the song still
sounded like a hit as Elliott rapped like a veteran.
Perry joined Elliott, attempting to dance beside her but coming
off like a student lost in choreography class. She nicely rocked
an oversize jersey, but had zero swag. Elliott went on to the steal
the thunder with performances of “Work It” and “Lose Control.”
Perry ended her set in a shimmery gown, as she rose in the air
and slowed it down for the inspirational “Firework” as, appropriately, fireworks burst.
That wasn’t the only fiery moment: Before the game began,
“Frozen” star Idina Menzel belted out an outstanding live rendition of the national anthem ahead of the big game in Phoenix.
Menzel was confident in all-black, singing what she assured
would be live days before Super Bowl. After she sang the last
note, she yelled in excitement: “Yes!”
“I didn’t want to rush,” Menzel said in an interview after the
performance. “I wanted to take in the moment and connect to the
song that I was singing, not get swept away by all the grandiosity and excitement, and connect. And sing from my heart.”
The performance comes a month after the Tony-winning star
was criticized for her performance of “Let It Go” during “Dick
Clark’s New Year’s Rockin’ Eve.” At one point the crowd booed
loudly, but it was because Patriots Coach Bill Belichick was
shown on screen.
Asked if she was distracted by the booing, Menzel said: “I knew
better. I knew I hit the note well, I wasn’t worried it was me.”
“And they warn you,” she added, laughing.
John Legend, in typical form, brought the soul when he sang
“America the Beautiful.” He hit all the right notes while playing
piano before the Seattle Seahawks took on the New England
Kravitz said he was grateful for Perry’s call to join her onstage.
“This wasn’t my thing. She asked me to come and perform
with her and I said, ‘Yes’ and it ended up being a really great
experience,” he said in an interview.
The Associated Press
Katy Perry performs during halftime of NFL Super Bowl XLIX.