NEW YORK Consumers, creatives and even advertising characters gathered Sunday night at virtual Super Bowl chat parties set up specifically to discuss the commercials in real time. And while the sheer volume of reactions made it difficult to gauge a consensus opinion, there were some clear winners and losers among the ads -- and a general feeling that the spots, by and large, underwhelmed.
At least three separate large discussions sprang up concurrently on Twitter, grouped under different hashtags. The major ones, #superads09 and #sb43ads, were swamped with messages all night, each receiving several hundred posts per minute.
Instead of live-blogging the spots, which has been customary in recent years, several big advertising blogs chose to stream the Twitter chats -- a step forward in creating a convivial, communal forum for live, on-the-fly Super Bowl reviews.
Adweek organized its own Twitter chat at #superadfreak09, featuring seven creative directors and two Adweek writers, and simulcast that discussion on Adweek.com and AdFreak.com.
In terms of the work, Pepsi's "Refresh Anthem" spot got an enthusiastic reaction early in the game from consumers and creatives alike. Among the other ads that seemed to do well: Doritos' snow-globe spot, Pedigree's "Crazy Pets," Monster.com's moose ad, Hulu's "Alec in Huluwood," E*Trade's two talking-baby spots, Denny's "Serious" and CareerBuilder's "Tips."
The latter particularly impressed Adweek's group. Todd Grant of Cole & Weber United, Peter Nicholson of Deutsch, Patrick O'Neill of TBWA\Chiat\Day, Erich Pfeifer of Venables Bell & Partners and Eleftheria Parpis of Adweek all picked CareerBuilder as the best ad of the night.
Anheuser-Busch's Bud Light offerings largely fell flat among the Twitterati, and reactions were mixed on the Budweiser Clydesdale series. The GoDaddy commercials with Danica Patrick drew some particularly vocal animosity, with a number of people referring to the company as "Go Away Daddy."
Continue to next page →