Blogs & Comment

Why look at this screenshot of BlackBerry's Super Bowl ad before the big game?

Advertising gone wild

Today Research In Mot…er, BlackBerry sent a picture to the media. A screenshot from its upcoming Super Bowl commercial, the first in company history. Here it is:


This single frame represents the more bizarro-ridiculous end of a recent trend. Marketers are unleashing a gaggle of teasers, previews, snippets and even full versions of their Super Bowl ads ahead of the big game. Yep, we have arrived at a point in our culture where we are now watching commercials for commercials.

Now, there are a few different ways of looking at this. One is to run screaming in absolute horror that we are one step closer to the future that Demolition Man predicted. The other is to recognize that upwards of $4 million is a pretty penny to drop on 30-seconds, and it behooves brands to try and squeeze every ounce of buzz and exposure they possibly can from these investments.

All that and it gives Canadians a chance to see some of the ads we might have missed if we just stuck to the game on TV. As Angelique Krembs, vice president for marketing for the Pepsi trademark at PepsiCo Beverages told The New York Times, “The world has changed. The conversation used to happen after the game. Now, enabled by social media, there’s a lot of conversation before the game about what’s coming up, and we want to be the most talked-about brand in that conversation.”

Call it the Game Before the Game. Call it Advertising Gone Wild. Whatever you call it, Toyota has been declared this year’s champ by Advertising Age with more than 11 million views.

If you aren’t already under the bed, here’s the most popular Super Bowl spots of the year, so far:

Toyota “Wish Granted”

Volkswagen “Get Happy”

Audi “Prom”

Samsung “El Plato Supreme”

Mercedes-Benz “Soul”

Pepsi NEXT “Party”

Budweiser “The Clydesdales: Brotherhood”

Coca-Cola “Chase”

Kia “Space Babies”

Doritos “Road Chip”

Doritos “Goat 4 Sale”

Axe “Apollo”

E-Trade “Game Day”

Hyundai “Team”

Gildan “Getaway”

Taco Bell “Viva Young”