YAYA Connection is the student-staffed, professional agency that provides clients with insights on the Youth and Young Adult (YAYA) market, which consists of Gen-Whatevers between the ages of 18-24. The agency is staffed with seniors at the Missouri School of Journalism.
Many of this year’s highly anticipated Super Bowl commercials have been posted online well in advance of this weekend's game. These ads have generated more than 44 million views together, says mediapost.com.
Students from the YAYA Connection agency collaborated and watched the most buzzed-about commercials. We used our expertise to categorize which ones you should be on the lookout for during Sunday’s game.
Most Likely to Make You Buy the Product: Ellen's Big Game Commercial for Beats Music & AT&T
There’s no denying Ellen DeGeneres’ mass appeal. She’s one of the most popular daytime talk show hosts with dancing skills that have yet to be matched. Pairing her with Beats Music seems like a match made in heaven. Yet what makes this commercial sell the product is pairing the modern commodity with the classic tale of Goldilocks and the Three Bears. Ellen goes through music that is “too fast,” “too slow” and “just right.” But what will really make the YAYA market buy the product is that it can be readily downloaded even before the halftime show begins.
Biggest Transformation From Last Year: Go Daddy's "Bodybuilders"
GoDaddy, infamously known for last year’s Super Bowl commercial “When Sexy Meets Smart,” featuring Bar Refaeli AUDIBLY kissing a computer nerd, has switched it up for 2014. The company has transformed their racy advertising ways to focus on the hilarity that is a group of body builders running the streets to a spray-tan salon. While GoDaddy has switched from sexy models to Danica Patrick in a body builder suit, it has not lost its ability to entertain and surprise us. Will this advertising change help GoDaddy pump up its business? The group of body builders thinks so, and the YAYA market thinks so too.
We Don’t Get It: Audi's "Doberhuahua"
We love mash-ups. But none of us thinks the franken-mixture of comedy and horror is cohesively mixing in a logical fashion. Perhaps this commercial is as misunderstand as the cleverly named Doberhuahua (try saying that five times fast). Or maybe it's just not that funny. And as enjoyable as it was to see Sarah MacLachlan poke fun at herself, the spot is so loosely associated with Audi that it's easy to forget who made it.
Mostly Likely to be Watched Before the Game: Budweiser's "Puppy Love"
We would be surprised if you have not seen this precious Budweiser commercial featuring an adorable golden retriever puppy and the famous Budweiser Clydesdales. This one-minute spot makes you say “aww” out loud. “Puppy Love” has more than 24 million views on YouTube and has generated numerous shares across social media platforms. Why is it so lovable? Puppies and beer. Well done, Budweiser.
Most Offensive: AXE PEACE's "Make Love, Not War"
While it’s a nice break from the boobs and bodies of its previous Super Bowl spots, Axe finds new ways to offend. We'll admit the brand’s heart seems to be in the right place, but focusing on war is risky business. The youth and young adult demographic is increasingly more globally aware and culturally sensitive. This ad runs the risk of appearing ethnocentric or to trivialize an anti-war position for profit and leaves us questioning what it has to do with the body spray our little brothers use.
The Best Anti Ad: Newcastle's "Anna Kendrick: Behind the Scenes of the Mega Huge Game Day Ad Newcastle Almost Made"
You’ll see Newcastle Brown Ale’s Super Bowl Ad with Anna Kendrick everywhere but the Super Bowl. Unable to afford a $4 million dollar Super Bowl commercial, Newcastle has earned itself equal if not more attention of the youth and young adult market through its online “If We Made It” campaign. The YAYA demographic loves brands with a dash of self-depreciating wit, and no one could have fed it to us better than Anna Kendrick: “I don’t think of myself as beer commercial babe hot, you know. I mean I’m hot, but like approachable hot. Like the hottest girl in your improv class hot."
Tried Way Too Hard: Sodastream's "Sorry, Coke and Pepsi"
“Sorry Coke and Pepsi” perhaps the only memorable words taken from this commercial. Scarlett Johansson’s attempt at “going viral” by being sexy, got this spot “banned” from the Superbowl, or SodaStream says. Nothing gets people’s attention more than claiming an overly sexualized commercial was banned from the Super Bowl, especially when audiences are used to spots from GoDaddy. Nice try SodaStream, you got people talking for a minute but tried way too hard for the hype.
Best Cameo: Jaguar USA's "British Villains ‘Rendezvous’"
Mark Strong (“Sherlock Holmes,” “Kick-Ass” and “Green Lantern”), Ben Kingsley (“Iron Man 3” and “Prince of Persia”) and Tom Hiddleston (“Thor” and “The Avengers”) poke fun at why Britons are always the bad guys in Hollywood movies. These three villains, however, give good reason as to why Brits are too good at being evil. Like the 2015 Jaguar F-Type Coupe, they have style and power and are always one step ahead. While most consumers of the YAYA market probably don’t possess the purchasing power for a new Jaguar vehicle, they’ll recognize and appreciate the villains of these more than popular franchises.
Honorable Mention: Budlight's "Ian Up For Whatever Film"
Most Anticipated Movie Trailer: Need For Speed
Super Bowl XLVIII will feature numerous action-packed movie trailers accompanied by the typical beer and car ads. We will see sequels to famous superheroes as well as fill the “Breaking Bad” void with an appearance from Aaron Paul. “Need For Speed” will take on converting its success as a videogame to the big screen. This action packed trailer will excite both men and women gamers as well as die-hard Jesse Pinkman fans.
Honorable Mention: Noah
Honorable Mention: The Amazing Spiderman 2
Best Hashtag: H&M's "David Beckham"
YAYA social media enthusiasts are always on the lookout for interactive ways to get in touch with a brand. What better way to connect with H&M than to have the audience vote whether we see a bare-bottomed David Beckham or a boxer-brief-covered Beckham during the big game. You can vote by using #Uncovered (for a nude soccer stud) or #Covered (for the less risqué boxer clad soccer stud) on Twitter. YAYA women know what they’re voting for.
Biggest Waste of $8 Million: Coca-Cola's "Going All the Way"
With Super Bowl commercials reportedly running around $4 million for a 30-second spot, we’re confused why Coca-Cola paid double for this fairly forgettable minute-long commercial. None of the content felt like the classic Coca-Cola that YAYA viewers have grown up with. You had $8 million to work with it — we would rather see the Polar Bears. Even if the spot was designed for an older audience, the allusion to Coke’s iconic Mean Joe Green commercial from the late '70s was too subtle of an ending to such a long spot.
How do you feel about so many Super Bowl ads coming out before the Super Bowl? Leave a comment and let us know.
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