Super commercials take creativity, cost millions

FORT WAYNE, Ind. (WANE) The commercials airing during football’s biggest game, go hand-in-hand with the competition.

Wiener dogs dressed up as hot dogs, a Christopher Walk-in closet and even a “puppymonkeybaby” were among the highlights of Sunday night’s commercial breaks.

While those spots last mere seconds, the planning is similar to a blockbuster movie. Advertisers know 100 million people see their commercials, and these days with social media, the stakes are even higher.

“It’s gotta be simple, it’s gotta be engaging and it’s gotta be timely,” said Dan Schroeter from Asher Agency.

This image provided by Mountain Dew shows a “Puppymonkeybaby” in a scene from the company's Kickstart spot for Super Bowl 50. (Mountain Dew via AP)
This image provided by Mountain Dew shows a “Puppymonkeybaby” in a scene from the company’s Kickstart spot for Super Bowl 50. (Mountain Dew via AP)

“You want to do something that hasn’t been done before, hasn’t been seen before.”

Co-creative director Kelly Gayer agreed with Schroeter, “”If you’ve got an opportunity in 30 seconds to reach a hundred million people, it better be interesting. It better be good. I think, creativity wins.”

The word ‘unusual’ could be used to describe many of the commercials as well. After all, it costs a company 5 million dollars to air the spot alone. At a rate like that, companies want to make sure you remember their brand.

These days, it’s even more crucial to get that memorable moment. In years past, companies were hoping to be the topic of conversation at the water cooler come Monday morning. Today, the “shares” and “likes” play a role in how the commercial is made.

“You’re also buying the leadup to it and the post-talk. It’s not the same as it was 5 years ago, 10 years ago, 15 years ago, where you were only paying for the 30 seconds. Now you have to make the most of it as a marketer. That means social media, digital media,” Schroeter added.

You can see the commercials here: http://wane.com/2016/02/07/watch-all-the-top-super-bowl-50-ads/

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