Tuesday, 27 January 2009

Pedigree adoption drive Super Bowl commercial

Every year I am very entertained with the PR surrounding this advertising highlight of the year. I am also slightly envious that we do not have a similar annual spectacle of an equivalent magnitude in the UK.

Below is one of the first ad’s to be released ahead of Sunday’s game is the Pedigree commercial for their Pedigree adoption drive (www.pedigreeadoptiondrive.co.uk). Others which have been released can be seen on Adrants. Personally I cannot wait for the release of the numerous movie trailers rumoured to air, included the long awaited Transformers: Revenge of the Fallen trailer.

The 2008 Super Bowl drew in 97.5 million viewers, with that an average spot going for $2.7 million dollars. As quite interestingly pointed out by Nick Burcher (who directed me here http://commercial-archive.com), that only works out to be 2.7 cents per view (based on last year’s reported rate), compared with 5.6 cents a view for the Oscars, which has about a third of the audience. No wonder there have been so many brands justifying their need for these spots, especially during the current economic climate (Ad Age report - Yes, the Super Bowl Is Well Worth $3M a Spot).

All this aside, it is a chance for consumers to see what brands really have to offer with previous memorable ads including Ridley Scott’s Apple – ‘1984’ ad in 1984, the Tabasco ‘Mosquito’ from 1998, and Budweiser ‘Frogs’ in 1995 (MSNBC - The 10 best Super Bowl ads of all time)