Minnesota Prairie Roots

Writing and photography by Audrey Kletscher Helbling

Super Bowl ads: The babe I liked & the one I didn’t February 7, 2012

Filed under: Uncategorized — Audrey Kletscher Helbling @ 7:49 AM
Tags: , , , , , , ,


First off, how many of you watched the Super Bowl? How many of you were more interested in the commercials than in the big game?

I could care less about the game. But the ads interest me. I didn’t see all of them, but I caught enough to be unimpressed.

I’d give “the best” award to the Doritos ad where an adorable baby rockets to snatch a bag of snacks and then munches on the chips alongside a smiling grandma. The ad was cute, memorable and I got it. I don’t always understand the commercials.

Teleflora gets my “the worst” ad distinction for its pure sex-infused commercial featuring an alluring woman encouraging men to give flowers for Valentine’s Day. “Give and you shall receive,” she purrs. “She” happens to be famous Brazilian model Adriana Lima.

Seriously, Teleflora marketing people, do not insult women by airing ads like this.

Also, and this really, truly, absolutely bugs me. A few years ago we bailed out the auto makers. Yet, they have millions of dollars to spend on Super Bowl advertising. What gives here?

Speaking of car ads, I didn’t like the Hyundai ad with the cheetah attacking a man. It reminds me too much of those animal-pursuing-animal/survival-of-the-fittest television documentaries.

A snippet from the new jcp print ad. Bold, bright and hip, wouldn't you agree?

OK, now lest you think I’m oozing negativity today, let’s turn our attention to retailer jcp, which I know as Penneys. The department store is making big changes, most noticeable to me in the magazine style advertising insert tucked inside my local daily newspaper on Super Bowl Sunday.

Changes were inevitable with former Apple executive Ron Johnson now serving as the new jcp CEO. And might I add, changes were needed to update the image of a retailer that seems more suited to my 79-year-old mother, or me, than to my 20-something daughters. I don’t really ever hear my daughters talk about shopping at Penneys. Typically they gravitate toward the more hip Target.

But it’s obvious, from the print and television ads I’ve seen, that jcp is trying to draw a younger, hipper crowd. Their new ads are crisp, clean, bold, bright and packed with motion.

Even more important, the company is eliminating those continual sales promotion mailings. Finally.

Instead of the previous complicated, ongoing, ever-changing sales system, the company is switching to a “fair and square” approach of everyday lower prices, month-long values and first and third Friday mark-downs. It all still sounds a bit too complicated. But anything has to be better than the previous marketing strategy.

So there you have it—my take on the world of advertising on Super Bowl Sunday.

WHAT ARE YOUR THOUGHTS? Give me your input on the Super Bowl commercials and/or on jcp’s new approach to marketing and sales? I’d like to hear what you think, even if your take differs from mine.

© Copyright 2012 Audrey Kletscher Helbling