Advertising Takes Progressive Steps Forward

By: Austin Ambrose, @tex_ambrose7

The image of ‘dad’ is different for everyone. The media are no exception to this, even they have their own perception of what it looks like to be ‘dad.’ For many years, advertisers believed they couldn’t have a commercial with a dad unless the dad was goofy and ended up being talked down to by his wife for making a mistake.

An accurate representation of ‘dad’ has been absent from the media, and advertisers are prime culprits. The Super Bowl, one of the most viewed TV event each year, places some of the best commercials. The commercials may attract a large majority of the viewers.

This year, however, the Super Bowl commercials took a turn from the usual gut-grabbing laughter and sexy models tactics. This time, the commercials were designed to inspire and jerk on the emotional side of people. Who was the focus? Good ole dad.


Having the focus on dad was a shift that consumers wanted to see. Many fathers agreed that the representation of dads were inaccurate, and they wanted to see a more accurate telling of the role of a child-rearing dad.

Why was this so impactful? The providers listened to their consumers. This shows a great change in advertising. Instead of trying to guess what people want to see, they are listening to the people and presented them with the images they want. Bravo to these companies. Dove being one of the first to jump on the movement.

What else made this such a memorable set of commercials? They started to move away from long-standing stereotypes, creating a new norm for commercials. This was also seen in the new fem-vertising model, showing women in a more realistic light. The media is starting to catch on that consumers are not attracted to harmful stereotypes.

People want to see accurate representation of what the world looks like. Honey Maid had their wholesome families commercial, which included many alternative styles of families not normally seen in the media. The times are changing, and advertisers are starting to catch on to these new trends.

Finally, these advertisements made a big splash because they connected to the viewers emotions, instead of just trying to sell them a product. The commercials might not have pushed buying a product, but it opened the doors to allow viewers to see what these companies care about, it showed their values. In the long run, this could create a longer and stronger brand loyalty, since the viewers can connect with the company on a more intimate level.

We are starting to see a progressive mindset in advertising, and this could be good for both the companies and consumers. Let’s hope that next year, the Super Bowl keep up the streak of progressive advertisements, as we saw with the dad commercials this year.

Super Bowl XLVII: The Best and Worst of 2013

Briagenn Adams

Not only is the Super Bowl the biggest night for American football fanatics, but it’s also one of the biggest events for PR superstars and advertising addicts alike. During the 2013 Super Bowl this past Sunday, one 30-second advertisement went for as much as a record $4 million. Or – in other terms – about $133,333 per second of TV time. That’s almost enough money to pay for an Ohio University education seven years over. Whoa.

So, which companies spent their money wisely, and who would have done better investing elsewhere? PR daily named three of the best and three of the words advertisements this year.  

Let’s start with the worst. Honestly, who didn’t cringe during the kiss commercial? For many, that camera angle was a bit too close for comfort. The now-notorious lip lock that lasted a whopping 10 seconds took up 1/3 of the entire commercial, and cost the company almost $1.4 million. Talk about an expensive date!

Also in the running for worst commercial of 2013 was Beck’s Beer Sapphire advertisement, singing beta fish and all. There might have been an inside joke hidden in the ad somewhere, but we’re not getting it. Beta luck next time, Beck’s!

Last but not necessarily least was the Wonderful Pistachios “Gangnam Style” ad. Although this song has had its share of international acclaim over the past year, people were not pleased by its reappearance during the Super Bowl XLVII.

On a more uplifting note, other companies spent their money very, very well.  PR Daily has praised Audi, Best Buy and Taco Bell for having the best Super Bowl commercials of 2013.

Audi immortalized the secret dream of every teenage boy – to steal the Prom Queen’s heart and impress his entire school – during their 60-second time slot. The hashtag, #BraveryWins was tweeted over 3,000 times following the memorable commercial. Viewers couldn’t help but cheer with the boy as he drove his father’s Audi off into his own sunset of eternal high school glory.

Next on the list of best Super Bowl commercials was Best Buy’s hilarious escapade with comedian Amy Poehler.  Although anything Amy does is bound to be brilliant, Best Buy’s ad provided some much-needed and appreciated comedic relief during the nail-biting Super Bowl game.

And finally, Taco Bell’s, “Viva Young” commercial was a top rated ad. We all knew this was coming! The endearing performance of senior citizens going wild and living up the night could have made even the biggest fast-food hater crave nachos.

Some other memorable ads included Budweiser’s classic reunion story of a Clydesdale horse and his loving owner, Volkswagen’s controversial “Get In, Get Happy” Jamaican ad and Doritos’ makeup-clad, “Fashionista Dad” getup.

No matter the actual outcome of Super Bowl XLVII, the advertisements were, for the most part, all winners that night.