Korean companies go all out with Super Bowl ads

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Korean companies go all out with Super Bowl ads


Screen shots of Samsung Electronics and Hyundai Motor Super Bowl ads. Hollywood actors Paul Rudd, left, and Seth Rogen, compete for Samsung Electronics’ Super Bowl Ad within the TV commercial in the photo left, while a family in a Hyundai Santa Fe SUV parties with the band The Flaming Lips.

While the San Francisco 49ers and the Baltimore Ravens battled on the field during Super Bowl XLVII yesterday, advertisers competed against each other on advertising’s biggest stage with the usual tools of their trade.

The stakes were high, with 30-second spots going for as much as $4 million and more than 111 million viewers expected to tune in.

With at least 29 of the 35-plus advertisers releasing their ads early, some advertising trends were easy to spot. The seven automakers during the game - including Mercedes-Benz, Toyota and Lincoln - focused on long, epic stories about family.

Celebrities showed up in force in spots for Best Buy, Kraft Mio, Samsung and MilkPep and others. Babies and cute animals led to “awwws’’ in ads for Budweiser and Hyundai Motor Group’s Kia.

Car ads focused on families: Hyundai’s “Epic Playdate” spot right before kickoff showed a family partying with the band The Flaming Lips, wreaking havoc at a natural history museum, getting chased by bikers, going to a petting zoo and playing in a park.

“Make every day epic with the new seven-passenger Santa Fe,” a voiceover stated.

When the family gets back home and the daughter asks, “What are we going to do now?” The father replies, “Well, I think there’s a game on,” and the broadcast went straight to the kickoff.

Audi’s 60-second ad, with an ending voted on by viewers, shows a boy gaining confidence from driving his father’s Audi to the prom, kissing the prom queen and getting decked by the prom king.

Humor was prevalent: Best Buy’s 30-second ad starred Amy Poehler, of NBC’s “Parks and Recreation” asking a Best Buy employee endless questions about electronics.

“Will this one read ‘50 Shades of Grey’ to me in a sexy voice?” Poehler asks about an e-book reader. When the staffer says no she asks, “Will you?”

M&M’s showed its red spokes-character singing Meatloaf’s “I Would Do Anything for Love,” and wooing beautiful women but stopping short when they try to eat him.

Oreo’s ad featured a showdown in a library between people fighting over whether the cookie or the cream is the best part. The fight escalates into thrown chairs and other mayhem, but because the fight is in a library, everyone still has to whisper.

Calvin Klein upped the game’s sex appeal with a 30-second spot showing male model Matthew Terry strutting around in underwear.

Godaddy.com’s spot toed the line of good taste, showing a close up extended kiss between supermodel Bar Refaeli and a nerdy nobody to illustrate Godaddy’s combo of “sexy” and “smart.”

Budweiser introduced its new Black Crown Lager with two sleek spots that showed sexy twentysomethings drinking the high-alcohol beer at a chic urban party. AP
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