Star Wars, Ferris Bueller drive Super Bowl ad buzz

Fri Feb 3, 2012 4:30pm EST
 
Email This Article |
Share This Article
  • Facebook
  • LinkedIn
  • Twitter
| Print This Article | Single Page
[-] Text [+]

By Lisa Richwine

LOS ANGELES (Reuters) - The Super Bowl is still two days away but some advertisers already are looking like winners as their yet-to-be-aired commercials score millions of hits online and rack up pre-game buzz.

A teaser for Volkswagen's ad has drawn more than 11 million viewers on YouTube. The campaign features a pack of dogs barking out a "Star Wars" song, repeating a theme from the company's well-received ad during last year's Super Bowl. (link.reuters.com/nuq46s)

That level of pre-game hits is "astonishing," according to Tim Calkins, marketing professor at Northwestern University's Kellogg School of Management.

"That would be a pretty good viewership for a primetime network television show," Calkins said.

Several other Super Bowl ads, or at least short teaser spots, have popped up online to try to grab attention before the New England Patriots and New York Giants kick off on Sunday.

More advertisers are encouraging their agencies to upload their ads to websites like YouTube and Vimeo to generate as much buzz as possible, especially as the cost of 30-second commercial spots have soared to average at $3.5 million this year.

Ads getting notice include a Honda Motor Co spot with Matthew Broderick playing off his iconic film role as Ferris Bueller. In the commercial, the actor calls in sick and spends a day cruising around town in a Honda CR-V. (link.reuters.com/muq46s)

Another commercial features comedian Jerry Seinfeld reuniting briefly with the Soup Nazi from his 1990s television show, in a pitch for Honda's Acura model. (link.reuters.com/puq46s)   Continued...