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SBD/February 6, 2012/Marketing and Sponsorship
Matthew Broderick's "Ferris" Moment Tops List Of Celebrity Super Bowl Ad Cameos
Published February 6, 2012
WHAT'S THE DEAL WITH THAT? Comedians Jerry Seinfeld and Jay Leno appear in Acura's spot to promote the release of its NSX car, and AdFreak blogger David Gianatasio wrote Seinfeld "worked really hard and his performance made a so-so script much better than it must’ve read on the page." Gianatasio: "A winged Jay Leno is the stuff of nightmares. He’s also unfunny. Just like he is without wings. This ad tried hard to be BIG -- big stars, budget and concept. Sorry, Acura, big doesn’t always = good.” Goodby, Silverstein & Partners Curator of Popular Culture Barbara Lippert wrote, “Seinfeld is just not funny. ... Recycled Soup Nazi jokes, really? I never thought I’d be dazzled by the dynamic comedic stylings of Jay Leno, but his entrance as Rocky the Flying Squirrel was a huge relief” (ADWEEK.com, 2/5). But Deutsch Inc. Chair Donny Deutsch said, “You had much fewer celebrities this year and even the ads that had them didn’t work” ("Today," NBC, 2/6).
COVER UP, BECKS: H&M’s spot featured MLS Galaxy MF David Beckham promoting its new line of underwear, and in California, John Maffei writes, Beckham “in his underwear is not going to make me rush out and purchase whatever product he was pushing.” That “might work in England, but in the U.S., Beckham is just another dude with a beautiful wife” (NORTH COUNTY TIMES, 2/6). On Long Island, Verne Gay writes Beckham’s underwear ad is an “easy call” as a bad ad. It was “appalling for many good reasons -- an ad for soccer? Or for tattoos? Or for some idiot with tattoos who plays soccer and wears underwear?” (NEWSDAY, 2/6). In Detroit, Mekeisha Madden Toby wrote Beckham is “still a sex symbol but his hotness quota has dipped from five years ago.” This is “one reason his body-revealing ad for a new line of dungarees was easy to overlook and ignore” (DETROIT NEWS, 2/6). Adweek's Andrew McMains wrote, “H&M spot just feels like a print ad in motion. Also very ‘80s with the sepia treatment and use of music. Beckham should give a shoutout to Marky Mark” (ADWEEK.com, 2/5). The GLOBE & MAIL’s Susan Krashinsky notes Ace Metrix has “released its scores for the most effective U.S. ads from” the Super Bowl, and Beckham’s ad “fell dead last in Ace Metrix’s scoring.” Krashinsky: “Poor Becks. He flexed, he pouted, he gave the camera a come-hither stare, and yet a nation of football fans gave that prince of the other football a distinct thumbs-down” (GLOBE & MAIL, 2/6). But CNBC’s Darren Rovell said the Beckham ad was “smart because it certainly stopped people." Rovell: "I think women buy most men’s underwear. In terms of practical ads that really worked” (“Squawk Box,” CNBC, 2/6). ABC's John Berman said, “For advertisers, it’s all about making memories that stick and apparently, something sticks about scantily-clad women near bare-naked Beckhams" ("GMA," ABC, 2/6).