Slide deck of a presentation to the Ad Club of Spokane on the "evolution" of Super Bowl advertising, and the three distinct phases it has gone through.

1. The Evolution
of the
Super Bowl
commercial.
Presented by Mickey Lonchar
Quisenberry Marketing & Design
Twitter: @mickeylonchar

2. Super Bowl Advertising:
Then & Now

3. Super Bowl Advertising:
Then & Now
1967 = 22 million viewers 2012 = 111 million viewers

4. The four eras of
Super Bowl Advertising:

5. Era 1: Ads that sold stuff.
(1967 - 1978)

6. Era 2: Ads that entertained.
(1979 - 1988)

7. Era 2: Ads that entertained.
(1979 - 1988)

8. Era 3: Ads became “social.”
(1989 - 2008)

9. Era 3: Ads became “social.”
(1989 - 2008)

10. Era 3: Ads became “social.”
(1989 - 2008)

11. Era 3: Ads became “social.”
(1989 - 2008)

12. Era 3: Ads became “social.”
(1989 - 2008)
Who “won” the Super Bowl?

13. Era 3: Ads became “social.”
(1989 - 2008)
Who “won” the Super Bowl?

14. Era 3: Ads became “social.”
(1989 - 2008)

15. Era 3: Ads became “social.”
(1989 - 2008)

16. Era 3: Ads became “social.”
(1989 - 2008)

17. Era 3: Ads became “social.”
(1989 - 2008)
Dear Agency: You’re Fired

18. Era 4: Ads became “the product.”
(2009 - present)

19. Era 4: Ads became “the product.”
(2009 - present)
What the...?

20. Era 4: Ads became “the product.”
(2009 - present)
And this is an online-only teaser!

21. Era 4: Ads became “the product.”
(2009 - present)

22. Era 4: Ads became “the product.”
(2009 - present)

23. Era 4: Ads became “the product.”
(2009 - present)

24. Era 4: Ads became “the product.”
(2009 - present)

25. Era 4: Ads became “the product.”
(2009 - present)

26. Era 4: Ads became “the product.”
(2009 - present)
This year: 61,000 crowdsourced video entries.

27. Era 4: Ads became “the product.”
(2009 - present)

28. Era 4: Ads became “the product.”
(2009 - present)

29. Era 4: Ads became “the product.”
(2009 - present)
(4.4 million views in three days.)

30. 2012 Admeter Results
Top 5 Spots:

31. 2012 Admeter Results
Top 5 Spots:
5. Sketchers: “Go Run”

32. 2012 Admeter Results
Top 5 Spots:
4. M&M’s: “Wardrobe Malfunction”

33. 2012 Admeter Results
Top 5 Spots:
3. Doritos: “Man’s Best Friend”

34. 2012 Admeter Results
Top 5 Spots:
2. Bud Light: “Weego”

35. 2012 Admeter Results
Top 5 Spots:
1. Doritos: “Baby Slingshot”

36. 2012 Admeter Results
Bottom 5 Spots:
50. Go Daddy: “Body Paint”
51. Bud Light Platinum: “Factory”
52. Lexus GS: “Break Through”
53. Bud Light Platinum: “Work”
54. Go Daddy: “Cloud”

37. My favorite spot?

38. Only 364 days till Super
Bowl XLVII.
Go create the next great Doritos commercial!

39. @mickeylonchar