Last week I profiled my Top 5 Best and Top 5 Worst Super Bowl commercials of 2011. As a marketing professional at an interactive marketing agency, it would be crazy of me not to point out what (and who) was missing from this year's Super Bowl ad extravaganza.
In this third and final installment of my review of the Super Bowl ads, I’d like to visit the brands not appearing in the Brand Bowl that I would have like to have seen.
#5: Tostitos – Chips and salsa are inherent to Super Bowl parties and celebrations. I would have definitely liked to see Tostitos steal some of the chip attention from Doritos (and hopefully with better ads).
#4: Walmart – As the purveyor of consumer goods and appealing to a broad array of audiences, Walmart seems a natural fit. After an intense price war with Target during the holidays, a little brand rehab would have been nice during the Super Bowl.
#3: Ford – Ford has done an excellent job of turning their business around and has a strategic growth model, which will aid them in the years to come. And, as good as Chrysler’s ad was, the story of triumph and grit … is Ford’s story. I definitely would have liked to see them extol their turnaround.
#2: Athletic Affiliated Brands – Nike/Gatorade/Reebok/Under Armour: Where are you? I understand the broad appeal of the Super Bowl is not a targeted athletic audience like other sporting events. However, when Sketchers can claim to carry a line of fitness shoes, then the other brands need to step up to reclaim the conversation.
#1: Miller Lite – Since the Budweiser and Bud Light ads this year were less than desirable, I would like to see Miller Lite and Budweiser have a full-blown, knocked-down, drag-out Beer Bowl. Best commercial wins bragging rights for the year. The addition of Miller Lite to the Super Bowl ad mix would definitely push Anheuser-Busch for more creative ad spots.