Summary
Super Bowl XLVI a.k.a. Oscars Of Advertising Lives Up To Its Reputation
Legendary Dallas Cowboys coach Tom Landry once said, "Football
is an incredible game. Sometimes it's so incredible, it's
unbelievable."
Fox Business News' Dennis Kneale commented recently: "In the era
of DVR, OnDemand TV and appointment television to watch what you
want whenever you want, live events like the Super Bowl [are]
unparalleled. It is the biggest ratings grabber. And also, if
you're an advertiser you gotta' be in it."
Super Bowl XLVI, held last night in Indianapolis, saw the NFC NY
Giants besting the AFC New England Patriots. The game lived up to
its reputation, both on and off the gridiron. As exciting to watch
as the fierce competition were the Super Bowl commercials, many of
which The Mill had the pleasure of contributing to.
With an average media buy this year of $3.5 million for a :30
spot, the stakes were high. We collaborated closely with agencies
and directors to create VFX for returning veterans like Budweiser
and Toyota and brands that came of age in the New Millennium like
cars.com and CareerBuilder. We worked on two NFL spots and created
an evolutionary football timeline for NFL.com via
Grey NY, and spots with renowned celebrities like Matthew Broderick
who starred in RPA's Honda CR-V "Day Off," an homage to his
breakthrough classic Ferris Bueller's Day Off.
The Mill carried on its Super Bowl tradition working again with
GREY NY and Venables Bell & Partners, respectively, on E*TRADE
"Fatherhood" featuring the deadpan hilarious E*TRADE Babies, and
Audi "Vampire Party," a nod to the impeccably stylish and
technology-leading S7, not to mention some very trendy young vamps.
Also included in our Super Bowl roundup, entertaining spots for Bud
Light Platinum, Lexus, and a spot for Shaw in the Canadian
market.
You can re-live all of your favorite Superbowl 2012 commercial
moments here:
Super Bowl 2012
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