Local advertising professional weighs in on Super Bowl ads

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KANSAS CITY, Mo. -- For many the Super Bowl ads are sometimes more highly anticipated than the game itself, and many will be talking about their favorites on Monday.

On Sunday, FOX 4's Mary Pulley watched the ads alongside a top Kansas City ad agency president, while he gave his feedback on them. Bernstein-Rein president, Steve Bernstein, is responsible for a MetLife ad, which aired during the Super Bowl pregame festivities.

The agency's president says he didn't see any home runs on Sunday night, but says there were some pretty good ones.

If an advertiser can afford the $4-million-plus, price tag to advertise during the Super Bowl, the result may be well worth it.

"People always ask me if Super Bowl ads work, they absolutely work. Many brands have been made by being on the Super Bowl,” said Bernstein.

They range from the dramatic to bizarre, and Bernstein, says there's no clear-cut formula for what makes a good ad.

That theory is clearly demonstrated in one Volkswagen commercial, which mixed everything from babes, to babies, and even a groin shot.

"What they show is that when you put it all together it doesn't turn out to be a very good ad," said Bernstein.

Bernstein gave his thoughts on what it takes to make a slam dunk commercial.

“Good adds are good story telling. If it's something where the story sticks with you and then you can relate it to the brand, that's a great ad,” he said.

Bernstein’s favorite was ‘Dad's sixth sense,’ a Hyundai commercial where a dad continuously works to keep his son safe, at some point it becomes the job of the car.

“It's humorous, yet it's all about the product attributes," he said.

And as for the Doritos time machine ad,

"Very clever spot, I'm sure that will rate very well,” said Bernstein.

According to Bernstein, this year’s ads had a couple of misses.

Like the Nestles and Butterfinger cups ad where the candy components are in couple's therapy.

“It’s just really weird and kind of creepy," he said.

He also didn’t care for the Audi commercial with the Doberman-Chihuahua dog.

"It's not fun to watch and it certainly doesn't make me feel great about wanting an Audi," said Bernstein.

After all, the goal is to get you to remember the product, and not just the commercial.

Car commercials and nostalgia themes were big this year.

You may have noticed a lot more of those commercials were online, prior to the Super Bowl. As much was spent for online ads, as was spent for the television ads this year.



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