Super Bowl Ads Hits & Misses

Early Show - Super Bowl Ads - Feb. 2, 2008 CBS

A lot of people tuned into the Super Bowl last night just to see the commercials. A Doritos commercial was the hands-down fan favorite, according to a "USA Today" consumer opinion poll.

But what about the others? Which ones were the hits and misses?

The fan fave, "Free Doritos," was created by a couple of non-advertising people, who entered a contest called Doritos "Crash The Super Bowl" program.

The co-creators of "Free Doritos," Joe Herbert of Batesville, Ind. (a finalist in the annual program two years ago) and his brother, Dave Herbert, were one of the top five finalists in the Doritos contest, in which each contestant won $25,000.

The brothers' "Free Doritos," commercial ended up beating out all the other Super Bowl ads in the USA Today Super Bowl Ad Meter (a 10-year-old consumer opinion poll), giving them the grand prize of $1 million.

Their day in the sun won't end just there.

Ad executive and co-chairman/founder of Kirshenbaum Bond + Partners, Richard Kirshenbaum, gave a rundown of the commercial hits and misses and agreed with USA Today's top pick.

"I thought it was a perfect Super Bowl guy spot. Funny, a little bit sophomoric and perfect for the Super Bowl because of that," Kirshenbaum told Early Show co-anchors Harry Smith, Julie Chen and Maggie Rodriguez.

According to Kirshenbaum, these guys have a future in advertising and will get a lot of job offers out of this.

"Absolutely. They're going to do very well. Absolutely," he said.

Personally, Kirshenbaum favorite was the Pepsi spot that featured Bob Dylan and Will.i.am.

"The whole idea "forever young" is Pepsi's whole equity. And I think they did a fantastic job. And it was very uplifting for Americans. Americans needed to see something uplifting this year," Kirshenbaum said.

According to Kirshenbaum, one of the misses was Careerbuilder.com's ad.

"I think it missed because people today are crying about not having a job, not crying about the job they have. I think they missed an opportunity and I think they could have really told the American public, 'You know, we can help you get a job.' I think that's really important," Kirshenbaum said.

Kirshenbaum also took a look the contemporary spin on great Super Bowl ads of years past.





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