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Practice your SuperBowl ad-rating skills: Round 1

1/12/2014

 
In a few short weeks, the SuperBowl will be here with its inevitable parties at which the sponsors' commercials garner as much involvement as the game. Eschewing the popularity-poll mentality surrounding other rankings of the $4-million-a-minute commercials, we again offer our Job#1 Effectiveness Rating System...
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Ranking commercials based on how funny they are is a parlor game. If you're advertising an automobile, why should you care whether some beer commercial is funnier than yours? And no matter how funny, shouldn't your commercial cause folks to think better of your brand? To increase the likelihood people will choose it? Commercials are supposed to sell, and to do that they must engage the audience and cause the brand to be seen as somehow special and distinctive.

A short quiz

So, to help you hone your commercial-effectiveness-rating skills, here are three commercials from past SuperBowls. All were judged among the best by the popularity polls at the time. But are they all effective? If you can't answer "yes" to at least two of those three Job#1 questions above, then the commercial doesn't make our list.
The scoring

Using the three-question Job#1 system, we judge one of the commercials to be effective, the other two not so much. Here's how we score 'em:
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See you on game day.

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    The Author

    Dan Fox is a real beer guy.

    For more than half his 30-year career at ad agency, Foote, Cone & Belding, he ran the Coors Brewing account. Leading a group of dozens of advertising professionals, Dan also personally wrote the Pete Coors "Somewhere near Golden, Colorado" commercials, designed the Coors NASCAR graphics, authored sales-convention speeches, and most important of all, formulated marketing strategy for virtually every Coors brand, including Coors Light, Keystone, Killian's Irish Red and more. His proudest achievement? "Our team had every Coors brand growing at once."

    Over his advertising career, Dan was personally involved in the analysis, planning and creation of thousands of ads for a variety of products and services. By way of this blog, he freely shares his expertise about what works, and what doesn't, when it comes to selling beer.

    If you're in the beer-marketing business--or just interested in the subject--you may want to read what "HeyBeerDan" has to say.

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