Super Bowl LI returned to using Roman numerals after a one-year hiatus. It marked the fourth year of the end of my 20-year tradition of taking notes about Super Bowl commercials. Today, however, I’m continuing another long practice: checking out the USA Today Super Bowl Ad Meter. I was happy to see that two of the ads with strong sociological themes did extremely well, landing in the top five most popular commercials: Audi’s “Daughter” at #3, and Budweiser’s “Born the Hard Way” at #4. “Born the Hard Way” commented on current U.S. immigration debates, as did 84 Lumber’s “The Journey Begins” (29th of 66 commercials rated.). “The Journey Begins” is generating lots of interest to see the completion of the journey started in the ad. Hopefully good discussions will ensue after folks watch the entire 84 Lumber commercial.
About Dispatches from a Dean
Walt Jacobs is the Dean of the College of Social Sciences at San José State University. A sociologist, this blog chronicles his journeys in collegiate administration, where he applies his view of academic leadership as both a social science and an art.
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Comments 4
Kate Davis — February 7, 2017
It should definitely generate discussion among people of good conscience and a heart.
Shahin Gerami — February 7, 2017
My Intro Gender studies had a discussion about that, for a change, Mr. clean actually cleaned!!
Sonja Lilienthal — February 10, 2017
Teaching BUS 130: Introduction to Marketing we had an extensive discussion and assigned homework on the differences between two measures of Super Bowl ad effectiveness: USA Today Ad Meter vs Northwestern Kellogg School of Business 2017 Ad Review. Like Dean Jacobs, I have been watching the effectiveness of Super Bowl ads for years. It is now almost the only day of the year that regular people watch TV commercials LIVE. Kellogg grades the ads A-F for brand memorability, effectiveness and consumer engagement. While MrClean scored high in strategic rankings, along with Bai, Febreze and Skittles, 84 Lumber earned a D for less effective brand strategy. I personally was very confused by the 84 Lumber ad; the cinematically beautiful struggle for a mother and daughter to make it to the border, only to be stopped by Trump's new wall, and then miraculously shown through a door built with 84 lumber... tbt.
84 Lumber and American Petroleum Institute Fumble during the Game