If you tuned in to yesterday’s broadcast of Super Bowl XLV (a game won by the $#&!ing Packers of all teams) you saw commercials for some 15 upcoming movies. These ranged from family-friendly fare like Rango and Kung Fu Panda: The Kaboom of Doom to special effects driven sci-fi like Battle: Los Angeles and Transformers: Dark of the Moon. There were also a couple movies including Super 8 and Captain America: The First Avenger for which their commercials were the first look the audience had been given at the movies at all.
While most of them officially debuted within the game broadcast, movie spots weren’t immune to the overall trend this year of marketers leaking their commercials early in hopes of gaining buzz in advance of the game itself, a tactic I’m not a huge fan of.
Which one was the best is of course a matter of opinion. Boston.com’s “Brand Bowl” only has one movie title in the Top 10, that of Transformers: Dark of the Moon. The opinions compiled by Christopher Campbell over at Spout would point to Super 8 being the winner. The USA Today Ad Meter doesn’t have a movie clocking in until #22 and then it’s Rango.
Movie commercials rarely rank among the most popular spots during the game, largely because there’s less buzz around them. There’s no speculation about celebrity casting, no behind-the-scenes videos that get leaked out early, no consideration given to how much the production of the commercial cost in addition to the cost of airtime. It’s just cut together movie footage.
That’s not to say there’s not anticipation and buzz within the industry press, but that doesn’t spill over into the consumer press to a great deal. That’s largely why, as Steven Zeicheik puts it, most movie ads landed with more of a thud than anything else.
Still, the spots were pretty good. I love the Cap and Super 8 commercials and thought most of the rest were solid as well. If you missed any of them you can catch up with the commercials for movies and everything else over at Hulu or YouTube.