http://seattletimes.com/html/entertainment/2020283230_apussuperbowladvertising.html
Dwayne "The Rock" Johnson shrugged off aliens so he could get more milk for his kids in a Super Bowl spot for the Milk Processor Education Program.
Anheuser-Busch's commercial told the story of a Clydesdale colt growing up and returning to his owner for a heartfelt hug years later. And a Jeep ad portrayed the trials and triumphs of people waiting for the return of their family members.
The reason for all the drama off the field? With 30-second spots going for as much as $4 million and more than 111 million viewers expected to tune in, marketers are constantly looking for ways to make their ads stand out. And it's increasingly difficult to captivate viewers with short-form plots involving babies, celebrities, sex and humor - unless there's a compelling story attached.
Starting Jan. 23 and continuing through the end of the Super Bowl, viewers voted online for their favorite group. The group with the most votes - the showgirls - was revealed when the Super Bowl ended.
Not all of the storytelling ads were dramatic, though.
Samsung's two-minute ad showed Seth Rogen ("The Guilt Trip") and Paul Rudd ("Role Models") getting called in to do a "Next Big Thing" ad for Samsung. But they're agitated once they realize that they're sharing the spotlight. LeBron James, an NBA basketball player for the Miami Heat, makes a cameo, appearing on the screen of a tablet.
Although many advertisers tried to pull people in with lengthy story lines, there were a few that stuck with short, quirky spots with no particular plot.
GoDaddy.com's ad was one of them. It showed a close up, extended kiss between supermodel Bar Refaeli and a nerdy guy wearing glasses to illustrate GoDaddy's combo of "sexy" and "smart."
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