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January 29, 2015
Super Bowl Ads: Funny or Bust
 
After having several discussions with today's youth, and examining many of the previews, teasers and pre-releases, it seems clear to us that Super Bowl ads have to be funny in order to be memorable.

The most common theme when talking with close to a hundred high school–aged teens was humor. They all expect the good ads to be hilarious and outrageous. They also expect for the ads to look like that they've spent a lot of money; they want high-quality production.

A demanding bunch.

We watched several of the already released stuff, with mixed reviews. The girls loved Toyota Camry's #ToBeADad commercial, and the guys were pretty mixed on it. The boys recognized the concept, but didn't put it together with the brand (they said it should have focused more on the car). However, the Mercedes ad preview with Jerry Rice and the kid commentating on the tortoise and the hare got rave reviews from the boys because they love Odell Beckham Jr. (not the greatest WR of all time, by the way). The girls thought it was cute, but it didn't resonate too much with them.

As the game creeps closer, many more are thinking about the halftime show. How will Pepsi provide the show? How will Katy Perry do her thing?

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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