Super Bowl Ads Shouldn’t Be Seen Before the Super Bowl

Honda's Ferris Bueller Super Bowl ad

I don’t believe that Super Bowl ads should be shown prior to the Super Bowl.

I know companies love the extra hype and attention it brings, but to me, it’s like when a movie preview shows all the funny parts. It sucks all the joy out of the actual movie.

While I enjoy the Super Bowl for the football, the ads have always been a fun surprise bonus. Now it seems companies want to take that surprise away.

Auto companies, according to Neilsen, advertise more than any other industry during the Super Bowl. That’s really cool, but I don’t want to see their ads until Sunday evening. In protest of all the early debuts and blatant self-promotion, I have refused to watch a single Super Bowl ad, even though they abound on YouTube and every automotive blog in existence.

Some of the ads look really funny and are videos I’d watch in a second if they were not Super Bowl ads. I’m a Jerry Seinfeld fanatic. I really like the Suzuki Kizashi. Videos featuring Victoria’s Secret models tend to get my attention. Volkswagen’s Little Vader is rumored to be making a return. Ferris Bueller’s coming back for Honda. Count me in! Just not yet.

Instead of showing you all the commercials here, I’ll show you pictures from some. You’ve probably already seen the ads, but I’m excited to watch the game and see them in the environment they were meant to be seen in. What about you?

We’ll start with Kia.

Kia's Adriana Lima Super Bowl ad

Looks pretty good so far, right? Autoblog says:

The premise is simple: A fairy who visits bedsides with magic dust that guarantees good dreams accidentally trips over a slipper and spills his whole bucket of sprinkles on an unsuspecting, demographically targeted and non-threateningly handsome 30-something man. The resulting indulgent dream stars Victoria’s Secret model Adriana Lima, 80’s hair band Mötley Crüe (looking a little worse for wear, we might add) and UFC fighter Chuck Liddell. There’s also a school bus-sized sub sandwich being cut in half by lumberjacks and a roaring crowd of thousands of bikini-wearing beauties.

I’m going to like this one.

Then there’s Honda and Acura, which spent some huge money securing Jerry Seinfeld, Jay Leno, Matthew Broderick and the Soup Nazi!

Acura's Seinfeld Super Bowl ad

Jerry and Jay compete for the first new Acura NSX (which won’t be available for at least three years), while Broderick becomes a grown-up Ferris Bueller. Again, I’m in. These spots should be fan favorites.

Suzuki revisits its Kizashi-in-the-snow concept from last year, and the results could be mixed. I’m afraid the little car company will get lost in the big-time ads. Even in spite of the dogs wearing ties.

Suzuki's Super Bowl ad

Oh, and Chevrolet will shill the Volt with aliens. I recommend that’s when you choose to take your bathroom break.

Chevrolet's Volt Super Bowl ad

I’m still hoping for an automotive surprise this year. Maybe Chrysler will shock everyone with another epic spot to follow up on its Eminem ad last year…

Do you like watching the Super Bowl ads before the Super Bowl?


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Used Suzuki Kizashi
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  1. Given the cost to produce and present these ads during the superbowl, I suspect the advertisers really jump at the chance to play the ads to a wider audience to get max play for their ad dollars. For example, ads like VW’s young Vader have gotten far more play than they did with one showing during the superbowl. Since I’ve never actually seen a superbowl, I can’t testify to the delight and surprise of seeing the commercials for the first time during the game.

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