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Feb 4, 2008 1:30 pm US/Eastern
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Johnson & Wales Students Analyze Super Bowl Ads
NORTH MIAMI BEACH (CBS) ―
It was an epic battle of the creatures in the Super Bowl ads, ranging from the cute to the menacing to the inexplicably rhythmic. A band of lizard-like reptiles cutting the rug to Michael Jackson's "Thriller"? Hey, it's the Super Bowl. Marketing students from Johnson & Wales in North Miami Beach decided to take the Super Bowl ads to their classrooms as part of a learning experience.
The students analyzed the Super Bowl commercials in their classroom on Monday morning.
Prof. Mark Neckis from the university said this is truly the best way to learn.
"If in fact we're trying to teach Marketing and these are the marketers of the future they have to understand what's good about advertising and what's not good about advertising," Neckis told CBS4's Sharrie Williams.
Students agreed they like watching television for an assignment. "It is fun," a student said.
Much is riding on the ads, which are the most closely scrutinized of the whole year, as well as the most watched and the most expensive. This year's 30-second spots on News Corp.'s Fox network broadcast were fetching as much as $2.7 million. The price edges higher nearly every year.
Here's a gallery of ads which made the broadcast for Super Bowl XLII:
Chase - Secret Agent
"Drillbit Taylor" Movie
AT&T Monkey Trip
Dell - "Would I Be Pretty?"
Bud Light - Ability To Breathe Fire
Audi - "Godfather" Spoof
Diet Pepsi Max - "What Is Love?"
SalesGenie.com
Bud Light - Wine And Cheese
Under Armour Shoes
Bridgestone - Screaming Squirrel
Doritos - New Musicians
"Wanted" Movie
G2 Gatorade - Derek Jeter
GoDaddy.com - Danica Patrick
Dell - Red PCs
Cars.com - Ring Of Fire
Tide-To-Go Talking Stain
Budweiser - Clydesdale "Rocky"
"Iron Man" Movie
Toyota Corolla - Ferocious Badgers
"Leatherheads" Movie
Garmin - Napoleon
CareerBuilder.com - Heart Not In It?
SoBe - Lizards Get Down
Anti-Drug Campaign
GMC Hybrid - Never Say Never
Bud Light - Accents
"The Chronicles Of Narnia - Prince Caspian" Movie
Planters Cashews - Unibrow
T-Mobile - Charles Barkley's Fave 5
United Way - Tom Brady
Pepsi Stuff - Justin Timberlake
Quit Plan - Dad And Daughter's Movie
Doritos - Mouse Trap
IdeaCast - Looking For Ted
Ford - Swap Your Ride
Famous Dave's - Slo-Mo Eating
NFL Network - Get Your Story Straight
Dairy Queen - Popcorn Shrimp
Toshiba - HD DVDs
Cargill - Where's Roxanne?
Jimmy John's - Food To The Rescue
Zantac - Changing Everything
"Semi-Pro" Movie
Claritin - Stay Clear
Cars.com - Shrinking Heads
SalesGenie.com - Pandas
Vitamin Water - Jockey Shaq
Ice Breakers Gum - Carmen Electra
Bridgestone - Richard Simmons
Bud Light - Inventing The Wheel
CareerBuilder.com - Wish Fairy
Hyundai Genesis - Curve Road
"Wall-E" Movie
"Jumper" Movie
E*Trade Financial - Baby: "I Just Bought Stock"
Bud Light - Ability To Fly
NFL - Super Ad
Harmony - The Remote And Your Dad
Comcast - Bad Boyfriend
Arby's - I Love You
Harmony - Why Do You Need More Than 1 Remote?
Sunsilk - Life Can't Wait
Coca-Cola - Battle Of The Balloons
Coca-Cola - Political Friends
Toyota Sequoia - Big Wheel Race
"You Don't Mess With The Zohan" Movie
E*Trade Financial - Baby Rents A Clown
Taco Bell - Fiesta Platters
Gatorade - Dog Drinking
Bud Light - Jackie Moore From "Semi-Pro" Movie
Hyundai - Genesis
Victoria's Secret - This Game's Over Soon
Amp Energy Drink - "Jump Start"
Overstock.com - On The Move
Remember the ads from 2007? If not, check out the Super Bowl XLI gallery.
Last year the game drew 93 million viewers, a level that many believe could be surpassed this year given the strong matchup between the New York Giants and the New England Patriots, as well as the Patriots' chance to go for a record unbeaten season.
Using critters is hardly a new trick in the ads for the big game, but this year saw some novel and clever uses of animals durinmg Sunday night's broadcast.
FedEx Corp.'s ad took a decidedly Hitchcockian turn when a corporate underling entrusts shipping operations to a huge squadron of carrier pigeons - eerily reminiscent of "The Birds."
When a tribe of giant pigeons winds up wreaking havoc by accidentally dropping huge boxes into traffic and picking up parked cars and hurling them through windows, a cool-headed supervisor decides that calling FedEx would be a good idea.
Toyota Motor Corp. took a stab at the critter theme with a clever spot for its Corolla model, boasting of the noise-blocking ability of the car by putting a young guy in the drivers seat next to a sleeping family of badgers that will gnaw his face off if awakened. The cannons firing around him aren't the problem, but he would have been better off putting his cell phone on vibrate.
PepsiCo Inc.'s Sobe Life Water brand brought out some dancing lizards to bop along with Naomi Campbell to Michael Jackson's '80s classic "Thriller," whose 25th anniversary edition is coming out later this month.
Elsewhere, job-search site CareerBuilder.com was back in the game - not with the cast of monkeys it used for several years - but with a jarring yet effective ad featuring a bored female office worker whose heart literally jumps out of her chest, struts down to the boss's office and jumps up on the desk with a little sign saying, "I quit." The lesson: Follow your heart, literally.
Anheuser-Busch Inc. was once again the largest advertiser in the game, with a series of humorous spots for its Bud Light brand and a heartfelt "Rocky"-inspired story of a Clydesdale horse that doesn't make the first cut for the carriage team, but succeeds after a year of training with an unlikely coach, a Dalmation dog.
Last year the game drew 93 million viewers, a level that many believe could be surpassed this year given the strong matchup between the New York Giants and the New England Patriots, as well as the Patriots' chance to go for a record unbeaten season.Using critters is hardly a new trick in the ads for the big game, but this year saw some novel and clever uses of animals durinmg Sunday night's broadcast.FedEx Corp.'s ad took a decidedly Hitchcockian turn when a corporate underling entrusts shipping operations to a huge squadron of carrier pigeons - eerily reminiscent of "The Birds."When a tribe of giant pigeons winds up wreaking havoc by accidentally dropping huge boxes into traffic and picking up parked cars and hurling them through windows, a cool-headed supervisor decides that calling FedEx would be a good idea.Toyota Motor Corp. took a stab at the critter theme with a clever spot for its Corolla model, boasting of the noise-blocking ability of the car by putting a young guy in the drivers seat next to a sleeping family of badgers that will gnaw his face off if awakened. The cannons firing around him aren't the problem, but he would have been better off putting his cell phone on vibrate.PepsiCo Inc.'s Sobe Life Water brand brought out some dancing lizards to bop along with Naomi Campbell to Michael Jackson's '80s classic "Thriller," whose 25th anniversary edition is coming out later this month.Elsewhere, job-search site CareerBuilder.com was back in the game - not with the cast of monkeys it used for several years - but with a jarring yet effective ad featuring a bored female office worker whose heart literally jumps out of her chest, struts down to the boss's office and jumps up on the desk with a little sign saying, "I quit." The lesson: Follow your heart, literally.Anheuser-Busch Inc. was once again the largest advertiser in the game, with a series of humorous spots for its Bud Light brand and a heartfelt "Rocky"-inspired story of a Clydesdale horse that doesn't make the first cut for the carriage team, but succeeds after a year of training with an unlikely coach, a Dalmation dog.
(© 2008 CBS Broadcasting Inc. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed. The Associated Press contributed to this report.)