What to expect in this year’s Super Bowl commercials

(WTNH)– We are just days away from the Super Bowl. It’s a day about football, food and television commercials.

Chuck Mascola, president of Mascola Group, joined GMCT to talk about what to expect.

Surprisingly major brands like Chevy (General Motors), Volkswagen and Audi are out. 6 out of the 10 lowest ranked ads in 2014 were auto brands, according to an Ad Age study. Also out, Radio Shack saw stores close following last year’s Super Bowl, after an 80’s inspired ad poked fun at the company and its outdated stores, and didn’t work.

Humor always is memorable, but has been proven to be not always as effective when it comes to brands actually selling that product or service, and the overall effectiveness in the end. For example, Bud Light’s campaign “Up for Whatever” with an unassuming Bud Light drinker and Arnold Schwaarzenegger or Dannon Oikos Green Yogurt with John Stamos and the stars of the ’90’s hit sitcom ‘Full House’.

All the usuals are back- Budweiser, Go Daddy, Toyota, Doritos, etc. and new brands are entering.

Skittles candy brand leaked a 15 second teaser of its ad already, using social media and the hashtag “#SettleIt” for this ad. The candy is also a favorite of Seattle Seahawks star, Marshawn Lynch.

Wix.com, a website design and development company, will run their first Super Bowl ad ever with a 30 second spot using former NFL players, Brett Favre, Terrell Owens, Emmitt Smith, Larry Allen, and Franco Harris on their post-football lives.

This year a 30 second spot will come in at $4.5 million. That’s actually a 12.5% increase in total media cost over the 2013 game.

Related: GoDaddy Pulls Puppy Ad After Outrage

GoDaddy will be back again for its 11th run, and folks did not like this ad. Tuesday night GoDaddy decided to pull this pre-released ad from the Super Bowl run after PETA amassed 40,000 signatures on a petition to stop the ad. The group claimed the spot encouraged puppy mills and the sale of puppy’s online, which kills shelter pets.

They tried to play off of the success of Budweiser’s puppy ads the last couple of years. There is no word from Go Daddy on what will run during their slot replacing the “Journey Home” ad.

For more information and to preview the ads, go to http://mascola.com/insights/do-super-bowl-ads-work.

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