Some of the biggest scores and worst fumbles made during last night’s Super Bowl were made by advertisers.
At a record $3.8 million for each 30-second spot, companies strived for buzz and attention.
Mercedes-Benz wound up on both the winning and losing sides last night, experts said.
In the winner, the carmaker tapped Willem Dafoe as the devil offering to give a man a car in return for his soul — only to be rejected when the guy learned he could buy it for $30,000.
“It’s incredible casting … You get a real sense this is a luxury car at a great price,” said Richard Kirshenbaum, CEO of NSG/SWAT.
The company’s losing ad teased viewers by implying it would show supermodel Kate Upton getting sudsy while washing a Mercedes — but ended with high school football players doing the job.
“I thought the way they used her was weak,” said George Belch, chairman of the marketing department at San Diego State University.
Taco Bell found the marketing end zone with senior citizens going crazy. The fast-food restaurant’s spot showed seniors out on the town, dancing, getting tattoos, getting freaky in a bathroom and eating at Taco Bell.
“It was entertaining, well produced and even a little risqué,” Kirshenbaum said.
Perennial Super Bowl ad star GoDaddy.com grossed out experts with stunner Bar Refaeli giving a very wet kiss to a nerd.
“I recoiled physically,” said Barbara Lippert, Mediapost.com editor-at-large.
Timothy Calkins, marketing professor at Northwestern University’s Kellogg School of Management, thought highly of a Samsung ad showing Seth Rogan and Paul Rudd arguing over who is more popular and should rep the company. They’re both upended by LeBron James at the end of the ad.
“it didn’t say a lot about the product,” Calkins said. “But it grabbed and held attention and it was funny.”
Budweiser and Jeep both scored emotional points, using a baby Clydesdale and military families, respectively.
The Budweiser commercial shows a farmer raising a Clydesdale from birth until it’s grown enough to join the beer’s famed team.
“It was a wonderful story and people can follow and connect to it,” Belch said.
Meanwhile, Jeep tabbed Oprah Winfrey to read an emotional statement about the sacrifices of military families.
“I’m crying against my will … it was beautifully done,” Lippert said about the Jeep/USO ad.
The Post’s panel of experts included Richard Kirshenbaum, CEO of NSG/SWAT; George Belch, chairman of the marketing department at San Diego State University; Timothy Calkins, marketing professor at Northwestern University’s Kellogg School of Management; and Barbara Lippert, Mediapost.com editorat-large.
—Additional reporting by Claire Atkinson