Feb 5, 2007 6:49 pm US/Central
Chicago's Connection To Super Bowl Commercial Hits
Windy City Marketing Firms Provided Creative Genius Behind Many Top-Rated Ads
by Vince Gerasole
CHICAGO (CBS) ―
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The Bud Crabs were a favorite commerical spot on Super Bowl Sunday.
Anheuser-Busch
If you still feeling kind of down over that bust of a Super Bowl, maybe you can get a chuckle from the commercials.
As CBS 2's Vince Gerasole reports, there's a Chicago connection to some of the most memorable Super Bowl advertisements.
The best of the ads that ran during the game had us cheering just as much as the action on the field Sunday.
Now the creative minds behind Anheuser-Busch's comic beer commercials have reason to celebrate.
Five of DDB's Chicago-produced spots landed on the coveted USA Today top ten list --- and they're slappin' happy.
"Satisfaction for about a day and then it's back to the grindstone," said DDB Senior Vice President Barry Burdiak.
The ad showing crabs worshiping a Bud Light beer chest was number one in the survey.
"That spot we spent every day round the clock for two months so it does become like your baby," said DDB Vice President Steve Bougdano.
The sweet story of a spunky dog riding with the Clydesdales paraded into second place.
"They found this rescue dog at one of the pounds and we all thought immediately he's the dog," said creative vice president John Hayes.
Creative directors at the Leo Burnett agency agree the beer ads were tops, along with Snickers' kissing macho mechanics.
"Usually you see jokes made at the expense of two women -- this time at the expense of two guys," said Paul Hirsh.
Sales Genies' spot to these pros seemed more like an infomercial and fodder for satire.
"I didn't realize how bad it was until I saw it a second time," said John Denberg of Leo Burnett.
They also didn't get a kick out of Sierra Mists's star-studded karate class.
With 90 million people watching and 30 seconds going for $2.6 million, Super Bowl ads need to be funny and tell a story.
(© MMVII, CBS Broadcasting Inc. All Rights Reserved.)
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