Companies are paying record amounts this year for TV advertising slots during the Super Bowl—more than $3.5 million for 30 seconds of airtime. Many are also going to great lengths to make sure people tune in by releasing online teasers before the Feb. 5 game. Some of the teasers are short and obscure, like the 10-second YouTube video of Matthew Broderick dressed in a housecoat reprising his Ferris Bueller character, saying, “How can I handle work on a day like today?” (A longer version of the ad, for the Honda CRV, was released this week.) Volkswagen posted a video of 12 dogs barking the Star Wars “Imperial March” song; a caption says “it will all make sense” on game day. Lexus, Coca-Cola and Samsung have also released teasers (Samsung’s videos promise there will be more poking fun of Apple followers). The strategy appears to be working: millions have already tuned in to see the previews.
Super Bowl ad teasers tempt audiences
Millions tune in to watch Honda delivers Ferris Bueller, Volkswagen capitalizes on Star Wars and Samsung pokes fun at Apple