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Why Did You Spend $5 Million on the Superbowl Again?

Superbowl Monday brings out America’s platoon of ad critics, who discuss which ad had the best joke, the cutest baby/animal and strongest political point.  Rarely, however, do they discuss what the advertisers got for the trouble of spending a reported $5 million on a 30-second spot.

As of this morning, the product page for the Kia Niro has a module with still from the Melissa McCarthy ad that lets you watch it again.  Why not some information about environmental or nature causes such as the ones espoused by McCarthy in the ad?  The NFL page has no mention of the ad with the babies in it, which seems odd for an organization that’s struggling to promote youth football.  Bud’s immigration story ad features heavily on the brand’s home page today but has no follow-up, such as Adolphus Busch’s real story or Anheuser-Busch’s pioneering role in American brewing.

Let’s talk about one advertiser who got it right with, ironically, the most controversial ad of the night, 84 Lumber’s “Journey” ad.

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