Penn State AdClub students screen commercials, note Super Bowl favorites

UNIVERSITY PARK, Pa. — Who wins or loses the battle among Super Bowl advertisers often attracts as much attention as the game itself, and some Penn State students who got a sneak peak at Super Bowl commercials picked their favorites in advance of the Feb. 7 game.

Members of the AdClub pointed to commercials with humor, some animals and a bit of irreverence as potential standouts.

Viewers in general typically pinpoint those same things for successful Super Bowl commercials. Those commercials are big business, too. Advertisers hoping to make an impression or sway potential customers in the U.S. viewing audience of 112 million spent more than $355 million on Super Bowl spots in 2015.

Many companies release their Super Bowl commercials online in advance of the game and the Penn State students who screened several earlier this week noted some clear favorites. They included spots from: 

  • Shock Top, with a conversation between a bar patron at a beer tap;
  • Heinz, which utilized dogs to promote its line of condiments; and
  • Hyundai, which plans to lean on actor Ryan Reynolds in a pitch to sell cars.

Those ads and many others — more than 41 minutes of ads will be sprinkled throughout the game broadcast — will strive to hit a memorable note or make an impact. 

Last year’s most well-liked advertisement featured a puppy and horses, but Budweiser has said its ad inventory for the game does not include a puppy this year as it has for the past several.

A professional club associated with the College of Communications, the AdClub offers students the opportunity to learn about the advertising industry, develop the necessary skills needed to earn internships and jobs, and become engaged with their fellow students as well as alumni and other industry professionals. Throughout the year the club conducts a variety of events and welcomes alumni and other visitors to campus for presentations and special events. Students from the group also compete in national competitions conducted by the American Advertising Federation.

Last Updated February 04, 2016