Super Bowl ads show signs of maturity

Forget slapstick humor, corny gimmicks and skimpy bikinis. This year's Super Bowl ads promise something surprising: Maturity.
By MAE ANDERSON Modified: January 29, 2014 at 8:05 pm •  Published: January 30, 2014
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Super Bowl viewers will see changes in this year's advertising

Forget slapstick humor, corny gimmicks and skimpy bikinis. This year's Super Bowl ads promise something surprising: Maturity.

There won't be any close-up tongue kisses in GoDaddy's ad. Nor will there be half-naked women running around in the Axe body spray spot. And Gangnam Style dancing will be missing from the Wonderful Pistachios commercial.

In their place? Fully-clothed women, well-known celebs and more product information.

“We're seeing sophistication come to the Super Bowl,” says Kelly O'Keefe, a professor of brand strategy at Virginia Commonwealth University. “Not long ago, almost everything seemed to be about beer or bros or boobs.”

Companies that typically go for ads with shock value are toning them down as they try to get the most out of the estimated $4 million this year's 30-second Super Bowl spots cost.

Experts say companies are using the ads to build their image, rather than just grab attention for one night. Additionally they say companies realize that watchers have grown bored with sophomoric humor and shock tactics.

Does sex still sell?



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