Super Bowl advertisers toe Obama line- article analysis

Obama's positive influence flows into the advertising of the Super Bowl. Super Bowl game advertisers want to include Obama’s message in commercials, although they already spent $100,000 per second on commercials. 100million Americans are expected to watch the annual end of the American football season, and this is a great number of people that could watch a certain advert. Katie Bayne, chief marketing officer for Coca-Cola in North America said: "These difficult times call for honesty and simplicity". PepsiCo and Coca-Cola have positive messages in commercials, tied in to Mr. Obama’s inauguration. The president of Starcom MediaVest, Andrew Swinand, said the tones of the clients have changed in the past months. They do not talk about excess anymore, but want simplicity in times of recession. Audi last year advertized the R8 sports car for $114,000, and bought a 60second clip to advertise the A6 saloon car for half the price; last month. Organizations such as Monster.com, Anheuser, Busch, and General Electric pay broadcaster NBC 11 cents more than last year and three million more for a 30second clip on TV. Detroit carmakers dropped out of NBC, as the expenses were irresponsibly high. FedEx is not coming back either. PepsiCo and DreamWorks Animation are planning a 60second 3D spot soon; were special glasses are needed. Many firms do not profit from the situation, as CareerBuilder.com, who had to cut 300 jobs just in the last month. After last year’s Super Bowl, Audi registered a surge of interest for the car that was advertised in the Super Bowl adverts. All though the economic crisis puts many firms into dept and worries, the Super Bowl is planning on staying the same as the last years, and has a return of humor in their advertisements and games.
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