The Super Bowl is the most watched, most anticipated, most expensive, most influential arena in the world for television advertising. It is the place for advertisers to showcase their best, and for millions of viewers to see, judge, and respond to the most costly, creative commercials they’ll encounter during a single broadcast.
Since it began in 1967, the Bowl has grown to mythic proportions and with it the annual anticipation of advertisers and audiences. Many people tune in just for the ads.
This book is a lively tour of this advertising evolution, illustrated with color stills from memorable, sometimes out-on-the-edge ads and with stories of behind-the-scenes work that went into conceiving and making many of them.
The Super Bowl is where more unforgettable commercials have had their debut—and a few their demise—than anywhere else. The images in this book remind readers of how many hundreds of commercials they remember, and how their trademarked taglines have found permanent lodging in the language and culture—from “The Real Thing,” “Whassup,” “Priceless,” and “The Pepsi Generation” to “Just Do It” and “Do You Know Me?”
Bernice Kanner highlights in pictures and words more than three decades of innovation and takes viewers inside the battles that marketers fight on game day: the cola wars, the beer battles, the sneaker showdowns, plus dozens more thirty-second plays for their car dollars, clothes budgets, finances—in fact, just about everything from their choice of computers and wireless services to the chips they dip and the ketchup they pour.
It’s a journey viewers won’t want to miss.
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