The Super Bowl ads will be more grown-up this year, moving away from just sex, slapstick and gimmicks, according to AP, which cites brand strategy professor Kelly O'Keefe as saying, "We're seeing sophistication come to the Super Bowl. Not long ago, almost everything seemed to be about beer or bros or boobs." \
Experts say that companies looking to get the most out of the $4 million they're spending on a 30-second Super Bowl ad are trying to build their image instead of just grabbing the attention of viewers who've grown bored with obvious shock tactics.
Godaddy.com, which is known for its using sex in its Super Bowl spots, but got a big dislike from America last year for its super-model-kissing-a-nerd commercial, is going in another direction this year, with chief marketing officer Barb Rechterman saying its focusing on its products, and that woman are being portrayed as, quote, "smart, successful small business owners."
One ad, which was released last week, shows racecar driver Danica Patrick wearing a muscle suit as she runs down the street, joined by a growing group of other muscular people, as they all head for a spray tanning business owned by a woman who says, "It's go time" as she holds up the spray tan gun.
Axe body spray is also moving away from the sex, releasing the Super Bowl ad for its new fragrance, called Peace, that shows militaristic scenes in different countries that end up with couples embracing.
Another commercial featuring a puppy also has generated som controversy. Here's a Cheerios ad featuring the same interracial family seen in an early ad that drew racist criticism, and then a huge backlash in support of the ad:
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