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Yahoo
17-02-2025
- Entertainment
- Yahoo
2025 USA TODAY Ad Meter Marketing Spotlight: TCU's top 5 and bottom 5
For the second straight year, USA TODAY Ad Meter has welcomed creative minds and future marketing and business management maestros from universities and colleges to weigh in on the national Super Bowl commercials. As part of the marketing spotlight program, the movers and shakers of tomorrow let their voices be heard today. It's a debut for Texas Christian University, a private research university located in Fort Worth, Texas – and the inaugural panelists didn't disappoint. The school had students from the Bob Schieffer College of Communications and Neeley School of Business rate this year's Super Bowl commercials, creating a mix of opinions that produced some of the most comprehensive breakdowns of the Big Game spots. How did the Horned Frogs' collective opinions compare to the overall Ad Meter ratings? TCU steps into the Marketing Spotlight. SUPER BOWL COMMERCIALS 2025: Watch big game's best ads, Budweiser Clydesdales return 1. Instacart, "We're Here" 2. Michelob Ultra, "The ULTRA Hustle" 3. Novartis, "Your Attention, Please" 4. Hellmann's, "When Sally Met Hellmann's" 5. Lay's, "The Little Farmer" 1. Coffee mate, "Foam Diva" 2. Tubi, "Cowboy Head" (note: not part of the Ad Meter ratings, but discussed during post-ratings class conversation) 3. Mountain Dew, "Kiss from a Lime" 4. Cirkul, "You got Cirkul" 5. OpenAI, "ChatGPT | The Intelligence Age" 1. Lay's, "The Little Farmer" 2. Google, "Dream Job" 3. NFL, "Somebody" 4. Hellmann's, "When Sally Met Hellmann's" 5. Poppi, "Soda Thoughts" 1. Coffee mate, 'Foam Diva' 2. Tubi, 'The Z-Suite' 3. Hims & Hers, 'Sick of the System' 4. Fetch, "The Big Reward" 5. OpenAI, 'ChatGPT | The Intelligence Age' 1. Michelob ULTRA, 'The Ultimate Hustle' 2. Lay's, 'The Little Farmer' 3. Stella Artois, 'David and Dave' 4. Bud Light, 'Big Men on Cul-De-Sac' 5. NFL, 'Somebody' 1. Coffee mate, 'Foam Diva' 2. Tubi, 'The Z-Suite' 3. Hims & Hers, 'Sick of the System' 4. OpenAI, 'ChatGPT | The Intelligence Age' 5. Cirkul, 'You Got Cirkul' All three classes rated the Lay's "The Little Farmer" creative as one of the best, with Avery Kisner saying, "The spot connected back to the product, unlike many commercials that tell stories yet have nothing to do with their product. So, when I remember the Little Farmer, I always remember it's Lay's." "Classic heartfelt Super Bowl ad, executed well," added Jake Ogburn. "I loved that this empowered a young girl to be independent and feel empowered," said Gabrielle Topfer, whose thoughts were echoed by Sofia Startz: "I loved the nostalgic feel of being a child and how Lay's incorporated storytelling by not just selling a bag of chips but the story behind it." Storytelling grabbed the attention of student Charley Simpson, who saw Stella Artois' spot as a perfect production blend. 'Loved the storytelling aspect of the commercial …the plot caught my attention right away, moving into David & Dave meeting, it was entertaining and easy to follow," said Simpson. "I liked how they bonded over the product, yet the product wasn't introduced until the end of the commercial, allowing the viewer to enjoy the commercial without feeling pressured to immediately engage with the brand." Bailey Diamond kept the focus on the Anheuser-Busch brands in the national lineup, this time heading over to the neighborhood block party and Bud Light's solid use of star power. "A perfect way of adding in celebrities that felt authentic to the brand and felt like everyday users of the product," noted Diamond of the 60-second spot that finished seventh in the overall Ad Meter ratings. "Post Malone, Shane Gillis, and Payton Manning were the perfect 'Holy Trinity' of a singer, comedian, and athlete they could use for the commercial." AB's domination in the top 10 also included the Michelob Ultra commercial, which student Sophia Richards saw as the right blend of recognizable faces for the intended audience: "Great celebrities for the age demographic that consumes alcohol. Funny." Another commonality among the three classes was the positive feedback for the NFL's "Somebody," ad. Repetition creating a powerful cascade of emotions, the 60-second spot highlighted "a good message" according to student Matt Stoutenborough, while classmate Gabrielle Topfer noted the commercial showed how it's "important to encourage kids at a young age to be confident in who they are." As for the NFL's setting and use of the Big Easy? "Being from New Orleans, this commercial was relatable and extremely heartfelt," said Kate Bensel. The TCU students all agreed that Coffee mate's "Foam Diva" missed the mark, with each class selecting the 30 seconds of tongue-dancing theatrics as the least-favorable ad of the night. "This ad was weird and disturbing," said Camie McLeod of the commercial, which finished 55th (out of 57) in the Ad Meter ratings. OpenAI's first jump into the national lineup on advertising's biggest stage also didn't land with the TCU collective. Student Jacqui Cook explained that the campaign was "too futuristic," while Matt Stoutenborough focused on the creative swing and miss: "I was unaware of what it was about." Other spots that failed to make a positive impression on the Horned Frogs mirrored many of the commercials that finished near the bottom of the pack, with the last-place spot from Fetch holding a notorious distinction in the Big Game for student Jack Borek: "First commercial where I actually looked away disinterested." The TCU students ultimately highlighted how the next generations of sports marketing, media, and even business talents can view personal opinions within a larger context, including other age demographics. One of the best examples of this constructive conversation came from student Catalina Aria, who is from Costa Rica. Her insightful observations toward the Poppi campaign highlighted the challenges brands face with capturing Gen-Z while keeping some relevance with older consumers. "I'm surprised by Poppi's low rating, especially since they collaborated with influencers like Alix Earle and Jake Shane," she began. "Having seen behind-the-scenes content from the campaign beforehand, I was excited to see the commercial … this made me realize that while these influencers are highly relevant to our generation, their reach may not extend across all demographics." Will there ever be a Super Bowl advertising home run that connects with nearly all the 120-million-plus viewers? It's a question that brands and creative agencies often grapple with as they search for "that great Big Game ad." For Jack Borek, the formulaic tug-of-war was very much present in the overall Super Bowl 59 campaigns: "Ads that played on human emotion connected with me the best, like the Lay's ad," Borek said. "But I also really liked the creative use of celebrities in Jeep, Uber Eats, Bud Light and more which added comedy… "Ads that I rated the best tended to have a combination of both concepts." USA TODAY Ad Meter would like to thank Texas Christian University for participating in the 2025 Marketing Spotlight, with a special note of gratitude to Professors Kevin Smith, Megan Korns Russell and Dr. Catherine Coleman. This article originally appeared on USA TODAY: 2025 USA TODAY Ad Meter Marketing Spotlight: TCU
USA Today
17-02-2025
- Entertainment
- USA Today
2025 USA TODAY Ad Meter Marketing Spotlight: TCU's top 5 and bottom 5
2025 USA TODAY Ad Meter Marketing Spotlight: TCU's top 5 and bottom 5 For the second straight year, USA TODAY Ad Meter has welcomed creative minds and future marketing and business management maestros from universities and colleges to weigh in on the national Super Bowl commercials. As part of the marketing spotlight program, the movers and shakers of tomorrow let their voices be heard today. It's a debut for Texas Christian University, a private research university located in Fort Worth, Texas – and the inaugural panelists didn't disappoint. The school had students from the Bob Schieffer College of Communications and Neeley School of Business rate this year's Super Bowl commercials, creating a mix of opinions that produced some of the most comprehensive breakdowns of the Big Game spots. How did the Horned Frogs' collective opinions compare to the overall Ad Meter ratings? TCU steps into the Marketing Spotlight. SUPER BOWL COMMERCIALS 2025: Watch big game's best ads, Budweiser Clydesdales return TCU New Media (Class 1) Top 5 1. Instacart, "We're Here" 2. Michelob Ultra, "The ULTRA Hustle" 3. Novartis, "Your Attention, Please" 4. Hellmann's, "When Sally Met Hellmann's" 5. Lay's, "The Little Farmer" TCU New Media (Class 1) Bottom 5 1. Coffee mate, "Foam Diva" 2. Tubi, "Cowboy Head" (note: not part of the Ad Meter ratings, but discussed during post-ratings class conversation) 3. Mountain Dew, "Kiss from a Lime" 4. Cirkul, "You got Cirkul" 5. OpenAI, "ChatGPT | The Intelligence Age" TCU New Media (Class 2) Top 5 1. Lay's, "The Little Farmer" 2. Google, "Dream Job" 3. NFL, "Somebody" 4. Hellmann's, "When Sally Met Hellmann's" 5. Poppi, "Soda Thoughts" TCU New Media (Class 2) Bottom 5 1. Coffee mate, 'Foam Diva' 2. Tubi, 'The Z-Suite' 3. Hims & Hers, 'Sick of the System' 4. Fetch, "The Big Reward" 5. OpenAI, 'ChatGPT | The Intelligence Age' TCU Sports & Entertainment Marketing Top 5 1. Michelob ULTRA, 'The Ultimate Hustle' 2. Lay's, 'The Little Farmer' 3. Stella Artois, 'David and Dave' 4. Bud Light, 'Big Men on Cul-De-Sac' 5. NFL, 'Somebody' TCU Sports & Entertainment Marketing Bottom 5 1. Coffee mate, 'Foam Diva' 2. Tubi, 'The Z-Suite' 3. Hims & Hers, 'Sick of the System' 4. OpenAI, 'ChatGPT | The Intelligence Age' 5. Cirkul, 'You Got Cirkul' What worked? All three classes rated the Lay's "The Little Farmer" creative as one of the best, with Avery Kisner saying, "The spot connected back to the product, unlike many commercials that tell stories yet have nothing to do with their product. So, when I remember the Little Farmer, I always remember it's Lay's." "Classic heartfelt Super Bowl ad, executed well," added Jake Ogburn. "I loved that this empowered a young girl to be independent and feel empowered," said Gabrielle Topfer, whose thoughts were echoed by Sofia Startz: "I loved the nostalgic feel of being a child and how Lay's incorporated storytelling by not just selling a bag of chips but the story behind it." Storytelling grabbed the attention of student Charley Simpson, who saw Stella Artois' spot as a perfect production blend. 'Loved the storytelling aspect of the commercial …the plot caught my attention right away, moving into David & Dave meeting, it was entertaining and easy to follow," said Simpson. "I liked how they bonded over the product, yet the product wasn't introduced until the end of the commercial, allowing the viewer to enjoy the commercial without feeling pressured to immediately engage with the brand." Bailey Diamond kept the focus on the Anheuser-Busch brands in the national lineup, this time heading over to the neighborhood block party and Bud Light's solid use of star power. "A perfect way of adding in celebrities that felt authentic to the brand and felt like everyday users of the product," noted Diamond of the 60-second spot that finished seventh in the overall Ad Meter ratings. "Post Malone, Shane Gillis, and Payton Manning were the perfect 'Holy Trinity' of a singer, comedian, and athlete they could use for the commercial." AB's domination in the top 10 also included the Michelob Ultra commercial, which student Sophia Richards saw as the right blend of recognizable faces for the intended audience: "Great celebrities for the age demographic that consumes alcohol. Funny." Another commonality among the three classes was the positive feedback for the NFL's "Somebody," ad. Repetition creating a powerful cascade of emotions, the 60-second spot highlighted "a good message" according to student Matt Stoutenborough, while classmate Gabrielle Topfer noted the commercial showed how it's "important to encourage kids at a young age to be confident in who they are." As for the NFL's setting and use of the Big Easy? "Being from New Orleans, this commercial was relatable and extremely heartfelt," said Kate Bensel. What didn't work? The TCU students all agreed that Coffee mate's "Foam Diva" missed the mark, with each class selecting the 30 seconds of tongue-dancing theatrics as the least-favorable ad of the night. "This ad was weird and disturbing," said Camie McLeod of the commercial, which finished 55th (out of 57) in the Ad Meter ratings. OpenAI's first jump into the national lineup on advertising's biggest stage also didn't land with the TCU collective. Student Jacqui Cook explained that the campaign was "too futuristic," while Matt Stoutenborough focused on the creative swing and miss: "I was unaware of what it was about." Other spots that failed to make a positive impression on the Horned Frogs mirrored many of the commercials that finished near the bottom of the pack, with the last-place spot from Fetch holding a notorious distinction in the Big Game for student Jack Borek: "First commercial where I actually looked away disinterested." The overall takeaway from the Super Bowl 59 commercial run? The TCU students ultimately highlighted how the next generations of sports marketing, media, and even business talents can view personal opinions within a larger context, including other age demographics. One of the best examples of this constructive conversation came from student Catalina Aria, who is from Costa Rica. Her insightful observations toward the Poppi campaign highlighted the challenges brands face with capturing Gen-Z while keeping some relevance with older consumers. "I'm surprised by Poppi's low rating, especially since they collaborated with influencers like Alix Earle and Jake Shane," she began. "Having seen behind-the-scenes content from the campaign beforehand, I was excited to see the commercial … this made me realize that while these influencers are highly relevant to our generation, their reach may not extend across all demographics." Will there ever be a Super Bowl advertising home run that connects with nearly all the 120-million-plus viewers? It's a question that brands and creative agencies often grapple with as they search for "that great Big Game ad." For Jack Borek, the formulaic tug-of-war was very much present in the overall Super Bowl 59 campaigns: "Ads that played on human emotion connected with me the best, like the Lay's ad," Borek said. "But I also really liked the creative use of celebrities in Jeep, Uber Eats, Bud Light and more which added comedy… "Ads that I rated the best tended to have a combination of both concepts." USA TODAY Ad Meter would like to thank Texas Christian University for participating in the 2025 Marketing Spotlight, with a special note of gratitude to Professors Kevin Smith, Megan Korns Russell and Dr. Catherine Coleman.
Yahoo
09-02-2025
- Entertainment
- Yahoo
Lay's Heartwarming Super Bowl Ad Has Us Looking At Our Chips In A New Light
For many, the Super Bowl isn't just about football, but the hilarious commercials that come with it. Whether it's Uber Eats' ad with Matthew McConaughey or the unexpected crossover between David Beckham and Matt Damon for Stella Artois, Super Bowl ads often leave us laughing and debating which one got the most chuckles as we wait for the game to resume. But this year, Lay's is taking a different approach. Instead of a silly commercial, the potato chip titan has crafted a touching story about multigenerational farming. Directed by Academy Award-winner, Taika Waititi, the commercial follows a young girl and her efforts to contribute to her family's potato farm. The story begins with a small potato falling off a truck. The girl then plants the potato — nurturing and caring for it, rain or shine — even going as far as to camp out in a tent, watching over her growing vegetable. Once the potato has grown, she proudly adds it to a truckload of other potatoes for Lay's, making her the hero of the commercial titled, "The Little Farmer." The best part is that the ad is inspired by the real-life Pavelski farming family. With the final frame reading, "Real potatoes grown on family farms across America," with a collage of images featuring hardworking farmers, including the Pavelskis, it's easy to get a little choked up at the powerful message. Read more: Here's How Movie Theaters Make Irresistible Popcorn The Pavelskis (Jeremie, wife Alicia, and daughter Charlotte pictured above), who run Heartland Farms, come from a multigenerational farming family. They specialize in chipping potatoes — a variety known for its density, perfect for making the Lay's chips we all love. While the commercial focuses on potato crops, Heartland Farms also grows green beans, sweet corn, and other vegetables. Oh, and the "The Little Farmer" in the ad? That's based on the next generation on Jeremie Pavelski's farm. Jeremie shared in a 2011 interview, "I want to give my kids ... the opportunity to join the family business." It certainly seems that his daughter will have the chance to carry on the family legacy. The chip brand partners with over 100 farms in North America to produce the wide range of Lay's potato chip flavors everyone seems to enjoy. The commercial will air during the third quarter of Super Bowl LIX. So, while you're figuring out how many appetizers you need based on the size of your party for the big game, take a moment to appreciate Lay's heartfelt tribute to family farms and the generations of hard work that brings us those perfect, crunchy chips. For more food and drink goodness, join The Takeout's newsletter. Get taste tests, food & drink news, deals from your favorite chains, recipes, cooking tips, and more! Read the original article on The Takeout.
USA Today
07-02-2025
- Politics
- USA Today
FBI, DHS, SWAT, local law enforcement and more present for New Orleans Super Bowl Sunday
FBI, DHS, SWAT, local law enforcement and more present for New Orleans Super Bowl Sunday Show Caption Hide Caption The Little Farmer: Lay's Super Bowl ad features Florida potato farmers On Super Bowl Sunday, look for Lay's new Super Bowl ad, "The Little Farmer," which featuring farming families from Hastings and Elkton, Florida. On New Year's Day, Bourbon Street in New Orleans suffered a tragic attack on when a vehicle purposefully drove into a crowd of people. Because of this, the Sugar Bowl game that was scheduled the following day was postponed in order to ensure adequate safety measures were taken prior to crowds showing up at Caesar's Superdome. Now, New Orleans is the destination for numerous football fans as the city is set to host Super Bowl LIX at Caesar's Superdome on Feb. 9. What is the security protocol like in New Orleans amid Super Bowl LIX? In light of previous tragedy, New Orleans locals and visitors alike might be worried that the city could be underprepared for the thousands of people that are journeying to the city this week. Concerns regarding safety in New Orleans for the Super Bowl only grew when President Donald Trump announced his plans to be in an attendance, making him the first sitting president to attend a Super Bowl. In order for the city to be as safe as possible, the U.S. Department of Homeland Security (DHS) has deployed over 690 employees, representing 12 DHS agencies, in New Orleans. In New Orleans, the DHS is providing air security resources; venue, cyber and infrastructure security assessments; chemical, biological, radiological, nuclear and explosives detections technologies; intelligence analysis and threat assessments; intellectual property enforcement, as well as real-time situational awareness reporting as part of a 20-year partnership with the NFL and state and local law enforcement, according to a DHS press release on Super Bowl security. The DHS has categorized Super Bowl LIX as a Special Event Assessment Rating Level 1 event. "Although no specific, credible threats related to this year's game have been identified, the U.S. remains in a heightened threat environment, as evidenced by the recent terror attack in New Orleans on New Year's Day," reads the DHS press release. Additional DHS security measures for the Super Bowl in New Orleans include U.S. Customs and Border Protections, Homeland Security Investigations, Cybersecurity and Infrastructure Security Agency, Office of Intelligence and Analysis, Countering Weapons of Mass Destruction Office, U.S. Coast Guard, Transportation Security Administration, Science and Technology Directorate, Federal Emergency Management Agency, as well as DHS Blue Campaign. Federal agencies like the FBI and Secret Service will also bring in rooftop snipers, along with armored SWAT vehicles positioned around the stadium. As for airspace, drones are prohibited above Downtown New Orleans and around Caesar's Superdome, additionally, the FAA has administered certain flight restrictions. In addition to these security efforts, New Orleans Police Department Superintendent Anne Kirkpatrick has said approximately 2,000 law enforcement officers will be present for the game on Sunday. Kirkpatrick also said that no vehicle traffic will be allowed on Bourbon Street, and the city will block-off intersections that lead to the most popular areas in the city. Also, standard NFL security for Super Bowl games involves NFL's clear bag policy and a detailed list of prohibited items. Presley Bo Tyler is a reporter for the Louisiana Deep South Connect Team for Gannett/USA Today. Find her on X @PresleyTyler02 and email at PTyler@
