He may have been the star of the most popular ad for the most-watched football game of the year, three years in a row, but Budweiser's cuddly puppy won't be returning in the beer company's ad for Super Bowl 50.
Instead, one of Doritos' three funny ads will probably be the highest rated by viewers, according to University of North Texas advertising faculty member Bill Ford.
Ford, who teaches in UNT's Frank W. and Sue Mayborn School of Journalism,
has reviewed many of this year's Super Bowl commercials and is available to discuss them and compare them to past advertising.
Ford may be reached at 214-616-2224 or at billfordaiga@yahoo.com. This year's game airs Feb. 7 (Sunday) on CBS.
As appealing as the puppy was in the last three Budweiser ads premiering during the game, "the puppy didn't sell any beer for Budweiser," Ford said.
"This year's ad will be more product-oriented, with information about the ingredients in the beer and Budweiser positioning itself as a 'macrobrewery,' not a microbrewery," he said.
Budweiser will also have a teaser ad for a campaign that brings back the famous Clydesdales, which were featured in previous popular Super Bowl spots. For contrast, an ad for a product from a microbrewery -- A-B InBev's Shock Top -- will also air, with comedian T.J. Miller as the brand's new spokesman.
Ford said many ads this year will feature celebrities, including Seth Rogen and Amy Schumer pitching Bud Light; former NFL receiver Terrell Owens pitching Butterfinger, and Denver Broncos quarterback Peyton Manning, who will play in his fourth Super Bowl while appearing in another spot for Nationwide Insurance.
Overall, the advertising will be lighter and funnier than in past years, Ford said, predicting that either one of Doritos' ads "Swipe for Doritos," featuring former "Everybody Loves Raymond" actress Doris Roberts, or "Ultrasound," will emerge as the most popular ad. Both are finalists in Doritos' 10th and final Crash the Super Bowl contest, which started as a competition for college students but has attracted professional filmmakers in recent years, Ford said.
While Doritos and Budweiser are among many companies that have contributed commercials for many years, Ford said each year brings new advertisers -- Pokemon, Bai and SoFi.com for this year.
"Ratings have shown that more people watch for the commercials than the halftime show, so even though I look at some of the ads and think 'You're wasting your money,' some are there just for the awareness factor. People may remember the company more if the commercial airs during a high profile event," he said.
Ford was the owner of his own advertising and graphic design agency in Dallas for 15 years. His clients included American Airlines, Frito-Lay, Hilton Hotels, The Container Store and Disney. During this time, Ford served as president of both the Dallas Society of Visual Communications and the Dallas-Fort Worth chapter of the American Institute of Graphic Arts.