http://www.youtube.com/superbowl

As we explore the ways of creating a compelling experience in movies, we can certainly learn a great deal by watching Super Bowl ads. At $2.5 million an ad of 30 seconds long, the Super Bowl advertising is probably the most expensive advertising in the world. So, advertisers cannot afford to not to make each ad outstanding. I have watched most ads this year and found several elements that may make an ad attractive, enjoyable and memorable. The first element is dramatic acts. An example is Budweiser’s human bridge ad, in which Bud lovers make a bridge with their bodies to let the Bud truck pass the fallen bridge. Another one is Audi’s green ad, showing people were arrested because of their “environmentally unfriendly” behavior. The second element is the use of animals. For example, Monster’s violin playing beaver, Budweiser’s Clydesdale-pulling wagon, and Denny’s roosters are very interesting and memorable. The third element is youngsters, as in the E-Trade and Doritos’ ads; what they say and act make us laugh. Is there anything that is common among all these compelling ads? I think storytelling is probably the common character of all the appealing ads. As Groh said in an article, a good storytelling should have an “absurd” idea, entertaining, and “voice in the head.” All of this certainly helps create a compelling experience.