NEW YORK (CNNMoney)
There were babies, dads, dogs, celebrities, athletes, and more babies. But there was also a minute-long message about domestic violence and a dead child who "couldn't grow up."
The provocative messages were meant to stand out from the dozens of other spots competing for attention. They might have made for a few awkward moments at viewing parties, but there were still plenty of ads that elicited smiles.
Well-received spots included Budweiser's "Lost Dog" commercial; BMW's humorous ad with Katie Couric and Bryant Gumbel; and a serious Coca Cola ad rebuking Internet "haters." Other hits included a throw-back Snickers ad starring Danny Trejo and Steve Buscemi and an almost universally praised Dodge ad featuring senior citizens.
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For the companies, Sunday was a $4.5 million moment. Months of planning and weeks of promotion culminated in 15 to 60 seconds in front of more than 100 million viewers -- and those viewers instantly delivered their verdicts via the Internet.
"Advertisers are on trial via social media," said media strategist Shari Anne Brill.
Companies facing negative reviews on Sunday night -- but still lots of chatter about their ads -- included Nationwide Insurance, T-Mobile and GoDaddy.
Nationwide's ad showed a boy speaking about the life he would have lived, had he not been killed in an accident.
"I'll never learn how to ride a bike. Or get cooties!" the character said.
"That Nationwide ad just knocked me off my chair," CNNMoney's Frank Pallotta tweeted.
As criticism mounted on Sunday night, Nationwide felt compelled to issue a statement: "The sole purpose of this message was to start a conversation, not sell insurance."
The conversation Nationwide wanted to start was about how "preventable injuries around the home are the leading cause of childhood deaths in America."
Instead, the boy became a meme even before halftime.
"The second I see a kid in one of these commercials I immediately assume they're going to die. Thanks, Nationwide!" comedian Patton Oswalt tweeted.
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Paying an average of $4.5 million for 30 seconds of air time, advertisers during the four quarters of the Super Bowl face extraordinarily high stakes. (And that's just the price paid to NBC -- companies pay huge amounts of money to get the ads produced.)
One ad right before kickoff that drew immediate commentary: a spot by Chevrolet about the wireless Internet capabilities of its Colorado trucks.
"Chevy trucks advertising 4G LTE instead of driving through gratuitous mud. The world has truly gone tech," Mashable chief strategy officer Adam Ostrow wrote on Twitter.
The all-important first ad position after kick-off belonged to Toyota, (TM) which had a feel-good ad starring Paralympic athlete Amy Purdy.
A few minutes later, commenters on Twitter were surprised by an ad for a mobile game called "Game of War."
The game's creator, Machine Zone Inc., isn't alone -- mobile developer UCool had a spot promoting its game "Heroes Charge" later in the evening.
Some advertisers have tried to capitalize by releasing their ads days ahead of time, and promoting them with YouTube teasers, Facebook messages and tweets.
"Puppies, laughs, celebrities, sex and family values continue to drive advertising creatives," said Sean Muller, the CEO of iSpot.tv, which tracks online views of Super Bowl ads.
What's different this year, he said, is "the volume of pre-releases/teasers."
Muller said some advertisers are using Facebook's relatively new video features to get attention, and it's "driving up viewing and social activity significantly."
But "the volume of views and activity on Facebook appears to be an additive, meaning it's not taking away from activity on other platforms," like YouTube, Muller said.
"And secondly, some brands aren't utilizing it yet -- I suspect that will change next year."
Sunday's game was expected to feature 15 first-time Super Bowl advertisers.
"If you would have told me 10 years ago that Chevy wouldn't be in the Super Bowl, but that Wix.com or Dove products for men would be, I'd be very surprised," Richard Kirshenbaum, the CEO of ad agency NSG/SWAT, said on CNN's "New Day."
"But there's a new lineup. There's a new America," he added.
Super Bowl regulars like McDonald's (MCD), Coca-Cola (KO), Budweiser, and BMW will be present, too.
Perhaps the most thought-provoking ad of the game was the one commissioned by the NFL for its "No More" initiative, intended to stop domestic violence and sexual assault.
"The spot, which features a woman calling 911 and pretending to order a pizza because her husband is in the room, is based on a real 911 call," said the ad blog Spot Bowl, which called it a "game-changer."
It said the NFL was giving over "some of the airtime it normally reserves for light-hearted self promos" for the PSA.
Brill, a former executive at the ad agency Carat, noted that the NFL says it is contributing $5 million per year for the next five years to the National Domestic Violence hotline.
"It's about time," she said.
First Published: February 1, 2015: 7:21 PM ET
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