Local ad firm critiques Super Bowl commercials

Posted at 9:43 PM, Feb 03, 2014
and last updated 2014-02-03 23:43:00-05

SALT LAKE CITY -- The cost of a Super Bowl commercial is $133,000 per second, that’s about $4 million for a 30-second spot, but just because it cost a lot of money doesn't mean it resonated with the audience.

Local advertising firm Richter 7 went through all the ads Monday to break down what worked and what didn't at its annual ad bowl.

The ads that got the biggest laugh from advertisers were Audi’s “Doberhuahua” and Doritos “Time Machine.”

“The ads that do best either get people to laugh, genuinely laugh or play at the heart strings,” said Kaylan Malm, Director of Client Strategy for Richter 7. “And those tend to be the most successful ads.”

One thing they notice this year was the ads were long.

“This year they had twice as many commercial that were one minute or more than they did last year,” said Tim Brown a partner at Richter 7.

The experts said most of the content fell somewhere in the middle as not really memorable.

“This was a 19th year of doing them and I was more disappointed this year than I ever have been,” said Tal Harry partner at Richter 7. “I think overall the quality of the ads took a step back”

Tim Tebow's spots for T-mobile and CarMax’s “Slow Clap” flopped in ad agency’s ranking. Richter 7's favorites were Budweiser's “Puppy Love” and the Cheerios commercial where the little girl bargains for a dog.

“To get that genuine emotions is the hardest part for the advertisers, that's when you get things a little over done or a little cheesy and those tend to fall flat,” Malm said.

Click here to watch the full ads and rank them yourself at