Sneak Peek of the TOP Super Bowl Sunday Ads with SpotBowl’s Dave Shoffner

Are you looking forward to Super Bowl XLVIII for the game between the Denver Broncos and Seattle Seahawks? Halftime? Or the commercials?! If you’re wondering which ads to watch and which ones you should skip on Super Bowl Sunday, you’ve come to the right place. Super Bowl ad expert Dave Shoffner of SpotBowl joined me for our third annual interview to discuss the top commercials you’ll be talking about on Monday morning!


Pavone Advertising's Dave Shoffner gives a sneak peek of the top Super Bowl ads!

Pavone Advertising’s Dave Shoffner gives a sneak peek of the top Super Bowl ads! Image courtesy of


Candace Rose: What are your thoughts on this year’s Super Bowl commercials?

Dave Shoffner: “The big question every year is which is going to be better — the game or the ads? In the past few years, the game has been better, but this year’s ad lineup looks like it could finally outshine the game. There are fewer cars ads this year, which means we’ve got a better balance of commercials. That’s always important, but even the cars ad that we can expect to see look like they’ll be good. In other words, they won’t look like the car ads you’ll see at other times during the year.”
Candace Rose: Who do you think will be the frontrunner this year?

Dave Shoffner: “We always look to Anheuser-Busch to set the tone. They’re the biggest advertiser of the game and they’ve got a product that lends itself well to making a good Super Bowl commercial (highly entertaining and capable of striking an emotion chord with viewers). After a rough year in our poll last year, Anheuser-Busch is ready to bounce back. They’re focusing on their core brands — Bud Light and Budweiser — and they’ve got celebrities in their ads, which we normally don’t see from them (Arnold Schwarzenegger, among others). The Clydesdales will be back in a spot that shows a horse bonding with a puppy (always a good idea in a Super Bowl ad) and another Bud ad will pay homage to the troops. Bet on either the Clydesdale “Puppy” spot or the Budweiser “Troops” ad to make a run at the #1 spot in the SpotBowl polls.”


Candace Rose: Will we see headline maker GoDaddy in the lineup this year?

Dave Shoffner: “GoDaddy will return, but they’ve cleaned up their act. That’s a good thing, because their risque formula was wearing very thin (it was actually thin back in 2008). Instead, they’re focusing on their product (ad that focuses on the product — go figure!), but they’re still delivering some entertainment value.”

Candace Rose: Any celebrities making cameos this year?

Dave Shoffner: “The cameos are my favorite part! This year, we can expect to see Arnold Schwarzenegger and Don Cheadle for Bud Light, Scarlett Johansson for SodaStream (at-home soda maker machine), and Sir Ben Kingsley for Jaguar. We’ll also see Johnny Galecki (The Big Bang Theory) for Hyundai. Danica Patrick will also be back as the GoDaddy spokesperson. She’ll be appearing in her 12th Super Bowl commercial — a record for celebrity cameos. The one I’m most looking forward to is Stephen Colbert, who will make an appearance for Wonderful Pistachios.”

Candace Rose: Are there any commercial we should just avoid?

Dave Shoffner: “It’s hard to say. From the intel we’ve gathered and the previews we’ve seen, GoDaddy’s Danica Patrick ad looks a little underwhelming. (It features Danica in a muscle suit running down the street with a bunch of other bodybuilders toward a spray tan salon.) It’s not a bad premise — GoDaddy’s services help small businesses, like the tanning salon, attract customers — but it feels a little cheap and thrown together. GoDaddy creates their commercials in-house (they don’t use an advertising agency), which might explain why most of their ads have, historically, not lived up to the high bar set by other ads in the Big Game.”
Want the scoop on SpotBowl?! Here’s what Pavone Agency’s Dave  had to say about the 11th annual SpotBowl Super Bowl poll. 

Dave Shoffner: “We’re an advertising agency here in Pennsylvania called Pavone and what we did 11 years ago is try to find a way to get involved in the Super Bowl because we know it’s the biggest day of the year for advertising. We didn’t have any clients that were advertising in the Super Bowl so we came up with SpotBowl which is a national commercial poll to see what people think of the commercials. At the time we were the first national poll on Super Bowl commercials, but there’s been a few others since. Over the years it’s really grown. Last year we got votes from all 50 states, many countries around the world, it’s really America’s opinion of commercials. We stuck it out and we’re still the biggest. This year, we’ve partnered with the advertising blog Adrants to make SpotBowl bigger and better than ever before.

If you go on there before the game, there’s an ad lineup, there’s a blog, there’s news, recipes, party planning tips and a lot of fun before the game. But during and after the game you can go on, watch the spot that you missed and of course vote until 3 p.m. on Monday.”


Sneak peek of the Volkswagen Super Bowl ad:


Johnny Galecki in the Hyundai Elantra ad:


Don’t forget to visit for more information, Super Bowl ads and to cast your vote for your favorite commercial!


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