Super Bowl lesson: a car and dog in every ad

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Poll: Tell us your favorite Super Bowl ad

Omaha employees of the Bailey Lauerman marketing and public relations firm rated the top five Super Bowl ads and found all had two things in common: They were either from car companies or featured dogs. And some were both.

"We were surprised at how much the car companies stood out," said Doug Parrott, an executive at Bailey Lauerman. "... But the dogs were the hit of the show."

Here are the top five from Bailey Lauerman's staff, in order:

>> Chevrolet Apocalypse:

The ad for Chevy's Silverado pickup truck coupled a clear message about the truck's toughness with humor, making a catchy and memorable commercial, Parrott said.

>> Volkswagen Dog:

Who doesn't love a fat dog that works out so he can go out and chase cars? But then there was a twist: The spot shifts to "Star Wars" characters debating which commercial they liked better: the dog, or VW's 2011 Super Bowl ad with the Darth Vader kid. The kid uses "the force" to settle the debate. "Nobody saw that coming at the end," Parrott said. "It was a little out there, but it worked."

>> Fiat Seduction:

After a racy exchange between a businessman walking down the street and an attractive model, the scene gives way to a parked Fiat 500 Abarth and a narrator says, "You'll never forget the first time you see one."

>> Kia Dream:

"In a 60-second spot, it highlighted what a guy was going to like about the Kia (Optima) and the woman was going to like about the Kia," Parrott said. "That's tough to do, but they did it pretty well."

>> Doritos Dog:

The independently produced "Man's Best Friend" spot featured a Great Dane paying off his owner with Doritos chips to keep quiet about a missing cat. "I thought that may have been the funniest spot," Parrott said. "It really worked well for the product."

Contact the writer:

402-444-1414, ross.boettcher@owh.com

twitter.com/rossboettcher

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