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Blockbuster Scores Super Bowl Ad Win

5 Feb, 2007 By: Erik Gruenwedel

Blockbuster Inc.'s return of a 2002 Super Bowl ad that featured a CGI animation rabbit named Carl, his guinea pig buddy Ray and updated with sidekick ‘mouse,' proved a winner among viewers of Sunday's soggy Super Bowl XLI in Miami.

The ad, designed to highlight the success of Big Blue's Total Access online rental, in-store movie rental service, was rated No. 1 in a national study of 600 Super Bowl viewers conducted by HCD Research in Flemington, N.J.

The Blockbuster spot also rated highly among respondents on iFilm.com and AOL.

The telecast recorded a 42 rating and 63 share among the 55 largest TV markets according to Nielsen Media Research.

A rating point reportedly represents more than 1.1 million or 1% of the country's projected TV households.

The ad was evaluated on five characteristics, including breakthrough, creativity, memorability, excitement and involvement.

HCD evaluated the ads using an on-line automated response system to determine high and low points of interest.

The data was used to create a metric with high scores indicating high advertising effectiveness. Responders were also asked questions regarding their perceptions of the ads.

The new 30-second version featured the voices of James Woods (“Shark”) as Carl, Jim Belushi (“According to Jim”) as Ray, and comedian Bob Goldthwait as new sidekick “mouse.”

The original “Pet Shop” spot featured only Carl and Ray.

Alec Baldwin (“30 Rock”), who did the closing voiceover, can be heard in Blockbuster's current Total Access TV ads, which have been airing periodically since November.

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