An advertising industry partnership has given University of Nebraska–Lincoln students the chance to weigh in on the impacts of advertisements that play during the Super Bowl.
A dozen Huskers enrolled in Jacht, the College of Journalism and Mass Communications’ student-run advertising agency, recently worked with industry professionals at the Nebraska-based ad agency Bailey Lauerman to review and rank commercials that played during Super Bowl LII. Each student reviewed the ads with a shared scoresheet and provided Bailey Lauerman with hits and misses.
“It’s cool to be able to build a relationship with a huge agency and learn from mentors who have a lot of experience and work with big clients,” said Bari Pearlman, a senior advertising and public relations major. “We are getting a great experience going through the same critique process as the professionals.”
Students will also use the ad reviews for discussions in class. Pearlman said the project will help shape the work the Jacht students complete for clients. She also believes the work will be beneficial as she pursues a career in social media advertising.
Jacht students talked about the ad rating experience Feb. 5 with anchors Shelby Fenster and Taryn Vanderford on Lincoln’s KOLN/KGIN television station morning show. The discussion delved into the Super Bowl ads, from the best and worst to the most controversial.
A 30-second commercial during the Super Bowl cost nearly $5 million. Marcell Walton, a graduate student in Nebraska’s integrated media communications program, said that hefty sum can be a great investment — especially as the ads can help a brand humanize itself and capitalize on corporate social responsibility.
“With so many people watching the event, it’s a great way to get a lot of eyes on your product or service you are selling,” Walton said.
Alex Rapp, a senior advertising and public relations major, said Super Bowl commercials are uniquely positioned to draw additional attention compared to regular ad placements.
“Super Bowl ads have done something not many viewing entities have been able to,” Rapp said. “People are not only watching for the sports, they’re tuning in for the ads. And, with the rise of social media, advertisers can ‘continue the journey’ of 30-second spots and better utilize more of the content they create, which should help messages spread further.”