Top Five Sexiest 2013 Super Bowl Ads

Another Super Bowl in the books. This year's big game was a down to the wire, but the Ravens prevailed despite a determined 49er's comeback effort. Regardless, research shows that people are as apt to tune in for the ads as much as for the on-field action.

As usual, several ads in this year's big game contained sexual themes and/or imagery. Here is our list of the five sexiest Super Bowl ads in 2013 plus some honorable mentions. View all the the Super Bowl ads at USA Today and tell us what you think.

5.  Tie:  Best Buy - Asking Amy / Audi - Prom
Amy Poehler asks as lot of questions of her Best Buy associate that become increasingly playful:  "Do you deliver? No, I mean, do you deliver?" And "Does it make you uncomfortable when I use the word 'dongle?' Playful for sure. And "Will this one read 50 Shades of Grey to me in a sexy voice? Will you?" Again, playful and flirty. Nothing over the top but humorous and one sure to go over the kids' heads.

Lots of interesting messages in this Audi spot, but a protracted smooch with the prom queen earns this commercial from Venables Bell a tie for top five. Long kisses was a theme in this year's Super Bowl (see Go Daddy's spot at #2).

4.  Speed Stick:  Laundry
Fairly classic theme with a young man caught inadvertently folding a strangers underwear at the laundromat. Totally innocent, of course, but he does insert his foot into mouth at the end. Again, a tired theme but almost any ad with undergarments will get on the list.

3.  Axe:  Lifeguard
Eye candy for both men and women alike, Axe's latest effort attempts to prove that astronauts (that wear Apollo) are more desirable than sexy lifeguards--even those who duke it out with great whites. Humorous spot with a predictable ending. Reminiscent of Baywatch with plenty of chiseled hunks and skimpy bikinis, this spot is definitely qualifies as sex in advertising.

2.  Godaddy.com:  Perfect Match
Featuring supermodel Bar Refaeli--is DiCaprio jealous?--the spot features an extreme closeup of Bar (sexy) slurpily kissing (meets) nerd (smart). Word is that the domain-name marketer had its busiest day for online traffic last night. Like it or not, there is little doubt that sexual content has served to distinguish Go Daddy from the competition. As one colleague said, "Ask most Americans to name another domain marketer."

1.  Calvin Klein:  Concept
Also disliked by most viewers (USA Today's Ad Meter) and panned by Ad Age, this spot was nonetheless, the sexiest spot of 2013 Super Bowl. Who can argue that this spot was a blatant example of beefcake in the extreme. The spot from Calvin Klein created awareness its Concept line of underwear.

Honorable Mentions
Kia: HotBots; M & Ms: Love Ballad; and Mercedes-Benz: Soul.

There is no sex in TV advertising

How much sex is there in commercials aired on network television? Not much according to a recent article published in 2007 by Amir Hetsroni in the journal Sex Roles.

Hetsroni conducted a content analysis of prime-time commercials aired on the major broadcast networks in both the US and Israel. He analyzed approximately 1,700 commercials from each country. He reported that sexual conduct existed in a mere 1.2% of US commercials, compared to 3.4% in Israeli commercials. As can be expected, complete nudity was practically nonexistent in both countries. When it comes to sexual acts, Hetsroni reported that both men and women initiated sex about the same amount.

One notable difference between ads in the US and Israel is that 60% of American ads portrayed sexual acts in the context of an established relationship. On the other hand, only 8% of the Israeli ads did the same. Does this mean that Israelis are more comfortable with sexual behavior when portrayed outside of a relationship? Perhaps, but a careful analysis of the types of products (male- vs. female-oriented) may have played a role as well.

Overall, it was surprising to see such a small level of sexual content in prime-time advertising. Almost all published studies report that sex is present in about 10% (+/-) of prime-time network commericals.

--Posted by Jackie Ayrault

Sexiest ads of the Oscars

Red carpet. Gorgeous celebrities. Skimpy gowns. The Academy Awards presentation showcases the glitz and glamour of our entertainment industry. As the second leading TV event of the year, it’s intriguing to see which advertisers—if any at all—use sexual appeals to speak to the 40 million or so (mostly females) who tune in to the event.

Not to be disappointed, sexual content was present among the three big “C” advertisers (cars, cosmetics, and clothing). Unlike the Super Bowl, however, there were no babes in bikinis or disrobing Danica Patrick in the lineup. Sexual content was subtle and obtuse. When targeting women, sexual appeals are more apt to emphasize benefits such as enhancing one’s attractiveness or self esteem. The top four ads containing sexual content were no exception.

4. L’Oreal. Just about any L’Oreal commercial aired last night qualifies. Again, while not overtly sexual, physical attractiveness can be an important component of sexual content. These spots featured sex symbols such as Heather Locklear, Eva Longoria, and Andie MacDowell extolling the benefits of looking beautiful (with a little help from L’Oreal).

3. JC Penney’s “American Living” brand. At least five spots served to introduce Penney’s new Ralph Lauren line. These slice-of-life ads, meant to reflect “Americana,” included some embraces and deep stares, and a young interracial couple. On the creepy side, one spot set in the forest featured a few kids on a bed.

2. Cadillac CTS. We’ve referred to this spot in a previous post. The ad—airing for a few months—features "Grey’s Anatomy’s" Kate Walsh purring: “When you turn your car on, does it return the favor?” As noted, it received a favorable rating from Ad Age’s Ad Review and Bob Garfield; one of the few examples of sex in advertising he’s liked.

1. "Dancing with the Stars” promos. The network promos speak for themselves; as they promise a “steamier” and “sexier” season than before. Not to disappoint, one of the two promos aired a few seconds of provocative dance moves. A clear example of “truth-in-advertising.”

Although we’re stretching it a bit, honorable mentions go to attractive models demonstrating the utility of Crest White Strips and a few dance moves in a JELLO swirls spot.

Playboy's sexiest commercials of all time

In its February 2008 issue, Playboy ranked the 21 sexiest commercials of all time. Previously reported by Adrants, you can still view and vote online for the sexiest of the lot. The commercials they've chosen range from recent commercials starring Paris Hilton (Carl's Jr.), Britney Spears (fragrance), and Axe (bom-chicka-wah-wah) to early spots with Gunilla Knutson (Noxzema, 1967), Dodge (Charger, 1970), and Brooke Shields (Calvin Klein, 1980).

Other interesting calls include Suzanne Somers demonstrating the Thighmaster, Nicole Smith touting her Trimspa, and Calvin Klein's CK ads from 1995 featuring underage actors and models. To be expected, all commercials identified by Playboy feature sexualized images of women as the primary ingredient--which is certainly true for most sexy ads. To be fair, several commercials for Lee, Dockers, and Subaru turned the tables by featuring hunky guys.

Missing spots

Spots missed by Playboy include Farrah Fawcett lathering up Joe Nameth for Noxema, as well as the infamous Milwakee's Best ad introducing the Swedish Bikini Team--"It doesn't get any better than this." More important, Playboy missed the only example of sex in advertising to receive praise from Advertising Age's Bob Garfield and his Ad Review team. The spot features Grey's Anatomy's Kate Walsh pushing the pedal to the floor in her new Cadillac CTS (see below).

Just in time for Valentine's Day

A Valentine's spot for UK intimate wear/toy marketer Ann Summers puts a twist on Santa's workshop. Three lingerie-clad models deliver gifts made of "wood" to unsuspecting men, followed by a shot of the women crafting additional "toys" in their workshop (Adland). The spot--obviously too suggestive for TV--is a viral video that creates attention and awareness as it spreads across the web. The tactic makes sense for marketers like Ann Summers that do much of their business online because it avoids network standards boards and the risk of scruity, and customers are only a click away. What it says about women is a completely different story.

Top Five Sexiest 2008 Super Bowl Ads

Although the finale for Super Bowl XLII was a surprise, it was no surprise that sexual content made its way into several of this year’s commercials. Overall, the ads were tame compared to previous years as only a handful of sexy ads were broadcast. Here is our list of the five sexiest Super Bowl ads in 2008 plus an honorable mention. View all the Super Bowl ads at USA Today, AOL, or YouTube, and tell us what you think.

5. Tie -- Taco Bell: ‘Hola’ and Planters: “Unibrow”
A sexy commercial for Fiesta Platters? A true stretch but Taco Bell pulls it off with a bit of spice and playful flirtation between a mariachi and a female coworker… Hola! Also, technically, Planter’s “Uni-brow” spot does qualify as sex in advertising: Men falling over themselves because of a woman’s scent is a classic convention, though in this instance the twist is “essence-de-peanut.”

4. Ice Breakers: Whoa!
Any spot featuring sex symbol Carmen Electra is a candidate for the list. In this spot overly excited male admirers line up for a photo op with the gorgeous celeb. Given rumors that she dated Joan Jett, it’s surprising that a female admirer wasn’t shown posing with Electra.

3. SoBe Lite: Thrillicious
It wasn’t the nude lizards so much as an attractive Naomi Campbell. The spot featured Campbell—and the SoBe lizards—dancing to “Thriller.” The commercial is fun to watch; ranking 11 on USA Today’s Ad Meter. Again, ads with physically attractive models in revealing clothing represent a primary form of sexual content in advertising.

2. Victoria’s Secret: “Let the Games Begin”
This spot contained no voiceover, just the soundtrack for “I’m in the mood for love” and 30 seconds of a playful Adriana Lima. Aired during the second half, the spot reminded viewers that “The game will be over soon” so the “real games” can begin. A lingerie-clad supermodel making eye contact with the camera qualifies, but the innuendo between “real games” and sex certainly evoked a few thoughts in the minds of viewers. However, after too much beer and nachos it’s not clear however how many Americans were in the mood for a game of “touch” football after the game.

1. GoDaddy.com: Exposure
The spot begins with Doug surfing while describing his disappointment with recent Super Bowl ads: “I used to watch—for the commercials.” He announces that Danica Patrick’s “Exposure” ad is airing online, and everyone rushes to the computer. Viewers see Patrick “unzip” her leather jacket with a classic cutaway to “See it all…only at GoDaddy.com.” Visitors to GoDaddy can view the “REJECTED” spot where, in true sophomoric fashion, disappointed paparazzi ask Patrick: “Where’s the beaver?” Victoria’s Secret was successful getting Super Bowl viewers to its website with online fashion shows. Using sex to do the same for the rouge GoDaddy.com, is a marketing “no-brainer.”

Honorable Mention: A pair of passionate kisses deserve some love. Among them include: the trailer for Universal’s “Wanted” starring Angelina Jolie, and the kiss in the Dell ad promoting its red computer.

Give us your two cents. Was there a commercial we missed? Again, find all the ads at USA Today, AOL or YouTube.

Victoria’s Secret Super Bowl ad no secret

According to Ad Age and many news sites, Victoria’s Secret will be airing it’s first Super Bowl ad since 1999. Can it have been that long?

Like many people, I still remember VS’s first commercial during the big game. That spot, described by Adweek’s Barbara Lippert as containing plenty of “jiggle,” beckoned viewers to the lingerie marketer’s website for its first ever online “fashion” show. Eager visitors quickly crashed the server.

The new spot supposedly rides the line between taste and sleaze. Fun and “flirtatious” are adjectives used to describe the commercial. According to Age Age’s Natalie Zmuda, the commercial “features Victoria’s Secret Angel Adriana Lima, a football and words that will scroll across the screen.” Ed Razek, Limited Brands’ president, also noted that the commercial will have a different approach than previous VS themes. The spot will air during the second half of the game and be available on VS's website.

This year’s Super Bowl ads are fetching an average of $2.7 million (a record) and advertisers are optimistic that the contest will entice a record number of viewers--94 million watched the game in 1996. With the Pats flirting with a perfect season, a record number of viewers seems likely.

Farrah Fawcett = Sexy ad diva

Many young people are surprised that sex in advertising has been around the block once or twice. Reflecting the sexual revolution of the 1960s and 70s, advertising followed suit with commercials on network television that would make today’s audiences blush. Thanks to YouTube, some of advertising’s hidden gems are once again available for viewing.

Surfing YouTube, I was surprised to discover that Farrah Fawcett was a sex-in-advertising icon in the 1970s. Famous from her role in the 1977 hit television series “Charlie’s Angels,” Fawcett's debut role was not as an angel. In the late 1960s and early 1970s, she appeared in several commercials which are now vintage sex in advertising.

Examples of such spots include Noxema, Ultra Brite, and Mercury—all available for YouTube viewing. Two ads for Noxema are excellent examples of sexual double entendre and innuendo. In one spot, Fawcett sings the jingle, “Great balls of com… fort.” Another features Joe Nameth playfully lamenting, “I’m going to get creamed,” as Fawcett lathers his face with Noxema shaving cream. "You've got a great pair of hands."

Spots for Lincoln-Mercury and Ultra Brita utilize Fawcett’s physical attractiveness. Mercury takes it a step further, however, in its subtle comparison between Fawcett and a cougar.

Thanks to YouTube and other video sites, ads featuring Fawcett and other sex symbols can be viewed and remembered by all.

--Posted by Michelle Weidner

How much sex in network television commercials?

A recent analysis revealed that 17% of prime-time commercials airing on the five major U.S. networks contained some form of sexual information (images/words). However, sex was the primary theme only in a little over 9% of the spots. The analysis consisted of one week (M-F) during the prime-time time slot (8-11 PM, EST) in May 2007.

Over 2,400 commercials were coded for the presence and nature of sexual content. Network promos, which often contain a higher proportion of sexual information, were not included in the sample.

Of the five major networks, the CW network, with a healthy lineup of teen-oriented programming, contained the highest proportion of sex-primary commercials. For example, 15% of commercials on CW contained sexual themes compared to 12% on NBC, 11% on ABC, 10% on Fox, and 7% on CBS. Coders employed standard measures of sexual content used in previous analyses.

Overall, the findings provide an accurate snapshot of the prevalence and nature of sexual content in network TV advertising.

Sexy viral videos: Axe and Silverjet

Viral videos, posting one’s commercial on YouTube or other sties, is a way to garner extra exposure for one’s company and sexually themed messages past network standards boards. Two such instances surfaced recently. Axe posted clips of women auditioning for its spots: “Bow chicka wha wha.” Axe is garnering extra exposure with the enticing videos, which in most instances would be left on the cutting room floor.

Second, and we’re not sure of the video’s authenticity, a viral video making the rounds promotes Silverjet’s “women’s only” bathrooms with a same-sex nod to the mile-high-club. It’s doubtful the spot would make on it US television but it can still be seen online.

"Stiptease" meets Bojangles'

Get a load of this commercial. Adfreak features an Austrialian spot showcasing a pole-dancing mom who curbs her cravings for a poultry restaurant (Nandos) with chewing gum. The Nandos patch was interferring with profits so she turned to a form of "nicoderm" for chicken pangs. Quite the approach for a family restaurant. I can't image this commercial running in the States. It clearly demonstrates the use of sexual themes in advertising solely for attention-getting purposes.

ESPN and the sexy Acqua di Gio commercial

My wife and I were watching ESPN the other night when a very sexy 30-second commercial aired for Giorgio Armani’s Acqua di Gio. Filmed in partial septia-tones, the spot features a shirtless muscular male looking straight into the camera. Seawater and perspiration are dripping down his torso.

“Why is that ad running on ESPN?” my wife asked. “Good question,” I thought to myself. The spot is very uncharacteristic of anything you’ll see on ESPN. Any sex in advertising on this network is likely to feature playful Coors Light parties with bikini-babes making snowballs and hot-tubbing.

After a debate that bounced from speculation about the number of gay athletes who watch sports to comparisons to Cosmopolitan covers, I finally convinced her that the ad was “aspirational,” like the many sexy ads for perfume, fashion and fragrance featuring women in Cosmo and Glamour. My wife definitely found the ad appealing, the same way that many men adore the pictures in Victoria’s Secret catalogs. The message in the spot is along the lines of “if you want to look like this guy, feel like this guy, or elicit a reaction from your wife like this guy…get yourself some Gio.”

I didn’t find any Armani under the tree this year. Oh wait, the ad wasn't targeted to her, it was targeted to me.

D&G’s new sexy watch commercial

Just in time for the holidays, Dolce & Gabbana, the Italian design house, is running a new commercial in the US for its watch collection. Known for its sexually provocative print ads, D&G’s watch spot doesn’t disappoint. According to one viewer, the commercial is “basically a montage of camera angles and situations that get more and more sexualized.” With a Euro club-scene feel, the ad features shirtless muscular men running their hands over similarly exposed women. With lots of hot glitz and pseudo-glamour, D&G is branding itself as sexually provocative. Some products, especially fashion and accessories, are successfully sold this way. Not all, but some consumers, especially those who are young, want to cover themselves in brands that transmit a similar meaning.

The Science of Xyience

I won’t comment on Xyience’s dietary claims, but its latest commercial is fair game. Titled “Monica,” the hot spot features a woman dancing, displaying (herself) and drinking Xenergy. Think Paris Hilton and Carl’s Jr. meet Red Bull.

Xyience’s signature product is a carb-inhibiting supplement. The drink featured the in commercial is an “energy” drink. Thus our formula: Energy (f) = Xyience drink + sexy woman + engaging in sexual behavior + while filmed with sexually enhancing video techniques.

A student emailed me the link because it bothered her. She saw the ad while watching sports with her boyfriend (hint: she wasn’t in the target audience). She’s open minded but, she said, the spot was over the top—the stripper impersonation was too “graphic” and “in your face.” The spot is visually arresting, and grabbing attention and creating buzz are intended outcomes of sexual ads.