The characters: three frogs, each sitting on a lily pad.

Action!

Frog 1 says: “Bud”

Frog 2: “Weisss”

Frog 3: “Errr”

As we all know, this was a popular Super Bowl XXIX commercial in 1995 from Budwesier, created by DMB&B/St. Louis. The Frogs are now dead. Electrocuted by a falling neon Budweiser sign. Ironic, I know.

But what do those frogs have to do with beer?

“If there is a truth it it, it’s not a truth about the product and it’s not a truth even about your relationship to the product when you buy it. This sounds crazy, but I think what you’re really saying is ‘I’m part of the people that get this humor.’ Like ‘I’m part of that group.’ They want to be part of that community and the beer becomes the badge of that community. I think that’s why it works.” - Jeff Goodby of Goodby, Silverstein & Partners

It works with Beer, the frogs that is, because Beer is a Style purchase.  But would the same work in advertisements for an automobile? Let’s explore…

This article first appeared on Eric’s Ad Blog at ericsadblog.com before Super Bowl XLVI.

Style Purchases: What we wear, drink or eat. Style purchases are usually products, like clothing.

Style purchases include: Clothing, Accessories, All beverages, Restaurants, Electronics, Jewelry, Office supplies, Sporting Goods, Cosmetics, Department Stores…etc

So, would the Frogs would work  for automobiles? Can you imagine yourself saying something like “I need a new car, think I’ll go with the BMW. Those frogs are hilarious.”

I don’t think so. That’s because Automobiles fall mainly in the Substance category.  We choose an automobile based on a number of factors that are important to us. Safety, Longevity, Durability, Reliability, Brand Reputation. Purely style ads don’t work in this category.

Not all products fit neatly into one category, style or substance. Many fall somewhere in between. But it’s absolutely necessary to determine which one fits closer to your business category.

Who’s doing style right? Beer ads. Anheuser Busch (Budweiser, Bud Light, Budweiser Select, Select 55, Bacardi) and MillerCoors (Miller Lite, Coors, Coors Light, Fosters, ).  They’ve got it right. All beer ads today are about style. Anheuser Busch does it best with Bud Light. Even their tagline holds a style message: “Bud Light. Here we go.”

As well as Dos Equis and The Most Interesting Man in the World. These ads really set themselves apart from the competition. And they’re all style. The commercials have also developed a large online following.

Substance Purchases: Who we trust with our life, family, repairs, construction, finances, education, consultation. Substance purchases are usually services, like insurance.

Other substance purchases include: Medical centers, Hospitals, Financial institutions, Insurance Agencies,  Automobiles, Travel, Construction, Counseling, Tax services, Education, Engineering, Security, Attorneys, Auto Repair, Child Care, Chiropractors, Financial Planners…etc

Who’s doing substance right? Allstate. Even the taglines tell the substance story: “You’re in good hands.”

This ad was perfectly executed, even calling out the companies who use price – and style – to attract consumers. Way to go, Allstate. This Bud’s for you.

So when the world gathers to watch Super Bowl XLVII, put some thought into what you’re watching during the breaks. Are the ads of style or of substance? Or a little of both? Could they have done things differently?

Because we are the final judge, not the experts, not the ad agencies. The fans. The viewers decide which commercials work and which fall flat.

Get your score cards ready.

1. Michael Floyd, Notre DameHow does a receiver who caught just 795 yards in 2009 end up being the best receiver in college football? Answer: When the player broke his collarbone in the third week of the season and missed just five games. Not to mention the fact that he was playing opposite Golden Tate, who set every Irish receiving record known to man. Floyd has a rare blend of size (6-foot-3, 220-pounds), leaping ability and speed. He is also a precise route runner and is not afraid to go over the middle. Though he has had a history of injuries during his time in South Bend, he’s proved to be tough and will catch absolutely anything.
2. Jonathan Baldwin, PittsburghThe 6-foot-5 behemoth reminds Panthers fans of Larry Fitzgerald. But, Baldwin has even better leaping ability and much more speed. His combination of size and strength makes opposing cornerbacks lose sleep at night. Baldwin averaged nearly 20 yards per catch in 2009, totaling 57 receptions for 1,111 yards and eight touchdowns. He did all that despite playing second fiddle in Pittsburgh’s offensive attack to freshman running back Dion Lewis. If Baldwin can stay healthy and academically eligible and the Panthers can find a quarterback, he will become the next great pass catcher coming out of “Wide Receiver U.”
3. Ryan Broyles, OklahomaBroyles hauled in 89 catches, including 15 touchdowns, from Landry Jones and Sam Bradford in 2009. The 5-foot-11, 185-pound Broyles managed to become the favorite receiver of a Heisman Trophy winner (Bradford) and his understudy (Jones). With DeMarco Murray back at running back and a more mature Jones under center, Broyles is poised to become the best receiver in what is left of the Big 12 conference.
4. DeVier Posey, Ohio StateThe 6-foot-2, 200-pound Posey emerged as Terrelle Pryor’s favorite receiver in 2009. Posey hauled in 52 passes, including seven touchdowns in 2009 and even threw for another. The next closest Buckeye, Dane Sanzenbacher, caught just 27 passes. If Terrelle Pryor continues to develop as a passer and Jim Tressel takes off the offensive handcuffs (three Buckeyes, including Pryor, had over 100 carries last season), Posey will become one of the Big Ten’s leading receivers.
5. Bert Reed, Florida StateReed enters life after Bowden as one of college football’s most underrated receivers. He hauled in 58 catches for 710 yards in 2009 and was also Florida State’s top punt returner. Although durability is a concern, Reed is undoubtedly one of the ACC’s most electrifying players. With a more pass-oriented attack in 2010 led by Ponder, Reed’s play making ability will put him at the forefront of the revamped Seminole receiving corps.

Best of the Rest: Derek Moye, Penn State- The only reason Moye isn’t in the top five is because Penn State is breaking in a new quarterback in 2010. Likely starter Kevin Newsome is more Michael Robinson than Daryll Clark, and offensive coordinator Jay Paterno will lean more on senior running back Evan Royster. Moye is absolutely huge (6-foot-5 and 200-pounds) and has some of the longest arms you’ll ever see in a wide receiver. He also has sub-4.5 speed and tremendous route running ability to boot. If Penn State can somehow find a passing quarterback with the sophomore Newsome or true freshmen Paul Jones or Robert Bolden, Moye will become their favorite target instantly.Julio Jones, Alabama- Its hard not to put Jones on any top five list based on raw talent alone. Jones measures 6-foot-4 and weighs in at nearly 220-pounds and also has legitimate 4.4 speed. But, Jones has yet to live up to his hype in Tuscaloosa. He was Alabama’s leading receiver in 2009, but he managed just 42 catches for 573 yards and four touchdowns. If he finds a way to put it all together, Jones has the ability to be a top five NFL Draft pick and one of college football’s most exciting players.

Dark Horse: James Cleveland, Houston- The University of Iowa transfer racked up one of the best seasons of any wide receiver in college football in 2009. Cleveland brought in 104 balls for over 1,200 yards and 14 touchdowns. With Houston’s high flying offense and Heisman Trophy candidate Case Keenum’s rocket arm, Cleveland could put up even more astounding numbers in 2010. Blessed with good size (6-foot-1, 205-pounds) and speed, Cleveland could solidify himself as one of college football’s top receivers in 2010.

-Joe Buffone

1. Mark Ingram, AlabamaAny respectable list has to start with Ingram. The reigning Heisman Trophy winner is poised to become the class of college football at the position in 2010. Ingram had over 1,600 yards rushing in 2009. With an improved Greg McElroy under center and Julio Jones returning at wide receiver, Ingram could easily eclipse the 2,000 yard mark if he stays healthy. But, then again, lurking just behind him on the depth chart is the next great Alabama back, Trent Richardson.
2. Ryan Williams, Virginia TechWilliams was a virtual unknown at the start of 2009. But, after a series of injuries at the position, the redshirt freshman made Blacksburg forget about Darren Evans. At the end of last season, Williams amassed over 1,500 yards on the ground with an eye-opening 19 touchdowns. At just 5-foot-9 and 205 pounds, Williams looks like a younger Maurice Jones-Drew.
3. Dion Lewis, PittsburghNo one suspected this undersized kid from Blair Academy in New York state to make a difference as a true freshman. In fact, his only other Division 1 FBS offers were from Miami of Ohio and Tulane. But, Lewis proved all the doubters wrong in a big way. Seventeen touchdowns and 1,800 yards later, Lewis is now the cream of the crop. At just 5-foot-8, durability is a serious concern, especially considering he carried the ball 325 times in his first year alone. With the emergence of Ray Graham to spell Lewis Jonathan Baldwin at wide receiver, Lewis should have a lighter load to carry in 2010.
4. Noel Devine, West VirginiaContinuing with the theme of diminutive ball carriers (Devine is just 5-foot-7, 175 pounds), the former five-star recruit has lived up to every bit of his hype. Devine ran for 1,465 yards and 13 touchdowns last year for Bill Stewart and the Mountaineers. If that wasn’t enough, he also had 20 receptions. Devine first made headlines as a high school freshman and hasn’t stopped since. In 2010, Devine could easily push the 2,000-yard mark provided he stays healthy and out of off the field trouble.
5. Evan Royster, Penn StateRoyster surprised many of the Nittany Lion faithful by announcing he would return for his fifth season in 2010. Penn State co-offensive coordinators Galen Hall and Jay Paterno will find more ways to get him the ball in 2010, especially with the potential of a true sophomore taking over for senior Daryll Clark.  Royster collected 1,100 yards on the ground in 2009 with nearly 6-yards-per-carry average. Even more impressive, Royster averaged 11.7-yards-per-catch, with 17 receptions.

Best of the Rest:Jacquizz Rodgers, Oregon State- Rodgers missed time with injury in 2009, but still managed 1,400 yards rushing. Jacquizz and his brother James figure to be the focal point of the Beaver offensive juggernaut in 2010. Look for “Quizz” to run wild through the weak Pac-10 defenses.John Clay, Wisconsin- Wisconsin turns out big running backs more often than Barack Obama reads his teleprompter. The 6-foot-2, 250-pound Clay falls right in the line of great big backs from the Badgers (Ron Dayne, P.J. Hill). Clay ran for over 1,500 yards in 2009 with 18 touchdowns. If Clay can stay healthy, he will lead the Big Ten in rushing during 2010.

Dark Horse:Montel Harris, Boston College- Harris was the only part of the Boston College offense that worked in 2009. The quarterback merry-go-round never stopped and wide receivers couldn’t catch passes. Despite those facts, Harris still managed 1,400 yards rushing with 14 touchdowns. If the passing game can ever become a serious threat Chestnut Hill so that defenses don’t stuff eight in the box, Harris could put himself into the top two rounds of the 2011 NFL Draft.

-Joe Buffone

1. Ryan Mallett, ArkansasThe former Michigan Wolverine transferred Arkansas and is thriving in Bobby Petrino’s system. Mallett completed over 55 percent of his passes in 2009 with 30 touchdowns. He threw just seven interceptions. At 6-foot-7 and 240 pounds, Mallet is as big as most tight ends. While he’s not going to remind anyone of Pat White athletically, he’s deceptively quick. Look for Mallet to put up huge numbers this season and be a first round NFL draft pick.
2. Andrew Luck, StanfordAndrew Luck is an early Heisman Trophy candidate. Last season on The Farm, Luck threw for over 2,500 yards with just four interceptions. This season, without Toby Gerhart, Luck is poised for a breakout season. Jim Harbaugh has The Cardinal on the cusp of taking over the Pac-10, especially with the recent troubles experienced by USC.
3. Nick Foles, ArizonaFoles is blessed with excellent size (6-foot-5, 235 pounds) and a rocket arm. He has also shown the ability to distribute the football amongst his teammates (six different Wildcats had over 20 receptions in 2009; three of which had over 40 catches). The Michigan State transfer appears to have made the right move in transferring to the desert. If he can stay healthy and remain poised, Foles could have a Heisman-worthy season.
4. Landry Jones, OklahomaLandry Jones was never supposed to play last season. Jones looked rough in the Red River Rivalry, but quickly showed poise and an excellent arm. Jones ended up passing for nearly 3,200 yards in 200i with 26 touchdowns. He also completed an eye-opening 58.1 percent of his more than 400 attempts. Six different Sooners caught more than 20 balls, with Ryan Broyles leading the way with 76 receptions. If Jones stays healthy, he will be the next Sooner superstar under center.
5. Andy Dalton, TCUA dark horse candidate for any top five list, Dalton is a quality quarterback for the Horned Frogs. Dalton completed 61 percent of his passes with 23 touchdowns in 2009. The fifth-year senior doesn’t have the strongest arm in college football, but he’s extremely accurate and a good athlete. Dalton and his teammates have positioned themselves as the best team in the state of Texas for 2010. Look for Dalton to complete more than 65 percent of his passes in 2010 and throw for well over 300 yards. He also could be an under the radar Heisman Trophy candidate.

Best of the Rest: Terrelle Pryor, Ohio State- Pryor is an amazing athlete with a rocket arm. But, his mechanics are poor and he’s prone to bad decisions. His team always has the ability to win any game he’s in, but, also could lose just as easily because of his decisions.Greg McElroy, Alabama- McElroy was expected to be the Tide’s version of Trent Dilfer: Turn around, give the ball to your running backs and don’t screw up. But, McElroy is better than that. With weapons like Julio Jones and Darius Hanks at receiver, McElroy could end up being one of the top five signal callers in the nation.

Dark Horse: Robert Griffin, Baylor- Baylor is an extremely gifted athlete coming off an ACL tear suffered early in 2009. As a true freshman in 2008, Baylor threw just three interceptions against 15 touchdowns. He completed nearly 60 percent of his passes and threw for over 2,000 yards. As if that wasn’t enough, he was also one of his team’s leading rushers with 843 yards on the ground. If Griffin can return to form, he could make the team competitive and make the rest of the country forget about that other dual-threat quarterback from Columbus.

-Joe Buffone

What do these things have in common?  None of them happened, and not one appears likely to happen. Media pundits across the nation were certain a seismic shift was about to take place across college football. Politicians were talking about getting involved and for a minute, a version of a playoff looked possible.Instead of a seismic shift, we have experienced a minor tremor thus far. Colorado and Utah joining the Pac-10 made sense. Nebraska, at least athletically, is a perfect fit in the Big Ten. They never felt comfortable sharing the same bed ever since Texas joined the conference in 1994, when the Longhorns jolted the Southwest Conference for the Big 8.While the realignment process may not be over, it’s certainly taking a pause. The only way the Fighting Irish join the Big Ten (or any other conference) is if they feel their run on the NBC gravy train is about to run out.

While it’s just speculation at this point, keep these facts in mind: Dick Ebersol, the chairman of NBC Sports, has children that go/went to Notre Dame. The ratings for Notre Dame on NBC from 2007-2009 were much lower than previous years. If the NBC/Comcast merger goes through, Ebersol could very well be replaced and that could lead to the contract not being renewed after the 2015 season.  This, in turn, would force Notre Dame to finally realize they were not what they once were.

But what does it matter?  It’s all idle speculation.

-Joe Buffone