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News
HD DVD’s Super Bowl Commercial Fumbles
Sunday, February 3rd, 2008 at 3:00 PM - by John Martellaro
Toshiba’s Super Bowl commercial for their HD DVD system wasn’t new, possibly didn’t air in all markets, wasn’t in high-definition, and disappointed supporters, according to industry observers and viewers on Monday.
If fans of the HD DVD format were expecting a come-from-behind Hail Mary pass from Toshiba on Sunday, they didn’t get it. Those who saw the ad, and not everyone nationally did, pointed out that it was a re-hashed version of a previous ad, according to Hi-Def Digest. Observers in the industry are still trying to figure out if the ad was targeted at only certain geographics.
The add itself did little to make the case for HD DVD except to point out at the end that players are available for a little as US$149. It didn’t suggest any other special advantage for the format.
Phillip Swann at TVPredictions reported that the ad apparently wasn’t seen in some markets and that a spokesperson for the ad agency that handles the HD DVD account wasn’t certain what happened to the commercial. Several viewers reported that they didn’t think the ad itelf was in HD.
Toshiba reportedly spent US$2.7 million for the ad.
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