Chrysler’s use of hip hop artist Eminem brought the company high marks with Mason School of Business faculty and students.

In the first annual Mason Marketing Club Super Bowl Ad Deconstruction students discussed and debated the 2011 Super bowl advertisements. Also among the favorites were: Volkswagen, Bud Light (dog party) and CareerBuilder. Of less favor was Doritos (pants smelling) and Pepsi (first date thoughts).

Advertising professor Dr. Don Rahtz and career adman Sean Fitzpatrick walked first and second year Marketing Club MBAs through a number of the top ads as designated by the USA Today Super Bowl Ad Meter. Although the jury is still out in regards to the effects forced exposure has on true consumer perception, the group agreed that some among the top ranked are well deserved.

This year, in particular, saw an influx of car manufacturers fighting it out on the tube. And with a record number of people tuning in this year (111 million at last count) it was vital that each ad hit the mark.

Overall the feeling is that Super Bowl advertising is not directly connecting back to the brand and this can prove to be destructive. The desire to be funny, hip and relevant within a 30-second span has caused some brands to stray from their core essence. This year we saw this play out with the barrage of corporate apologies issued post facto.

The group’s advice this year is for brands to stick to their brand essence, speak directly to your consumers and provide entertainment that causes cognitive action.

Until next year…