Check out Toshiba's 2008 Super Bowl ad over at Engadget!

by Joshua Topolsky, posted Feb 3rd 2008 at 10:36PM

Is this the last-ditch effort or next big rally for Toshiba? Take the poll and watch the video over at Engadget classic.

Filed under: HD DVD, Toshiba, Advertising

Tags: ad, blu ray, BluRay, commercial, hd dvd, HdDvd, super bowl, super bowl 2008, SuperBowl, SuperBowl2008, toshiba

Reader Comments (Page 1 of 2)

Neutral

RockinOscar @ Feb 3rd 2008 10:58PM

yeah it's cool i guess.
how many times did they run it?

Neutral

Negativecool @ Feb 3rd 2008 11:04PM

I didn't see the ad once and I watched from start to finish...Did Toshiba scratch it?

Neutral

simmcity @ Feb 3rd 2008 11:04PM

Comic Book Guy: "Worst Commercial Ever"

Neutral

Nfinity @ Feb 3rd 2008 11:09PM

There was no ad in many teritories. And the ones who aired it after the halftime aired it in SD.

I smell a huge Sony/Fox conspiracy here. And even if Toshiba sues Fox the damage has already been done as this type of event happens once a year and this game was absolutely incredible. An ad just after the game would absolutely make a killing, yet no ads for HD DVD. I even read Toshiba allocated 3 ads (pre-game, during game, post-game) yet I have not seen one.

This smells pretty bad if you ask me. Wouldn't be surprised if this was planned by Fox/Sony.

Highest Ranked

MasterCKO @ Feb 4th 2008 4:31AM

and Nfinity is even crazier than before. Awesome.

Highest Ranked

DrXym @ Feb 4th 2008 4:56AM

You smell a conspiracy. Everyone else smells your bullshit.

Fox would be more than delighted to take Toshiba's money and air whatever ad wanted to show. Indeed, the Super Bowl had adverts by a number of movie studios including Universal and Paramount.

If the owners of your beloved format went for some cheap ass regional ad then that's their own business. Why are you whining about Blu Ray again?

Neutral

regeya @ Feb 4th 2008 2:15PM

Nfinity, even though I think there's been a concerted effort to thoroughly kill off HD DVD, there are simpler explanations.

I don't know a darn thing about the situation (and I'm betting you don't either) but if I had to guess, I'd guess that they either bought into cheaper regions, or just top 20 regions, or had their own people buying local advertising. Since I don't know where it aired, I couldn't really make any further comment; however, it's not unheard of to have a big televised event that has regional advertising, and there's always "dead air" available for local advertising.

Highest Ranked

MI @ Feb 3rd 2008 11:09PM

That was an old commercial, what was the point?

But I too didn't see it run, nor did anyone I asked. So toshiba now not only wasted $3 million of their stockholders money on a rerun of a six month old commercial, they wasted it on NO commercial? I don't imagine, NFL/Fox gave them a refund at the last minute. (?)

Highest Ranked

simmcity @ Feb 3rd 2008 11:12PM

dude, do you read your comment before you post it?

I dont see how Sony/Fox has anything to do with Toshiba's attempt to air a decent Superbowl ad.

Highly Ranked

VP @ Feb 3rd 2008 11:15PM

That ad was just like the current state of HDDVD: Not so good. Seriously was that that all the geniuses at Toshiba could come up with? Plus to rub salt in the wound it looks like it did not air in most place: including mine.

Low Ranked

Nfinity @ Feb 3rd 2008 11:16PM

You don't? Well maybe the fact that Super bowl was aired on FOX TV and that Fox is currently a paid supporter of Blu-Ray would give you a little hint.

There is obviously something wrong here because even the "WHAT TO DO AFTER FOOTBALL" ad was aired many times on other TV stations in HD, so howcome it aired on Super Bowl in SD? Smells pretty fishy if you ask me. Not to mention the fact that there was supposed to be 3 ads not 1. 1 pregame, 1 ingame and the postgame one.

Highly Ranked

MI @ Feb 3rd 2008 11:31PM

Yea, I hope this doesn't do any harm to HDVD's big come back.

Show of hands though, has anyone else seen any mention of anything other than a single $2.7 million commercial that they bought? I heard nothing about three commercials, and I don't think they could push the wrath of their investors any further by pissing away another $9 million.

Neutral

regeya @ Feb 5th 2008 1:47AM

Since I'm having to guess on this, I'm guessing that they had a commercial in the works, and that Warner's defection totally screwed the whole deal. I mean, I think the no-brainer there, considering what bundled with players and what was given away for free, would be to go for an action movie slant. Real shame most of the available action movies will go with Warner. I mean, they COULD have gone with more clips from the Bourne movies, maybe stuff from the Riddick movies and maybe Serenity, possibly crap like Tomb Raider and Sky Captain, but most of those I just mentioned aren't all that new. Then again...Jesus H. Christ, SHREK to a football crowd???!? Criminy, I think you owe me five MORE freebies for that, Toshiba. Start trying already since you haven't been trying for the last year and a half.

Highest Ranked

Hugh Go @ Feb 3rd 2008 11:36PM

@Nfinity

Yeah, DEFINITELY a Sony/Fox conspiracy. The FCC has no problem with broadcasters selling advertising time and then arbitrarily deciding not to air the commercials that were paid for.

So explain to me how the evil Sony/Fox conspiracy failed to suppress the Paramount (Ironman) and Universal (Leatherheads) ads?

Tool.

Highly Ranked

simmcity @ Feb 3rd 2008 11:36PM

@Nfinity

You can make up all the conspiracies you want, it still doesnt change the fact that Toshiba blew a good chunk of money away. Regardless if it was aired in SD or HD, the commercial was trash to begin with.

Highest Ranked

JimC @ Feb 3rd 2008 11:59PM

Well, it appears the great last hope of HDDVD petered out....too bad....well Nfinity, there's still hope that Disney will announce any second they are going HDDVD exclusive....any second now....wait for it...

Highest Ranked

Devils Advocate @ Feb 4th 2008 12:06AM

Giants win and no HD-DVD ad made this a GREAT superbowl.

Congrats to Toshiba for blowing another opportunity!!!

This is laughably bad and Nfinity has to resort to calling this a conspiracy.

What will FUD Teller, excuse me Truth Teller and Nfinity say next.

Toshiba blew it again. That is what they are best at.

Neutral

Scott @ Feb 4th 2008 12:10AM

HD DVD should of won, if it was not for playstation 3 to bring such competition

Neutral

KushielsScion007 @ Feb 4th 2008 12:17AM

It was pretty shitty and thats coming from a fence sitter/HD DVD supporter.

If it was a sony/fox conspiracy then thats just plain pathetic and sad.

However I don't know how they could get away with something like that during an event like the Superbowl.

I was expecting a lot more. Hell show some footage from the high quality movies and future big releases.

Neutral

Brian @ Feb 4th 2008 12:18AM

Just wondering, did anyone see this ad tonight during the Super Bowl? I'm in the Chicago area and didn't see it at all on Fox 32. I don't think I missed any of the ads, but I'm not sure. Maybe there was a last second change of heart by Toshiba? I'm not even going to legitimize the idea of a supposed "conspiracy". ANYONE who believes that is welcome to purchase a bridge I have for sale.

Neutral

steve @ Feb 5th 2008 10:17AM

I saw it in the boston area durring the game. But only one. (but then again I wasn't watching pre-game/post-game)

Neutral

Devils Advocate @ Feb 4th 2008 12:27AM

HD-DVD would have won if not for the PS3. I have no problem admitting this, but the PS3 did exist and HD-DVD had no answer for it.

Such is life.

Highly Ranked

MasterCKO @ Feb 4th 2008 4:39AM

thank you! All the whining about the PS3 is silly. It is the way it is and Toshiba got out-played.

Highest Ranked

DEEZNUTZ @ Feb 4th 2008 12:27AM

@ NFINITY

HD DVD's check bounced. No conspiracy, just NSF.

Complete and utter PWNAGE!

Neutral

Kenzo @ Feb 6th 2008 11:46AM

Dude, thats the funniest thing I've read on engadgethd ever.

Neutral

Hugh Go @ Feb 4th 2008 12:28AM

I watched the whole game (NJ/NY area) and did not see the Toshiba ad. Granted I missed a few minutes here and there to grab a beverage or hit the john, but it would seem the ad did not run in most major markets.

As further evidence - over at http://sports.aol.com/nfl/superbowlads they have (supposedly) all of the ads posted, organized by quarter. The Toshiba conspicuously absent from the list.

Neutral

JVirg1 @ Feb 4th 2008 12:29AM

I watched the superbowl from start to finish here and even skimmed through the DVR after. No Hd DVD ad ran here. We will have to wait and see why later I guess. But if it was Fox just not running it, that is very petty. And I hope Toshiba gets their money back and some damages. No it won't change the outcome of the war and yes I gave up and bought a PS3. But my heart is still with HD DVD, the player was better and the movies look just a small bit better to me. And now I have this Spider Man Blu-Ray (came with the PS3) on my shelf and it just has a feel of blah. And the 5 free you get with it (by mail and not here yet) gives a crappy selection. RIP HD DVD. Only the good die young.

Although, I am not convinced Blu-Ray will all of a sudden start flooding the market. Their stand alone player selection still stinks. People like me (and let's face it anyone posting on this board) have to have the latest technology. We are not the average consumer. And when push comes to shove Although, both Blu-Ray and HD DVD look better on my 40" Samsung LCD, the quality difference is not night and day over and upconverted DVD. In fact Other than skimming through Spider Man Blu-Ray I have yet to watch a movie on it all the way through. And I got Saw 4 from Netflix in DVD as the difference was not worth the very long wait.

Neutral

Mr Stevo @ Feb 4th 2008 12:35AM

Dude, you're unbelievably in denial. How do you come up with conspiracy theories now? See, that's the problem with fanboys like you, they never know when to stop making up crap just so they won't have to admit that they're wrong. Face it, Toshiba had a receptive audience, regardless of where the commercial aired, and yet they blew it with a shitty commercial. If you can't admit to that, then you're beyond reasoning. I'm speechless...

Low Ranked

KushielsScion007 @ Feb 4th 2008 12:42AM

I didn't even SEE the commercial live during the Super Bowl.

I only saw it thru Youtube and other websites and as a consumer that only has a DVD player but is definitely interested in upgrading to HD finally I can fully admit that the ad I saw did nothing to convince me that HD DVD is the way to go. The add was horrible. Both in content and execution.

Anyways I'll wait a bit more to see what Toshiba plans on doing if anything. I want to see from them a FIRM COMMITMENT to HD DVD before I buy any of their players.

sony and bluray will never have money so even if HD DVD dies I refuse to support crap like that.

Highest Ranked

DEEZNUTZ @ Feb 4th 2008 12:53AM

@ KushielsScion007

Just buy a player already... you seriously have nothing to lose. 7 free movies makes the player practically free, and you're still getting some exclusive titles (albeit, not for long) you can enjoy.
Besides, they need you to support them if you really want HD DVD to win. How else will they even have a chance? You clearly stated you won't go BD so again, what do you have to lose?

Neutral

KushielsScion007 @ Feb 4th 2008 1:03AM

@ DeezNuts

Well for me its not about the money when it comes to buying an HD DVD player. I could buy the A35 right now and not break a sweat.

Its just that I'm the type of person that has to have the latest stuff when it comes to technology. So I'm waiting to see if Toshiba will announce a NEW HD DVD player thats even better than the A35 or XA2.

Also I'm waiting for Toshiba to show some indication that they will FIGHT back against the bluray camp using all their resources. That includes advertising, deals, promotions, press releases stating their goals and future releases.

As of now it seems like they have very little in terms of plans. I want something concrete to base my purchase on rather than just leaping into it on blind faith.

So thats why I'm holding off. To summarize I'm waiting for
1) New HD DVD player to be announced (IF there is one in the works)
2) More concrete proof that Toshiba plans on fighting to the bitter end.

I'll support them in a heartbeat once I see signs of those things.

Neutral

MI @ Feb 4th 2008 1:14AM

Um.. This is the bitter end.

I think you might want to wait till they start making Blu-Ray players at this point, if you're so committed to toshiba. But I wonder if the folks who got suckered into actually buying into HDVD, might not feel as compelled to the same loyalty.

Highly Ranked

JimC @ Feb 4th 2008 1:31AM

@KushielsScion007

"Its just that I'm the type of person that has to have the latest stuff when it comes to technology. So I'm waiting to see if Toshiba will announce a NEW HD DVD player thats even better than the A35 or XA2."

Yes, it is called their Blu-ray player, due to hit stores soon...

Neutral

WilliamLove1978 @ Feb 4th 2008 1:50AM

DEAD

Highest Ranked

morpheus73 @ Feb 4th 2008 2:09AM

I saw the HD-DVD ad(I'm in NYC). It was your typical run-of-the-mill spot promoting a product, nothing earth shattering. And yes, it aired in standard def. If Toshiba was gonna drop all that coin you'd think they'd at least announce some exclusives or have some sort of celebrity endorsement.

Neutral

kuromiko @ Feb 4th 2008 2:11AM

@KushielsScion007:

I don't understand your logic. You want HD-DVD to win, to "fight to the bitter end", but without your support they do not have a chance. The best way to support them is to buy their products, specifically the ones you want. It shows them what sells and it makes them money.

You also said "sony and bluray will never have money so even if HD DVD dies I refuse to support crap like that". I could say Sony not Equals Blu-Ray, etcetcetc but honestly I'm the same about pretty much every microsoft product out there. But hey, I have alternatives (Linux, and the like ;). If 5 years from now you go to a store, and all of the shelves are Blu (DVD gone too), are still going to say that? You have to know that by consequence there is the possibility of that happening one day.

Just making sure you know what "I'll never buy another DVD again" really means if you've already sunk cash into a nice TV.

Low Ranked

Nfinity @ Feb 4th 2008 2:13AM

You may want to look at the recent HD DVD hardware and software sales just based on today's ad.. 5,000 to 10,000% increase in sale ranks across the board.

And I'm pretty sure we will hear about whether or not Fox did air what they were paid to air. In case they didn't it would prove without the shadow of the doubt anti-trust case against Fox/Sony and BDA in general.

Oh and btw there was an ad obviously and it could've been the crappiest ad ever (which it wasn't - the ad by itself is very clever, to the point and has $149, Best Buy, Walmart, Amazon, Circuit City plastered ALL OVER IT in the end with Transformers, Bourne and Shrek movies).

The HD DVD is rising through the roof in numbers right now. Expecting huge number shifts in the upcoming week. I'm sure you'll find how HD DVD sales are completely sign of weakness and Blu-Ray free giveaways and billions lost on Blu-Ray side are genius.

I say, by June HD DVD will have 2+ million players, Disney and at least another studio will start publishing in HD DVD and Warner will announce that they have reconsidered their decision as obviously the win by Blu-Ray is impossible and they will be going with HD DVD all the because of finished standard, lower production costs and advanced features + online connectivity not to mention huge install base too. Soon after that there will be new ads advertising upcoming movies like Ironman, Mummy 3, Spiderwick, Wanted, Incredible Hulk (remake) and not to mention other super hot blockbusters coming this year.

By Christmas season this year, we'll be looking at a completely different picture as it was last year and these past 3 weeks. Just watch for it.

Highest Ranked

locke6854 @ Feb 4th 2008 3:09AM

that avatar fits

Highly Ranked

DrXym @ Feb 4th 2008 5:07AM

Nfinity, are you 12 years old? I find it hard to believe a grown up would resort to the lies and outlandish conspiracy theories you invent for why your beloved format is tanking. Are you that emotionally invested in HD DVD that you can't separate fact from fiction any more?

Neutral

KushielsScion007 @ Feb 4th 2008 8:48AM

If you think that ad was in any way good then I seriously doubt your grip on reality and your credibility.

That was probably one of the worst ads ever. Add in the fact that it didn't even air in my area (Raleigh, NC) and I don't see how this will translate into more sales for HD DVD.

I want HD DVD to win but theres no way in hell it can do that if they keep making stupid decisions like this.

Neutral

nin @ Feb 4th 2008 2:05PM

No he's not 12, he's just trying to save his job at Toshiba.

Neutral

nin @ Feb 4th 2008 2:28PM

Are you willing to bet on that? I say you put your money where your mouth is. If your June prediction doesn't come true, you go back to AVS and we don't ever hear from you again on EngadgetHD. And if you're right, well good for HD-DVD.

Highly Ranked

kuromiko @ Feb 4th 2008 2:17AM

@Nfinity:

Wow are you sensationalist or what? You should work for the media!

Maybe toshiba was sore over the fact that Fox dumped em. IF it was not aired / aired in SD when it was supposed to be otherwise, they'll get whats coming to them. Even so, that ad blew chunks. Just not HD chunks.

Highest Ranked

xemumanic @ Feb 4th 2008 2:19AM

Nfinity, you're not even original, you're just repeating whats being said by all the other HD-DVD fanboys over at AVS.

IF this was a Sony/Fox conspiracy, or something went the way it shouldn't, we'd have heard from Toshiba by now. And thats not going to happen, they only paid $3 million, I knew that sounded like a low number.

One thing is clear, this IS the commercial they wanted to air, you can see it was slightly modified for the Super Bowl. It didn't even air nationwide, and besides all that, it wasn't even in HD!

Can you PLEASE stop now? You and Truth Teller..........There's nothing to root for anymore, no last ditch effort play that can be made.

Highest Ranked

xolan99 @ Feb 4th 2008 2:29AM

Nfinity:

"Through the roof"? Right, that's why Blu-ray hardware sales are still leading...

And this so-called 2 million install base by June...if Toshiba is selling a bunch of players and HDDVD software sales remain soft, then what argument can you make then about the PS3's install base? There are nearly 10 million PS3 consoles sold so far...that's 10 million homes that have Blu-ray capabilities already without the need to spend another $150 for ANOTHER player?

And you're making assumptions that Spiderwick, Wanted, Mummy 3, Iron Man, Hulk will be good films...they could very well suck and nobody will want to buy them.

On your claims about studios switching to HDDVD, I'd be willing to bet you $100 that either Paramount or Universal switches to Blu-ray before one of Blu-ray's studios switches to HD-DVD.

The game is over!

Low Ranked

Nfinity @ Feb 4th 2008 4:01AM

Yes I'm sure that they are aching to continue supporting this:
http://www.videobusiness.com/article/CA6528146.html

Finally media is starting to speak up about the garbage Blu-Ray is.

And for those talking about Myspace super bowl listing. It's incomplete.

Here's the one that has all ads:
http://www.spike.com/superbowl

Neutral

KushielsScion007 @ Feb 4th 2008 8:59AM

@ Nfinity

Umm all those 2.0 Players are coming out sometime this year and unless sony and the bluray gang decides to create yet another profile it might be enough for me to just face the music and buy bluray.

Esp if Toshiba doesn't do anything to counter it.

All I'm saying is that I want HD DVD to win...I truly do. But if Summer/Fall comes around and NEW BD Live Enabled bluray players are out by that time that look beautiful and play perfectly I won't be so inclined to support HD DVD.

Neutral

Truth Teller @ Feb 4th 2008 1:28PM

All what profile 2.0 players?

A sh!tty Daewoo (and boy are they sh!tty products), another buggy as hell Samsung and a wildly expensive Denon!?

Excuse me if I'm not at all impressed.

I'm not seeing the decent range of prices, quality & specs they needed.

They're simply back to relying on the game console as per usual.

Neutral

Vidikron (FU) @ Feb 4th 2008 2:17PM

@Truth

Wow.. knocking Daewoo while in other posts preaching about the cheap Chinese HD DVDs players that are magically going to save HD DVD.

Neutral

SimplePanda @ Feb 4th 2008 8:41PM

@Truth Teller: You forgot the Panasonic DMP-BD50 and the PS3 of course. Either way, that's 5 manufacturers with profile 2.0 players coming out this year.

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