Now that the Superbowl is over, there will be hundreds of reviews of the ads. Millions if you count the tweets and FB updates.
First, the music was atrocious. The National Anthem was butchered by Christina Aguilera. My kids asked, “why is she singing like that?” And the halftime show by the Black Eyed Peas. What was that? Tron the Musical? Lea Michelle’s singing of America the Beautiful was much better than both… by two orders of magnitude.
Second, let me just say that no matter how bad a Superbowl ad may be, they are all significantly better than the ads that typically run on local television and everyday prime time. There is so much bad advertising on television which is why the Superbowl stands out. Congratulations to all of the creative teams who worked on this year’s spots.
Oh, and the game was darn good even for fans like me with little attachment to either team.
Now, on the the commercials…
Best Spots Overall:
Coke: Border Crossing.
It’s not “I’d like to buy the world a Coke”, but it plays nicely off the same idea. Even bitter adversaries can find a way to share a Coke. Great use of a story to share a unique brand idea. Very different from the childish humor of Pepsi this year.
VW: The Force
The :60 version of this spot got more than 12 million views online in the week before the Superbowl. That version is better than the :30 we saw during the game. This seems to be the crowd favorite. Another good story used to demonstrate a product benefit: the car can be turned on from far, far away (so to speak). Here’s the long version:
Audi: Old Luxury
This spot made me smile. Clever way to stick a finger in Mercedes’ eye. And make Audi the brand of “hip” luxury, all in a some-what silly story…
Dorito’s: Best Part
Another funny spot, though a little creepy. Finger sucking is one thing when they’re your own fingers, but someone elses? Still, I like it.
Chrysler: Detroit is Back
It’s not easy to make a big American car look cool, but this one did it. A decent sound track, good copy, and cool visuals back up the come-back story Detroit has been telling for a while now. Much better than the Brisk ad featuring Eminem. Side note: two ads featuring Eminem? Didn’t see that coming.
Another decent use of story to demonstrate a product benefit—in this case your tires will save rodents on the road and maybe even your life.
Stella Artois: Lounge Singer
Okay, this one is a little over the top. But I liked it. And given the lack of views online, I may be the only one that felt this way. So sue me.
And while I really didn’t care for the Snicker’s ad, any ad that knocks Roseanne Barr on her backside with a battering ram deserves some credit.
Now the bad…
Worst Spots Overall:
Mini: Cram it in the Boot.
Yeah, it is humorous. And it does a good job of demonstrating a product benefit. But the double entendre was just too much. The Superbowl is supposed to be family entertainment right?
This one starts out like a public service ad, with a few facts about the political situation in Tibet. Then turns it into a joke with a Groupon for Tibetian cuisine. Lame. Making a joke out of Tibet doesn’t do it for me. Even if it means I save $10 on Pad Thai.
Pepsi Max: Torpedo Cooler
Hey I’ve got a an idea that will make them laugh. Let’s hit a guy in the nuts. That’s been comedy gold since before Weekend At Bernie’s. Boorish behavior. No real story or product benefits (with the exception of the diet ad). Pepsi ads in the past have been so much better.
So what did I miss? Agree? Disagree?