You may have already heard that the Super Bowl was this past weekend, which brings on the annual tradition of dissecting the advertisements and putting together our own rankings from “tremendous” down to “hideous”. Well, I’m no better. Here are a handful that I thought were well done for our first Super Bowl Ad Review. This list will not include this year’s one colossal failure – which, likely to no one’s surprise, is GoDaddy’s mess. Here are my personal favorites:
#5 – Doritos, “Goat for Sale”
This Doritos ad had strong branding right from the very beginning all the way through to the end. The bags are highly visible throughout much of the ad. At the same time, I thought it was pretty comical. I giggled when the goat screeches at the empty kitchen the next day and again when he closes the door behind him at the very end. Well played!
#4 – Oreo, “Whisper Fight”
Again, the ad quickly tells you who the ad is for if you are paying any attention to the words. The “Creme” vs. “Cookie” has the potential to go a long way. It immediately brings back memories of the Miller Lite “Tastes great, Less filling” ads that ran … well, almost forever. I thought there was a decent amount of humor in this one as well, but the end really stuck with me. The link/directive to go to Oreo’s Instagram page caught my attention right away; I don’t recall another brand pointing consumers to Instagram, so that was certainly unique to me.
(One other ‘win’ for Oreo was from their Twitter feed during the blackout at the Super Bowl. This is fantastic, on the spot / in the moment engagement with consumers – see the tweet below. Wired had a very nice write-up about this as well.)
Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) February 4, 2013
#3 – Budweiser, “Coronation”
Budweiser is releasing a new variant into the family (Black Crown) and I thought the first ad that they aired, ‘Coronation’, had slightly stronger branding in it vs. the second ad, ‘Celebration’. To me, ‘Coronation’ built a stronger “prestigious” image to it in both the ad content and with the music selected for the background. Showing the people around the table and having the guy make a proclamation made me think that this was more of an up-scale product vs. the ‘Celebration’ ad which was a bunch of people dancing around like you see in two-thirds of the ads for beer.
#2 – M&M’s, “Love Ballad”
M&M’s has made it easy for themselves. The M&M characters are an obvious way to break through the clutter of advertising, build recognition and have people correctly associate the appropriate brand to the ad. Not bad at all, huh? The ad uses a very memorable song (good ole Meatloaf is back!) and while I wasn’t aware of this at the time, also stars actress Naya Rivera from the TV show Glee. Sorry, I don’t watch Glee. Excellent use of sponsorship and an actress that will resonate with a younger audience, plus the added bonus of Meatloaf’s “I will do anything for love (but I won’t do that)” song for the background that might appeal to a slightly older audience. (I may or may not have slid in the word “slightly” there after realizing I was falling into this category…)
#1 – Taco Bell, “Viva Young”
Admittedly, there is some bias here. Fun’s “We are young” has become one of my favorite songs released and is perfect for advertising to a younger audience (or those that want to believe they are still young). Taco Bell’s slight twist to sing the words in Spanish was brilliant. For those that want to complain that the translations don’t match up, I can only say … that was the point! My first thought was that this was a good way to appeal to the growing Hispanic market, but I could be wrong there as some people are apparently offended at the translated version. Again, that was the point, it was tongue-in-cheek.
Nevertheless, this was my favorite commercial from Super Bowl Sunday. I thought it was hysterical and included my favorite song from the past handful of years. Could it use a little more branding? Sure. Was it still the funniest commercial released? Absolutely. You have a man doing the robot, another man flashing his “upper body” to customers in a restaurant, and the silence when the cops drive past them. Phenomenal.
What did you think of this year’s ads? What were some of your favorites?