The best of the best Super Bowl Ads were all about the story this year: Eminem and Chrysler, Audi’s Escape the Confines of Luxury, Darth Vader. (hmmm, and apparently cars!!) But that doesn’t mean there were some hilarious moments, too – Roseanne, anyone?
Here is my breakdown of winners:
I loved the Eminem spot – a 2 minutes spot promoting the Chrysler 200, but so much more. Motor City- awesome PR for Detroit, a city that really needs some love. What was great about this spot was that it had heart. It was a big move to spend two minutes on a message about a car, but what we realized was that the spot was much more. And to summarize it in one simple tag is the ultimate in marketing success. Imported From Detroit. Enough said!
Speaking of tags, are they making a comeback? I really like Bud Light’s “Great Times Are Waiting” and felt it was worth mentioning. The spots, however, are another story.. moving on.
Volkswagen really won fans with its heartfelt Darth Vader commercial. When my husband called it cute (having seen it before I had) I mocked him. But he was right, it was perfectly adorable. Not a word was spoken, but the mix of music, imagery, childhood dreams, and a good dad, made this spot a perfect representation of a brand and has been continually talked about for a week. Mini Darth even appeared on the Today show – that shows you how successful ads can be! Take a look at it for yourself:
RELEASE THE HOUNDS! Kenny G! Again, a story unfolds. The confines of a luxurious prison, the clinking of the crystal, the escape attempt (or stroll as the guard commented), and the inevitable choice between old and new luxury. We were on a little ride with these gentlemen and wanted them to succeed. The message was clear and the execution flawless. Again, story intermixed with humor and a brilliant spot resulted.
Stylistically, I loved the 21st Century Beetle. take a look at this commercial:
As for the hilarious, Doritos started out slow… I don’t know what was up with the guy taunting a pug who then can break down a door. Not funny – although I have a feeling I am in the minority on that one. But I was hooked from there on out… the Office Space guy licking his colleagues fingers was perfect – isn’t that how much we love Dorito’s? And they continued to impress with the spot about a lazy roommate who used Dorito’s to restore plants, fish… even Grandpa. I think Dorito’s captured humor the right way and hit this year’s spots out of the park!
A lot of people thought that Timothy Hutton’s shall we say, mockery, of the political times in Tibet was of poor taste but wasn’t it more of a mockery of Cause-Oriented Celebs? I think Hutton took a page from the Ricky Gervais book of humor and I was on board. I give Groupon.com a solid B for that ad.
Snickers tried to reignite the spark from last year’s Betty White spot (who knew an ad could refuel someone’s career?) but came short. Roseanne was hilarious but Richard Lewis didn’t bring it for me. Maybe if someone else had been cast to play the whiner it could have worked, but it was just not there. I do know that this spot was the most popular TIVO spot to get rewound and watched multiple times… but I am guessing it was to watch Roseanne get knocked down by a big piece of lumber. Watch it again here:
What’s a Bieber? So funny! Ozzy and Justin Bieber were a great blend of humor and demographics. Best Buy kind of reached out to everyone in that ad, and did it with fun. I thought the spot was great.
Finally, I have to give the NFL some acknowledgment. Best. Fans. Ever. After watching this, who isn’t nostalgic or reflective of all the great times celebrated in front of the TV, watching the game, with your real life family and your TV families. That was a perfect wrap up of what the Super Bowl is about and positioned deep in the 3rd quarter – perfect placement.
Not everyone was a winner.. there were a few that just didn’t have it.
On the Sidelines: Teleflora.com, BMW, CareerBuilder.com, Pepsi– they were just ok.
Losers: Stella Beer with Adrien Brody, E-Trade
So, agree or disagree, these are my thoughts. I am happy to hear yours too… feel free to share!
Monday, February 14, 2011
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