As long as we all agree the USA Today Super bowl Ad Meter is just a lame creative popularity contest that has absolutely nothing to do with the effectiveness of moving the sales needle, we can move ahead with things here.
The Bud Light commercial in which guys throw a party while dog sitting an the Doritos ad in which the pug run through the doorway have tied for top honors in the poll. Roiunding out the top five are Volkswagen's The Force, Doritos' Housesitter and Pepsi Max's Love Hurts.
Working with social media monitoring company Radian6, Mullen, again, hosted its Brand Bowl, a Twitter-based conversation with the sole purpose of collecting sentiment about Super Bowl commercials. It's goal is to determine the "most effective brand" to advertise in the game. This year, the top spot goes to Chrysler for its two minute long commercial lauding Detroit and featuring Eminem.
Placing last in the Brand Bowl was Cars.com...which is odd because those spots were actually pretty good. But, as with all these types of surveys, they're just popularity contest. And popularity contests are not a great indicator of of a commercial that moves the sales needle. That kind of analysis come later. For now, all we have are the popularity contests. Next up, the USAToday Super Bowl Ad Meter.
Dear Kim Kardashian. You're hot. You're sexy. You have nice big boobs. Your stomach is flat. Your legs are toned. Your booty is deliciously round and firm. Your voice is sexy. Anyone would love to "workout" with you. But breaking up with your muscle-bound, six-packed trainer over a pair of Skechers is just ridiculous and a crime. But we suppose we forgive you because you were probably paid a ton of money to dump the dude so all is forgiven.
And if Skechers wants to keep paying you to make commercials, we promise to keep watching them because, well, you are very, very watchable.
There's a burping car, a car that has a fat ass, a topless car and a car that wants to get it on with another. And that's just one of the commercials. In the other, it's all about sacrifice. The kind of sacrifice that kills. All of which is to say it pays to check out the reviews on Cars.com before you buy.
Creatively, the spots aren't bad. Though the talking cars approach is a rip from the movie, the jokes are funny and the spot engages. The second spot just goes for humor and it works. Not a bad outing for the brand this year. You can view the spots on the Cars.com website.
The Audi commercial was an interesting production. The point the commercial would like to make is that luxury today is very different than luxury of yesteryear. Which, perhaps, is true. But there's so much convoluted detail going on in this spot that any vehicle would be an acceptable escape vehicle. We're not really complaining. After all, after the brand's Godfather commercial, we've come to expect epics such as this one.
The best part of the Best Buy commercial with Ozzy and Sharon Osbourne and Justin Bieber is the end when Ozzy asks, "What's a 6G? and Sharon asks, "What's a Bieber?" to which a nameless guy replies, "I don't know he kinda looks like a girl." Perfect!
It's a nice nod, in a sense, to the craziness of razor ads. Just how many blades...or G's...are enough? Besides, Ozzy is always funny. You can view the commercial at Best Buy.
What does a town that's been to hell and back know about the finer things in life? Everything, according to this two minute commercial from Chrysler which appeared during the third quarter of the Super Bowl. The commercial gives an insight into what Detroit has been through and why the difficulties the town has been through make it the perfect place for building great automobiles. Especially Chrysler automobiles.
Detroit isn't New York or the windy city or an emerald city but, cue Eminem, this is the motor city and this is what we do. Oh, yes, my brotha'.
While in some ways, the commercial sounds like it's making excuses for itself, it also does a beautiful job making you feel like it has a chance to make it back from Hell.
Seeing Roseanne Barr get whacked by a tree is worth the price of enduring Richard Whatshisname utter such killer commentary as "I'm just not feeling the wood cutting thing today." And, "What is the rush today? Is there a worldwide shortage of gazebos?"
Wait, what was the ad for? Oh, right. Sorry. Got a bit distracted with all the foolery there.
If you give a mouse a cookie. Yes, that's the direction in which this Car Max commercial heads. I feel like a kd in a candy stroe. I feel like a geek at a robot convention. I feel like a mermaid at a swim meet. I feel like an acrobat in a mattress store. And so on.
It's humorous with just the right amount of odd for the brand.
We've all mistakenly hit Reply All when sending an email and had to deal with an ensuing scenario like the one in this Bridgestone Super Bowl commercial. It's never pretty. And it always ends up a mess. Which is why this commercial is so funny. And so close to home.
In a webcast this afternoon, Coke CMO Bea Perez, President of Sparkling Beverages Katie Bayne and Senior Vice President of Creative Excellence Pio Schunker discussed Coke's Happiness campaign marketing initiatives for the upcoming year and unveiled the two commercial the brand will air during the Super Bowl.
The first, created by Weiden + Kennedy and called Border Crossing, features two guards from, one assumes, different countries at a remote outpost who, it seems, do nothing but pace back and forth past each other all day long. Eventually, one grabs a Coke. The other looks longingly until the former decides to share but only after the border is redrawn in the sand so as to eliminate sparking an international incident.
Breaking the tension of a western scenario in which Peter Stormare enters a saloon and demands a Budweiser with Elton John's Tiny Dancer is sheer brilliance. Sheer kooky, twisted, amazing brilliance. Kudos.
Just as Apple tried to change things up over 25 years ago with its 1984 commercial, Motorola hopes to change things up as well with the introduction of its tablet computer. To do so, it's paying homage to Apple's 1984 spot, this time focusing on the notion the world is filed with mindless, white, headphone-wearing apple advocates who've all bought into the religion.
Enter a guy who isn't dressed in white. Isn't plugged in and isn't a mindless drone. The very mindless drone's Apple took on in 1984. We're not sure how this will resonate since those who are part of Apple's cult, are quite happy. They aren't disenfranchised. They aren't unhappy. Quite the contrary actually.
Can a non-Apple religion product from Motorola really change anything? We're not sure but we think the commercial was well done, a beautiful piece of work and a nice nod to its inspiration.
So the CareerBuilder chimpanzees have made their return to the Super Bowl this year. And they're creating just as much havoc as they always have. In this outing, they turn out to be terrible drivers blocking the lone human employee into his parking space while on their way to work.
Interesting use of 15 year old cars in this commercial. Guess they didn't want to pony up the dough to ruin some brand new cars.
Yes. he really did say that in a Teleflora Super Bowl commercial. Alongside Faith Hill of all people. Why? Because his heart told him to. And wouldn't we all love to tell our girlfriends on Valentine's Day that what we really love about them isn't their sweet personality but their gigantic, pendulous breasts that give us endless pleasure? After all, that's really what a good relationship is all about. Bit tits.
Aren't we all sick of Eminem's bullshit? Oh wait, we like his bullshit. We like it a lot. Especially wen it shits on a brand, doesn't help sell it and explains why the artist doesn't do commercials. While well produced and funny, we're just not sure it's going to help the brand. As always, we could be wrong.
As consumer-created ads go, this one for Pepsi Max, while stupid, isn't so bad. Mixed commentary aside, this sort of commercial is exactly what plays well during the Super Bowl. Idiots picking on the "regular" guy who, in the end, gets his revenge and puts said idiots in their place. This commercial follows that scenario perfectly.
Besides, it's fun to see a preppy asshole get whacked in the nuts.
The Pepsi Max ad, which this year joined the Doritos Crash the Super Bowl consumer created ad contest features a hen pecked husband/boyfriend who experiences the usual crap we see guys subjected to by their women in commercials. It's bad. It even steals its ending from another commercial. Well, sort of. But it's still stupid.
Now we were all probably expecting some super hot chick to be unveiled as the new GoDaddy Girl but not in a million years would we have guessed it would turn out to be Joan Rivers. Which, of course, now makes us feel really creepy for leering over all the tease shots GoDaddy sent out leading up to the reveal.
What really makes the spot works is this line of copy Joan utters part way through the commercial: "If you want look like me you want shake for breakfast, a shake for lunch and and extensive surgery for dinner." And we have to admit we love the reference to her ass as "the gift shop."
So here's the spot Groupon got into the Super Bowl. It features Elizabeth Hurley talking about "one of nature's most lush ecosystems," the Brazilian rain forest. But not for long. After what appears to be heartfelt support for the plight of the rain forest, a quick cut takes us to a salon where we heara rip, a woman scream and Hurley dressed in a bathrobe telling us not all deforestation is bad. Ha, ha, fucking ha!
There's been some significant chat about the appearance of Diddy in the Merdedes Benz Super Bowl commercial but we don't see what the big deal is all about. So a bunch of old Mercedes Benz's "wake up" and make their way to a hanger where this year's new models are ready to strut their stuff. So what.
Yea, it's mildly humorous to see Diddy wake up to notice his own Mercedes has come to life and sped away with all the others and again at the end when, in his bathrobe, he's looking around for his car in a sea of early model vehicles. But something's missing. The spot just feels mundane and plain. There's really nothing at all special about it.
The only reason this commercial will get even the tiniest bit of notoriety at all is because Diddy is in it. Apart from that, it's just run of the mill banality.