2013 Super Bowl Ad Recap

Every year around this time, the world is graced with thousands (or more) articles written about Super Bowl advertising. At millions of dollars for just 30 seconds, I suppose the ads are worth discussion!

It is easy to get caught up in what ads made you laugh or made you emotional (#Clydesdales, anyone?). However, the point of the ads is not just to make you laugh; it is to build awareness and make you feel more connected with the brand or an individual product. Based on this concept, the following are my favorites and my least favorites.

Favorite: Best Buy

Amy Poehler is a hoot, and she naturally makes things more entertaining. But the best part about this commercial was that the concept related to the brand (unlike some brands that just have some random funny thing). Best Buy wants to be the technology expert — your technology expert. The employees are there to answer your questions, no matter how many (and how ridiculous) they might seem. They expressed that here, and got a couple laughs, too.

Favorite: Doritos

My favorite Doritos commercial was the one with the daughter who convinced her dad to play dress up with her by bribing him with Doritos. Besides just being an entertaining concept, I love that the Doritos commercials are crowdsourced. It gets the audience involved and allows for everyone to participate in the brand.

Favorite: Coca-Cola

The Coca-Cola brand is all about enjoying the good things, life’s pleasures. This commercial captured that perfectly; it helped us believe the world is a good place by videotaping (via security cameras) strangers performing acts of kindness for no other reason than to be kind. Among all of the sleazy, arrogant ads out there, this ad was refreshingly different.

Least Favorite: Budweiser Black

I get the idea. This is a better, higher class beer and they tried to illustrate that with a seemingly upper class party, filled with dark glam. However, I have a problem not only with the product, but with the placement. I don’t think the Super Bowl is really the ideal audience for this beer product, let alone this type of commercial. That being said, if all Budweiser hoped to do is build awareness (versus build appreciation or like for something), I think this accomplished the goal. It certainly informed millions of the new product – although I doubt they are running out to buy it any time soon.

Least Favorite: GoDaddy

This was an easy one. I don’t think anyone liked it; it was unpleasant to watch. Additionally, a colleague pointed out on Twitter that it was downright offensive to the target mark, which is primarly the tech “geek”. Just because someone is smart or an IT person does not mean they are unattractive. The idea of GoDaddy’s other commercial also seemed out of touch. I get it that they were trying to convince people to reserve their URL names before others have the same idea, but it seemed mean spirited to me.

GoDaddy didn’t necessarily fail because of the awkwardness of the kiss; it failed because it portrayed its brand as haughty and simply out for attention, two less-than-desirable characteristics these days. I’d much prefer the humorous or the heart wrenching. That being said, if their goal was to get people to talk about them, they succeeded; that commercial received one of the strongest responses of the night!

Bonus Prize: OreoSource: http://www.wired.com/underwire/2013/02/oreo-twitter-super-bowl/

I did not get their actual commercial (maybe it was me?) but they hit the ball home with their highly discussed social media piece regarding the game’s power outage. The piece not only demonstrated creativity and wit, but it also showed they were ready and prepared. We all should take notes and learn from Oreo’s success: Always be ready to take advantage of the unexpected!

You can watch all the commercials here. Then tell me: Which commercials did you love? Which did you hate? And why?


Super Bowl Ads Top Four Favs & Fails

With the advent of Twitter, watching the Super Bowl’s commercial has become something of a sport for me. Instead of watching commercials and forgetting about 99% of them by the time I go to bed, I can blog and tweet about them as I see them, making it easier for me to remember and share my opinions on them with the world.

In honor of this  “national holiday,” here are my top four favorite and least favorite Super Bowl commercials:

Least favorite

4. GoDaddy.com with Joan Rivers. Godaddy has pretty much become a least-favorite tradition for me, though.

3. Motorola Xoom with the white-hooded workers. Just weird. I didn’t understand why they’re all wearing white. Maybe some kind of wannabe Apple 1984 commercial?

2. Doritos roommate with the ashes and then the grandfather. I didn’t get it and thought it was kind of weird.

1. Groupon on Tibet. It drew me in with talk about depressing political turmoil in Tibet and then they were just trying to sell me something. The guy talked so fast in the end and the switch up had me so flabergasted that I have no idea what he even said at the end.

Most favorite

4. NFL with the TV shows. Made me feel nostalgic about my favorite shows and even football. I’m not even a football fan!

3. Brisk with Eminem. Not particular funny or anything, but I liked the fact that:

  • It recognized how much people tend to hate ads (except on the Super Bowl)
  • It worked because he’s so angst-y
  • It fit with the brand (i.e., past claymation commercials)

2. Best Buy with Ozzie Osbourne and Justin Beiber. I didn’t think it was extremely effective, but it made me laugh by uniting old school Ozzie with new school Beiber.

1. Chrysler 200 commercial with Eminem. It might be because I’m a big Eminem fan, but I loved this. Even before it showed him, though, this commercial had me feeling inspired, pumped and proud of America not because of our most prosperous cities but because of our least prosperous cities and areas.

What were your favorites or least favorites? Which ones made you want to patronize the products/services?