Great game! Ads…well not so much. There were definitely some good ones in there but overall I found the lot pretty uninspiring.
I guess it just goes to prove, once again, that there is no direct relationship between money spent and creativity.
Here are my top 5 picks.
#1 Snickers– I found the use of Betty White and Abe Vigoda to be totally inspired. And what I liked as well was that this gag was not gratuitous. It highlighted the product’s energy benefit.
#2 Google– A beautiful story with the Google service as hero. My only one question mark here is whether it appealed to more casual watchers of the ads. You kind of had to really pay attention to follow the romantic story line. But very simple, elegant and Applesque.
#3 Doritos– “Don’t Touch My Mama”. Long after this one had passed the 8-10 year old boys in the room were still quoting this. My son even said the line to me first thing this morning. While some people might question the violence (slap) and use of a fresh kid, from my perspective it totally connected with the target audience. And again the product was somewhat the hero (at least as worth protecting as the mom!). The Doritos Tim ad was also quite inspired.
#4 Dodge– This ad definitely broke through the sea of completely uninspired car spots last night. The copy-writing was very funny appealing to both men and women in my focus group audience (about 15 friends) and unexpected from Dodge. Hyundai Sonata on the other hand with it’s “Paint” ad, should have just saved it’s money.
#5 CareerBuilder.com– the no pants theme was played out in several ads last night (ex. Docker’s), but this one made me laugh and I thought the insight of needing to move on from a bad work environment was spot on.
Other honorable mentions: KGB (Sumo wrestling) , Denny’s (grand slam), Audi (green police), Kia Sorento (toys), Coca-cola (Simpson’s), Bud Light (the Lost parody).
I did not get the Vizio or GoDaddy ads at all. And E-Trade, I think it’s time to throw the babies out with the bathwater. These felt tired.
I also found the Budweiser Clydesdale’s spot too derivative of what they’ve done in the past. And while I commend Toyota on trying to use this uber platform to make things right with the consumer, they’ve got to re-think their tag-line of “Moving Forward”. Moving forward even when you want to brake and can’t…you mean.
That’s my point of view. What’s your twist?
Which Super Bowl ads did you love and hate?