Super Bowl 2013: Grins and Groans

Super Bowl 47 is in the books, and with it, so is another chapter in advertising history. Football fans got what they wanted – a very exciting game that came right down to the end, with strategy, comebacks and even a second half blackout to make it interesting.

Advertising fans, not so much. The advertising was generally blah. No real game-changers this year. Just a lot of bland messages delivered in neat packages. Not including a ZILLION CBS promos, there were nearly 70 commercial airings between the National Anthem and the final play of the game. So here are my GRINS and GROANS for Super Bowl 2013.

SINGLE GRINS:

M&M’s doing a funny riff on Meatloaf’s “I Would do Anything for Love”;
Oreo’s “Library” whisper-romp;
GoDaddy’s “don’t wait to register”;
Sodastream’s “bottle savers”;

DOUBLE GRIN:
I loved the Tide “Miracle Montana” spot. Well thought, well executed, and well played by the wife character (who happens to be a Ravens fan, duh) in the spot. Smartly executed. Would have loved to have seen it in the first half, though.

BIGGEST GRIN:
Has to go to Audi for its “prom” spot*. It was one of the very few spots that drew the viewer in with a real narrative tone and you couldn’t help but rooting for the main character. In the spot, we learn of a young man who is clearly depressed about having to go to the prom by himself. But Dad intervenes, throws him the keys to the new Audi, and the kid starts to feel his oats. He races a limo off the line at a traffic light; he parks in the principal’s spot at school, and he walks right up to the prom queen and plants the I’ve-loved-you-since-6th-grade kiss on her. But he pays for all that courage. The final scene: same boy, driving home, black eye: Best. Prom. Ever. The spot ends with the tagline “Bravery. It’s what defines us.” See it here:


* BUT WAIT. There’s an asterisk. Here’s a note on why Audi’s minute-long love story is not a perfect message, especially considering the mostly male 20-something audience. While I appreciate the courage it takes to finally let your feelings be known to the girl of your dreams, it does NOT excuse the behavior of this boy. Kissing a girl without her permission is simply NOT okay, (even if she secretly liked it.) I love seeing a hero, especially in advertising. But NOT at the expense of a young woman’s privacy and dignity. So it makes sense that he gets socked in the eye. But societal norms, or better judgment, or an ad agency that should have known better, should have PREVENTED that scene from happening, instead of him being punished by a jealous prom king boyfriend. If this spot were politically correct, he would have gone stag to the prom, exchanged some nervous glances with the prom queen, and then perhaps they could have met at the punch bowl for a MUTUAL confession of their affections. I would much rather see him drive home with her phone number scribbled on a napkin…the promise of a future rather than the finality of a blaze of glory. The promise is what most of us can relate to. The hope. The hope against hope. The what’s-next-in-this-crazy-story anticipation. And heck, I’d rather do all that waiting in a nice Audi. Too bad – they went Hollywood and did a less-than-perfect spot. But, gosh, it was still really, really good advertising – using storytelling wisely.

And now the GROANS.

The WTF GROAN: I just don’t even get it.
Ram’s “Paul Harvey/Farmer” spot. Wow, what a wonderful sentiment. Wow, what a terrible waste of money for a car marketer.

SLOW GROANS
Taco Bell’s “retirees’; a long way to go and too far-fetched for fast food
Beck’s Sapphire “singing fish”; NOT the bom-diggity it was intended to be
Mercedes “devil”; just seemed like a waste of talent, all those teases and airtime.

BIGGEST GROAN
GoDaddy’s “kiss” spot. Besides being gross, it (again) decided to denigrate women in the process of making a point about style and substance. UGH! At least throw us a curve ball and make Bar Rafaeli the IT girl. Jeez!

What did YOU think of the Super Bowl spots? I’d love to hear!

This article first appeared on Technorati.

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