Another Super Bowl in the books, and I’m sure all the fine citizens from Kansas* are still floating after the Kansas City Chiefs rallied in the 4th quarter to beat the San Francisco 49ers in a pretty entertaining football game. Interestingly, the ads had a little late-game heroics, too. The first half was a little flat, but the ads started getting a bit more entertaining right about at halftime.
(* See the President’s tweet.)
Overall, the ads seemed to come from a different source than in years past. While we’re used to car, beer, snacks and financial services ads, this year the ads seemed to be coming from various (and some new) directions. It was balanced, but almost none of the ads will have anyone saying “did you see that (brand) ad?”
Here are the ads that made us grin, and alas, some that made us groan.
First, some honorable mentions:
Amazon/Alexa – some funny and interesting musings about “what people did before Alexa?”
Discover Card – a good use of airtime, sandwiching two spots around another, one for “YES” (we take Discover) and one for “NO” (hidden fees.) Shout out to the media team!
Tide – they’re kind of on a roll with the Super Bowl, this time running several spots around the theme “stains can wait.” Even crossing over with (the now defunct) Bud Light knight. Smart smart smart.
Porsche – the “theft” of a new electric Porsche turns out to be a “drill,” and turns out to be a wonderfully crafted ad.
Bud Light Seltzer – no snark here, but who knew Post Malone was such a good actor, and surprisingly effective pitchman?
Sodastream – big budget ad around a low-budget gag, but it was very well done. Any time I make a huge gaffe (and it happens on the reg,) I’m just going to say “I thought it was Mark’s water.”
Doritos – anytime you can get Sam Elliott to do something funny, (and a mustache dance-off with Lil Nas X is friggin’ funny,) you’re winning. This ad was cute and wholesome and entertaining, and probably the best branding spot of the night. A lot of people this morning will remember that it all happened on a “cool ranch,” and that’s a victory.
CHEETOS Popcorn – “Can’t Touch This”
A series of situations made infinitely better because the main character “can’t touch” a stack of paperwork, a screaming baby, a couch when the movers need help, and so on. Cleverly refrained by MC Hammer, it humorously highlights a happy outcome of eating the treat – cheesy fingers.
HYUNDAI SONATA featuring Smart Park – “Smaht Pahk”
Massachusetts natives Rachel Dratch and Chris Evans look on as Massachusetts native John Krasinski tries to park a Hyundai in a tight spot. When he reveals that the car does it robotically using a new feature they call “Smaht Pahk,” the New England accent jokes prove a perfect explanation. The ad, also featuring a cameo from Big Papi (David Ortiz) was indeed wicked smaht.
DASHLANE – “password reminders”
This was almost the ad of the night for me. So funny, so well-executed, and so in tune with what so many of us struggle with every day on nearly every website where we have a password. A really good reminder that advertising, when done simply and smartly, can be very effective indeed.
JEEP – “Groundhog Day”
By far, the best ad of the evening was Jeep’s sendup of the classic movie featuring Bill Murray reliving his iconic role. This time, it’s super fun, because he gets to enjoy a new adventure in his new Jeep Gladiator. (By the way, that is one badass vehicle.). Yes, it relies heavily on having seen the movie. Yes, it relies on a series of animal gags. And yes, it worked to great effect. That it was aired on Groundhog Day makes it even cooler.
Some ads just make you go, “huh?” And there were plenty of those this year as well. Wal-Mart’s “famous visitors” could have been a grin, except that they’ve executed on this concept already with last year’s “famous vehicles” ad. Hulu probably relied on Tom Brady too much (while he’s universally recognized, he’s not universally liked.) Some ads just relied too heavily on the celebrity aspect (I’m talking to you Coke, P&G, Hard Rock Hotel,) and some were just old gags executed pretty well (Reese’s Take 5.) And for future reference, let’s not sour Super Sunday with political ads, okay? Maybe save that for The Oscars, when everyone is going to make a statement that evening anyway.
HINT WATER – “pie eating contest”
This ad was smartly conceived, well executed, and makes perfect sense for the brand. (It’s water with a hint of fruit.) However, something in it was just un-funny and gross. And the grossness makes you (okay, makes ME) want to avoid the brand.
OLAY – “space for women”
There were several ads that sought to highlight female empowerment this year. (Note – God Bless America, the national anthem and the halftime show kind of proved that women rock.) But this ad kind of backfired when it made women look, um, less than brilliant. “There’s tons of space in space” is not brilliant. Inelegant, I think this was a miss.
PEPSI ZERO – “paint it black”
Another ad featuring two recognizable women (hip-hop/R&B stars H.E.R. and Missy Elliott,) pitching soda for Pepsi Zero. I guess they used this song because a.) the cans are black and/or b.) the Rolling Stones let them? Otherwise, what?
AUDI – “let it go”
For years, Audi was ruling the Super Bowl, until 2017’s female empowerment spot grossly missed the mark. Here again, the ad uses a song that has no context, and seems to be aimed at teenage girls (-ish.) A real head-scratcher this.
GENESIS – “young luxury”
Can we all just admit that the Chrissy Teigen experiment should be over now? I really like the concept that there’s a “new kind of luxury” that Genesis offers. That, in itself, is a wonderful encapsulation of the brand’s strategic position. But the devil is in the details, and Chrissy pointing out partygoers who have had plastic surgery and are hangers-on was probably not the best way to articulate that. John Legend was kind of an afterthought here. Bummer, too, because the SUV itself looks like a gorgeous vehicle.
So…what did YOU think?
Until next year!