Super Bowl 52 Grins and Groans

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What an interesting paradox. In a game that saw dozens of records set, including an explosive offensive output by both teams, the advertising this year was entirely meh. (Following a big meh-burger last year.)  We thought we’d see some surprises. We didn’t.

We got a few laughs, a few headscratchers, and we saw a few commercials that just didn’t make much sense. Here are this year’s grins and groans. And if you want a spoiler, here it is: TIDE won the Super Bowl, and no one else even came close.

Honorable mentions to:

Jeep: their Jurassic-Park-themed spot with Jeff Goldblum was pretty good, and their “manifesto” spot was especially good. [Take note kids: this “manifesto” spot is what they mean when they say “show, don’t tell.”]

Australia Tourism: did a nice job of disguising an ad for tourism in a weeks-long fake promotion for a new fake Dundee movie preview. With Chris Hemsworth in his native accent. A win-win for the Aussies.

Also of note:
Amazon’s Alexa  “replacements” ad;
Hyundai’s tug at the heartstrings with personal “thank yous;”
Keegan Michael Key “translating” for Rocket Mortgage by Quicken Loans.

GRINS:

E-Trade was a delightful surprise with their riff on the Harry Belafonte song, “Day-O.” In it, they poke fun (in magnificent ways,) with the simple fact that “over 1/3 of Americans have no retirement savings. This is getting old.” A sad truth, a smart position, a deft turn of phrase, and refreshingly good advertising for a singular concept: their retirement account offering. And best couplet of the night: “just got a job as a lifeguard in Savannah / I’m dropping sick beats, they call me DJ Nana.”

NFL teased at “touchdown celebrations to come” with a hilarious and well-acted (for football players) riff on a “Dirty Dancing” moment. Eli Manning and Odell Beckham Jr. of the New York Giants rehearse a future touchdown celebration with a completely choreographed dance number that, um, climaxes with Eli lifting Odell high in the air. It’s quite a moment, and a smart way for the NFL to capitalize on an organic movement that seemed to peak this past season.

Sprint pokes massive fun at their competitor (Verizon,) by showing that you can “learn” to choose Sprint, based on the sheer facts. Evelyn, an AI robot, asks her scientist/creator why he’s still on Verizon. Doc doesn’t have an answer, and Evelyn, along with all the other robots, including prototypes and spare parts, begin laughing at the doc’s expense. He’s embarrassed, and in the next scene, we see him in a Sprint store, explaining that his “co-workers” were making fun of him. It’s a long way to go, but it’s done smartly.

Hands-down, the winner of the Super Bowl was Tide. First, they do a spectacular job of staying on their core message, which hasn’t changed in decades. (Kids scoring at home – they stay true to a simple and defensible competitive position: that Tide is best on removing stains, and gets clothes cleaner. Period. Stop.)

Second, and perhaps more importantly, they shatter the concept of what “advertising” is. Instead of making a new ad for their detergent, they go into other ads – including recent and famous and iconic Super Bowl ads – and with the addition of a simple phrase, turn them all into “a Tide ad.” We’re talking cars, fashion, beer, technology, consumer packaged goods. The Old Spice guy! A Clydesdale! OMG! Brilliant!

At various lengths, and without warning, Tide continued to delight and surprise, and by halftime, I was on the edge of my seat hoping for more. So well-conceived. So simple. So stinkin’ smart. And absolutely crushed by actor David Harbour. No contest here. Well done, Procter & Gamble, and way to out-do yourselves from a winner last year. (While the spots appeared at different times throughout the game, see all of them linked together in the clip below.)

GROANS:

On a night when you have to “go big or go home,” I was surprised at how many advertisers played it safe. Let’s also note that while we’re in the opening frames of the #metoo moment and the #timesup movement, that there were ZERO ads that featured the subjugation of women in any way. But weirdly, there were nearly the same number that featured women in ANY way.

Seriously. A quick shot of Cindy Crawford, and generally odd choices in Iggy Azalea and Tiffany Haddish were about your entire feature of female actors this year. Can you say “disproportionate response?”

Compare that to the preponderance of men in the ads last night:

Danny DeVito
Steven Tyler
Chris Pratt
David Harbour
Eli and OBJ and several New York Giants
Keegan Michael Key
Dr. Oz
Peter Dinklage
Morgan Freeman
Dwayne Johnson
Jeff Goldblum
Bill Hader
Keanu Reeves
Chris Hemsworth
Danny McBride
Peyton Manning
Matt Damon
(And that’s off the top of my head.)

So, an overall groan for a generally poor response to the cultural climate. Instead of just bringing an umbrella to deal with how it is outside, the advertising industry collectively decided to shut the doors, draw the shades, and hibernate until who-knows-when. I look forward to a time when brands can deal with this shit like grownups.

In general, almost ALL the car advertising was a collective groan. (Just like last year.) Hyundai tried something unconventional, which I like. And Kia’s ad featuring Steven Tyler was at least entertaining. But Toyota was all over the place with their mixed-messages-hidden-in-you-can’t-go-wrong-with-Olympics-promotion spots. Mercedes-Benz seemed to be content with running a speedster feature spot that could have (and perhaps should have) run in June. A far cry from their Tortoise-and-Hare fairy tale positioning spot from a few years ago, eh?

Where was Audi, who has killed it (except for last year) over the last several years in the Super Bowl? Where are the truck spots for Chevy or Ford? Where was the boldness of “It’s halftime in America,” or “Imported from Detroit” for Chrysler? And where were all these Fiat spots we were promised?

But Ram (my biggest GROAN of the night,) spent a bunch of money to run multiple spots that didn’t seem to hold together very well. First, an “oops-the-Vikings-aren’t-in-the-Super-Bowl” spot was just confusing. And later, the brand was waaaaay over-reaching with their MLK spot. [Attention advertisers: if you’re going to use any quotes (or in this case, recordings,) of the late great Reverend Doctor Martin Luther King, Jr., do NOT, I REPEAT, DO NOT use them to sell a bloody car. In fact, maybe don’t use them at all, mmkay? ESPECIALLY when one section of this important sermon actually goes on to undress advertisers as “gentlemen of massive verbal persuasion.”]

Turbo Tax. I don’t get it. You’ve got H&R Block throwing major shade at you with direct shots, and you can pretty much crush them by highlighting your core position (simplified online filing.) Instead, you go in a completely different direction with monsters under beds and ghosts in attics. This concept of bringing “monsters and other scary things” to life, including the dark shadows, is strategically on point, (people are terrified of doing taxes, so show other terrifying things…) but really seemed to fall flat in the execution phase.

T-Mobile just missed the mark (and essentially the year) for their “change starts now” manifesto about equality. I appreciate trying to make broad statements, but in a category that’s cluttered and centered on features and price promotions, you have a chance to distinguish yourself in so many ways. But pivoting to the “we are all equal” high ground seems like an odd choice, and just made for clunky advertising.  This is especially glaring, given that their advertising was SO good last year.

Overall, a blah year for ad geeks, and for laugh-seekers. And that’s two years in a row, now.  We’ve got to see something brighter next year, no?  Until then, congratulations to Eagles Nation on your first Super Bowl!

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Super Bowl 49 – Grins and Groans

If you’re a football fan, you liked this game. A slow burn, with twists and turns, and a dramatic finish. Good stuff. (Unless you’re a Seahawks fan, then, not so much.)

If you’re an advertising fan, you got pretty much a reflection of the game: a kind of slow and steady stream of ads, none of which made you say “wow,” and a few headscratchers late.

Mostly, we were left with questions:
Where were the really big ideas?

Where was Chrysler? (there was only the one Fiat spot and it was pretty funny) – but after Dylan, Eastwood and Eminem, they had set the bar pretty high, and not seeing them in the game was weird.

And seriously: what was Nationwide thinking???

A few themes this year that were notable:

Dads – three advertisers embraced dads this year: Dove, Nissan and Toyota. (And we’re not sure why, exactly.)

Puppies – Bud’s follow-up to “Puppy Love” from last year, and GoDaddy’s “controveersial” spot that never made it to the air (and it should have, since their “replacement” spot was meh.)

Celebrities poking fun at themselves:

Kardashian for T-Mobile was really good and funny and actually made good advertising.

Brosnan for Kia was very well done and a big grinner for me.

Pete Rose for Skechers was actually cute, and he was a good sport to take on that sensitive subject matter with such air.

The Esurance spots with Lindsay Lohan and Bryan Cranston proving that “sorta” is not good enough were pretty good.

And Liam Neeson absolutely KILLED IT in his I’m- a-badass-and-I’m-coming-for-you brogue for Clash of Clans.

The ads that made me grin:

Fiat and the little blue pill:

Mercedes Benz fable

Coke

Double Grins:

BMW i3 with Katie Couric and Bryant Gumbel

This spot was funny, had great performances, and made an excellent point: big ideas take a little getting used to.  Smart, and very non-typical auto advertising.

Snickers Brady Bunch

Snickers took their “you’re not you when you’re hungry” to a great new place, by going to a great old place.  Well done!

Doritos – When Pigs Fly

This wasn’t my favorite of the Doritos “crash the Super Bowl” ads, but it was still entertaining, light-hearted, and well-executed.

But my biggest grin came early in the game when I saw this spot from Turbo Tax:

Man this was just flat out good. High cinematic value in the production of the spot, and high concept in rewriting history around a simple (and relatively benign) benefit of “free filing.”

Of course, we all know it’s free to file your federal return. But you still have to pay for the software of course, and for state taxes, you’ll still shell out that pesky little 29.95 or so. Bah, details. They made a great ad!

As usual, there were some groans this year.  And one flat headscratcher.

Groans:

Cure.com insurance (pair of 15’s) – bad jokes, worse production.

Jumlia – credit to coming into the game as a first time advertiser, but it was forgettable – an animatic for toenail fungus. They could have made like a billion or so targeted impressions online, and still had a couple million bucks left over to buy a whole bunch of spots during the professional bowling championships later in the year, when toenail fungus really flairs up. (Duh.)

Squarespace with Jeff Bridges – just weird. Any ad that’s going to make you go to a URL to figure out what it’s all about is just a waste of the airtime. Who’s going to leave the game for that? And for Jeff Bridges acting creepy? No thank you.

But the biggest WTF this year was Nationwide Insurance’s “make safe happen.” I can’t even believe they chose THIS strategy, and chose THIS buy. Didn’t anybody over there THINK about what the typical super bowl viewing environment is? You’re talking beer, wings, chips, salsa. You’re trash-talking about your team. And wait, now we’re thinking about our potentially dead children? No, no, no. NO! Kids and puppies in advertising are great…but you don’t KILL them in your spots. Jeez! You’d think somebody over there knew the basic rules.

Outside of the Turbo Tax spot, there was no real altitude attained this year in terms of high concept approaches. A few bright spots, and a few duds. Oh, and Nationwide killing our children to make a very serious point at a really shitty time. And that’s STILL not as bad as that one really bad decision to pass at the 1-yard line by the Seahawks’ offensive coordinator late in the game.

Until next year, keep grinning!