Imagine if the Patriots brought Joe Montana in the game to secure their win in Super Bowl XLVI. That didn’t happen on the field but as for a majority of the brands who spent millions on their commercials – it seemed to be the only play in the playbook. Here are my thoughts on last nights gaffes and winners.
- VW Dog: Once they start airing it without the Star Wars part, people will forget this pointless nod to last years Darth Vader Kid. When they stood on the shoulders of the epic movie franchise last year it was original – this year it felt forced (no pun intended).
- Camry Effect: I am a firm believer that not all super-ads have to be sophomoric humor and this one was one that did it for me. People relate to advertising that has a human side, advantage Toyota. They also didn’t borrow from other works.
- Chrystler + Eastwood: This was done well for the media buy. It felt like it was part of the Super Bowl and then you realize it’s a commercial. Because it’s Eastwood, you hang on to the words and images. Other than that though, it didn’t make me want to buy a car and could possibly have borrowed from Hal Riney’s “It’s Morning In America” spot.
- Brodrick’s Day Off: Meh. Despite being a Gen-X’er, I felt this spot was only trying to ride on the shoulders of the film and give us nothing fresh. I said a prayer to John Hughes to forgive them for borrowing from his masterpiece.
- Acura: Funny-ish. Like the Rav4 spot, they’re trying to borrow from another piece of entertainment. At least there is some originality in this one – if only a little.
- Best Buy: This one is really awesome. It captures interest by showing you the folks you should be thanking for the crap you use every day. It set up a promise and felt credible.
- GoDaddy: Seriously? This day in age it is so easy to access real pornography, why the hell would anyone go to godaddy.com for the promise of soft core? Not to mention they’re borrowing from the last 5+ years of their own gimmick.
- Budweiser: The “Grab Some Buds” campaign is leaps and bounds better than the “Here We Go” campaign with Bud Light. They might borrow from history on this one, but it was directly related to their product and brand.
- Kia/Sandman: Without any doubt in my mind, I can say – this is a definitive Super Bowl spot. Constantly beating expectations with every passing second.
- Chevy: My favorite of the bunch. Not because it was locally conceived in San Francisco, but unlike like the other car spots that borrowed they used all the borrowed elements really originally. The song made the spot for me.
These brands weren’t the only ones who felt they needed to associate themselves with other material to make themselves relevant. Although Madonna is a household name, and has been for decades, she thought she needed the help of Cee Lo Green, MIA, Nicki Minaj and LMFAO to make herself relevant, apparently.