It’s that time of year again, when companies spend a small fortune to buy a few seconds of air time during the Super Bowl XLVII.
Which means it’s also that time of year when the rest of us get to make smart comments about these ads that cost millions and, no doubt, many a late night for the creative teams behind them.
#1. Oreos wins but not with a video
A special mention must be made this year. In the first hour of play in New Orleans the power went out. Was it the work experience kid tripping over a cable or, an attack by Anonymous? It’s too soon to tell, but Oreos seized the moment and spun out this online banner ad. Imagine getting the idea, making the creative, getting sign off from a client and legal teams and having the online banner run within minutes of the blackout.
With the tagline “You can still dunk in the dark”, it’s genius marketing. Ten points to Oreo!
#2. The Clydesdales: “Brotherhood” – Budweiser
What’s more surprising? That you’ll cry at this ad or, that it’s from Budweiser. Normally, Budweiser doesn’t make you cry, unless it’s after a big night out and you’ve made one of those irrational calls to your ex at 3am.
#3. “Extended look” – Ironman 3 trailer
Yes. Ironman does have a lot of apologising to do. Mostly for Ironman 2. Tell me you don’t get chills watching this trailer. And, only Robert Downey Jr. could do that extended look so well.
#3. Whole again – Jeep
The opening of the Super Bowl did a live cross to Camp Courage in Afganistan as the Star Spangled Banner was played. Jeep goes with patriotism and reminds viewers that not everyone is at home watching the game. The voice over is by Oprah Winfrey.
#4. YourBigIdea.co – GoDaddy
Love it! This will speak to the heart (and fears) of every entrepreneur! I also think I need a private plane.
#5. Wish granted – Toyota Rav 4
I get the feeling that Kaley Cuoco doesn’t really act. I think she just is. Maybe it’s her voice, maybe it’s her grip on sarcasm that defines her character of Penny in the Big Bang Theory, but she seems born to play the genie in this Toyota Rav 4 ad.
#6. Goat 4 Sale – Doritos
Note to self. Never cross a goat.
#7. Prom – Audi
Question: Would you ever hand the keys of your new S6 to your teenage son to drive to the prom?
Answer: Never, in a million years.
#8. Fashionista daddy – Doritos
Another Doritos ad. This time it’s a play on the saying “No matter how big and tough you are, if a two year old hands you a toy phone, you answer it.”
#9. Into Darkness – Star Trek preview
This is only at #9 because the preview has been available since last December. Star Trek is getting a makeover, J. J. Abrams style. It promises to be amazing.