Less sexism, same great taste!
Our Super Bowl XLVIII ad panel noted more optimism and patroitism, fewer cheap jokes and sleazy sight gags this year. Advertisers spent $4 million per 30-second spot to pitch their brands, employing celebrities — Arnold Schwarzenegger, Danica Patrick, Stephen Colbert, David Beckham, Laurence Fishburne — and puppies. “Maybe it’s the uptick in the economy, but a lot of the ads seem to play to a less cynical mindset,” said Aaron Stern of gyro.
Which ads were most effective?
A Lab puppy falls in love with a Clydesdale, to the tune of “Let Her Go” by Passenger. When the puppy is sold, the horse jumps the fence to run after the beloved pup. Reunited, they’re “Bestbuds.”
From the panel: Robinson: “The marketers realize that no one can resist a puppy, especially when it falls in love with a Clydesdale. Yet there is something ambiguous about the ad. Sound and image are mismatched. It’s a sad, sad song. The melancholy song undermines the “cuteness” of the story.” Wagner: “Following its emotional “Brotherhood” which topped the charts last year, Budweiser’s traditional Clydesdale spot looks to be another winner. We all love the majestic Clydesdales and the story continues with a new pal for the big steed: an adorable puppy. Is that fair? From bonding with his trainer to bonding with a puppy? Yes, all’s fair in love and Super Bowl Admeter wars (more than 24 million hits on YouTube). Tugging at the heart strings in a classy way makes for an effective ad.” Stern: “Not the most conceptual/original idea, but sweet and memorable, all about appealing to the masses.”
Sir Ben Kingsley, Mark Strong, and Tom Hiddleston as British villains in a high-speed chase through London, describe themselves and the attributes of the new F-Type Jaguar.
Author: Mile High Mamas
Andrea
Tonight was the night I became a Jaguar girl. Forget my Corvette, Loki told me to buy an F-Type and as a loyal minion, I shall obey.
Honorable mention to Maserati and Fiat by extent ion for having the testicular fortitude or lunacy to blow 4 mil on a commercial for a car that virtually nobody has heard of by a marque virtually nobody in America buys. I don’t have the slightest clue what was up with their commercial, but the Ghibli or however it’s spelled is a mighty sexy car. That said, I’d have preferred a spot for the Alfa Romeo 4C because it’s even sexier. C’mon Fiat, forget Maserati and hurry up with Alfa!
I’m not much of a feminist, but I was a bit sad VW didn’t give wings to any female engineers. We want our wings too!
Donna
I thought a lot of them were really well done. I especially liked the Coke ad and the Tebow T-Mobile ads.
Nanncy
The best commercial by far was “America the Beautiful” by Coke.
Farah4
I was, sadly, once again struck by the crassness of modern day advertising. It is doubly sad when it occurs during a sporting event, where parents might be most likely to be watching with small children. In my case, I watch a lot of sports with my aged Mother, who summed up the lack of character in the commercials quite succinctly: “They just lack wholesomeness.”
One company after another, trying to out-do the others in shock factor and crudeness. If the advertising executives have grandparents, I wonder what reaction they would get from them.
Cat
Oikos with the Full House cast.