Home > Advertising > Superbowl Ads That Didn’t Suck

Superbowl Ads That Didn’t Suck

[This post ran on The Next Great Generation earlier today. You should check that site daily for awesome articles]

It’s Superbowl Sunday, I’m in Wisconsin, and I have a confession to make: I don’t care about football. This sort of statement is blasphemy to the Lambeau-loving Packer fans I’ve been lucky enough to call my friends, but it’s true. Fortunately, I like food, advertising, and alcohol, so they let me watch the game with them and I’m not cast into exile for my heretic beliefs. All is well in the land of cheese and beer.

See, the Superbowl is literally “the Superbowl” of advertising.  What started out as a championship battle between the best football teams in the NFL has turned into the most-watched television show of the year, so it’s a very attractive event to brands. In today’s hyper-fragmented, ad-averse society, getting 90 million+ sets of eyeballs to actually want to watch an ad is nothing short of miraculous. Companies understand this, and are willing to pony up$100,000 per second to get the privilege of beaming its messages into the collective consciousness of America.

So in between the touchdowns, fumbles, and the Black Eyed Peas freaking out half of the country with its “Dirty Bits” during the halftime show, I watched the ads. In the spirit of the USA Today Ad Meter and TNGG-Daddy Mullen’s Brandbowl, I’ll try to do my own “Sentiment Analysis” by asking random drunk friends what they think. Here’s a semi-sober round-up of a few of my favorite ads of the evening.

Chrysler: This ad is probably my favorite of the night. While I’m sure a lot of people enjoy it just for the Eminem cameo, the copy is dynamite. It’s a long-form ode to Detroit, luxury, and American engineering. Detroit is a broken-down city, a desolate wasteland of former productivity and industry, and a casualty of outsourcing. But the city is also a testament to the ability to rebuild. It reminds me a lot of the Levi’s “Go Forth” campaign, and rightly so, as it’s another product of Portland powerhouse Wieden & Kennedy.  This ad connects with many generations, from the Boomers who knew Motown as it once was to Millennials who appreciate Eminem’s gritty reality. This ad is a giant dare (“just try and buy a foreign car”), and I really dig that. The only potential downfall of the ad is that you had to hear the copy to understand it. If you were in the middle of a Superbowl party, you wouldn’t have been able to hear the words (I had to YouTube the ad to really enjoy it). Still, it gets you emotionally invested in this country in a far more organic way than the chintzy “America! Fuck yeah!” pre-kickoff segments.

VW: Well, this was pretty cute. A kid dressed as Darth Vader attempts to use “The Force” to do various things around the house. When he (she?) attempts to start a car with only the power of his/her mind, it actually works because of the magic remote start technology of the car. It worked for me, and everyone else in the room seemed to enjoy it.

Groupon: I think this one takes the cake as the most controversial ad of the night. It’s from CPB, so I would expect no less. Call it tasteless or call it entertaining, but it definitely has everyone talking. The ad makes light of the situation in Tibet in order to sell Groupon’s ability to find us cheap things. Given the reaction to Kenneth Cole’s tweet about the riots in Egypt, it certainly is timely. But I like that a Superbowl spot was controversial instead of low-brow (I counted two groin-shot ads before the beginning of the second quarter), and it definitely raises awareness about Tibet. Feel free to argue with me. Also, check out the Groupon CEO’s response to all the haters out there.

At this point, if I had a shorter word count I’d probably talk about how JJ Abrams is always able to create buzz around a movie by being very cryptic (Super 8 looks fantastic) and how Coke managed to stick to its brand identity, but I’ve spent enough words deconstructing a few of my favorites.

I’d love to hear what everyone else thought about the night’s best ads. What do you think?



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