Ad it Up! The Smartest and Dumbest Ads of the Game [Tall Drink of Nerd]

 In *Archives, Amy Robinson

Ernessa asked “Are you going to do a column on the Super Bowl commercials again?” I had a good time doing the reviews last year, so the only possible reply was “Hell, yeah! I get to watch TV and be judgmental?! Sign me up!” So here are my Ultimate Pronouncements on the Best and Worst ads of the game. (I totally didn’t see the pre-game. Let me know what I missed.)

Everyone has been talking about the Ferris Bueller Honda CRV ad for the past two weeks, so I’m starting off our Super Bowl recap with my thoughts on that. (Please feel free to add your thoughts on any commercials, game action, Faith Hill’s sparkly pants, etc., in the comments below). I thought the CRV ad was clever but sad. Clever as an homage to a classic movie. Loved that Chinatown parade. Sad because only Matthew Broderick was a player in this show. Where were Cameron and Principal Rooney (is he still in prison?) and girlfriend Mia Sara (Sloane) and Jennifer Grey? If this commercial had been sprinkled with the original cast, it would have been a classic. It wasn’t. Now can we please talk about something else?

The Good Ads – You Get My Vote/Money

Vrooom:
Maybe I’m a little biased, because I am a proud Hyundai owner (2012 Cherry Tucson y’all!), but I thought The Dude and the creative team working for Hyundai brought their top game to Super Bowl 46 (that’s right…no Roman numerals for me. Keepin’ it simple.) The employees singing the Rocky theme was awesome and inspiring. My fav part was the bumpy road-test singer:
[youtube http://www.youtube.com/watch?v=U38jELwi0lE]

The surprise for the Cheetah trainer in their Veloster commercial made me happy. I always root for the animals!
[youtube http://www.youtube.com/watch?v=KEq74TCDGtc]

If I weren’t a happy Hyundai consumer. I would consider these next car brands based on what their agencies created for them.

Audi and the #solongvampires ad. I actually clapped with delight during this one. Maybe it’s because of my distaste for the Twilight version of the little blood suckers. Way to tap into that vein Audi:
[youtube http://www.youtube.com/watch?v=lw9ZeXB2uKs]

VW Bug and the fat dog who loses weight in a montage to a James Brown song, then the commercial cuts to the Star Wars bar and gets all Meta on itself. Word Vee-Dub:
[youtube http://www.youtube.com/watch?v=0-9EYFJ4Clo]

Lastly for cars, the Toyota Camry “re-invented” ad. I could definitely stand in that rain storm:
[youtube http://www.youtube.com/watch?v=k9L-8372A3w]

I will say that if I ever research buying a car, the Cars.com ad definitely will pop into my mind and hopefully not out my back:
[youtube http://www.youtube.com/watch?v=PMxSZQZuBYc]

Take it Off:
Telaflora ran something with uber-sexy Adriana Lima. My husband, who is the target audience this ad is aimed at, said “Well…That worked” after she delivered the final line about reciprocation:
[youtube http://www.youtube.com/watch?v=uWrJgFjxlS0]

Eat Me:
Oikos Greek yogurt spot advocated domestic violence, but as it was directed towards John Stamos, that made for a quick chuckle:
[youtube http://www.youtube.com/watch?v=y59VUQxX3Dk]

Okay, so it’s not an ad for food, but the Geico commercial “Popular Middle School Girls Judging My Diet” was freaking hilar. I’m totally using those techniques on my husband when he cheats on our diet. Seriously:
[youtube http://www.youtube.com/watch?v=k-9CrLUj2y4]

Hurray for rescue dogs! The best Bud Lite ad of the night was the little guy Weego. Here’s a follow up of more things Weego can do!:
[youtube http://www.youtube.com/watch?v=6dcAzq5Wsiw]

Which brings me to Doritos. I know kids like that little jack-ass holding the Doritos hostage from the baby and the Granny. Their victory was sweet (yoink!):
[youtube http://www.youtube.com/watch?v=kds2YpA0Jf0]

The Bad Ads – You Just Talked Your Way Out of My Wallet

Not Eating That:
The other Doritos ad sucked. Yeah the dog’s note about “seeing nuthin” was cute, but just like last year, Doritos makes jokes about animals getting hurt. I didn’t like the 2011 ad with the dog getting called through a glass door and I don’t like this year’s ad with a cat getting buried in the yard. Maybe volunteering at a shelter has made me sensitive to the dip-shits who think it’s ok to hurt animals (and yes, I know there are some who say “It’s a commercial, pull the stick outyor behind and laugh a little”. To you I say, I would if it was worth it, but it’s just not that funny…):
[youtube http://www.youtube.com/watch?v=STb6ZSo5CPw]

Apparently Budweiser sponsored the game, because I was missing competing funny beer ads. The agency Bud hired was completely Dullsville man. Budweiser Platinum? You’re really going to start your ad campaign with the slogan “Turning lead into gold”? because I have to tell you, it does not conjure confidence. With the exception of the “Weego” ad, all the Bud ads were snoozapalooza. Much too boring to add here. Time to rehire DDB Needham.

Stalled:
Hi Lexus. Yawn…I’m sooo not in your demographic.

Fiat – Is this guy gonna bang that car?:
[youtube http://www.youtube.com/watch?v=c7q1Ry0udQY]

Put Your Pants On:
Close up shots of a nearly naked David Beckham in an H&M ad isn’t scandalous, or even that sexy.
[youtube http://www.youtube.com/watch?v=eQb_-OY7Z0E]

Oh, gawd, Go Daddy. The first year you guys pushed nekkid ladies it was, like, molten hot. Now you’ve stayed so long on the same note, I could give a rat’s patootie. Plus, I used Go Daddy for a year. I have a much better service now (mad props to FatCow.com):
[youtube http://www.youtube.com/watch?v=4igYHZ-hmGo]

The Meh Ads – Meh

Pick-A-Mix:
I did enjoy how well the Coca Cola bears seemed to get along with each other while watching the game. How did they get electricity and a TV into that ice cave?:
[youtube http://www.youtube.com/watch?v=jlBVAAF2ky8]

Is it just me or has Old Navy pulled way back on advertising since Christmas? I only saw one commercial from them during the Super Bowl and honestly, it made me kind of squinty with disappointment and confusion. They must be between agencies too:
[youtube http://www.youtube.com/watch?v=lrwkVIG7nGQ]

I am looking forward to almost all the movies that ran ads during the game. None of the teasers during the game wowed me though. I had seen all of these trailers before and nothing really grabbed me or pushed me towards the box office. Check out The Lorax, The Hunger Games, GI Joe 2: Retaliation and The Avengers.

That Chevy Apocalypse ad was kinda cool:
[youtube http://www.youtube.com/watch?v=AEI1HkViMg4]

As was the Seinfeld Acura ad. Plus points for the zip-lining!:
[youtube http://www.youtube.com/watch?v=WUFSHzT2xuY]

Best of the Night!

I’m ending this commercial round-up with the Clint Eastwood Chrysler commercial that had me all warm and patriotic. Go USA!!
[youtube http://www.youtube.com/watch?v=vEM9dodyABo]

Now tell me what you thought were the best! (or worst)

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Showing 6 comments
  • Jennifer May Nickel

    The best commercial in costume design was hands down the Budweiser through the years commercial, for those bagillion extras wearing historically accurate clothing through montages of the last 90 years! Job well done! 

    The Samsung commercial got my groove on with “I Believe In A Thing Called Love”…gosh I love that song! 

    and I’m just going to say it, but the halftime performance really made me sad.

    • Amy Robinson

      I love how you saw the commercials through the filter of a costumer designer! I was thinking of the Ken Burns documentary when I saw those. 

      And OMG I love that song by The Darkness.  You should check out Foxy Shazam. I just found them on Spotify and I think it’s the same group as The Darkness.

      • Jennifer May Nickel

        What is the Ken Burns documentary? I’m unfamiliar with it. A majority of my work in the last year has been through commercials, so I actually wanted to watch the super bowl for that reason, but to look at the costumes. I had been renting at Warner Brothers for a web series I designed and I needed some medieval costumes and Pepsi had rented them all out, and I was interested to see their commercial with Elton John.

        And I will definitely be checking out Foxy Shazam…and I loved the dude’s crazy jumpsuit in that commercial too. 

  • Jennifer May Nickel

    The best commercial in costume design was hands down the Budweiser through the years commercial, for those bagillion extras wearing historically accurate clothing through montages of the last 90 years! Job well done! 

    The Samsung commercial got my groove on with “I Believe In A Thing Called Love”…gosh I love that song! 

    and I’m just going to say it, but the halftime performance really made me sad.

    • Amy Robinson

      I love how you saw the commercials through the filter of a costumer designer! I was thinking of the Ken Burns documentary when I saw those. 

      And OMG I love that song by The Darkness.  You should check out Foxy Shazam. I just found them on Spotify and I think it’s the same group as The Darkness.

      • Jennifer May Nickel

        What is the Ken Burns documentary? I’m unfamiliar with it. A majority of my work in the last year has been through commercials, so I actually wanted to watch the super bowl for that reason, but to look at the costumes. I had been renting at Warner Brothers for a web series I designed and I needed some medieval costumes and Pepsi had rented them all out, and I was interested to see their commercial with Elton John.

        And I will definitely be checking out Foxy Shazam…and I loved the dude’s crazy jumpsuit in that commercial too. 

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