SuperBowl “Brandbowl” part two. Remember the rules: one impression, no rewinding, watch it and score it:
Budweiser “A Hero’s Welcome”
WOW. Just wow. “Every soldier deserves a hero’s welcome.” This spot wins in every possible way. The only thing I want now is for the massive corporation that is Budweiser to do something with their cajillions to make sure every hero actually gets one. LOVE.
Heinz Ketchup “Hum”
If you’re happy and you know it, tap, tap…the ketchup . This is a sticky (memorable), fun spot with great payoff. Grandma wins in the end. Though I do wonder how much of their revenue still comes from glass bottles versus plastic. Picky point. LOVE.
Chrysler “America Import”
Like much of Bob Dylan’s music, I didn’t understand some of the lyrics, but the message — the message worked. Chrysler is Detroit. It’s America. It’s pride. The spot made me feel good , made me want to buy American. Although, I have no idea what the Chrysler 200 looks like. LIKE.
Beautiful emotion. They’re selling technology as the connection to love, emotion, family and all the things we want in life. Emotional branding at its best. The most brilliant part of the spot? Using computer generated audio as the voice over. Just well done. LOVE.
Budweiser Puppy Love
Everything that needs to be said about this spot has already been said. It has everything you want a great ad to have. Great storytelling. Emotional connection. PUPPIES and a great payoff. Would it have been even better with a mutt puppy than a “thoroughbred?” Whatever. LOVE.
My big winner: Budweiser all the way around. The puppies + the heroes = marketing gold.
How about you? Who did you LIKE, LOVE, FAIL?
A note about hashtags. The big agencies have missed the boat here. I think I saw a stat that said 49 spots used hashtags. Which ones do you remember? Most were an afterthought, not part of the core message. It needs to make sense, be memorable or have a reason for being there or it just adds noise. The two that I remember: FOX’s #JackIsBack, and tweet #esurance30 to win money. #winning.