Super Bowl Ads: LIKE, LOVE, FAIL part 2

SuperBowl “Brandbowl”  part two. Remember the rules: one impression, no rewinding, watch it and score it:

superbowl-like-love-fail

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.

Microsoft “Empowering”

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.

Super Bowl Ads: LIKE, LOVE, FAIL part 1

There will be plenty written from the analysts about which Super Bowl ads were the big winners. Here are my rules: I get one impression, no rewinding, gut reaction, then I score it. (**Note: I went back later and added the videos)

Let’s play:

superbowl-like-love-fail

Ford “Double”

I like the marketing tactic of buying a :30, followed by a :60. More screen time breaks up the clutter. One clear message “Ford Fusion has double the gas mileage.” It does the marketing job by repeating the message over and over, but no one will be talking about it tomorrow. Oh and the whole Rob Riggle / James Franco thing — distraction to the message. Why do that? You got James Franco. Just let him be JAMES FRANCO. It could have worked but wasn’t a homerun.

Maserati “Strike”

Great copy. That little girl is brilliant. Powerful imagery. Wait…Maserati? What? Let’s appeal to the underdogs to sell a super luxury car. Groan. What were they thinking!? Either people will talk about (and be offended by) the disconnect or they won’t remember the product. Negative either way. FAIL.
Doritos “Time Machine”

Great characters. Great storytelling. “Jimmy?? You’re so old!” Super simple spot that didn’t cost a zillion dollars to make. Doritos has been riding this storytelling technique to the bank. Did you see the Golden Retriver digging in the bag?  LOVE
Chevy & The Bull “Romance”

It had everything going for it…great copy, a character (the Bull!) you love, memorable music..then UGH..the horrible tag line! “Strong for all the roads ahead” — ruined the whole spot! FAIL. I hate tag lines.
Beats “ellen”

Who doesn’t love Ellen? I would watch it over and over again just to watch her dance. Enough said. I’m not quite sure what a Beats music plan is, however, I’m probably not the demo target. LIKE.
Hyundai
(why can’t I find this video posted by Hyundai on youtube?)
Dads save their kids! It had everything. Visual scenarios every parent can relate to. Rule of threes (twice!), sticky music, emotional connection, ONE LINE of copy! Less is more. LOVE.
squarespace “A better web is coming”

Personifying the internet!  Love the concept. They captured it brilliantly. Makes me want to see it again and again to see all the characters they’ve created: SHARE ME! LIKE ME! CLICK HERE! REFINANCE! I hope they follow it up with what this “new internet” is. LOVE
Radioshack – New stores

“The 80s called they want their store back!” Message: our stores suck. we’re making new ones. I’ll remember that (and that MaryLou Retton lookalike), but it won’t make me shop there. Just because you’ll look like Apple, doesn’t make you Apple. LIKE.
Chevy – Cancer Day

Storytelling is everything. You start thinking she’s so sad. He looks worried. Then the sun peeks over the horizon and hope takes over.  So much emotion without any words. LOVE IT. However, the web address on the end of the spot has no connection to it. What does purple roads mean? I suspect there’s some sort of social campaign there, but they totally missed driving that point home. Too bad, could’ve been a homerun.
T-Mobile “Tim Tebow”

“Contracts are limiting. We’ll buy you out of yours.” Good concept. Simple message. Perfect spokesman for it. LIKE.
Volkswagon “Angel Wings”

LOVE IT!! LOVE IT! LOVE IT. Memorable, totally realistically delivered visual. One message. VWs are 100,000 mile cars, with the occasional 200,000 milers that make German engineers shoot rainbows out of their butts. Boom. My fav of the night so far. LOVE.
H&M

I was so distracted by David Beckham’s, well – everything, that I don’t even know how I feel about this ad. Does H&M sell only men’s underwear? Is the target audience for this young girls? I know plenty of women my age who lust after him who would NEVER shop at H&M. “Sex sells” ..it’s so 90s.  Moving on.
Coca Cola “America is Beautiful”

Celebrate the diversity of America. Period. LOVE. I predict this one will generate some controversy.
Notice how the :60s just stand out from the clutter. 
Monsanto  (interesting..I cannot find this commercial anywhere on youtube. hmm)
If I didn’t know how this company was raping the American food supply, I might be moved by their “Moms rule the world” message. I think I’m going to throw up. FAIL.
Jeep “Restless”

Jeep letting you scratch your itch for adventure. For all the people who have an unending restlessness to go, run, move, play, explore. This is an emotional branding pitch well done. LIKE

My big winner from the first half (other than the Seahawks): Volkswagon.
Who’d you LIKE, LOVE, FAIL?
Stay tuned for the second half…