Gotta love the Super Bowl. In our industry, it’s probably the only time a year the public will actively watch (and even better, search out on YouTube) the ads. With airtime for 30 second spots costing around $US3.5m on top of any production costs and endorsements, it’s not something you want to get wrong.
Here’s our pick of the winners:
Transactions
Product: Acura NSX
Synopsis: Seinfeld rolls out some old favourites, including ‘Soup Nazi’ and Leno for this unconventional ad. More and more, the better ads focus less on the product, and more about creating a story or narrative that the product fits into. This one is all about building positive images around the (future) product – the car is hardly shown, probably because it isn’t available until 2014. Our pick from all of this year’s Super Bowl ads.
Chevy Happy Grad
Company: Chevrolet
Synopsis: This super-excitable college student is just a little excited when he thinks his loving parents have bought him the new Chevrolet Camero, parked right outside. When they fail to correct him, his excitement snowballs until the neighbour gets in his car and leaves. This ad won the Chevrolet Route 66 contest, where film makers could create their own ad for Chevvy. Film maker Zach Borst’s ad was selected to air during the Super Bowl telecast.
Huluboratory
Product: Hulu Plus
Synopsis: Will Arnett (Arrested Development, 30 Rock) unveils the “Hulu-boratory”, where they ‘invent’ components of well-known TV, such as the Law and Order sound. Amongst all the sarcasm, the definition of Hulu Plus is delivered quite succinctly – “Full seasons and full series runs of your favourite TV shows, in your new favourite place, everywhere.” The visuals of Will holding the phones, xbox controller and tablet support the message, leaving the viewer with a lasting memory of Hulu Plus, instead of just remembering Arnett playing his stock-standard sarcastic character.
Sexy and I Know It
Product: M&Ms
Synopsis: For sheer comedic value, this one’s a winner.
Here ‘Weego’
Product: Bud
Synopsis: Usually Alcohol (and Beer companies in particular) create fantastic, over the top and arresting creative. Nothing really stood out this year. This was the pick of the alcohol segment. In “Here Weego,” we’re introduced to a little rescued dog named Weego. This little fellow will fetch beer, but seemingly just Bud Light, if you call out “Here Weego!”. Poor dog gets a bit of a workout – but we’ll call it even, as the ad quietly prompts you to help Budweiser donate to the Animal Rescue Foundation – in exchange for your Facebook “Like”.
Nearly There:
Phone Innovators
Company: Best Buy
Synopsis: While I like the idea of positioning Best Buy as ‘the place for all mobiles on any carrier’, I’m not sure its completely executed, and linked from the innovators of phones showcased in the rest of the ad. Up to that point the creative idea is strong, and the Words With Friends creators being told to be quiet on the plane was a nice topical reference to Alec Baldwin being thrown off a flight for playing the game.
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