Archives For Super Bowl ads

Props to Chrysler for sticking to last year’s strong message. They added to it meaningfully this year with a great Clint delivery. They grabbed the spotlight by the horns.

Animals: Dog and cat for Doritos; dog for Volkswagen; shark-jumping polar bears for Coke.
Celebs: Troy Aikman and Deion Sanders for Bridgestone; Jillian Whatsername and Danica Patrick for GoDaddy.

VW looks like the new kings of the Super Bowl ad with some great work from by Deutsch, L.A. to unveil the new Beetle. Last year’s Darth Vader ad was one of the best, if not THE best; and this year’s barking dogs VW ad was the pre-Super Bowl favorite; Deutsch is on a roll.

Here’s an LA Times blurb about the VW Super Bowl ads.

Beautiful cinematography, and nice story telling with the Clydesdales. Nice and comfy, like a typical ad with the Clydesdales. Big budget, big production values. Good job.

A couple of ads later, we heard, “We make the power that makes the beer.” A great line for a GE ad that also features Budweiser. Cool idea.

Celebs: Elton John, an X Factor person who is not quite a celebrity, and Flav-a-Flav for Pepsi.

Animals: Vampires for Audi. Cheetah for Hunday; polar bears for Coke.

No babies! What?!

Chevy body-slams Ford in this very funny spot. Hey, Super Bowl ads are supposed to go big, and you can’t get much bigger than saying your competitor couldn’t survive the apocalypse WITH Barry Manilow singing in the background.

“I got it, it got it! How about Elton John stars as a king who decides which of his subjects is worthy of Pepsi, and then a much less expensive star from X Factor sings a bad version of Respect and knocks him down into a dungeon! Yes! Super Bowl ad gold!”

Oh Elton. You were pretty good. And it looks like wearing a crown and big boots was a lot of fun and all, but golly. Where’s the cool? Pepsi’s super Bowl ads generally are more hip, and aiming at the next generation of cola swillers. This one falls down a dungeon of expensive mediocrity.

Man, if this is any indication, this will be a very long night.

The first ad for Bud Light should never have run in a Super Bowl. That was like serving tacos at a wedding. Oh how you’ve fallen Bud Light. Oh how you’ve fallen.

Then Audi goes with dippy sfx in a Twilight spoof.

What a tepid start.

At least Brady’s safety made it interesting.

This is a great article from Mashable on the smart things some brands are doing to goose the social media world as part of their Super Bowl communications strategy. With a $3 million price tag on the air time, plus the cost of production (typically $1 million+), leveraging social is a smart, obvious, and an incraesingly mandatory play. Hey, it ain’t just about the ad anymore.

See how Mercedes with their Tweet Race, Bud Light with their Facebook “guess the plot” game Unlock the Spot, Kim Kardashian ‘s private gym for Skechers, Pepsi’s iPad-specific ad, Kia, E*Trade, and VW just plopping their ads on YouTube have all pushed social networks more than ever. In the coming years, Super Bowl communications for brands in social spaces will become, like the Packers, a dynasty.

Hats off to Volkswagen. They are smart. They made a great Super Bowl ad, even though it really isn’t selling a heck of a lot. And the strategy to release the ad before the game isn’t new. But the combination of a great piece of communication, and great social media support has already created a mega hit.

And come on, the kid, Max Page, is great. Here’s a cool story on him. He’s a kindergartener, he’s in the Screen Actor’s Guild, and has been on “The Young and the Restless” over 40 times. He will be a very popular little fella this week.