Super Bowl 2007: the ads
2007 featured a very sloppy game but some pretty clean ads. From this side of the Atlantic, I must admit to being a bit less impressed overall than some of my US colleagues, but maybe that's because in Europe you don't see the ads during the game. Having to watch them the next day probably decreases the impact, as you aren't "in the moment". That said, I think it also provides a more objective viewpoint.
The best spot is not a new spot:
Coke's Happiness Factory (Wieden & Kennedy, Amsterdam)
is brilliant and was by far the best ad of the night. That said, it was not new. But if you were Coke and were spending $2.5 million per slot and had this ad from 2006 gathering dust, wouldn't you show it?
The good: Blockbuster's "Mouse" by Doner, Southfield, Mich. is fantastic. Hard to believe no one has done this before. That said ... Nothing - not even great advertising like this - will save thier business. Another W&K AMS ad, Coke's "Grand Theft Auto" is also quite good. The first ad for FedEx by BBDO NY ("Don't Judge") is very stupid and very good. "Mr Turkeyneck" ... LOL. There's also a lot of buzz about the "user-generated" ads produced via Goodby, Silverstein Partners, San Francisco for this year's game. The prevailing commentary seems to be that the best Doritos "Crash the Super Bowl" spot (" Mouse Trap") didn't get picked. I tend to agree. " Cheezy" is one of the two "user-generated" ads produced via Goodby, Silverstein Partners that did make it. The spot is timid, but not too bad Bud Light's "Slapping" ad by DDB Chicago is pretty damn funny. Made me think of the whole Agency.com "when we roll, we roll big" fiasco. Bud's "Beer-Stealing Crabs" (DDB) are good, but still not as good as the Bud-Wise-Er frogs. with the fake Dalmatian is an instant classic Super Bowl ad. "Spot" (another Bud spot from DDB) Etrade's "One Finger" (BBDO BY) spot is well done. The Diamond Emerald Nuts spot (Goodby Silverstein Partners SF) featuring Robert Goulet is pretty good. At times, however, his moustache makes him look like Hitler. Unintended, but also kinda funny. Older critics love it, but Goulet is unknown to the vast majority of anyone under 40 .So, I wonder if he's really the right choice. : The bad The other FedEx ad by BBDO NY ("Moon Office") is just not good enough for the big game. Massive production budget, for sure, but the outcome just ain't great. Bud's "Rock Paper Scissors" by DDB Chicago is just a sight gag. Not worth even a fraction of the $2.5 million media spend to get it in the game. seems to be pandering to the audience, doesn't it? Coca-Cola's Black History Month ad by Wieden Kennedy : The ugly The izod ad (made in-house) is over-produced useless. Nice new logo, but gimme a break. Get an agency. You need one. LA is simply lame. The robot drops a bolt, gets fired and then commits suicide. A nice image of the state of the US carmaker's business: Everyone, including the robots, make mistakes ... and everyone gets fired. Talk about projecting a negative brand image. Compare this to the uplifting messages in the GM's Robot ad by Deutsch Ford Bold Moves campaign, and you'll see what I mean. " Check out girl" is the second "user-generated" spot via Goodby, Silverstein Partners to air in the big game. "Clean-up at register five" ... Are you kidding? This spot is not in the same league as " Mouse Trap". The "Brokeback" Snickers ad by TBWA/Chiat/Day NY is pathetic and homophobic. It is nothing new, and I'm sure it made many people uncomfortable and upset anyone who is gay. There are plenty of other ways of creating effective ads than this. As Bob Garfield writes, "Viewers can go to Snickers.com to choose their favorite ending. The vote should have come at the beginning, and it should have been No." Of note: One thing that a few people noticed was the notable absense of URLs in several of the ads, especially by the big brands Coca-Cola, Bud Light and Schick. Wassup with that? Seems liek a no-brainer, doesn't it? If you're spending $2.5 million just to buy the space, don't you owe it to yourself to give people an easy way to find you? Or, are they assuming that people are smart enough to dial them up directly or use Google? What's your opinion? Should known brands include their URL on spots like these? Post-game link-o-rama: All the Super Bowl ads are on i-film. Blog links from Techmeme. AdAge's Bob Garfield reviews the 2007 ads. There is also a 7-minute video that takes forever to load. Stuart Elliot's review "Super Bowl Ads of Cartoonish Violence, Perhaps Reflecting Toll of War" on The New York Times. Winners of the Gizmodo Super Bowl Awards. AOL Sports Super Bowl Ad Poll. Technorati Tags: advertising, superbowl
Monday, February 05, 2007