Spent Friday afternoon watching Grammy performances and Super Bowl ads on YouTube. I’m such a loser that I missed both of those. But broadcast companies are even more losers for not hosting full video streams of these things. Rather than earning ad revenue from online views, they just put these past broadcasts away forever.
It didn’t seem like anything amazing happened at this year’s Grammys. As for Super Bowl ads, there were actually a lot of good ones this year.
First, I need to shout out to Chevy for doing an amazing campaign at this year’s Super Bowl! I don’t know what ad agency they use, but all of their spots (and they had a lot) were incredibly smooth, sensible, well-targeted, well-scripted, well-shot, and sometimes downright hilarious. I only wish they featured the Volt as much the Cruze. The Cruze may be its volume seller, but the Volt is what drives the Chevy brand and image.
Bridgestone would be my number two pick overall. Both of their spots were beautifully-produced and good enough to LOL. I actually read an article about their ad agency somewhere and they’ve partnered for many past Super Bowls. The only problem is that Bridgestone is a tire company. Even as a car enthusiast, I just don’t find brand recognition necessary for such an uncommon purchase. Also, Bridgestone needs to ditch the Arial font and brushed metal bg of its brand placard (please tell me the real word for this).
Sealy’s ad was a welcome surprise to me, and they are totally the right brand to be advertising on the Super Bowl! The commercial consists of beautiful couples in beautiful beds with beautiful music. I appreciate them for using sex in a beautiful rather than gaudy way. Fits the Sealy brand perfectly!
The Best Buy Buy Back Bieber ad was also very interesting to me. I absolutely disapprove of the actual service, but the satire on technological obsolescence is satisfying. More interesting is the use of both Justin Bieber and Ozzy Osbourne. You’d think the celeb overload would just make it into a bland product endorsement, but the script actually pokes fun at the celebs in a subtle way.
Two commercials featured Eminem this year, and I’m perfectly fine with that. The now-famous “Imported from Detroit” Chrysler ad made good use of the white rapper from Detroit, but I feel like it could have been even more meaningful or emotional. Unfortunately, the Chrysler 200 featured in the spot simply does not hold up against competition in the compact luxury sedan market. Perhaps the big 300 would have been a more proud and “American” product to advertise. The other Eminem spot was an animated clip from Brisk which was content-filled but not particularly eye-catching. I actually prefer this spot to the Chrysler one because it’s more focused and unique.
The BMW clean diesel ad is the final one I want to highlight. I really don’t like BMWs and most of their marketing, but kudos to them for bringing clean diesel to the attention of the average Joe American. If there’s one stigma in America worse than the one against wagons, it’s the one against diesel cars.
There were plenty of other interesting spots from the classic advertisers which needn’t be mentioned, some good efforts from newcomers, and a few terribly nasty ads, but I’ll stop here. With the price of Super Bowl ad slots, there’s no doubt every company will spend big money on developing the actual ad. The above 7 companies, however, have put out ads that, I believe, go above and beyond the Super Bowl standard. Thanks for making Super Bowl more than just football, and let’s hope for even better ads next February!