Never fear, the Telegraphers are here to share their opinions, insights and reactions to the commercials of this year’s Super Bowl.
In a disappointing year I guess I’ll go with Carnival Cruise Lines. Much in the same vein as Paul Harvey waxing poetic about God making farmers, Carnival pulled America’s collective nostalgia chains and called on JFK to remind us all that we are tied to the sea.
Mark: Brand Strategist
I have a top three. Snickers nailed it with Danny Trejo in the Brady Bunch. They manage to stay in a formula, yet keep it fresh.
You gotta love Loctite for taking a chance. So unexpected. So what the heck? So not taking themselves too seriously. So pure, ridiculous fun. Now this brand is my friend.
Now Microsoft is staking a claim for “empowerment,” a position, funny enough, once firmly held by the brand that started all this Super Bowl commercial madness with their “1984″ spot. Which begs the question: Where the heck was Apple?
Sam: Director of Technology
Nationwide. No other ad affected me like this one did. It definitely didn’t follow the usual mold of being funny or heartwarming. In fact, it was quite the opposite.
This hit me hard because I’m a dad. I wasn’t expecting that ending to the commercial, and it was the only one that stuck out to me as being important (for a number of reasons, the least of which is to be mindful of simple things like a bathtub).
It started down the path of heartwarming with a dog and a kid, but then took a sharp turn into real life and morbidity. (Also note the lack of the catchy, upbeat nationwide jingle.)
It goes against the mold of normal sports insurance fare a la Nationwide’s normal ads (goofy guy telling someone they could save money), Geico (funny talking gecko), and Allstate (the mayhem dude) with a humble, but cute to start out ad that twists into a serious lesson about the implications of safety. It’s less about saving you money and more about helping save children’s lives.
This ad could really be applied to many different types of insurance based scenarios. To be honest, I wouldn’t be surprised if they came out with more about car accidents, motorcycle accidents, or other types of normal, avoidable insurance-related accidents.
The other thing this ad does is opens the door for other advertisers to generate a really strong, serious message in their ads instead of trying to be catchy or cute. I can’t recall a single ad that was impactful as this one was to me personally.
Safety is top of mind for many parents and I’m sure this one hit them as hard as it hit me.
Alex: Project Manager
I’m Lovin It.
My favorite ad from the super bowl was McDonalds “Lovin’ Pays”. It was a really simple and pretty cool idea to pay it forward. To give the community and everyday consumer something to smile about. Recently McDonalds has changed their reach by simply going back to the basics. All of their graphics are simple/flat design, their restaurants are tremendously clean, and their customer service seems to be getting better. The one thing that will never change is the fact it is McDonalds. Their food is unhealthy and ultimately bad for your body.
Back to the ad: I think this ad delivered its purpose and that was to everyone feel happy and start a dialogue with their consumers. It even made McDonalds look like the relatable, generous and great neighborhood pal. McDonalds will never shy away from their unhealthy lineup of cheap hamburgers and sandwiches, but they can get away with it for even longer by making their audience feel good about their message.
Marianna: Account Executive
There seemed to be a lot of serious commercials that touched on very sensitive issues: domestic violence, bullying, a child’s death (that was weird/sad); I feel like Always did a good job with the girl power message it was trying to send out. It was light hearted enough but made an impact. I was never a ‘girls rule boys drool’ type of person, but I really enjoyed this message.
However this wasn’t really new to me either, I saw it on Facebook a few months ago (if not longer). I still liked it. On that note, the domestic violence commercial from the NFL was also something I had seen before too. I was surprised that both these companies would go with a commercial that thousands of people had already seen or heard about.
As far as more funny commercials, I loved how Kim Kardashian made fun of herself in the T-Mobile commercial (#basic).
Lauren: Graphic Designer
The Skittles Super Bowl ad stood out to me because it was one of the few that incorporated humor. I liked how it exaggerated the demand for Skittles by a town based around arm wrestling for a Skittle. Even the baby and muscles!
Cory: Motion Graphics
I thought that the Dreaming With Jeff Bridges commercial for Squarespace was strong because of its minimalism and mystery. There were no words spoken. There was no loud music, just a slow zoom out on a strange scene of Jeff Bridges, Buddhist Monk-throat singing/ serenading a woman to sleep, followed by a url. Everyone in the room immediately wanted to know what dreamingwithjeff.com was.
Another year, another mediocre line up of Super Bowl commercials. The one ad the stood out for me was Newcastle’s “Band of Brands” campaign. It didn’t make me laugh out loud, but it was sharply satirical and highly meta. It simultaneously pokes fun at the absurdity of advertising while also showing how creative it can be. The aspect that sets Newcastle’s ad apart is that, while all of the other brands got to be in the Super Bowl ad, it clearly remained a Newcastle ad. So not only did they come up with a clever idea for their Super Bowl spot, they also paid a fraction of the price for it.
So bravo, Newcastle! (I still don’t care for your beer.)
My vote for favorite Super Bowl ad is the Doritos commercial about the middle seat. I can relate to this commercial very easily as I just had flown earlier in the week. No one every wants to sit in the middle seat on a flight. In the commercial the guy is trying everything he can to not have anyone sit next to him. However, until he sees an attractive woman coming down the aisle that he wants to sit next to. He holds out a bag of Doritos for her only to see that she is carrying a baby with her. The best commercials are the ones that are the most relatable. People relate to the middle seat situation is why this commercial is one of the best Super Bowl commercials of the year.