The Brandience team reviews the X’s and O’s of Advertising in last night’s game. Which brands made winning plays? Which came up short? And which ones left a bad taste in your mouth? We’re looking at you Chunky Milk.
Bud Light/Game of Thrones: #ForTheThrone
I thought this :60 spot was a winner for both brands. The idea to bring both the Bud Knight and the GoT Mountain together was perfect thanks to the established Dilly Dilly campaign (although I wouldn’t mind if this spelled the end for Dilly Dilly). The spot had many unexpected twists outside of the two brands coming together; the death of Bud Knight, the way the Knight was killed and the dragon lighting everyone up at the end. From a strategic point of view, Bud Light has been struggling so partnering with the biggest show on HBO that likely inspired the Bud Knight to begin with is a win for the brand. And for GoT, finding an unexpected way to promote the final season within the biggest ad program of the year has people talking about the show’s return. Not to mention the spot was well written, well shot and well directed. Well done! – Brian McHale
NFL: The 100 Year Game| SBLIII
Now that all of the spots have officially run I have to say my favorite by far was the NFL 100 Year Celebration spot during halftime. Primarily because of the star studded cast and humor. I really liked how they included current and former NFL greats from ALL different generations to appeal to all fans and not just certain generations. Given the amount of negative PR the NFL has had over the past 3+ years, it was a great humorous way to put all of that aside and kick-off their centennial celebration with not only some good laughs but a very well done spot. – Bill Brassine
Google: 100 Billion Words and Job Search for Veterans
Google hit the nail on the head with both of its Super Bowl ads. Both ads highlighted how the search engine can be used for good – whether it’s used for overcoming language barriers to bring people closer together or helping veterans find jobs. Both ads are also very on-brand for Google- more “bringing the world together” promos, but as always, very effective ones. Its overall message is simple and reminds viewers of the utility that Google provides. – Annie Collins
Expensify: Expensify This
I like this commercial because:
- It is relatively an unknown product, so the Super Bowl is a great way to get exposure.
- No one likes to do expense reports – so it is smart they went the route of keeping it fun/funny.
- They gamified it which will really get people to try it and see how easy it is to use.
- Used an artist that created a rap about the product – who knows, that rap might become catchy/memorable.
- It looks very different from the other ads we saw, so it will stick out and get some buzz”
-Maria Topken
I thought that the Expensify spot was imaginative, well produced and fun. What I really loved though, was the layers that the idea had past the spot that aired. The full length Music Video that launched, as well as the scan 2 Chainz’s reciepts Sweepstakes to “expense” them to then win a chance to be “reimbursed” for the cash equivalent of the item. –Todd Jesse
As someone who has lots of receipts, I am their target…and I appreciate the tone of not needing to get those printed receipts for “the man”. I also love that they have extended it online with a contest. Viewers can snap a pic with the app of the receipt in the spot for the ice car to enter to win the cash equivalent, $200k! I wonder how many downloads will occur in the run up to the game? Awesome way to extend the spot and engage potential users. –Bill Mann
Pepsi: More Than OK
I think it tackles a classic question that just about everyone has gotten when eating at a restaurant. It’s a real customer experience. They are playing into a potential weakness to let their consumers know that “YES PEPSI IS OK”. Plus it has a comical and cultural play that taps into consumer experience. –Alex Hamm
Olay: Killer Skin
I use Olay products so it’s interesting to me that they have gone away from their serious brand tone. Maybe this is in hopes of getting younger users. My guess is Olay’s users are closer to my age than a 30 year old. I’ll be watching. (And of course, I love scary movies!) –Maria Topken
Audi: Cashew
This year’s theme is nuts. Audi announces their entry into electric automobiles with a Field of Dreamlike spot that turns into a near death experience. So that’s what heaven looks like. The snap back to reality is right out of The Office. Creatively, every note is pitch perfect. The casting, cinematography, editing. Even the music selection is on point. That’s where I’m gonna go when I die. And the tagline, Electric has gone Audi. The best thing since Dylan plugged in at the Newport Folk Festival. Rock on! -Tim Hogan
Hyundai: The Elevator
I enjoyed it because I really like Jason Bateman as an actor. It felt that even though it was a car commercial it was easy to relate to as an everyday person. And overall, the sarcastic humor in the commercial is my kind of humor.” –Danielle Hogue
Stella Artois: ‘Change Up The Usual’
This one had a wry sense of humor that they’ve not done before, and playing on iconic and beloved American actor roles, was a fun twist to get me to understand that Stella is also a twist on the usual. –Diane Bowman
Bubly Water: Michael Buble vs. Bubly
I really liked the Bubly ad because they selected a spokesperson that pairs well with their brand. Sparkling water is really big right now, especially with millennials and Gen Z, and sales have gone up by 42% the past five years. Consumers are looking for healthier beverages and this was a great ad for Bubly to get their name out there and for people to remember it. Simple, but cute and I love Michael Buble. –Angella Eidell
Doritos: Now It’s Hot
When you mix a 90’s classic boy band with a chart-topping rapper, it’s bound for greatness, or at least attention. That is what Doritos always strives for in their commercials. They stretch the imagination and never shy away from the surprise factor. You never know what to expect. They did not disappoint this year, even in their teasers. In one, you will see Chance the Rapper attempting to do a little Backstreet Boys choreography while the boy band watches in matching Canadian tuxedos. It’s safe to say that Doritos took an original song, and an original chip, and made it hot. –Desi Belew
My favorite commercial was Doritos “Now It’s Hot”. I thought it was inclusive on a bunch of generations and genres while not trying too hard. They are taking a classic Nacho Cheese Dorito, similar to the classic BSB song, and making it hotter, with Chance the Rapper. It was definitely a captivating commercial because “I Want It That Way” is such an iconic song.” – Sarah Brandt
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