The game was close with tension, pressure and excitement but everything in between… not so much. When a 30-second spot during one of the most anticipated Sundays of the year cost $3.5 million dollars, you would think that companies would present their best work to the estimated 111 million fans… but I have question: were the Super Bowl ads this year really that super?
Advertisers are faced with an issue when thinking about how to attract buyers: do they take a risk or do they rely on what has gained attention and likability in the past? It seems like this year, the latter was preferred for there were numerous typical commercials with dogs, celebrities, babies and women. And once again commercials for cars and beer dominated the airwaves.
A lingering question I have after watching the Super Bowl, not because of Tom Brady’s good looks, but because of the models used in several commercials, is “does sex really sell?” I was left wondering how much more skin the sellers were going to show? Go Daddy’s commercial with Jillian Michaels and Danica Patrick “body painting” a model, H&M’s commercial with David Beckham, Teleflora’s and Victoria’s Secret’s use of model Adriana Lima, and FIAT’s Italian woman of “seduction” were some of the ads that lacked clothing and my amusement. M&M, even went so far to create Ms. Brown, which had her in a brown suit: the equivalent of nudity. Even my guy friends were wondering when the game was going to come back on despite the fact that a Victoria’s Secret Angel was in HD right in front of them.
I may seem hypercritical or maybe somewhat bitter (I’m a Patriots fan), but here comes the positives, since some of the ads were flat, the good ads stood out that much more. Here are some of the ads that deserve some commercial credit:
Doritos “Sling-Baby” and “Man’s Best Friend” Ads
Dorito’s comes through yet again. Although they used the traditional tactics of a baby in one ad and a dog in another, they were still able to elicit some chuckles out of my friends and I for their simple humor.
“Sling Baby” http://www.youtube.com/watch?feature=player_embedded&v=es3ScrYyHP8
“Man’s Best Friend” http://www.youtube.com/watch?v=STb6ZSo5CPw
2012 Acura NSX “Transactions” Ad
This was one of the anticipated ads with Jerry Seinfeld. Although some may find it corny, I liked the nostalgic feel to it as he brought back the believed “Seinfeld” Soup Nazi and performed some stand-up at dinner. Seinfeld plays himself trying to get the first 2012 Acura NSX by offering some high stakes. The surprise cameo of Jay Leno, another competing stand-up comedian whose love for cars in real life is like Seinfeld’s, ads a creative touch to the ad.
Best Buy “Mobile Phone Game Changer”
This ad incorporated humor and innovation. I give Best Buy props for including inventors in their ad but I also give them props for their reference to Alec Baldwin and his addiction to Words with Friends, especially on NBC, Baldwin’s network.
Matthew Broderick’s 2012 Honda CR-V Ad
Yet another highly anticipated ad and yet another one with a celebrity, but all I have to say is: classic. I was a fan of the Matthew Broderick revisiting one of his most beloved roles as Ferris Bueller. Instead of playing hookey from high school, he is playing hookey from filming. The ad refers back to several key moments from the movie including the attendance call, “Broderick, Broderick” instead of “Bueller, Bueller,” the music and the valet. Nostalgia worked in favor of Honda for this one.
E*Trade “Baby Speed-dating” Ad
E*TRADE is famous for their cute babies bringing humor to their commercials, but were they able to convey it once again this year? Despite there being an abundance of babies during commercials this year, E*TRADE was able to bring back their infant icon in a humorous way. The “Fatherhood” commercial stars the iconic creepy baby, as he gives advice to a new father. With a closing humorous line from another baby in the maternity ward, E*Trade is able to portray the lovable infant in a witty way.
Budweiser’s “Bars Through Every Decade” Ad
Thank you Budweiser for proving you don’t need to rely on bikini-clad models or horses to sell your beer. This ad screams Americana (beer, winning wars, during football game) and nostalgia as it shows revelers celebrating in bars over the decades with fashion and dance moves to match. Although it was not flashy, I was impressed by the retro-styling of the ad.
*Sorry readers, we couldn’t find this one on YouTube!
But enough about my thoughts, what did you think? Comment below with your favorite Super Bowl commercials!