- Posted by Paul Friederichsen on February 8, 2010
Are we expecting too much?
Thankfully, this year’s game was fun to watch (especially if you were a Saint’s fan). But if your reason for watching the game was the commercials, fun was in short supply. Instead, you were served-up a heaping helping of lame ideas, sometimes horrifically misguided, that fell with a thud to the tune of $2 to $3 million every 30 seconds. It was, overall, a disappointing crop of ads.
Biggest brand losers: A tie between Bud Light and Doritos. Both are ideal sponsors for the biggest game of them all. Both have produced fresh and critically praised spots in the past. But for Super Bowl 44, both came off as stale as leftovers from Super Bowl 43. Or 42.
Failure to live up to the hype: This distinction goes to Focus on the Family’s spot staring Mrs. Tebow and son, Tim. Evidently, CBS felt the same way and ran it early in the first quarter. The message of this spot was lost when talking-head-mom Tebow had too much copy to contend with before being sacked by her precocious grown-up son. The spot attempted to prove how tough she is by taking a (lovingly playful) hit by a 200 lb.+ man child but failed to communicate what the heck it was all about. It was ridiculous and frankly, offensive with its lame attempt at slapstick humor that actually felt violent. Focus on the Family should have put its money to better use.
Most politically tone-deaf message: Goes to Audi and its “green police”. This spot attempted to humorously and over-the-top depict police apprehending people who don’t behave in an environmentally responsible manner in everyday life. Except, of course, unless you drive the new Audi. Problem #1: Simply not funny. Problem #2: An arrogantly creepy police state message liable to tick-off the majority of Americans watching the Super Bowl (see latest political poles regarding “big government”). This is the absolute reverse of Apple’s classic 1984 “Big Brother” spot that launched the Mac. The advertising police should arrest whoever approved this concept.
Enough already before I throw-up: Please, Budweiser, no more adorable Clydesdale- grows-up-with-buddy-longhorn-steer ideas. Exactly what was the cheesy philosophy Budweiser is trying to impart? “Nothing gets between friends … especially fences”? Huh? And how does that sell more beer? Please stop already.
Enough with screaming animals: To Denny’s screaming chickens “Grand Slam Eggs” spot. Sorry Denny’s. Screaming animals was done last year. Your Grand Slam message was merely a foul ball. Carmax, on the other hand, used animals better (though not necessarily award-winning) in its “Dramatically Smart” ads.
Thank you for remembering where you are: Dodge Charger and Flo TV “Missing Spine” spot. While neither spot will likely be Clio winners, both were dead-on perfect to the target: men. Both were funny. Both were well written. Both were well-suited to the program. Thank you also to Hyundai for the beautifully created Sonata campaign showcased during the Super Bowl. The concepts were fresh and well executed – particularly the “Luxury for Everyone” spot.
Leave a comment to share your favorite (or least favorite) Super Bowl commercials!