Tag: Super Bowl

Worst/grossest ad on Super Bowl.

The worst Super Bowl commercial came from GoDaddy. As horrid as the ad might be, it also took 45 retakes to get the kiss right…

GoDaddy has spewed shitty ads, like the one above, out for years. But the latest is the one with least substance ever. There’s no point to the ad more than showing a) a hottie girl (because nothing is more important when choosing webhosting) b) make it memorable by letting her kiss the ugly/geeky inside of their product.

The ad is sexist, stupid, gross (close up, smacking, kissing is frowned upon in public, and rightly so) and it talks down to its audience. No one who buys webhosting will be stupid enough to fall for “sexy on the outside & smart on the inside” lines. THAT’S HOW ALL WEBHOSTING WORK, way to sell that USP.

At least the ad is memorable, and quite a few 13 year old geeks were probably drooling a lot seeing it. They will grow up with GoDaddy somewhere in the back of their minds. In the end it’s a success.

If You Were My Agency I’d beg you to come up with a new concept. This shit has been on the air for too long.

El Plato Supreme

Samsung is stepping up to the plate with their Super Bowl ad. But lets start out with the teaser.

And here comes the Super Bowl ad, for the Next Big Thing.

I love both Seth Rogen and Paul Rudd, and I think they’re pretty funny here. The video is well done, well acted and funny. But is it doing a good job advertising Samsung? I don’t think so.

Sure the brand gets some nice star quality with the two of them + the cameo of LeBron on a tablet. But I know nothing of their products. If I haven’t seen the ads before, I have no idea what it’s about. Samsung does a lot more things than smartphones and tablets, and although brand building is always good there’s no real competitive power here. But maybe they didn’t feel they had to. Samsung is doing pretty good on the smartphone market, being the online real competitor to Apple. There are some product shots in here, but the products are concealed pretty well. And if I should be honest I fucking love this. I want this to be the type of advertising we see all the time. But if that’s going to happen this must work, as in making people buy the stuff from the ads.

If You Were My Agency I’d say that being seen on Super Bowl and making fun, celebrity endorsed, ads was a good decision. People are re-watching them online just because they’re good, but I can’t help to wonder if they could’ve put just a bit of product info in the ads. Would it have ruined them? We’ll never know.

God Made a Farmer

A lot of people agree with me that this is the best Super Bowl ad.

Those who don’t like it, often points out that it isn’t original. Farms.com made the exact same thing and have a very similar video on their website. Just because someone made a similar one doesn’t mean an ad is bad. It does it’s job fucking brilliantly. Sure it might not be creative to copy, but it’s effective when done right. I also wanted the movie to have video clips rather than images, but really the stills made the ad stand out even more. Not bad to stand out during super bowl with a VO:ed slide show…

If You Were My Agency I’d be very happy with the ad. You can’t copy forever so be sure that they creative output is of top quality before you copy. Because if this is the biggest success you’ll have, what does that say about the agency…

Racist German Cars

After Super Bowl everyone and their mother (including me) is up for commenting on the commercials. And let’s start out with the most racist one.

I can’t for the love of me understand how any of the higher ups OK:ed this? The basic message is that if you drive a Volkswagen you’ll be happy. The only problem is that they added a “Jamaican” accent to it. Which gives the ad a spin back to the 18-1900s kind of stereotypes that says black people dance and sing naked, always with a smile on their face. Haven’t we gotten further than this?

If You Were My Agency I would be furious, but I’m not sure I would leave you. Deutsch have done amazing ads for Volkswagen previous years, most notably the force.

Silver + Partners, wow!

Your first love is always special. It’s likely that it won’t feel as good the second time, it’ll still be love but you’ve built up a tolerance of sort. Apparently that is not true for me when I fall for ad agencies. I haven’t felt like this in a year, when I found the works of Dare’s Vancouver office.
Now I have found something in the Big Apple. The agency isn’t big, but the ideas and concepts are.

Ben & Jerry’s
These campaigns have a hard focus on social media and small budgets. But the use of both Twitter and Facebook is phenomenal.

Fairtweets –Twitter

I think this is a very clever idea. I don’t usually like ideas that can work on a number of brands. But in this case I don’t see that problem. Instead I’m envious of the guys who came up with this idea. Being first at an idea that could’ve worked for a number of charitable organizations. I think that’s something impressive, especially when the idea is as good as this.

Wanna spoon? – Facebook

It’s a very clever insight about how Facebook campaigns should work. What I like so much about this campaign is that it’s actually social. It’s not just a clever viral ad and a “share on Facebook”-button attached. This is a campaign that helps you connect to lost friends. It’s not focused on mass sharing, but the one-on-one sharing, which of course eventually leads to mass sharing – but it’s not the focus. Ben & Jerry’s helps you start a dialogue with old friends. Branding themselves not so much as a cool brand, but a brand that’s involved in and care about their customers’ relationships.

CarMax – Super Bowl TV-spots

The top one is my favorite, easy choice. It’s visual, nicely edited and every time the camera cuts I chuckle a little. But the second ad is not as good. On the idea/concept level it was probably as good as the first. I think it’s clever, it gets the point across, but the actor is neither fun nor believable. All the ingredients are all there but something’s wrong with the recipe.

Ultimat Vodka
The guerilla ad for this brand got a huge media spread. But the same insight was also used for prints, outdoor and banners. It’s also cool to see how differently the tone of voice is compared to the CarMax ads. They’re both humorous and from the same agency but hits completely different target groups.

Window Cleaner – Guerilla/Event/Real Life Interaction

If your target group is rich people who work all the time, you know where to find them – at the top floors. So if they won’t come to you, why not go to them? Point out their lack of social life, and how little they see their family. Show your brand as a solution, the balancer of their life.

Get Offline – Banners

Banners are a hard medium to work in, the formats are weird if you’re used to print or TV and no one seem to notice them. So for a banner to be visible, there has to be an idea. Something that can catch us off guard, there is no other way past banner blindness. And I think the rich-media-use in this ad does just that. It’s the greatest display ad I’ve seen since I first saw Zappos streaker. But this ad have a harder task, it’s confined within that small box and can’t run all over the place. Big props on the media buy as well, bullseye on strategy.

The campaign also came with print ads, and tbh… these are kind of harsh, but I still like them. It hits you were it hurts, but also offers a solution (of sort) to your problem.

From what I can find at AdAge, the agency is 35 employees small. So thank all of you at Silver + Partners, you turned the start of my week into a weirdly emotional one. Filled with a mix of envy and adoration. This is the type of advertising I want and hope to do in my future career.

Pepsi #2

Here comes a second ad from my Pepsi research. It’s a modern/new ad, from this years super bowl.

I don’t’ know what to say more than that they are clearly not the choice of a new generation any more. And where the old ad from my last post also featured their great rival Coke, this is just done so much worse. The finesse is gone.

I don’t know who has the Pepsi account but if you were my agency; I’d want you to either take a new path or go back a few steps. Your message now is so unfocused and I have no idea who you’re trying to talk to. You’re a challenger brand – use it. This ad isn’t crap, but it is far form great. There’s no insight or strategy at all.

Imported from Portland.

Few things in this world give me goose bumps. If I get it during an ad, you can be sure you’ve done a great fucking job. The Chrysler super bowl spot form last year is one of those. The script, imagery, the music and the voice, just thinking about it gives me a slight chill..

I like this year’s spot too, just not as much. Clint Eastwood is great, but I think the message isn’t as clear as last year. Take a look and see for yourself.

What really disappoints me though is that the ad is partly a lie. If you want to build a brand that’s American and nothing else, you can’t make cars in Mexico. Nothing bad about Mexico, but lying to customers is a shitty thing to do. Sadly I don’t think ad agency Wieden+Kennedy knew that when they were asked to write a lying script.

But the ad is still great and W+K shows that they’re world class at making adds for TV. It’s not only The Entrance and Write the Future. If I ever got the chance, you’d be my agency. You always do great stuff, except for Coke… I still don’t like the Coke ads.

Dear Coke, Your ads are shit.

The last few years I actually think coke shaped up. They had some kind of youth camp connected with social media that was pretty cool. It’s not super awesome, but it gives a hint of what’s possible to do with social media if you have the right crowd.

Wieden+Kennedy, to you’re the best agency in the world. Why are you doing ads like this? With some of the most talented people in the world you can do better.

But for Super Bowl this year someone thought that they should keep up their polar bear campaign. SERIOUSLY, it’s not cute any more. We know it’s just a mascot for you and that you don’t really give a crap about them… Sure you have your support website for them. But where do you even mention that, why don’t you unite your billions of fans and actually save them?

The ad isn’t even funny, although trying so hard. If you were my agency I’d start taking more social responsibility. It’s time, you’re one of the few companies in the world who could do something about climate change and help the Polar Regions. Get in the history books for something more than soda!

M&M’s think they’re sexy.

This is the most shared Super Bowl ad so far. I think it’s fun, but who’re they aiming to charm here? I’m not American but aren’t you guys really big on family values? Stripping chocolate can’t really fit in there…

I don’t dislike the ad it works for me. But if you were my agency I’d use this for something that doesn’t have 150million US viewers. It’s a fun ad but I can’t see how it speaks to the majority of Super Bowl viewers.

Ads should speak to their target group, drag them in and spit them out; tumbled and convinced that they need to change something in their life, small or big. And this might do that in some small way, but when the viewer is average Joe, with family, it just doesn’t cut it.

Good ad, wrong audience.

Chevy runs… OK, I guess.

I’m finally having time to go through some of the Super Bowl commercials. And so far very few have been bad, but not many have been great either.

This one I found very funny the first time I watched it; it loses a bit of power every time I watch it, but seeing it on game day I think I would’ve laughed my pants off.

But Chevy also had a commercial that I despise. I can’t grasp who came up the idea to blame possible deaths on a competitor and NAME it. I just don’t find it funny to easily blame people’s deaths.

And although advertising should make us feel something, and create a connection that way, this is the very wrong way to do it. If you could come up with the graduation video, how come you couldn’t have a better idea for the post apocalypse one?

If you were my agency I’d keep you, but I’d probably stay away from naming competitors. It can be done in a fun way, but it isn’t done like that here.