When it comes to advertising, we always have our eyes on the game going on around us. So, when it comes to the Super Bowl, we focus on the commercials (and the beer and snacks). This year, we’re breaking our favorites down by category.
The genius of this commercial isn’t exactly a new technique, we all know that sex sells. But selling cleaning products and making it sexy? That’s dope. The brand took it a step further to capitalize on the often short lived Super Bowl attention by implementing an aggressive social media campaign giving Mr. Clean a new and improved sexy image complete with memes and GIFs.
This commercial reminds us of a feel good short before an animated Pixar movie. It’s simple and straight-forward. The message is communicated very clearly, even before the tagline is delivered. We’ve all been stuck, in some form or another, and it SUCKS. Ford successfully captures an overall brand commercial, rather than a product specific one, with ease, creativity, and a subtle smile.
Comedy powerhouse, Melissa McCarthy, delivers a quintessentially over the top commercial perfect for the Super Bowl commercial model. It grabs the viewer’s attention immediately and keeps that attention for the entire minute, which can be long for historically iconic Super Bowl advertising. Not to mention, the sheer amount of work involved in post to create the scenes of Melissa saving the world demands props.
We’re suckers for a good story. Often, commercials with this wide a reach can fall into the habit of dumbing it down and sticking to the Dorito model of creating perpetuating ridiculousness. This year’s Budweiser commercial took a step away from the recognizable clydesdales and opted to tell the story of Adolphus Busch, the company’s founder who traveled from Germany with a dream to brew beer.
With today’s social landscape, it’s no surprise there were quite a few commercials leaned political. Capitalizing on the nation’s turmoil to promote the NFL during the sport’s largest event of the year is savvy, albeit a tad incestuous. The repetition of “Inside these lines” reinforces the ideal that all are welcome to enjoy the game they’re already watching.
Happy / Artistic
As individual artists in our own right, this commercial pulled at our happy heart strings. In a world often consumed by negativity, in less than two minutes, LifeWater (with the help of John Legend) encourages viewers to let color into their lives. Rain drops transform the world around us with bright patterns and pieces by widely recognized artists like Romero Brito. The revamped version of Legend’s “Love me Now” track is the perfect accompaniment and serves as the through line for the commercial.
Square Space capitalized on the most relatable commercial in this year’s line up. John Malkovich experiences the BLANK despair of realizing the perfect domain name is already taken by the word’s stupidest website. It’s simple, relatable, and memorable. While it’s not a groundbreaking commercial, it definitely succeeded in delivering the message: get your damn domain before somebody else does.
Taking the HIGH Road
It’s been proven that the combination of Martha Stewart and Snoop Dogg is magical. So when T-Mobile brought them together for a Super Bowl commercial, we had high hopes. Mad props to the cellular company for staying relevant with a commercial that is as topical as it is downright funny.