Alright, I’ve made you wait long enough. As promised, here is my second annual review of the top two best and worst Super Bowl ads. As always there were some spectacular gems and others that made you wonder “what the hell were they thinking?” but I digress. There were some 30 second ads and, like I discussed in my last entry, a handful of 60 second ads. For the latter, that includes the Jerry Seinfeld Acura NSX ad, the Audi S7′s vampire ad, two for Budweiser and one for Bud Light, a few Coca Cola ones featuring polar bears, three Chevy ones, Honda’s Ferris Bueller one, Kia Optima and Pepsi. My criteria for what makes a great Super Bowl ad is the same as it was last year: An advertiser needs to get to the heart of the message and get the main point across. A consumer should be able to sum that point up by the end of the commercial and in discussing it there should be a consensus as to what it is about. With that said, here is round two of my Super Bowl ad analysis version 2012.
Top Two Worst Ads:
1) The worst ad of Super Bowl XLVI goes to…that’s right…GoDaddy.com. Again, like I said last year, I get their style but their ads are awful. This year’s low brow tatoo ad entry can only be summed up in two words: sex appeal. Their premise is to draw in male viewers by featuring beautiful women, and drive them to their website to register for a .co domain. However, the .co premise is buried beneath the sex appeal aspect of the ad. In all honesty, it’s also the same secondary premise as last year. I had to look back at last year’s ad to realize they were still focusing on the .co domain name concept this year. I think that alone sums it up. What do you remember from a GoDaddy.com ad? Not the .co premise.
2) The second worst Super Bowl XLVI ad goes to the E*Trade Baby delivery room ad. The E*Trade baby reassures a new dad about providing for his new daughter. What’s wrong with this picture? First, he’s a baby in a delivery room. Not exactly an original concept. Secondly, it’s very predictable. Lastly, it’s missing the usual humor of former E*Trade baby commercials. I think E*Trade needs to rethink its approach.
Top Two Best Ads:
2) Did you really think I was going to start with the best ad? Not a chance. The second best Super Bowl XLVI ad goes to Bud Light, which cleverly uses the repetition of a rescue dog’s name to help consumers remember its slogan “Here We Go.” When I first heard their slogan in other contexts it didn’t make sense to me or appeal to me. This time it had appeal and charm to spare. Basically, a rescue dog named Weego fetches beers whenever anyone calls him over by saying “Here Weego.” Clever, effective, and two-fold. In addition they tie in helping rescue dogs as a cause marketing angle by showcasing a Facebook link at the end. Bravo.
1) Ok, the moment you’ve all been waiting for, Super Bowl XLVI’s best ad is…the Honda CR-V Ferris Beuller ad with Matthew Broderick as himself in the style of his Ferris Bueller character. He calls in sick, goes on a bunch of adventures and ends the ad the same way he ends the movie. What’s not to like? In the movie they got to take Cameron’s dad’s car for a spin. Here it’s the same story, different car. The car is showcased, and a popular movie is brought back into the spotlight. My only question is why someone didn’t think of this sooner?
Well there you have it, my picks for top two best and worst ads of Super Bowl XLVI or Super Bowl 2012, whichever you prefer. Some left us annoyed, others had us laughing for hours. I hope you enjoyed my review and I hope to see you back here next year for another one.