Okay, every year, for some strange reason, the one thing that seems to irritate everyone becomes the one thing everyone wants to see. Fans and non-fans alike gather around the TV, go to viewing parties and flock to YouTube to relive every commercial. As you can imagine, a lot of folks ask us what we thought were the â€œBestâ€ and â€œWorstâ€ commercials from the Super Bowl. This is always tough for me to judge because marketing really doesn’t work this way. The question I always askÂ is â€œWhat was the best commercial from last year’s Super Bowl?â€ For $5,000,000 I hope you can name at least one or two!
This year was particularly tough. Some ads were very memorable; Audi’s â€œCommanderâ€ and Jeep’s â€œPortraitsâ€ were excellent examples of the power of tying emotion with advertising, which give you an overall great feeling about the product.
Some ads you’ll never forget, especially when you wake up screaming at 2am because â€˜Puppy-Monkey-Baby’ is trying to kill you in your sleep. For the life of me, I don’t know if they were trying to convince me get a Mountain Dew or a Concealed Carry permit. Most of them, however, left me asking, â€œWhat the hell was that?â€ Quicken’s â€œRocket Mortgageâ€ ad started out interestingly enough with their new app, then completely lost me as they were trying to convince me that either their new app was going to change the world or recreate the housing bubble bust (because the last one was so much fun). â€œMeet the ketchupsâ€ was a total head-scratcher.
The Dorito’s â€œUltra-soundâ€ started out mildly amusing and then ended not so amusing.
Honda made me laugh though, with the â€œSinging Sheepâ€ commercial since they spent over 10 million bucks on a completely pointless commercial to showcase a completely pointless feature on the new Ridgeline.
Overall, I think the Super Bowl ads were a bust and if your marketing people try and convince you to put an ad in the game, either locally or nationally, think twice. Lots of money, lots of competition, and, in all sincerity, NO consumers, just a bunch of people expecting to be entertained at your company’s expense.