The ads of Superb Owl XLIX

Here it is, the blog I mean to do every year but never get around to. I’ve planned for these so much that I have a pretty solid framework for them, even if they’ve never seen the light of day. So if my writing sounds like it’s implying this isn’t my first-ever review of Super Bowl ads, know that it’s all in my head, not yours.

I don’t know if it only seemed this way, but there appeared to be a serious uptick in sentimental/serious ads over the typical deluge of humorous ones. The later in the game, the sapperier they seemed to get.

Rather than complaining about it, I’ll adjust my ratings accordingly by including best/worst ads for those as well. Though I will give an honorable mention to the accidental brilliance of Godaddy’s last-minute replacement ad and T-Mobile’s Kim Kardashian bit for making faux sentimental ads this year.

Funny ads

The Super Bowl has a proud tradition of companies trying to outdo each other in an attempt to create the world’s funniest commercial. While the crop of funny ads was not as strong as in years past (I’m still chuckling over Super Bowl XLVIII’s Radio Shack ad), there were some good ones.

Best: Doritos — Middle Seat

The world seems to have spoken about the Snickers ad being No. 1 (I wonder if it being the first commercial aired was a coincidence), but the steadily escalating setup here is hilarious and I really busted a gut at the sudden reveal gag.

Worst: Discover — Surprise

Information dump followed by something completely random that apparently was supposed to be funny. Not the last time we’d see screaming animals in the Super Bowl, but Sprint used it to a far greater effect.

Car ads

One of the most prolific types of ad in the Super Bowl, rivaled only by beer ads years ago.

Best: Fiat — Pill

This was a candidate for the best funny ad as well, but no other car ad proved as entertaining to me.

Worst: Chevy Colorado — My Focus Group

While motor vehicle ads aren’t often about the product, this one veers into intelligence insulting territory. The premise of the ad relies on suspension of disbelief, and by making it easy for the audience to tell the photos had the same man, it made the actors responses feel reeeeeeeally put-on.

Football-related ads

The astute advertiser may notice that since a football game is going on, perhaps the ad will be better received by the audience if it features a football-related theme or celebrity.

Best: Avocados from Mexico — First Draft Ever

Funny premise using an annual football (well, most sports) event with an appearance by known commentators and a good bait-and-switch gag helped make an otherwise brandless product stand out.

Worst: Jublia — Tackle It

Buying ad space during the Super Bowl broadcast is not for the weak of wallet. Some ads, like ones that have to spend the majority of their running time going over FDA-mandated disclaimers, are not well suited to the “spectacle” ad format typically used by those who want to go the biggest they can. This, sadly, looks like an advertisement they could have run anytime. And it would have been underwhelming then, too.

Movie ads

One of the biggest events near the beginning of the year, the Super Bowl often is used to to display trailers for the upcoming blockbuster season.

Best: Jurassic World

I hadn’t caught any of the other trailers for this movie, so I don’t know if there was any new footage in this one. Be that as it may, this made me want to see a movie that has no right existing after Jurassic Park III.

Worst: Minions

Just a teaser with some cheap jokes. It’ll probably take well with the children’s audience just the same.

Serious/sentimental ads

The attempts at jerking tears out of my cold, dead eyes started hot and heavy in the second quarter and didn’t let go. And most of them fell flat.

Best: Toyota — My Bold Dad

It’s not about the car but, as noted previously, how many car ads are? Might as well qualify for something else while they’re at it.

Worst: Nationwide Insurance — The Boy Who Couldn’t Grow Up

Because insurance prevents deadly accidents? How? (If you came here for something different, too bad on this one; it’s well deserved.)

Superlatives

Most awesome thing done for an ad: Bud Light — Up For Whatever

I’m so happy this existed, even if temporarily.

Best celebrity self-parody: Clash of Clans — Revenge

”I will find you, and I will kill you.”

Best cameo: Esurance — Sorta Pharmacy

Seems legit.

Best actual promotion: McDonald’s — Pay with Lovin’

Not a lot of Super Bowl ads do more than just shill a brand. This was my favorite promotion of what few were announced.

Most crushing disappointment: Game of War

I don’t know what’s worse… that a freemium game can afford to dump millions on making an ad, millions more to get an A-list model to be in it and more millions on top of that to air it during the Super Bowl, or that each and every dollar and more will be earned back because boobs.

Most Culture jamming: Loctite Glue — Positive Feelings

It’s not how these usually go…

Unh, what? Squarespace — Dreaming with Jeff

Yikes.