Before I get to the Super Bowl:
Here is some great new work out there for you to enjoy.
AeroMexo. So brilliant, so smart, tapping into social dynamics and stereotypes and brilliantly using it to promote travel. I just love this work. 9/10
Reynolds and Jackman - Truce. Celebs. Why, why, why are so many used so badly in ads? Is it because the ad is sans idea? Probably. Now this, is a good use of celebs. Ok, ok, they do own the respective brands but….predictable…fun. 7/10
Guinness Clear. Look it’s intriguing and keeps you wondering even at the end of it. But a smart responsible drinking ad. 6.5/10
Axe Chill. Ok, not great, but not bad. Feel Axe has lost its edge a bit since they ditched The Axe Effect. 5/10 https://www.youtube.com/watch?v=BWDzvfUlLrM
Ikea – “Time to sleep.” I think Ikea are one of the most innovative marketing companies in the world. This is fresh and different. Product placement marvelous. Probably a bit long. But still good. 6.5/10
The Super Bowl is a busted flush. And I’m a Patriots fan. So naturally I’m talking about the advertising. It’s lost the magic. Not the money. When I first arrived in the USA, I went to a SB party – the non-football lovers were in the kitchen during the game. When half time came, everyone was watching the TV to see what the finest in marketing and advertising had to offer. Now everyone heads to the kitchen.
It’s a busted flush because people try to make a noise instead of sing. It’s a busted flush because a brand’s core values and ideas are betrayed in pursuit of a head-turn. But most importantly it’s bust because there is no longer any magic in the reveal, we’ve all seen the work, heard about it, read about it. Well, at least most have.
The magic of a Super Bowl ad is the publicity it gets after the event. After it wins. Not before. By all means, tease and taunt beforehand, but give us all a wonderful surprise to look forward to.
Only Bud Light did that this year – no pre-reveal regardless of whether you liked the work or not. And Bud Light and HBO did it with the most unexpected, interesting piece of work. Come on, who wasn’t surprised? It cut through and was unforgettable.
The NFL 100 years owns the best of show it seems, and it was an entertaining piece of work and therefore did the job it was set out to do. But it’s hardly a great idea – couple of football players ruining a wedding. And the multi-talented cast of players thing has been done over and over for soccer brands and tournaments. (See Nike). But it did its job and was fun. Would have been even more fun though if the final pass was caught by Bill Belichick. And he just stood there and smiled. Be interesting to see who’d dare to tackle him….
And I really liked the Andy Warhol Burger King work – why? Well I can’t logically tell you why – it was just a window into him, it was fascinating, intriguing. Quite an endorsement really. And I thought Budweiser Windfarm was simple, smart, beautifully made ("an ad made with class is a product made with class" is a good rule), and a worthy cause. The brand that partners with nature going forward is going to win a lot of new friends.
Also….I thought the new Alexa was pretty good – nice when brands laugh at themselves.
Verizon “The team that wouldn’t be there” is a smart idea and a worthy tribute to first responders. And Xbox likewise, smart and meaningful.
Next year, let’s surprise the consumer some more – with the ideas as well as the fact they only get to see them actually during the Super Bowl.
Oh, and how about someone out there creating a new Super Bowl-like property using the Oscars..
And on the subject of surprises, I can’t wait to see who the Patriots are playing in next year’s Super Bowl.