The Winners of the 2014 Super Bowl Commercials

 

The game may have been long over by the time Sha-Na-Na joined Bruno Mars on stage but the commercials went on as planned. You hate the sweater you paid $90 for last week? Too bad. Try being a brand that forked over millions in media and production to advertise during a game that was over after 12 seconds.

Oh well. Here’s who I thought the winners were.

Esurance: “Save30”
This wasn’t as funny as E-trade’s “Well, we just wasted 2 million bucks” spot from years ago but it was just as relevant. It not only communicated a strong brand belief, it backed it up with a clever media buy and a second screen contest. Top marks for something so simple.

Maserati: “Strike”
Young creatives pay attention. This is how a writer makes a spot. From the opening line,  “The world is full of giants” to the closing, “…and quietly walk out of the dark and strike”, every word has its place, every beat has its purpose. The only thing they didn’t do was ask the writer of the script to take a look at the name of the car, “Ghibli”. Regardless, as a writer, I wish I wrote this.

Jaguar: “Rendezvous” 
Who knew “Good to be bad” could be so great? Well it was in every way. Ben Kingsley, Tom Hiddleston and Mark Strong undoubtedly made British villains and the country they represent proud. I may never be an evil villain but I’d certainly kill for their getaway car. Well done, Jag.

Chevrolet: “Life” 
Aligning with an important event like World Cancer Day isn’t easy. A lot of brands try to be noble but their bias gets in the way and they end up sounding like self-interested capitalists who are just using the charity for profits. This didn’t in any way. Beautiful spot. Amazing song.

VW: “Wings”
A wonderful set up with great casting and nice little smiles throughout. Touch the rainbow!

Cheerios: “Gracie” 
I like brands that stand for something. Thanks, Cheerios. Good for you.

Budweiser: “Puppy Love”
If you saw this and didn’t cry, your heart is made of left-over steel from the Keystone pipeline. I’ll take 1 of these over 10 of those “epic” spots any day.

Chrysler: “America’s Import”
I’m still not sure that Bob Dylan was the right person to appear in this spot. Luckily, he was given a pretty bold script and he delivered. When it comes to drawing a line in the sand, it doesn’t get much better than: “So let Germany brew your beer. Let Switzerland make your watch. Let Asia assemble your phone. We will build your car.”

RadioShack: “The Phone Call”
You want celebs? RadioShack put on their leg warmers and brought in Erik Estrada, Dee Snider, Cliff Clavin, Mary Lou Retton, Devo, Jason, Hulk Hogan, Sgt. Slaughter, California Raisins, Teen Wolf, and Alf (who also appeared in an inflight video earlier in the week) for an 80’s flashback that was really fun. Completely self deprecating, too. It’s time for a new Radio Shack. Let’s just see if they can build one.

Hyundai Genesis:  “Dad’s Sixth Sense”
Nice spot indirectly thanking dad. Nice to see especially after all the P&G mom love. I hope I’m as good a dad as this guy.

Go Daddy: “Body Builders”
You want web traffic? Here’s a totally fun depiction of it. Ridiculously simple and simply ridiculous. Besides, Go Daddy finally didn’t resort to using sex to sell. Imagine that.

Check out the Losers of the 2014 Super Bowl Commercials.

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3 Comments

  1. The Losers of the 2014 Super Bowl Commercials | The Tite Group
  1. Great review of the ads Ron! My favourites are Maserati, VW, and RadioShack.

    Funny thing to note, 6 out of 11 ads you chose were from car companies. Do you like cars Ron? 😛

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