Alisa Wixom, with a little help from her fellow TBWA\Chiat\Day NY creative director Kris Wixom, gives us her rundown of this year's Super Bowl advertising bonanza.
As someone who can boast having had their only Super Bowl commercial rank in the bottom five of Admeter – even beat out by a movie trailer for ‘The Tooth Fairy’ staring The Rock – I’m not sure Kris and I are qualified to judge Super Bowl commercials. But here goes…
Newcastle’s non-Super Bowl Super Bowl commercial/s
There is nothing sadder than seeing a commercial run during the Super Bowl with a guy getting kicked in the balls then turning on the TODAY show the next morning to find out it was one of the most tweeted and talked about. Newcastle takes this ire and frustration at America’s low bar for entertainment and flips it on its head. The danger of course could have been to come off as bitter and asshole-y. But these commercials are smart and well written and are simply damn funny. If only the rest of America would understand that.
Maserati
My only complaint with this spot is I wish it had run a little bit later on versus during the first commercial break when everyone’s still doing keg stands and piling sausage balls on their plates. It is gorgeous. Intelligent. Well written. It would have been a much-needed antidote to the barrage of not so intelligent spots throughout the Super Bowl. So my complaint has nothing to do with the spot itself but with media placement. Proof that I could find something wrong with Jesus I tell you. Jesus.
Well hello you funny, well written, well produced Super Bowl ad… Damn you’re a rare breed. I really enjoyed this one. Tapped into the angst of having your favorite team not having made the Super Bowl while using the angst of not having taken the girl you really wanted to prom. Genius. Up until the part about tying into TurboTax but…whatever. I support any client or agency doing good work. And I’ll give you a pass on a weak RTB because it’s the Super Bowl. And I’m drinking cheap white wine.
RadioShack (80s back)
Full disclosure. I love the 80s. But so does everyone else. Which is why it’s the most abused theme ever. Honestly she’s the easiest girl to make out with on the block. Which makes her awesome. But also slightly scary with that suspicious Herpes on her lip. But done right, there’s nothing better. At least in the nostalgia department. And this one was done right and then some. That golden Clash of the Titans owl alone! Excellent!
Wonderful Pistachios
Colbert? Was that you? You’re so damn funny I refuse to believe it. I declare an imposter! Particularly when the other celebrity ads for Wonderful Pistachios are better than this one (which isn’t saying much). It’s okay I won’t tell anyone the aliens abducted you to make this ad for their sordid amusement. Not cool aliens. Not cool.
VW ‘Wings’
This was entertaining enough and I appreciate the nod to It’s a Wonderful Life. Which would be fine for a brand that’d never played in this arena before. Or one who had played poorly (Go Daddy…) But VW has played a LOT in this rodeo. And done some of the best work in advertising history (Bubble Boy, Milky Way, Little Vader, Night Drive, The Barkside). So in light of these facts – boo.
Chevy 'Life'
At first glance I was tempted to chalk this one up to another visually stunning, pretending to be touching commercial. But then before I knew it I was crying and my husband was wondering when the hell I started my period. This one got me. Proof that minimalism works, particularly amidst a lot of ruckus.
Chrysler 'America's Import'
Hands down my favorite ad. One could be tempted to say that anyone who gets Bob Dylan to actually star in a Super Bowl ad wins. But it goes so beyond that. The writing, the scenery, the incredible way it’s shot – it simply gets the ‘ole American blood pumping. Downright makes me want to tattoo an American flag square on my right butt cheek. Wait. I already did that. But this ad makes me damn proud I did.
