By thesanfranciscoegotist / /
Ok, we skipped any spot we previewed, all the movie trailers and TV promos, and a few spots we missed when we fell asleep during the most boring Super Bowl of all time. But here’s just about everything else. A few overall points before start in.
- Enough with the fucking robots.
- Please God, stop putting celebrities in spots for no reason.
- You can’t put a website or hashtag at the end for only 1 second.
- Don’t put hashtags anywhere ever again.
- Really, stop with the robot concepts.
So without further adieu…
Bon & Viv Spiked Seltzer: Why are they underwater? Why are they speaking at the same time? What “myth” are they talking about? And man, the groans from our party crowd with the lame shark joke. Sadly, this spot portended the game itself.
M&M Chocolate Bars: Is there anyone who didn’t know M&Ms were in the back seat? That kinda kills the (lame) joke before it’s even delivered. Another groaner.
Bumble: Interesting spot empowering women. Interesting strategy for a stereotypical male-focused game. Nicely done and smart all the way around.
Turkish Airlines: Well, when you can get Ridley Scott to do a short film for the big game, you can’t really complain. The in-game trailer wasn’t super exciting, but with Scott attached to it, people will watch. It’s likely more people would watch if they had left the URL on screen for more than a blink of an eye.
Olay: It started out semi-promising. Definitely well produced. But again – it finished with groans thanks to a goofy “before” photo and some lame copywriting at the end.
Doritos: This one split our viewing party (mostly by age). Half the (older) people thought it was annoying. The other half (20-somethings) thought it was hilarious and there were a few shrieks of joy for the Backstreet Boys.
WeatherTech: You can’t go wrong with animals and babies. Yet someone WeatherTech did. Dogs getting paw print access to get to “food grade” dog bowls? Is there any consumer anywhere who worries the cheap stainless steel bowls they buy on Amazon.com aren’t “food grade”?
Bud Light: Bud Light did a series of spots around the fact that they don’t use corn syrup in their beer. Does anyone know this? Are consumers out there clamoring for no corn syrup in their brew? This seems like such a stretch, despite the relatively entertaining spots.
Expensify: This is a copywriter’s dream. Who gets to write a rap containing lyrics about sea food towers? It’s too bad Doritos beat them to the media placement punch with another rap, but up to this point, this was one of the better spots of the night.
SimpliSafe: Wait… you do a spot mocking all the fake things you’re supposed to be afraid of, and then tell people to buy a security system to keep you safe from robots eating hot dogs at a ballgame? This concept doesn’t seem really thought through.
T-mobile: The phone carrier did a whole series of these, and they were all pretty good – except you had to pay way too much attention to get them. Yes, people pay more attention to Super Bowl spots than in a usual game, but we had to go back on YouTube and re-watch these to understand them all. Did anyone catch the super-quick offers at the end?
Bud Light/GOT: Ladies and gentlemen, we have our Super Bowl winner! Funny, well done and COMPLETELY unexpected. Our crowd actually shouted out loud at the twist and people were still raving about it once the game came back on. Such a fantastic idea for a partnership.
Avocados from Mexico: We all wanted to hate this corny premise. But we just couldn’t. There were enough funny jokes in here to offset the goofy ones. Not our favorite, but certainly not the worst spot.
Pringles: We all laughed at the end joke here. It’s just that by this point, we had seen roughly 761 robot spots and had a hard time getting past “Ugh… not another one!” But a simple idea that certainly communicated all the Pringles flavors out there.
Google: This one may have tied for our favorite spot. We expected a lot more heartfelt commercials this year, but this was one of the few and it was expertly done. The payoff actually gave us hope for humanity.
Mercedes: You know those spots where the concept so outshines the product, you actually don’t even remember what it was for? Yeah, this was one of those spots. It literally took us a while to find this video because we couldn’t remember the brand.
Toyota: Borrowed interest is nothing new in a commercial. But man oh man, this one really takes the cake. It kinda made us feel gross watching Toyota take this great story and slap it on their effort to sell a crossover SUV.
Mr. Peanut: And the award for the Most Gratuitous Use of Celebrities goes to…
Mint Mobile: “That ain’t right.” Well, they got that right. We have friends at our party eating guac and ranch dressing and you’re making them gag with your $5 million media placement. Nice work connecting your brand to something disgusting in front of 100 million people.
Norwegian: On the bright side, if the agency hadn’t sold this to Norwegian, they could have slapped any other cruise line logo on the end and sold it to someone else. As generic as generic gets.
TurboTax: This was super, super weird – which we usually like. But again, after a billion other robot spots, we sorta tuned this one out when it came on. The end gag wasn’t good enough to save it.
Stella Artios: Ahhh… finally another good spot, which were as rare as in-game touchdowns. Between SJP and The Dude, there was something for everyone here. It’ll even remind some of us to switch it up and have a Stella next time we’re out.
Sprint: We’ll take your tired, overplayed robots and raise you some random celebrities! A dual dose of eye rolling.
Yellow Tail: We really, really don’t want to be ripping on every single Super Bowl spot, but man, when the visuals look like they were all sourced from bad stock by Googling “People drinking wine”, the copy is as cliché as you can get, and the tagline is “tastes like happy”? what can we do?
NFL: This was funny. An expertly done spot with so many great inside-football jokes we wanted it to go on and on. Only minor quibble that one of the Egotists had is that given the NFL’s desire to take some of the over-the-top violence out of the game, this spot was nearly all over-the-top violence.
Toyota: This spot felt like a rep sold them on the song and they tried to build a concept around it.
Kia: We’re sad this came so late in the game. Another fantastic spot that was the favorite of some Egotists. It’s a great idea to celebrate the average people who build Kias just down the road from the Super Bowl. Really smart strategy by the car maker.
Bubly: Ok, everyone else take note. THIS is how you successfully use a celebrity in a spot. There’s a reason for him to be there. It’s a cute joke. And it reinforces the brand like crazy. Also, people seem to love Michael Bublé
Verizon: There were a few of these and they were all really nice. Great concept – using NFLers who wouldn’t have been NFLers if not for the heroes who saved them. While obviously staged, it all seemed very genuine.
Devour: While nicely done with some decent jokes, we’ve seen this concept a million times. The fake addiction idea is almost as tired as robots.
Google: Another nice Google spot. Not sure many people will remember this one, but it’s a well-done commercial about a cool Google feature. It’s tough to get us to like big tech these days, but this one made us think more of Google.
Burger King: Video of Andy Warhol eating a Whopper. That’s it. And just like Warhol would have wanted, nobody knows what it means, everyone’s talking about it, and it’s pretty controversial. A great, great find from the archives. Kudos to BK to just let it do its thing and not try too hard with it. We’re still not sure if it’s a good spot though.
Washington Post: Poignant. Timely. Emotional. Well done, even if it does trigger some right wingers who will scream “Fake news!”
And that’s it! A horrible game coupled with a horrible halftime show paired with an overall poor group of spots. March Madness can’t get here soon enough.