Beholder’s Eye

Imagine being a marketing executive for Budweiser or Doritos or Pepsi – and having the pressure to deliver a Super Bowl ad that’s more entertaining and effective than last year. You might come up with the memorable ‘Weego’ featuring a dog that fetches Bud Light when you call its name or create the clever ‘sling baby’ that snags a bag of chips out of big brother bully’s hands. Then again, you might have a distorted opinion that your audience is moved to make a purchase because you show Danica Patrick scantily clad or David Beckham in his briefs.

Sometimes I wonder who has more pressure in ‘America’s Biggest Sporting Event’: the players and coaches or the advertisers. Yesterday’s game really didn’t have a clear winner in the ‘what happens during timeouts at $3.5 million every 30 seconds’ category. I heard a radio announcer this morning say, “We kept waiting and nothing outstanding ever appeared.”

The challenge with trying to top your greatest hit is it’s difficult to keep raising the bar. (Think about Madonna’s new single as compared to some of her best-known releases.) That’s why some are questioning Tom Brady’s legacy today… as if taking his team to five Super Bowls isn’t enough of a career accomplishment. On the other hand, experts are talking Hall of Fame for Eli Manning. What a difference a couple of minutes make at sports’ highest level.

For the rest of us mere mortals, perhaps it’s best to just try and be a little better each day. Over time that makes a big difference in the results of your company. Most of all, thank your stars there aren’t 80,000 people and a billion more around the world watching you work right now.

For the record, at the Super Bowl party I attended, laughs were loudest for these five spots:

M&M’s – ‘It’s that kind of a party’
Doritos – ‘Dog buries cat collar’
Skechers – ‘Mr. Quigley dog racing’
ETrade – ‘Speed Dating’
Acura – ‘Jerry Seinfeld’

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Ho Hum

You would think a Super Bowl that came down to the final minute before the Packers were assured of victory over the Steelers would be memorable; however, last night’s game didn’t seem as suspense-filled as the past three close contests.

The halftime show with the Black Eyed Peas disappointed, thanks to poor audio and over-production. Going forward, maybe it would be better to stick to the normal 12 minutes and skip the entertainment.

As for the commercials… well, it’s clear the golden age of ‘Did you see that one?’ spots is past. Most these days are average, a few are entertaining and some are obvious examples of ad agencies wasting clients’ money. Note to E-Trade: Time to retire the talking baby.

The best ad of Super Bowl XLV was a freebie: the NFL spot in which all the sit com stars of old were outfitted in team gear. (No, they didn’t really wear those back in the day. It was, as my father used to say, ‘trick photography’ thanks to computer animation.)

Here is my analysis, based on the reactions of those around me:

Best

“Hack Job” – The game’s first spot about a kitchen remodeling that consists solely of placing a six-pack of Bud Light on the counter tops the list. Simplicity at its finest.

“Young Darth Vader” – Everyone loved the little kid trying to find his ‘force.’ The shock on his face when dad remotely starts the VW was a terrific finish.

“Detroit” – The teenagers at our party unanimously felt Eminem’s third quarter Chrysler spot was the highlight of the game.

“You Gonna Finish Those?” – There was great laughter when the Doritos lover licks the fingers of his co-worker. Pulling off another’s pants and smelling them… not so much.

“Dog Party” – There weren’t a lot of animal spots, so this Bud Light commercial where canines put on a blowout while master is out of town stood out.

Worst

“Godzilla” – Outstanding animation in this Coke spot but it left our room saying, “What was the point of that exactly?”

“Compact” – After much build-up in the playoff teaser commercials, the multiple Hyundai spots were big letdowns.

“Cram It in the Boot” – I have no idea what Mini was trying to accomplish with this ad.

“Shape Up” – The night’s last spot in which a beautiful woman tantalizes her hunky trainer missed the mark. Oh, that’s Kim Kardashian?

“Tibet” – Something tells me a few folks are getting fired this morning at Groupon for making light of a serious situation. Timothy Hutton should look for a new agent.

Noteworthy

“1984 Redux” – Thought Apple had hit a home run with this sequel to their legendary Super Bowl XVIII ad. Then it turned out to be Motorola Zoom. Talk about stealing your competitor’s thunder. Nice surprise.

“Product Placement” – This Bud Light spot spoofing how filmmakers allow advertisers to impact storylines was a hit. Everyone should take a lesson from Bud Light: terrific ads throughout the game.

“Just Send” – Faith Hill is always worth watching, although a few executives at TeleFlora are asking right now, “Who approved that?”

“Reply All” – Good comment by Bridgestone on the perils of e-mail. I also liked their commercial where the beaver pays back a driver six months later.

“Joan Rivers” – I thought it was hilarious when the new Go Daddy celebrity turns out to be the face-lift queen. Then one of the teenage boys near me said, “We were getting all excited until she showed up. Then we were just grossed out.”

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