Last night, people far and wide (perhaps a bit wider after the food) were greeted with stellar game of football (enabled by an equalizing power outage) as well as a decent selection of commercials. The expectations are high, the cost is great and some of the brands definitely delivered. If you were able to filter through the cheap thrills of low-grade porn and the cliché copycats, you saw some truly meaningful brand expressions. Some were funny; some where heartwarming. Unfortunately, some brands saw the need to rely on the cheap thrills of scantily clad women making screen love to web nerds or sandwiches. Others banked on a viral internet sensation for their success (Gangnam-Style Nut cracking anyone?) We want to applaud the brands that created something thoughtful and truly memorable.
Here are the top 3 from a few on our team:
From Josh:
Audi – “Prom / Bravery”
“Prom” is successful because it appeals to generations of men young and old, while continuing to build on Audi’s strong (and now brave) image.
Tide – “Miracle Stain”
“Miracle Stain” is clever and appeals to both men and women, especially a football audience.
Kia – “Space Babies”
The “Space Babies” commercial has a great payoff at the end, and leaves you with a clear picture of what the commercial was for and a specific example of how it can help you.
From Scott:
Doritos – “Fashionista Dad”
Why: As a father with a daughter and another one on the way, this one just caught my attention and made me laugh inside. My daughter knows how to manipulate me just using her facial expressions. The daughter using Doritos as an incentive for her dad was clever and adding his friends was just awesome.
Budweiser – “The Clydesdales Brotherhood”
Why: Just a touching ad that speaks to the heart about connection.
Ram -”God made a farmer”
Why: Nostalgia in ads connect with peoples memories and adding Paul Harvey to the mix will speak loud and clear to farmers who use trucks everyday as well as most rural and small town American. Associating Ram with hard work, never stopping, and genuine strength was a good connection to take hold of. It speaks to the working man in general.
Side note: None of these ads needed sex appeal to connect with viewers which in todays media is increasingly rare, if anything they brought a more wholesome side that is safe for all age groups.
From Adam:
Star Trek “Into Darkness” Trailer
Yeah… this just looks awesome. I’m not sure if a movie trailer counts on these types of lists, but I’m definitely excited for this “product.”
Audi – “Bravery”
Everything I learned from John Hughes movies in 60 seconds.
Taco Bell – “Viva Young”
The ridiculous Fun cover makes this commercial. So odd…and so great.
HONORABLE MENTION:
Iron Man 3 trailer…they skimped on the budget and only did a short spot with a link to a bigger one online…but the bigger one is fantastic. Teeeechnically not a Super Bowl commercial, but worth checking out.
From Jake:
I had a few of the commercials above on my list, so I’ll mention a few that weren’t already mentioned for sake of variety. Although, the clydesdales were hard to beat. It got my wife thinking that we should probably bring a Clydesdale to our acreage. (Thanks bud) 
Volkswagen – “Get In. Get Happy”
While I know there was controversy over this commercial, I thought it was a great connection with a felt need in everyone, the desire for happiness. It made me smile. It made me ‘happy.’
Kia – “Space Babies”
As a father, I connected with this commercial immediately. The ‘harder’ questions of parenthood are the ones we don’t look forward to addressing, Kia promises to make it a bit easier (to postpone
Best Buy – “Asking Amy”
Although it probably wasn’t held up as the funniest, or most heartwarming, I thought it was a brilliant move by Best Buy. With the rate at which technology is speeding forward, they know people have tons of questions and perhaps are scared to ask them. They were also able to show all of their major product categories in the context of these questions. Overall, an entertaining and inviting experience.
We hope you enjoyed our favs. What were some of your favorites? Tell us below in the comments.
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Shocked Leon Sandcastle didn’t make it in here somewhere. Not huge on the advertising, but hilarious non-the-less. Also, Oreos in the library.
Oh man, “Oreos in the Library” was hilarious. Can’t believe I forgot about that one!
Galen, good call on both of those.. I actually missed both of those. Thx for the headsup
I enjoyed reading all of your insights on the commercials. Your guys’ expertise in branding strategy shows in your short reviews of the Super Bowl commercials. My top two would have to be Leon Sandcastle, and the Dodge farmer one.
Good post!
Thanks for reading Simeon!