Wien’s Irreverent Super Bowl Advertising Review 2013

Super Bowl XLVII will be known for “Lights Out:” lights out in the stadium during the third quarter, lights out for the San Francisco 49ers, and lights out for most of the advertisers.  Last night’s game is in the record books.  The battle between the Harbaugh brothers is over.  Brain power won over athletic ability when it came to coaching.  Ray Lewis retires at the top as the Ravens celebrate and the 49ers start licking their wounds. For a lot of people (91% according to Nielsen), the real Super Bowl kick off is about to happen.  That is the magical time on the Monday morning after when people gather around the water cooler or flock to social media and discuss the question, “What did you think of the commercials last night?”

My annual irreverent review is designed to help readers remember what was aired, provide links to the commercials they might have missed, stimulate provocative discussion and most importantly, encourage readers to evaluate the advertising as more than just a beauty contest.   Was the commercial memorable?  Did the commercial communicate the brand’s competitive advantage or Specific Edge?  Did you remember who paid for the advertisement?

For example, one of the more popular commercials last year, 2012 Mayan Apocalypse, was brilliantly created to depict how the advertiser’s truck and a box of Twinkies (how ironic) survived while the competitors trucks  were nowhere to be seen.  I asked a lot of people last year what they thought of the Dodge Ram Apocalypse commercial and everyone agreed it was terrific.   I told them I thought the creative got in the way of the actual message and made my point when I told them it was really a Chevy Silverado commercial.   As expected, they did not remember who paid the $3.5 million to air that entertainment.  {Click here for link to commercial.}

Before I jump into the irreverent review, let’s give credit to the NFL for a brilliant opening.  Having the Sandy Hook Elementary School chorus lead off with God Bless America sent a very powerful message to Newtown, Connecticut and to all Americans.  We are a resilient bunch and nothing will get in the way of building the next generation for a great future.  God bless the NFL for that opening.  And now for the commercials:

Budweiser Black Crown – Budweiser introduced a new, more sophisticated beer, but still under the Budweiser label for the lead-off commercial.  Can Budweiser be sophisticated?  I don’t think so.  Should Budweiser use this commercial in the lead position.  I don’t think so either.  {Click here for link to commercial.}

M&M Singing – The M&M character is a great celebrity spokesperson for the candy maker.  He is sweet, lovable and works hard to avoid his own demise.   This humorous commercial makes the brand the hero and somehow manages to promote different uses, like the chips in chocolate chip cookies in a fun and memorable way.  This one won’t melt in my hands.  {Click here for link to commercial.}

Honorable mention goes to the M&M “She Loves Chocolate” commercial aired on ESPN in the Pre-Game Coverage.   One M&M character is warned not to go out with the beautiful red head as she loves to eat chocolate.  A great story line is created especially for the ESPN audience when another M&M character takes the bait and faces the disastrous consequences, leaving the viewer to ponder, was it worth it?  {Click here for link to commercial.}

Audi Prom Night – A slice of life commercial where an average guy gets the courage to be a superstar for one night.  This fantasy is made real by the little sister showing no sensitivity to her big brother and by a well-earned black eye on full display.   Dad was a hero for providing the car and the homecoming queen’s longing look gives this one a seal of approval.  {Click here for link to commercial.}

Hyundai Santa Fe – There is a right way to make the little guy a hero and a wrong way.  This commercial does an excellent job of illustrating the wrong way.  The big finish of knocking the bad guy off his feet with a football felt more like a whimper than a message.  {Click here for link to commercial.}

Go Daddy Perfect Combination – Go Daddy has spent years building a brand identity on the Super Bowl based on provocatively sexy ads with no content.  What is Go Daddy?  Finally this year, they came up with a great concept to bring together their sex appeal with their core competency – helping small businesses build killer web sites.   Why did they have to kill this idea with Bar and Walter kissing?  Maybe a little peck would have been ok, but making Bar kiss Walter in front of 110 million people was cruel and unusual punishment for the viewers.  {Click here for link to commercial.}

Doritos Goat for Sale  -  Here is a company that has figured out how to effectively leverage social media.  For the past seven years, they encouraged their customers to develop commercials for the Super Bowl.  Then they let consumers watch the five finalists and vote for the best.   Talk about interacting with your customers.  They were actively engaged in this commercial before the kick-off.  It was a win for Frito-Lay, no matter which commercial was picked.  In the lead off commercial, a guy buys a Doritos eating machine in the form of a goat and can’t wait to sell him.  Doritos has the brand awareness and got over 4 million Facebook likes to pull this one off with a crunch.  (Mike worked on Doritos and helped launch a new flavor – Nacho Cheese in 1975.)  {Click here for link to commercial.}

Pepsi Next – Pepsi has a big long term challenge, sitting at the epicenter of all the negative publicity about sugar, soft drinks and obesity.  Their introductory spot should appeal to the teenager who needs to watch sugar consumption.  But I don’t think it will connect with the parents who are going to be the ones who make it happen.  The copy and web site at the end flashed up so fast, it was incomprehensible, only helping to make this one fall flat on its face.  (Mike worked as the Director of Brand Management for the Pepsi Bottling Group.)  {Click here for link to commercial.}

Best Buy Experts  - Amy Poehler stars in this fun commercial that does a great job at focusing on Best Buy’s Specific Edge: having sales professionals who can give helpful expert advice.  If Best Buy can deliver, they will have a competitive advantage over all the other big box stores that try to minimize service.  {Click here for link to commercial.}

Budweiser Black Crown – Another sophisticated commercial about the people who drink Black Crown Amber.   The last time Budweiser came out with a successful sophisticated beer, they called it Michelob and did not co-brand it with the Budweiser name.   That was a good idea.  {Click here for link to commercial.}

Coke opens happiness – Security cameras catch everyday people doing something good.  It is one of those feel good commercials that is right on target for the Real Thing.  And with the most recognized brand in the world, Coke can afford to be subtle on how much exposure they give to Big Red.  {Click here for link to commercial.}

Oreo Cream or Cookie – An outrageous dramatization of the age old debate on what makes Oreo’s great, the cream filling or the cookie.  Since it is actually the combination of both, everyone wins including the baker.  {Click here for link to commercial.}

Second Quarter

Toyota Genie – While many Super Bowl commercials fail because the brand gets lost in the creative, this Toyota commercial takes us to a new level.  The creative gets lost in the creative.  Besides allowing the advertising agency to entertain themselves in public at the client’s expense, what value was created for this 60 second, $5.6 million investment?  {Click here for link to commercial.}

Doritos – Dad with Daughter – While I love the interactive concept, the problem with allowing the creative to be driven by a popularity contest is that the people who vote on social media like some pretty wild and crazy things, irrespective of what it means for the brand.  {Click here for link to commercial.}

Calvin Klein Underwear – This commercial is a celebration of a great male body in Calvin Klein Underwear.  Calvin Klein built their underwear brand on sex appeal.  Who else is going to care about what a guy looks like in his briefs? This commercial focuses on looking good in front of a mirror.  I think that sex appeal is a better reflection of the brand promise.  {Click here for link to commercial.}

Cars.com No Drama – The biggest fear in buying a car is dealing with the wolves in the new car showroom.  Cars.com does a nice job communicating their benefit – no hassle, no drama.  It is a lot better than last year’s talking head.  {Click here for link to commercial.}

Bud Light Voodoo Dolls  -  I remember the day when Budweiser would run six or eight commercials in the Super Bowl and have the majority of them end up in the top 10.   What happened?  The Voodoo dolls have a great ending with two fans having voodoo dolls (a 49er and a Raven) that cancel each other out.  I think we need Voodoo dolls for Busch marketing.  {Click here for link to commercial.}

Go Daddy – For the first time in Super Bowl Advertising history, Go Daddy focused on what they do, help you lock in a great name as a URL .  They do it in a fun and creative way.  I miss the girls but I like the message.  {Click here for link to commercial.}

Milk Out -  Super hero avoids helping everyone in need as he focuses on his own need – his morning milk run.  The creative team will need more than milk and a super hero to protect them from the critics on Monday morning.  {Click here for link to commercial.}

Hyundai Turbo – Hyundai makes a great case for why you do not want to follow trucks caring hazardous waste.  A very entertaining commercial, but it is missing just one key element… the car.  This one needs to be left behind.  {Click here for link to commercial.}

VW Be Happy – What were they thinking?  A big white guy with a Jamaican accent from Minnesota telling everyone at his very stuffy company to be happy.  What was he smoking?  Better yet, what was the creative department smoking?  {Click here for link to commercial.}

Coke Desert Chase – What do Arabs on camels, Hells Angels on motorcycles, a posse of cowboys and a bus load of Las Vegas Show Girls all have in common?  I don’t know either, but with the creative department at Coke putting them all together in the desert, everyone came up dry.  {Click here for link to commercial.}

Subway celebrates Jared  – Here is a fast food chain that has developed a Specific Edge – Subway Fresh Fit Meals.  Subway has stuck with Jared for 15 years and is a great demonstration of the value in continuity in message.  This as a stand-alone commercial would not have worked.  But with 15 years of equity, it will not be the most popular, but it will be a motivator for many viewers as they reach for their fried chicken wings and chips with guacamole.  {Click here for link to commercial.}

Taco Bell Old People – This is a very fun spot about seniors acting like teenagers.  I am sure anyone over 70 will love this spot.  I just worry about how relevant it will be to Taco Bells target audience who calls the members of this cast- “Grandma” and “Grandpa”.  Put this one to bed. {Click here for link to commercial.}

Sketchers Chase – A classic National Geographic film clip about survival of the fittest.  The twist comes when a man wearing Sketchers runs down the cheetah and saves the gazelle.  That change in direction delivers the message – those shoes are fast.  {Click here for link to commercial.}

Lincoln MKZ – Lincoln is back with a great looking car targeted to a younger audience.  This commercial does a great job featuring the design and the sophisticated technology.  The 45 miles per gallon gets lost with all the other information.  I like this commercial.  They should run it a lot.  Just not on the Super Bowl, because while it is a strong commercial, it does not stand out like a stove pipe hat in the White House.  {Click here for link to commercial.}

Half time

Jeep Salute to the Military – The half-time show ended with a two minute tribute to our military and their families who also make significant sacrifices in the defense of our country.  This salute was tasteful, well done, appreciated and right on strategy for Jeep brand.   God bless the Jeep marketing department for this one.  {Click here for link to commercial.}

Century 21 Wedding – OK, this one wins the award for communicating their message in a creative way.  Century 21 agents are really good at finding the perfect starter home.  However, was it the right message?   Is Century 21’s market “Starter Homes?”   Did they differentiate themselves from every other real estate agent?  And in these times, are potential customers more interested in having a great agent who can find the perfect house or in selling their existing house?  {Click here for link to commercial.}

BlackBerry 10 – Here is a company that just seven years ago was the market leader and industry standard in mobile communications.  Then they somehow let the world pass them by.  They needed a message to get people to take notice – BlackBerry was climbing out of the grave.  Focusing on what BlackBerry can’t do is a good idea, especially if the new BlackBerry 10 is just catching up with what everyone else is already doing.  My bet is if they had a Specific Edge or a competitive point of difference, they would have promoted it.  {Click here for link to commercial.}

e-Trade Baby – When you have a formula that works, stick with it.  e-Trade continues to win with their baby spokesperson.  And how this little guy delivers this very specific message – don’t blow it with high 401 (k) fees – is amazing.  This is a great example of how the right creative can actually reinforce the message.  {Click here for link to commercial.}

Subway February- A retail promotion for the $5 sub.  How remarkable for a Super Bowl advertiser, making a real effort at selling their product based on the $3.8 million investment.  What a deal.  I bet the Subway franchisees along with their customers will love it.  I’ll have the Buffalo Chicken on 9 grain honey oat.  {This commercial is not available.}

Bud Light  Lucky Chair -  Well, let’s give Bud Light credit for celebrating the magic of New Orleans.   I hope they take those lucky chairs back to St. Louis.  They are going to need them. {Click here for link to commercial.}

Axe Apollo  –  I have to admit, when I first saw this commercial, I thought the creative department should win the contest and be sent back to where they came from – outer space.  But after further review (like an instant replay) and a brief discussion with a family member who is part of a younger generation and very familiar with the product, I now understand that Axe, like an Astronaut will help guys attract women who are gorgeous.  I’ll buy it…and the product too. {Click here for link to commercial.}

MiO Fit  Change -  A new sports drink, I think.  If I were trying to introduce  a new drink, I would either show the drink or show users enjoying the drink.   I might even show the package or label.  A talking head in front of a flag leaves me dry. {Click here for link to commercial.}

Kia  Robot – Car lover gets too close to the Kia on display for the very attractive female robot who quickly crumbles and disposes of the culprit.  The commercial focused on the cars design which has become Kia’s Specific Edge at their price point.  {Click here for link to commercial.}

Gildan T-Shirt Get-a-way – Wow, this is a sexually explicit commercial that they were able to navigate through the censors.  It is a perfect story line for Gildan’s target audience and drives home a great message…do you have a favorite t-shirt?   The problem is Gildan is not a well-known name.  They will need a lot more than one 30 second commercial to establish the brand.  The execution was great, but I would not give them the shirt off my back for the strategy.  {Click here for link to commercial.}

 Wonderful Pistachios – Gangnam Style – How can you make Pistachios exciting?  Well, if you have a popular Korean super star who is famous for wearing a obnoxious tuxedo jacket, you are off to a good start.  Psy is the right celebrity to deliver this message.  His millions of fans will love it.  {Click here for link to commercial.}

Lincoln Road Trip – Lincoln is back with a great luxury car targeted to the younger buyer.  How can they possibly screw this commercial up if they feature an attractive young couple and make the car the center of attention?  Watch it again and see it is very possible.  {Click here for link to commercial.}

Speed Stick Laundry – Why do men wear deodorant?  To be more presentable to women, especially in challenging situations.   Speed stick makes creating advertising look so easy.  It just rolls right on.  {Click here for link to commercial.}

Beck’s Sapphire  -  Did you ever wonder why beer commercials feature attractive women?  Because sex sells beer and fish don’t.  This commercial won’t catch anything.  {Click here for link to commercial.}

Budweiser Clydesdales – I have to admit, I have been extremely negative about the Budweiser Clydesdale commercial for the past two years.  The magic formula was to create an emotion packed story that brings out the best quality in all of us.  That little pull on our emotions sang heritage, tradition and quality.  Welcome back Clydesdales.  I have missed you.  {Click here for link to commercial.}

Fourth Quarter

Chrysler Farmer – Paul Havey’s two minute tribute to the farmer captured my attention with the delivery, the great still pictures and the writing.  If Dodge Ram wants to stand for rugged, hard working, salt of the earth men, then this commercial delivers on the brand strategy.  It sure worked for Marlboro.   {Click here for link to commercial.}

Kia Space Babies – While this car company tries to be cute, the father goes so far away from the truth in an unfathomable web of lies that one gets the impression he is only going to create another Lance Armstrong.  And can anyone remember which car company paid for this stuff? {Click here for link to commercial.}

Tide Montana Stain – Let’s give Procter and Gamble credit, they developed a commercial that featured the product’s key benefit – stain removal and tied in the 49ers and the Ravens.  I am not sure the Super Bowl is the right field for a detergent commercial, but they get credit for delivering the message.  Roll Tide!  {Click here for link to commercial.}

Soda Stream – What a great concept, homemade soft drinks.  Think of all the money you could save and help the environment.  This product’s day will come, but not before a lot more advertising impressions that spends more time educating the consumer and less time on blowing things up.  Great idea, wrong environment.  {Click here for link to commercial.}

Mercedes-Benz -  The devil offers a young man a deal to change his life with a Mercedes.  I found this commercial to be off target for the Mercedes customer.  Then the under $30,000 price was revealed.  That is exactly what the creators wanted to do, appeal to a younger audience with a less expensive model.   {Click here for link to commercial.}

Samsung Mobile – Seth Rogen and Paul Rudd think they are the next big thing, but instead are asked to come up with the next big thing for Samsung.  Somehow, LeBron James steals the celebrity spot and whatever message about the brand.  The only thing missing was a power forward button on this two minute party killer. {Click here for link to commercial.}

I hope this was helpful in stimulating intelligent conversation about last night’s advertising and the importance of having a competitive advantage or a Specific Edge.   Your comments would be appreciated.  Forwarding this link on to others who might enjoy reading the review would also be appreciated. 

Check out the video blog tips below on business development too.