Archive | February 2013

SuperBowl: Winners and Losers According to Mi

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Audi “Prom”

The spot tells the tale of a young boy being chided by his parents for going to prom without a date. The ad changes direction when the boy’s father hands him the keys to an Audi, and he gains the confidence that completely alters the outcome of his prom night.

“Prom” serves as a branding ad that positions Audi as a bold, modern, and luxury brand for the generation of young professionals who desire performance and confidence. Audi effectively differentiates itself from competitive luxury brands who have based their branding on a foundation of history and wealth. The tagline, “bravery, it’s what defines us” is such a perfect end on top of an amazing ad. Audi manages to capture the right amount of energy and boldness in an ad that can make just about everyone smile.

Taco Bell “Viva Young”

With Deutsch LA as their new ad agency, Taco Bell’s commercial takes a different approach than their usual advertisements. “Viva Young” showcases a group of senior citizens who ditch their retirement home for a night out of town that includes reckless driving, partying at clubs, getting tattoos, and satisfying their midnight munchies at Taco Bell.

Though targeted at the youth, the ad definitely lives up to Taco Bell’s tagline “Live Mas” and their comedic brand personality. The irony in the story is fundamentally hilarious and evokes a feel-good spirit that identifies age as just a number. And now I’m craving a Doritos Locos Taco.

Oreo “Whisper Fight”

Oreo’s spot “Whisper Fight” shows two men engaging in a debate about which is better: the cream or the cookie. It begins as a civil conversation in the library but eventually things get out of hand and everyone has a destructive method of voicing their opinions.

Oreo is making a huge digital push with their ad and campaign aimed at social-media saavy millennials through interactions such as asking them to pick a side, starting an Instagram account during the SuperBowl, and posting a tweet that rocked the social sphere during the blackout. The ad alone was funny and enjoyable, but nothing spectacular. Personally, I’m a cream fan.

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Go Daddy “Perfect Match”

I thought Go Daddy was just burning money and eyeballs with their spot “Perfect Match,” but I was proven wrong, partially. Go Daddy is the perfect example of the phrase “all publicity is good publicity.” The spot, which featured a stereotypical and unattractive geek in a close up makeout session with Bar Rafaeli is aimed at illustrating Go Daddy’s metaphor for sexy meeting smart, which is how the company views its design and technology.

Go Daddy not only successfully grossed out viewers, they managed to rake in the highest sales the next day. For those internet users who wanted their own domain names, Go Daddy was there to remind them they can, in an entirely gross but unavoidable way. They’re bad, but at least they’re consistent.

Beck’s Sapphire “No Diggity”

Anheuser-Busch’s Budweiser kicked off the commercial spots during the SuperBowl, but then came its spot for Beck’s Sapphire which was more confusing than entertaining. The two spots were very similar in look and feel, but lacked the depth and messaging of a successful ad. “No Diggity” features a black goldfish singing the tune of “No Diggity” as it swims around, mesmerized by the bottle of beer.

The ad’s purpose served to promote the launch of Beck’s Sapphire. The goldfish’s fluid movements is intended to give their target, most likely the majority of middle-age men watching the SuperBowl, the smoothness that Beck’s Sapphire offers. The ad’s lackluster approach tells no story other than a fish’s attachment to a bottle and it’s difficult to comprehend the connection between the character and the product.

Wonderful Pistachios “Crackin Style”

The problem with anything that goes viral is that it comes and go, and cannot be sustained. Wonderful Pistachios chose to optimize on the popularity of “Gangnam Style” in a spot that featured PSY and dancing pistachios.

The spot is a demonstration of how lazy advertisers think they can catch attention with anything that had gone viral. Not only does it lack the strategy, it lacks any form of messaging or content that remotely relates to what the product is. What’s worse is that it waited until the momentum of PSY and “Gangnam Style” had faded into a one-hit wonder that no one has cared about since the new year to run the ad. Bad strategy, bad execution, and bad timing.