Hydrogen Advertising的动态

When it comes to Super Bowl posts, I know I’m late to the game (sorry about that). But I have a confession to make. My favorite ads weren’t the Google AI “Dad” spot (which left me—and several other women I’ve talked to—with a vague icky feeling) or even Nike’s triumphant, poetic return to the Super Bowl (people at my party talked all the way through it). Instead, my favorites that Sunday were two spots featuring a gratuitous use of celebrity. Whaaaat? Up to this point, my number one pet peeve from the sidelines (there I go again, sorry!) has been the use of celebrities without a specific link to the concept or brand. (Some examples that have done it well: Michael Cera for CeraVe and Michael Bublé for Bubly.) It breaks every rule I’ve preached on every Super Bowl panel I’ve ever sat on. But I’ll admit it—I loved the pure joy of the Michelob Ultra spot with Willem Dafoe, Catherine O’Hara, and a spectacularly gratuitous supporting cast. And perhaps even more, Seal as a seal for Mountain Dew (from the brand that brought us “Puppy Monkey Baby” in 2016), along with his happy-go-lucky boatload of completely incongruous celebs. I know a lot of Super Bowl spots are made for the industry. I loved Instacart’s quick nod to the previously mentioned “Puppy Monkey Baby”, but I’m always struck by how we, as an industry, tend to fall in love with the quiet, artful ad rather than those that really break through the chaos. Last week, I attended a local industry Super Bowl talk and then served on the panel at a Seattle University event the following night. As always, I compared what the industry loves with what the good ol’ USA Today Ad Meter says, and I have to admit—it’s hard to find common ground between the two worlds. Kudos to those who understand that people expect the Clydesdales, just like they expect chicken wings and queso dip. I wouldn’t call it a personal favorite, but I do think the Bud team honored tradition while adding something new. That spot wasn’t mentioned once during the panels but it topped Ad Meter. My realization of how important a venue is to an ad’s success came years ago when I sat on a panel in Chicago. I was pretty sure the planner on the stool to my left was about to take a swing at me when I wouldn’t agree that Chrysler’s “Imported from Detroit” was the hands-down winner of that year’s Super Bowl ads. (Flash forward to 2025 and several audience members vigorously defending Google “Dad.”) I countered with Volkswagen’s “Darth Vader” spot, which the planner argued didn’t have a unique selling point and was therefore a bad ad. But I think he was the one who missed the point. “Darth Vader” was a spot you could enjoy with a roomful of beer-fueled partygoers, while the nuance of Chrysler’s spot was lost in the noise of the party I attended. Both were great ads—but only one is still held up as a Super Bowl classic because it rose above the chaos that is Super Bowl Sunday. Now, off to the Oscars! Hydrogen Advertising Worldwide Partners, Inc.