Super Bowl 54 Ads: Single Kid Reviewer for this Year's Game
The Super Bowl is, by definition, over-hyped. And the ads have finally achieved that status in my mind this year with just about every brand doing full teaser campaigns in the weeks leading up to the big game. I question whether the Mr. Peanut saga sells more peanuts than say, a targeted promotion to hiking enthusiasts gearing up for their summer hikes.
At any rate, we’re down a reviewer this year since the eldest is at a soccer tournament. [Update: her team won their bracket, and made it home with medals and a giant trophy this evening.] We’re left with our 10-year old son who has always favored the slapstick over just about everything else, so there was some disappointment in this year’s Super Bowl picks.
The two spots that seemed to resonate most with him were built on slapstick foundations:
Reese’s Take5 - I’m still not sure if this was a new product introduction, but neither the boy nor I had heard of or seen the candy before. But boy did he have fun figuring out all the idioms brought to life in the spot.
Bud Light Seltzer with Post Malone - Pure slapstick coupled with a robot: it didn’t matter that the subject matter was alcoholic beverages or that the star was “that singer with the face tats who whines a lot.”
A couple of honorable mentions (made possible via technology):
Rocket Mortgage - He didn’t recognize Aquaman, but he thought it was pretty funny to see “the opposite of Thor happening right on TV” - he thought the toupee removal was a nice touch. He had no clue was the spot was selling.
Budweiser - The devices spot was a favorite for both of us, mainly nostalgic for me (the Frogs are HOF IMO) but he went down a conspiracy path. “I knew Alexa was spying on us - even the beer commercial thinks so.” At least he got that they were selling beer in this spot. [Not sure why this could only be found on the Bud Canada channel, but this is the spot we both were discussing during the game this evening.]
And a nod to animation:
Pringles - Of course Rick and Morty are going to register with the ten-year old - it wouldn't even matter what product they were shilling at the time, it was going to get his attention, and it did.
Dad’s favorites
Google - Google had a real tear-jerker, but in the best possible way, in a human way that was incredibly real and showcases their core service in the simplest, and most helpful, terms. Bravo, Google!
Jeep - There may have been a couple other spots that were more memorable (P&G family of products - how is this the first time those appeared together in an ad?!), but Jeep’s homage to Groundhog Day (since today was Groundhog Day) was especially fun to watch. I can almost imagine the agency conversation that spawned the spot: Wait, when’s the Super Bowl next year? Groundhog Day? Well, what if we got Bill Murray to reprise his role (along with a supporting cast member or two) and use a Jeep to change things up? Anyway, it was a fun spot to watch, was totally in brand and speaks to the independent streak Jeep owners aspire to.
Until next year!