Tite's 2021 Super Bowl Ad Review
There certainly are types of SB spots that show up year after year. And 2021 was no different.
Every year, we can count on:
? The classic V/O + orchestral spot like NFL's "As One". We've seen this many times.
? The start-up/disruptor brand who think a SB spot will catapult them into being legitimate like Dr. Squatch and Mercari. (Spoiler alert: it won't)
? The retro / call-back to people and characters we had forgotten like Cadillac's Edgar Scissor Hands, Waynes World, and Bud Light Legends. ("Stranger Things" certainly helped push this along)
? The could-have-been-anybody-but-we-got-a-poorly-casted-celeb like Travolta (Scott's), Nick Jonas (Dexcom), Brad Garrett (Jimmy John's), Maya Rudolph (Klarna), Kutscher / Kunis / Shaggy for Cheetohs. (Why? Why?)
? The epic spots who just go for it like Bud Light Seltzer Lemonade.
? The they-should-have-hired-an-agency-but-instead-did-it-in-house spots like this year's Guaranteed Rate spot which used familiar stock footage, sport cliches, and a badly directed V/O.
? The weird for the sake of being weird like Tide's Jason Alexander. I don't need to see that again.
But in the end, the winning spots are the ones that perfectly combine a great idea, a well crafted script, and great performances that make us stop. They can make us stop because because we're moved, because we laugh, or because we simply haven't seen it before.
GOLD: Let's Grab a Beer (AB)
- A simple insight with a unique and intriguing opening shot that made think of all the people I want to be out having a beer with (even though I'm more of a wine guy).
SILVER: Jessica Long's Story (Toyota)
- Swimming through the scenes with a call-back phone conversation instead of a Donald Sutherland voice over and soft piano track? Magnificent. Easily the best directed spot of the night. Bravo.
BRONZE: No Way Norway (GM)
- Unlike other celeb spots, this could only driven by Will Farrell. I literally LOLed at, "This place is adorable".
Honourable mentions:
? Jeep with Bruce Springsteen
? The important idea (but not the spot) behind P&G's "Closing the Chore Gap"
? The introduction of the creative platform of "Working 5 to 9" to describe side-hustles for Square (but not the spot).
Senior Manager at Deloitte Canada
4 年Probably the second best part of the Super Bowl.?
Business Growth Guide
4 年No debate here. If only the spots were better than the big ideas.
Founder. Patent holder. Creative Director.
4 年Will Ferrel and a bunch of boring spots.?
President at BPG
4 年Totally agree! I liked the Michelob Ultra spot too about the source of happiness (not the other one, that was a celeb parade) - good copy.
General Manager I CMO I Business Unit Leader
4 年I’m a fan of the 3D Doritos. An engaging way to illustrate the product unique POD. By the way, the “let’s grab a beer” idea has been around for a long time. I remember a spot done by a “consortium” of AB, Miller and Coors where people would celebrate “beer occasions” with vegetables, just to show the place of beer in our society... Circa mid-90’s