Super Bowl Winners: Ads That Deliver
This may be the first time the game was more interesting than the lackluster set of commercials. After watching outrageous commercials like those from Outpost.com during recent Super Bowls, the ads shown this year ranged from cutesy to nostalgic to downright funny, yet only a few will be effective in advancing the bottom lines of the advertiser. Following are my awards:
Most Relevant: Mc Donald's in light of the hockey dad death and conviction, this spot presented cute kids playing football, delivering the important message that playing is tantamount to winning. Every parent watched transfixed, gripped by the emotion and suspense that made the message all the more powerful when it was revealed.
Best Car Spot: A Jaguar leading a snowplow is not a typical presentation for this luxury brand and the surprise factor left commonplace spots from the Ford Explorer, Saturn, Honda and Chevy Trailblazer in the dust.
Most Likely To Fail: New York Sports Club - A large butt doesn't inspire prospects to exercise, it just contributes to inactivity and depression among the overweight.
Best Imitation of 1999: Anti-smoking messages. Yes, smoking cyanide is legal. Connected well with the target audience but the company purchased a significant amount of waste exposure and its shock value overshadowed the name of the company, which I can't recall.
Most Unexpected Plot Twist: hotjobs.com - woman interviewing for stenographer position.
Biggest Missed Opportunity: Honda Accord's "Thanks." Surely, there is a more compelling reason to buy this car than its best-selling status. What was it that helped it achieve its best-selling status?
Best Use of Frequency: mlife - their spots aired before and during the game, each one revealing a different piece of the puzzle without giving away exactly what mlife actually is or offers until the strangely compelling belly commercial.
Personal Finance War Winner: Charles Schwab's fantastic Barry Bonds/Hank Aaron spot, aired twice, will ultimately deliver greater bottom line returns then E-Trade's monkey spot and show sponsorship.
Blandest Use of Nostalgia: Busch family - take a cue from Pepsi's nostalgia Britney style.
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