Who wants to watch the Super Bowl with ad people? Nobody. That’s why we have our own gathering with family and friends who understand that the most important plays happen between the plays on the field. Congratulations to the Seahawks and these spots which emerged as our favorites (in no particular order.)
BEST I’M NOT CRYING YOU ARE MOMENT
Redfin / Rocket Mortgage
“America Needs Neighbors like You”
Mirimar US
For two brands that are all about “home,” this spot captured the struggles of being the new kid with the joy of new friendship. Set to Lady Gaga’s rendition of “Won’t You Be My Neighbor,” the spot channels Mr. Rogers’ philosophy, encouraging unity in a way perfectly befitting these brands.
BEST GIRL POWER MESSAGE
Dove
“The Game Is Ours”
Ogilvy
Dove took a joyous approach to inspiring young women to have agency in their own lives by turning away from negative body talk that might discourage them from playing the sports they love. Pushing back against the statistic that 50% of the girls who quit sports do so because someone criticized their body type, Dove continues to shine with purpose-driven work, repositioning beauty as more than outward appearance.
BEST PRODUCT DEMO
Levi’s
“Backstory”
TBWA\Chiat\Day LA
With the game happening at Levi’s Stadium, it was natural for the brand to return to the ad game as well, for the first time in twenty years. And since the way jeans make your butt look is a primary reason for purchase, the brand showed off some famous (and not so famous) behinds sporting that iconic red tag. We appreciated the nostalgic references to Toy Story and a certain singer from Jersey. A perfectly paired music track (James Brown’s Get Up Offa That Thing) made this a standout spot.
BEST MUSIC PARODY
State Farm Insurance
“Stop Livin’ On A Prayer”
The Marketing Arm
In a spot where the extended cut is required viewing, State Farm creates easily the most entertaining of all this year’s spots. Danny McBride and Keegan-Michael Key show Hailee Steinfeld why choosing substandard insurance is a mistake. Drive-up cameo by Bon Jovi with Jake riding shotgun ties it all up nicely.
BEST FIRST TIMER
Liquid IV
“Take A Look”
Anomaly
Also winning the “ruin a good 80s song for me” category, this spot from first-time Super Bowl advertiser Liquid IV does the brave thing — by not showing their product until the end. Hooking the audience with a bizarre chorus of singing toilets belting out Phil Collins’ mega 80s hit Against All Odds, Anomaly centers the spot on a human truth revealed in a stellar payoff — take a look at your pee, and if it’s yellow, you’re not hydrating enough. Extremely memorable and shock value that actually helps the audience remember your product (and its benefit) is worth it.
BEST METHOD ACTING
Turbo Tax
“The Expert”
RG/A
Adrien Brody doesn’t do anything halfway. So when he’s cast as a Turbo Tax expert, he leans into the pain of taxes, but just can’t seem to grasp the product benefit — Turbo Tax takes the pain out of taxes. A smart concept well delivered on all fronts.
BEST USE OF CELEBRITY
SQUARESPACE
“Unavailable”
In-House
If you’re going to do the celebrity + celebrity director thing, teaming up with Emma Stone and Yorgos Lanthimos (most recently of Bugonia) was brilliant. In Lanthimos’ second spot of this year’s game (the other was for GrubHub with Anomaly), the concept is quite simple: a celebrity who has no control of their own name’s domain can’t get what she wants. Execute that idea with a noir vibe (shot on B&W analog) with a performance from one of the best in the business, and you get a disruptive, unforgettable spot. Extended content is fabulous as well.
BEST USE OF PUNS
Raisin Brand
“Will Shat”
VaynerMedia
If you’re having flashbacks to Kmart’s “Ship My Pants” brilliance, you’re not alone. Raisin Bran returned to the brand (bran?) bowl for the first time in 15 years with what the NYTimes called a “Super Bowel ad.” Playing off the 94-year-old Shatner’s name, the brand drives home its product benefit by unstopping the puns to let the bathroom humor run. (They started it.)
BEST “NO THEY DIDN’T” MOMENT
Novartis
“Tight Ends”
Fallon
Last year, Novartis got people looking at breasts and talking about breast cancer — this year they’re focused on the guys and prostate cancer screenings. With a humorous approach to an uncomfortable topic, the spot features tight ends unclenching their, well, “ends” because it just takes a simple blood test to screen for prostate cancer.
BEST MEA CULPA
Southwest Airlines
“That Was Wild”
GSD&M
Look, Southwest had a unique point of difference for years — cheaper seats but a free-for-all on where you’d actually sit. Highlighting how that strategy played out in the wild to announce a shift to assigned seating is the way to go, especially as some have complained that open seating is part of what made SWA so unique.
LUCKY STRIKE EXTRA
Nike
“Bitter Tastes Sweet”
W&K
Holding your spot to the last possible moment, banking on a Seahawks win, and getting some sweet revenge for Marshawn Lynch and the controversial coaching call from 11 years ago that sent the Patriots home with the Lombardi. That’s what Nike and W&K did. Sweet revenge for Seahawks fans, but we’re all left with the question: what if the Patriots had won again?
KIM SMITH is group creative director at LOOMIS, the country’s leading challenger brand advertising agency and a top Dallas advertising agency for digital, social, mobile and user experience. For more about challenger branding, advertising and marketing, leadership, culture and other inspirations that will drive your success, visit our blog BARK! The Voice of the Underdog and catch up on all of our posts.
For more about LOOMIS, or to discuss how we can help your company succeed, CLICK HERE
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