I present to you - this year's worst Superbowl commercials. They are all equally as bad, for different reasons. Some had the potential to be huge, but it's a fine line, if you aim very high, between nail or fail.
CHRYSLER & EMINEM
One of the best commercials of this year's Superbowl? Well, not in my world. I feel like watching an Eminem music video, but not a Chrysler commercial. I am totally unclear what they are trying to sell me? Luxury? The finer things in life? The Chrysler 200 is one hundred less than the 300, and that is far from being a luxury vehicle. So we are talking democratic car mass market here. Why do they talk about luxury? Detroit is an ugly city. My apologies to all people up there, but I will not come and visit if I don't have to. You have done cars up there for decades, but lately not cared much about innovation and quality, but more about union contracts, ridiculous health insurance plans, and resting on your laurels. The message here is just wrong. And pulling in Eminem to help out, shows the devastation of mind here. And why is there a concert hall and a choir? This is one expensive Eminem music video, nothing else.
SHAPE UPS & KIM KARDASHIAN
Oh my god! Yes, this woman is hot, but she is going down fast. Shape ups? Seriously? Those super ugly, ridiculously looking shoes? I thought you were associating yourself with cool people (Kanye is a regular on your TV show), and were appreciating the finer things in life (living in the 'Smyths' in New York's Tribeca, having a super stylish store named 'Dash' in Manhattan). You either over your zenith, and you know it, and are trying to cash out, or you are suffering from bad judgment disorder when it comes to endorsing the right brand.
TARGET, HERSHEY'S AND A FROG
I can hear dozens of people say: Oh, how cute. Well, maybe. But cute doesn't sell product. What I see is a story that features a frog. A slimy, wet, and smelly frog. Then there is a cut. And now I see a Hershey's kiss. In my mind, the Hershey's kiss is now linked to the slimy, wet, and smelly frog. That's gross. Don't they get it? This was another bad transfer.
STELLA ARTOIS & ADRIAN BRODY
What a nice short film! With Adrian Brody! Wow! This is one expensive piece of film. The length. The star. All the actors. The film maker. Wow. I am impressed. Beautiful execution, unfortunately very predictable, and not outstanding. Also way too long. This is just very bad, because it's so much money that doesn't get any bang for the buck. Although it's very beautiful.
BRIDGESTONE // REPLY ALL
Here is another one from the category: just stupid. Very stupid. Super stupid. Some twenty-something year old kid cooked this up, the Creative Director didn't care much, or was sick with the flu, and the client clearly has no opinion, or idea. Oh well, the client makes tires, of course. Why is this so awful? The whole story has absolutely nothing to do with tires. The main element of the story is not centered around tires, but around someone hitting the 'reply all' button, now trying to fix his mistake. Besides the fact that this is just ridiculous, and more than stupid, the transfer to the benefit of Bridgestone tires is just way too far removed from reality.
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