February 23, 2011

Superbowl 2011: No. 6 - 10

Yesterdays review of the top 5 spots represents the best and most outstanding work in my opinion. You are free to disagree, of course. I try to look at all of these commercials through the lens of a judge who has a balanced score card in front of him, judging not only creativity, and entertainment value, but also business relevance, and use of media buy (meaning: did they really utilize the $3 million spent to the max?).

Following are places 10 to 6. None of these is outstanding, and while 1 - 5 were delivering above and beyond, these five are all on par, and pretty solid tv commercials.

NO. 10 // BRIDGESTONE 'CARMA'



Another one from the category I would normally criticize for not making use of a voice over. The story is nice though, a bit far fetched maybe. But it works. The benefit transfer to the tires makes sense. Perhaps the whole thing is a bit too cute for guys. I just wish they hadn't made the beaver act so human, but had put it in a more realistic scenario.

NO. 9 // BUD LIGHT 'KITCHEN MAKEOVER'



No Superbowl without Bud or Bud Light, of course. We already expect them to outperform themselves at this event year after year. While they have certainly done better in the past, this story here is pretty damn solid. It is culturally relevant, picking up the theme of endless makeover shows on television, and putting a nice twist on them. The story is completely on brand with the Bud Light brand proposition. It is consistent and in line with previous work. It's perfect for Bud Light. Unfortunately it doesn't make the beer substance they are selling any better.

NO. 8 // ACURA ADVANCE 'WINTER TESTING'



Don't be fooled by the low number of views on YouTube. This is one of the best car commercials I have seen in the last twelve months. While they could have spent a bit more money on a better filming technique (it looks kind of cheap, video-ish), the story, the strategy - everything is brilliant in this commercial. No aliens, no monsters, no car chases or out-of-this world scenarios. No, none of that nonsense. But a REAL benefit I am taking home with me instead. Here is a company that shows us how rigid their tests are, and how brutal the circumstances. "If your winters are tougher than this, you don't need a new car. You need a new place to live." Wow. This must be a pretty damn good (and tough) car. Seriously.

NO. 7 // DODGE CHARGER 'HUMAN RESISTANCE'



Try putting a positive spin on an old, outdated, and anachronistic approach to building a car, a muscle car for that matter. Here is one, a great one! I just wish Dodge would have spent the dollars that went into product development for this baby on an environmentally friendly hybrid-solar-wind power vehicle or the like. But this is guy's car. A man's car actually. This is what HE is drooling over, while having to buy the minivan with his wife pregnant and the child on its way. Damn, this might only give you 15 miles to the gallon, but boy, how would I love to drive one of these...

NO. 6 // CHEVY CAMARO



I have been on the fence with this one. I have never really been a fan of the 'behind-the-scenes' approach, unless it is for fans, or people who actually care. You want to see the show, not necessarily look behind the curtain (unless you really, really want to, of course). The way this has been executed though is top. It is clear what it's for, right from the beginning. It's fun. It's entertaining. It's unpredictable. It works.

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