In my Minnesota Business Magazine article I say that the state of Minnesota was the real winner because by hosting the Super Bowl, it helped brand the state nationally and internationally as The Bold North. Here is the accompanying playlist for the Super Bowl LII commercials I thought succeeded and those those that didn’t quite work.
Super Bowl LII Commercials: 6 Yeahs & 4 Mehs
Yeah: It’s A Tide Ad
The P&G brand cleverly riffed on some predictable types of commercials like poking fun at beer ads, and even worked in a cameo of the Old Spice Guy in what I thought was the best spot of the day, and it didn’t hurt that Old Spice is also a P&G brand and surely got some talk value along with Tide.
Yeah: Doritos Blaze vs Mountain Dew Ice
The Doritos, Mountain Dew bit with Peter Dinklage and Morgan Freeman was entertaining with a nod to Game of Thrones.
Yeah: Sprint – Evelyn & The Laughing Robots
I thought that Sprint’s ad featuring robots laughing at their human creator was a nice turnaround is fair play.
Yeah: Tourism Australia Crocodile Dundee
For fans of Danny McBride, Eastbound and Down, Vice Principals, his appearance in what he thinks is a remake of the Crocodile Dundee movie only to find out its actually an ad for Australian tourism is fun and well done making all the points you need to know about the land down under with a different story line than your usual tourism ad.
Meh: Turkish Airlines With Dr. Oz
Much better done and more entertaining than the Turkish Airlines ad featuring Dr. OZ that tried too hard to leverage his physician creds with facts and figures about the human body and how they can relate to discovering all the cool stuff about Turkey.
Meh: Dodge Ram Appropriates Martin Luther King Jr.
I was initially excited when I heard the Martin Luther King Jr. speech about greatness and service booming on my screen and was expecting something big, but was sorely disappointed and offended when it turned out to be a spot for Dodge Ram trucks. Not a good idea and apparently the brand has been getting a lot of blowback, and deservedly so, for trying to leverage the words of Dr. King, which was not approved by the King Center. Bad PR.
Meh: Budweiser Stand By You
Budweiser didn’t do its usual gambit with the Clydesdales to wring some emotion from the crowd like it did when the giant horses rescued a puppy, but instead went with a semi-emotional corporate responsibility ad that reminded us of what they did to assist with the numerous national disasters that occurred in the world this past year. Ok, nice that you did that, but has your flagship beer gotten so bad that you don’t even want to talk about during the #1 advertising opportunity of the year?
Yeah: The Bud Knight
Of course they did carry on the Dilly, Dilly campaign for Bud Light, which was mildly entertaining.
Yeah: E*TRADE Commercial — This Is Getting Old
Maybe my age is showing here, but I thought that ETrade’s, “I’m 85 and I Wanna Go Home” was one of the funniest spots of all, at least if you’re a baby boomer, but there was also a subtle suggestion in there to all the Gen Xer and Millennials about saving for retirement.
Meh: NFL – Touchdown Celebrations to Come
Everyone is talking about the commercial that the NFL did with Eli Manning and Odell Beckham Jr. that borrowed the famous dance scene from Dirty Dancing, and giving it rave reviews. I liked it and the play of two jocks reenacting a classic romantic dance moment from a favorite old film, but I would have liked it more if it hadn’t already been used and better executed in another ad featuring superheroes He-Man and Skelator for Money Supermarket in 2017.
- Ambushing The Super Bowl
- 10 Super Bowl 50 Ads That Flopped
- 3 Super Bowl Ads That Went Awry & 2 That Worked
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