Disclaimer: None of the ads in the 2009 Superbowl were that great, but some were really bad. In my opinion, here are the 3 best and the 3 worst.
#1 JACK-IN-THE-BOX: Hang in there Jack, Secret Weapon Marketing, L.A.
This commercial isn't one of my favorites of all time, but it is great in that it created interest and probably boosted sales. The ad isn't funny, or catchy or anything you might contribute to a favorite superbowl ad, but it does respect the viewer and asks a little bit more. After seeing the ad, you were extremely tempted to get involved and go to the website. I was and I don't think I've even been to a JACK-IN-THE-BOX. After going to the website and hearing about the response the following day, I say hats off to Secret Weapon marketing, they have truly used new media to their advantage and in a smart and intelligent way.
#2 The Ladders: Chairs, Fallon, Minneapolis
Well, everyone around me wasn't laughing as hard as I was, but I thought this commercial was fun. You didn't really know who was being advertised at first, but it wasn't one of those ones where it still doesn't make since at the end. Even if you think they were just going to lasso a chair and it would be for monster.com you still didn't get it. When I saw the big leather executive chair get shot, and then heard the concept of the website I thought it was great! I got a laugh out of it, and remembered the website and the concept as well.
#3 Bridgestone: Moon Dancers, The Richards Group, Dallas
This commercial for Bridgestone doesn't really get any facts out about why you should choose Bridgestone when you're shopping for tires, but it does provide a fun ad with cool music and a funny ending, and then you're just happily reminded by the brand at the end. I thought it was just enough.
The Worst:
#1 GODADDY.COM: Enhanced, Danica Patrick Shower
This makes me want to yell. I want to yell at everyone involved with getting this ad to my eyes. Even NBC should've cut this one just because it insults the viewer on every degree. The quality looks like it came from a camcorder from the early 90's with all the settings messed up. Perhaps it was to set it up as being "G-Spin" TV, but i think it's a sad attempt to make it resemble even a live or low budget cable TV show. We know our qualities and what things should look like by now, so don't do it unless you can do it well. Now I'm so pissed about this commercial that I don't even care to spend my time typing about what all is wrong with it, because there's nothing right about it. BOOOOOOOO
#2 Pepsi: Macgruber, TBWA/Chiat Day Worldwide
OK, let me tell everyone this first. I am an avid watcher of SNL and have been since I knew what it was. This is by far the worst skit that SNL has done in it's entire history. You can literally hear the awkward silence of the studio audience every time they play the pre-recorded Macgruber skits. NOT A SINGLE PERSON EVER LAUGHS. Yet, they continue to bring it back several times a season. My only guess is that Will Forte, Macgruber himself, is obsessed with himself (btw: he's not funny in any skit so why would he be in this one) and has begged NBC to let him have this one skit. He must fight pretty hard. Either that or all the execs at NBC and Pepsi are easy to please and have a laugh track built in that makes sure that they laugh at everything dumb. I'm sorry to everyone who was scared away from SNL, I promise its so funny and just as good as ever -- well every skit without Will Forte that is.
#3 SoBe: Football 3D, Arnell Group, NY
This commercial bothers me. First, the lizards are not "cute" animation, they're creepy scary little lizards the kind that crawl near you on a park bench awkwardly and make you feel uncomfortable. Well, perhaps they're a little more exotic, but that aside this commercial is a no go. So you can spring for the money to animate all this, animate in 3D, pay the players, and all the other crap.... BUT you can't budget for an actual familiar song? This commercial would have been 35467889X better if they had used a popular song. Can you imagine seeing all those creepy animals and the football players dancing to Womanizer or some other pop song? THAT would have been funny. But just random house music, with dumb ballet dancing? Stupid, overplayed, wow are you kidding me.
Ok so now that I have high blood pressure from having to watch the 3 bad ads again, lets give out some awards.
BEST AGENCY: Goodby, Silverstein, & Partners, SF
Not the most artful or thought provoking ads, but they were very "superbowl esque". None of my top 3 were by this agency, but of the agencies who had the most ads out there, Goodby wins.
WORST AGENCY: TBWA/CHIAT DAY, WORLDWIDE
Macgruber - Nuff said.... fire everyone.... before its too late
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