The game, the commercials, the halftime show...far more exciting than anyone anticipated. We're getting close to awards season with the Grammy's last night and Oscars right around the corner so why not hand out some of my own awards for Top Three Super Bowl Ads. And the Pointee goes to....
Third Best Commercial:
Cash 4 Gold
Brilliant. I thought this ad spot was perfect for the Cash 4 gold brand. Super Bowl ads all have their own goals and objectives, but I liked how this commercial really leveraged the Cash 4 Gold name, while sticking to their unassuming roots. Pre-Super Bowl, Cash for Gold appeared to be just another info-mercial company; scamming the public into selling keepsakes and heirlooms. Previous commercials ran like a PowerPoint Presentation with hasty editing and shoddy color schemes…..
But that all changed with this Super Bowl ad. By mixing humor, precise timing, identifiable characters, and a quick revisit of what Cash for Gold means, the company was able to reestablish their brand image. Notice the items Ed McMahon and MC Hammer offer to melt down: Gold sledge hammer, gold hip replacement, gold pants, gold toilet, etc…Cash 4 Gold is definitely poking fun at themselves, softening their image and reaching a new audience
Runner Up:
Coke Zero - Mean Troy Polamalu
While some people think this ad missed the mark, I think it was a bullseye. This commercial went beyond the typical cute kid/animal formula so many commercials implement and I think Coke Zero should be rewarded for respecting our cerebral capabilities. The ad gurus recall the factors that made the "Mean" Joe Green ad of 1979 a hit: embattled, vicious superstar, Steelers Defenseman, hesitant acceptance of coke, campy 70's music...BUT they do this for a purpose! The Mean Joe green ad is one of the most respected of all time, but it gets mocked fairly often on shows like the Simpsons and Family Guy. Coke Zero wants to have fun with the ad too, but in doing so, they advance the message. This new style of Coke has everything the original has, but with a contemporary twist that will make you feel good.
Best Super Bowl Commercial 2009:
Miller High Life - THE 1 Second Ad
This commercial didn't end up on USAToday's Ad Meter, but it's the best commercial NBC aired on Super Bowl Sunday. I won't lie, the fact that Miller (Milwaukee's Best) was behind this ad peaked my interest initially. But what kept me hooked, and apparently millions of other viewers, was the campaign Miller created to bolster the 1 second of commercial time. Miller High Life, a good honest beer at a tasty price, complemented this brand position by cutting through the nonsense of 30sec ads and getting to the point. When you drink a Miller High Life (and you should) you know immediately what you're getting yourself into. Anheuser-Busch aired commercials that looked kind of pretty, but didn't really get to the point. Miller effectively matched product and brand recognition and will undoubtedly receive high level of Return On Investment (ROI). Make sure you check out the rest of the "1 Second Ads That Didn't Make the Cut"...Frugal Bugle, Pigskin Gravy, Bean Dip, Back Bacon, Muckity-Mucks.
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