My take on Super Bowl XLIX Commercials

 

This review is my personal opinion and does not reflect opinions of my agency, SMZ. The spots listed are in order viewed. Nature call may have required missing just a few.

Overall, good game generally negatively correlates with good commercials. This year’s line up had the usual mix of serious, funny, trying to be funny, borrowed interest from celebrities, music and animals and just plain “huh?”

I’m using basic letter grades.

Reebok – “More human” felt more like a spot for CrossFit. B-

Chevrolet – TV signal goes out, want a truck? I knew it was a commercial. And I knew that NBC wouldn’t go dark on the biggest night of the year. Those folks on Twitter who “nearly had a heart attack” should see a real doctor. B

Esurance – Lindsay Lohan driving. Let me get this straight the selling proposition is more personalized auto insurance ratings. So we promote it on the most watched, least personalized program in our nation. Am I the only one seeing the irony in that. Lindsay was fine in her use. C

Toyota – Redesigned Camry with a Paralympian in action and the champ, Muhammad Ali as v/o. Inspiring, yes! Just not sure what it had to do with the new Camry. B

Turbo Tax – the modern take on the tea party (the other tea party) and free filing. This spot had as long a way to go to get to the point as the British did to sail over and be part of the action. Grade of E for E-file.

Tomorrowland – I didn't rate all of the movie trailers as it felt like a long movie trailer with a football game tossed in for fun.  This one for a Disney property on one of the few non Disney-owned channels looked cool. A-

BMW i3 – Katie and Bryant from then and now. Stiff. Guess I have to ask celebrities to do spots as they seem to ok any script as long as it’s a Super Bowl spot. C

Minions – I didn’t see Despicable Me 1, 2 or 9 so can’t comment.

Snickers – Despite all brand’s obsession with the Millenials nice to see the Brady Bunch, a Gen X staple, used to further their smart campaign. Didn’t even need Mr. Buschemi and Marsha, Marsha, Marsha ... A

Carnival – we cruised into the second quarter scoreless and this surprising spot (brand video) for the Carnival conglomerate had a real idea. Not sure JFK ever did a voice over before? This one cruised to an A

Skittles – arm wrestle spot was bleh. Best for the brand was Marshawn Lynch downing a handful of Skittles right before kickoff.

Lexus – SFX spot was slick. Didn’t anyone find it reminiscent of Honda – Choir from 1997? (Honda - Choir) Grand B

T-Mobile – "Hi, I’m Kim" was funny. Liked that she made fun of herself and I didn’t even know the references. A

Budweiser – Lost Puppy was lost to me. Sure he’s cute, but not enough to save the spot. C

Nationwide – Invisible Amy and Matt Damon. If you’re going to use Matt Damon, see Jimmy Kimmel. D

Terminator – this trailer for Terminator: Genisys felt like a parody but was real. Let me know when it’s streaming for free. D

Coca-Cola – a little spill (remember SNL’s 70s Pepsi Syndrome?) makes the world a little happier. Fun to watch. B+

Mexico Avocados – Draft in the desert. D words. D grade.

Furious 7 – Haven’t seen the first six. This one doesn’t look much different. Cool Dubai effects. B-

Dove – Love real women of beauty. And I’m a caring father. But this spot could have been signed off by any number of brands that support strong dads. Why Dove. Another D word. D

Doritos – Guy saving the middle seat. Nice misdirect. B+

Nissan – Another spot with a “geezer rock” soundtrack, Harry Chapin's "Cat's in the Cradle". Very long way to go to say this Dad has been a no-show but all is ok because he showed up in a Maxima. F

Nationwide – another that I just didn’t connect with. D

Weight Watchers – Jessie from Breaking Bad is talking to me about the world’s greatest buffet as I’m eating Super Bowl food. Beautifully edited. I have enough guilt in my life. Others in their campaign on “help with the hard stuff” are better spots. C

Weather Tech – I know this brand from their multi-page ads in every car magazine. They make a great product. I just didn’t learn anything new in this attempt on an epic spot. C

McDonald’s – seemingly everybody is haitin’ on the lovin’ it brand. Yet we always say the agency’s job is not to present ideas that give away the client’s product. Couldn’t imagine doing so for the Super Bowl. Forced emotion. D

Esurance – spot #2 in the series. See above.

Fiat – First off, I drove this new vehicle as a rental in Dallas. It had more wind noise at 40 mph than anything I’ve ever driven. Yet, this Viagra trip to “enlarge” the vehicle was worse. That concept made it out of the agency, out of the client conference room and into production. Really? An “F” word. Grade F.

Go Daddy – they went straight instead of mysogonist. Pretty dull. C

Blacklist – first of thirty promos for the show, this one to Sinatra’s “I’ve gotta’ be me.” Fun. A

Microsoft – driving technology for prosthetics taught me something in a glorious, uplifting way. Really nice design into their logo. A

Squarespace – I love Jeff Bridges but didn’t get it at all. F

-        Halftime and the Katy Perry show –

Clash of Clans – I haven’t seen Taken 3 yet but wasn’t “taken” by this use of Mr. Neeson in the coffee shop. C

Sprint – confident enough to use one of their pointed bill-cutting spots. Straightforward and powerful. A

Lexus – nice product demonstration for a new vehicle. B+

Microsoft – a second commercial that shows Microsoft as “good people doing good things. Haven’t always thought of them that way before. They were a top performer to me in this advertising showcase. A

Kia – Pierce Brosnan in an ok spot. Another where Twitter users abused the word “great.” C

T-Mobile – Sarah Silverman and Chelsea Handler having a conversation. G-rated dialogue, too. Let’s think about this: they could use AT&T or Verizon but they play Annie Oakley’s “anything you can do ...” with T-Mobile data. I believe it. Too complicated. D

Ted – preview for the sequel with Tom Brady. It was funny and movie looks funny. A

Mophie – using God to sell your product. No. D

Loctite – everyone at worked loved it. I didn’t get it. Didn’t “stick” with me in any way. F

Bud Lite – Real life Pac Man. Now I know why craft beers are hot. B-

Mercedes – Three days on ESPN of Tortoise & Hare and that’s what it was all about. I saw that new car at the NAIAS and it’s awesome looking. This mess cheapened it for me. C

50 Shades preview – I’ve read the book. In no hurry to see the movie. 50, doesn't that score earn a D?

Doritos – Making pigs fly. Saw this one coming for way too long. Cute kid, though. B

Wix.com – best use of retired, NFL hall-of-famers. I thought it was fun and explained what they do. A-

Victoria’s Secret – I am in the mood for love. Except when the game’s on the line in the final two minutes. Bad timing ladies. B

NASCAR on NBC – last spot in my notes. Simply energetic and fun. A