How About Those Super Bowl Ads!
Last night's commercials were a tame batch of disappointment. Everybody wanted cutesy animals—squirrels, horses, ponies, pigeons, crickets, dogs, lions, and lizards—to endorse their products. After the jump, the four spots that caught our eye.
We appreciated two spots for Doritos and Fed Ex that featured oversized animals overcoming expectations. Doritos' slapstick ad played off the old truth that mice love cheese with a scene that we would love to see played out at Disney.
Fed Ex did a commendable job using pigeons, but even though it was clever, it only reminded us of their own bird brained failures.
Coke's spot with former Senate Majority Leader Bill Frist and James Carville was the most honest ad of the night thanks to its crisp, refreshing message: members of the government are shameless whores who gladly sell out to the highest bidder. It's true. Everyone likes to rail against the incestuous ethics-free cesspool that is Washington politics, and here it is, proudly on display for the Super Bowl. This is the saddest political ad since Bob Dole endorsed Viagra.
Most disappointing spot of the night goes to the Office of National Drug Control Policy. These are the people who gave us our brain on drugs. Our tax dollars should churn out high-powered visuals, not low-budget documentary-knock-offs. We could barely hear the skeezy drug dealer mutter the key line: kids steal drugs from their parents.Do people ever get ideas from ONDCP commercials? We didn't realize kids could get high and save money just by raiding their parents' medicine cabinet. Thanks for the tip, federal government!
What did you think of the ads? Tell us in the comments.
Watch All the Super Bowl Spots [Ad Age]
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Comments:
I thought the Pepsi commercial with justin Timberlake was pretty good. All the beer commercials were lame. The best commercial may have been the NFL one about the Houston Texan, the worst...I'll tie between GoDaddy.com and that creepy baby stock trader.
To all the advertisers: you really should have saved your money.
@honus: The UA ad wasn't great, but they paired it with an email that got send right after the spot aired. It featured their new theme (or whatever that was) and some new products...
I think that was a very good idea
@Cowboys_fan: I have the Meth Song as my ringtone, they're so funny. It's more addictive than the meth itself.
The only ads that I recall are the racist Salesgenie ad (what are these people thinking?) and the creepy baby stock trader one, which I liked, but it seemed to provide an explaination as to why the banking system and economy are dive bombing.
Oh, I also remember the Coke ad with the Macys Thanksgiving Day parade floats that got away - I kind of liked it, but it made me think of the poor people who got killed last time that happened and then I was sad.
@Landru: Yeah, those were hella-stereotypical. I guess it just shows that the only people who will call you are Indians and Asian pandas?
@Islandkiwi:
Agreed. The NFL commercials were definitely the best. I also liked the Doritos ad. I missed the throwing up baby but I saw the second one. Meh.
What a brilliant anti-drug commercial. "Why bother buying from some sleazy dealer, when you can get high for free from the comfort of your own home!" Because we all know how much kids hate getting high for free.
I liked the Coke ad with the floats too, but there's something strange about perennial-loser Charlie Brown winding up with the bottle.
My favorite ad was the Obama spot. Sure it was filled with platitudes, but did you hear that indie rock in the background?
Cept for the Iron Man commercial, the Justin Timberlake commercial, and those strange strange SalesGenie commercials, I was too focused on watching one of the best Super Bowls I've ever seen. Oh man, it was so SO sweet to watch the Pats lose, and see Tom Brady sacked that many times. TAKE THAT, PRETTY BOY!
Best one of the night IMHO (and #2 isn't even close): Clydesdale, Dalmatian, and "Rocky" training music.
Worst: GoDaddy's usual vile sexism, self-promotion by the spammers at SalesGenie (where do you THINK they get all those "leads"?), the Amp commercial with jumper cable nipple clamps, and the E-trade baby.
@HYDRAULICMONSTER: that part was awesome! i freakin hate that robot & was actually commenting at the time that i'd like to kick its ass...then BOOM! terminator does it for me! rock on!
@Propaniac: Yeah, I liked that one too. The Budweiser ad where the dalmation is training the clydesdale was really good.
The Audi/Godfather one was terrible, as was the one where the guy sat in the car and there was a nursing badger in the front seat.
Ad Guy #1: We need something gross and completely unrelated to the product we are selling.
Ad Guy #2: How about a nursing badger?
Ad Guy #1: You've done it again!
As a Steelers fan, I'll confess fondness for Ben Roethlisberger's American Idol attempt. If I never hear him sing again, it will be too soon, but I love how he can laugh at himself. The NFL's "Oboe" was absolutely my favorite spot. "And now we're in the Super Bowl! ...kinda!"
And ugh, salesgenie.com. As a sales person myself, I was pretty embarrassed at 1) the blatant stereotypes and 2) the idea that real sales people have to resort to "leads" like that to make sales. And there had to be TWO of them!
@Propaniac:
The Coke balloon ad was easily the most entertaining and most over-looked spot of the night. I've been glancing over "10 Best SB Spot" articles all morning, and it's gotten no love (though conversely, it's not been on any 10 worst lists either).
It was funny, inventive, and well executed. But since it lacked any gross factor, bare skin, racial slurs and no ones nuts were assaulted, it flew right under the radar.
The Doritos mouse commercial was actually from last year...
it was from the user-generated contest, and finished second behind the commercial with the obnoxious supermarket chick
So the last laugh is on you, annoying check-out lady! Giant ass-kicking mice win!
@Cowboys_fan: I doesn't increase use, it just has no appreciable effect on kids not using. I can't remember who did the study either, but it basically said that the ONDCP is a big giant joke and is wasting millions of dollars on these ads.



Do people ever get ideas from ONDCP commercials? We didn't realize kids could get high and save money just by raiding their parents' medicine cabinet. Thanks for the tip, federal government!
























I agree, the Super Bowl commercials were a sore disappointment. Although seeing Justin Timberlake get hit by a big tv was kind of fun.