Welcome to my irreverent review of this year’s Super Bowl Commercials. I started this review 19 years ago to challenge some of the conventional wisdom about what makes great advertising. The chatter across the nation this morning will focus on the most creative commercials last night. The ones that broke through the clutter will be remembered. However, for five million dollars for 30 seconds, remembering the commercial is not good enough. If consumers don’t remember the product and brand being advertised, then simply put, the agency who created the ad was entertaining themselves in public at the expense of the client. What makes the Super Bowl advertising so exciting is the advertiser has to both break through the clutter and be remembered. With the best creative minds in the industry focused on this challenge, anything short of amazing is a disappointing disaster.
Here is how I saw the winners and losers in the Super Bowl of Advertising. Below is a my commentary on each commercial with links (if available) in case you missed any or would like to watch one again. Be aware that in some cases, YouTube placed an ad in front of the featured ad.