Insights:The Day After Dish: Super Bowl Ads 2011
There are many people who say “I just watch the Super Bowl for the commercials.” I would lump myself into this group, although I don’t really watch the Super Bowl — I just check out all the ads online after the game (but that’s beside the point). Looking back at previous years, Super Bowl XLV did have a number of commercials that were better than in previous years.
Overall, I think the car companies where the standouts. Most were well-thought-out, highly creative, flawlessly executed and refreshing spots. The VW Black Beetle was not only a great spot, but also a great way to introduce a new model. The Chrysler Detroit spot had it all: great writing, concept and execution. The most creative spots of the night I would give to the Hyundai Elantra spots. These were truly refreshing spots that didn’t follow the norm for Super Bowl ads.
Now let’s talk about the spots that make you scratch your head and think, “they really paid $2.5 to $2.8 million and this is the best they could do?” COKE, what happened? You went from Happiness Factory and Heist to World of Warcraft dragons and Border. Very disappointing. Then we move on to the beer commercials. Oh, for hay days of the Budweiser frogs, lizards, and weasel or the “WASSS UP!!!” Now we have the Clydesdales and Elton John singing cowboys.
Hey, Career Builder, E-Trade, and Go Daddy, let’s try something new, OK? That’s how I feel about the same commercials you’ve been doing for the past three years. And is being the best of the worst a good thing, I would ask Pepsi, Doritos, and Groupon?
OK, your turn, Doug.
Well, 2011 Super Bowl XLV brought out super car spots. The Chrysler “Imported from Detroit,” Volkswagen “Black Beetle,” Volkswagon “The Force,” Chevy “Miss Evelyn” and the Hyundai campaign all rank toward the top of my Best Ads list. Kudos to the car companies for their investment in the best ads of the evening.
Other contenders included ETrade, Snickers, Career Builders, Coca-Cola, Bridgestone and Budweiser.
My Super Bowl winner was “Imported From Detroit.” Chrysler was spot on. This two-minute commercial demanded attention from beginning to end. Fantastic concept, script, film, edit, sound design. This was storytelling at its best. There was no joke. Because the situation isn’t a joke. The placement was perfect: during the Super Bowl with two teams from cities built on manufacturing. It left the audience with the message that if we revitalize Detroit, we revitalize America.
The companies that came up short included Groupon, PepsiMAX and Castrol. Yes, Castrol had an ad in the Super Bowl. You probably don’t remember it because it wasn’t worth remembering. You probably do remember Groupon for its inappropriate message and PepsiMAX for its low quality.
Overall, I would say the quality has risen from the past couple of years. Your opinion? Check out the 2011 Super Bowl commercials and share your thoughts.