E-Trade, “Workout”
Tony Valdivieso, Copywriter, Blue Chip: “There was so much to love here: the innocence of the star and his champion, the newfound-yet-all-consuming dedication to fitness, the number of eggs he was committed to drinking, that look of satisfaction after becoming shredded in a single day. It pairs perfectly with their insight and payoff line.”
Oatly, "Wow No Cow"
Lindsey Allison, Head of Strategy, ENGINE Agency: “To see what ads people chose to invest their time in—both in building brands up or tearing them down—we turned on ENGINE’s Digital Hive. Cheetos and Jeep were the two winners on the positive side of the scale. Oatly was the clear winner on the negative side of the scale. I don’t call that losing though—people were at least talking about it.”
Paramount+, "Paramount Mountain"
Kyle Kelley: “Paramount took us back to the golden age of advertising. Celebrities, you ask? How about 17. Location? Just a mere Everest-sized mountain. :30 or :60? You’re thinking too small. It was refreshing, and it guaranteed you took note that Paramount is making big moves in the streaming space.”
Nickelodeon, "Nick-ified" game highlights
Micah Walker, Co-Founder/CCO, Bear Meets Eagle on Fire: “Such a great way to share the playful character of your brand within the actual game experience. It might not get the most popular ad ratings—or even be an ad—but it was the most creative thing I saw this year.”
Budweiser
Fred Levron, Worldwide Creative Partner, FCB: “For actually not making it to Super Bowl LV and, instead, redirecting their advertising dollars to support COVID-19 vaccines awareness and education. After airing iconic ads during the Big Game for 37 years straight, they managed to create as much conversation by not airing anything.”
Jeff Rosenblum, Co-Founder of Questus: “By opting out of the Big Game, they helped move the world forward while enabling the brand to stand out, create conversations and deliver a meaningful message—a great example of a business benefiting from selflessness."
WHICH AD LOST THE SUPER BOWL?
The Loser: Robinhood, “Born Investor”
Micah Walker: “Robinhood probably should’ve sat this one out with all that’s happened. Even so, no one will remember the bland effort they put forward. More subjectively, I found the Cheetos work rather painful.”
Micky Ogando: “After their jaw-dropping mishandling of the WallStreetBets retail trader movement, which saw them deflate the very investors they claim to represent in the ad, it is beyond belief that they went forward with it. Actually, judging by how they handled everything, airing the ad makes total sense.”
Travis Peters: “The ad had poor timing and inconsistent messaging considering recent events. Robinhood lost the Super Bowl, along with 2021.”
Tony Valdivieso: “I get it. The money was spent and the spot produced, but someone somewhere had to suggest pulling this, right? It almost certainly amplified the news of their wrongdoings and you just can’t invite that kind of criticism on this stage.”
Runner-up: Oatly, "Wow No Cow"
Kyle Kelley: “You’ve just hit the part of your road trip where you meet the long, lonely, stretch of highway full of billboards that few ever see when you cross paths with the notorious ‘Does Advertising Work? It Just Did!’ board. It’s an approach that's equally infuriating as it is memorable. Oatly’s serenading CEO conjures similar feelings. It’s not particularly interesting, or good, yet you can’t take your eyes off of it.”
Lizzie Burton: “While it was cringe-y enough to be memorable, I think they could have done the brand more justice with their spendy one minute to shine.”
Sean Huang: “As someone who doesn’t drink dairy, this spot left much to be desired. Sure, the catchy jingle will have most of us humming it for about a week, but the lack of a discernible goal won’t make milk-drinkers switch to this plant-based alternative. If I were a cow, I’d rate this two udders down.”
Cheetos, “It Wasn’t Me”
Eric Kallman: “The sadness of a bad Super Bowl spot multiplies when you’ve invested in celebrity talent and still come up short. For me personally, the loser is Cheetos. I’ll keep my criticism to that as, trust me, everyone swings and misses.”
Micah Walker: “I found the Cheetos work rather painful.”
Squarespace, "5 to 9 by Dolly Parton"
Jess Brown, Content and Strategy Lead, Big Communications: “Though I stan Dolly Parton, Squarespace’s '5 to 9' spot was tone-deaf. It’s displeasing to individuals who are either unemployed or working multiple jobs due to layoffs (or, worse) during the pandemic. I also didn’t like the feeling of celebrating round-the-clock work. No one wants to leave one job and head to another—they do it because they’re supporting families, paying off student loans or trying to make ends meet. A more motivational concept highlighting the character and strength of these individuals would’ve resonated better.”
(Dis)honorable Mention:
Cadillac, “Scissor Hands-Free" (Douglas Brundage); Pringles, “Space Return” (John Trahar); Microban 24, “Keep Killing Bacteria for 24 Hours with Microban 24” (Linda Chau); Fiverr, “Opportunity Knocks” (Jordan Coff); Skechers, “To the Max” (Erin Lentz); Scotts Miracle-Gro, “Keep Growing” (Britt Fero); Michelob Ultra, “All-Star Cast” (Christy Hiler)
WHO GOT POINTS FOR CREATIVITY?
The Winner: Tide, “The Jason Alexander Hoodie”
Micky Ogando: “You can always count on Daniel Lobaton and the team at Saatchi to bring it during the big game. Kudos to them for being able to continuously sell weird and wonderful ideas to their clients.”
Linda Chau: “Many Super Bowl ads got your attention in creative ways but Tide gets points because they did it with a hoodie.”
Tony Valdivieso: “I don’t think I’ve seen clothes anthropomorphized in this way and I found it truly captivating. I, for one, am looking forward to the summer of George Costanza hoodies. Bonus points for featuring the song that served as his answering machine inspo.”
Tyler Sweeney: “I loved the visuals and the branding included with it. Not to mention them giving people the chance to win the hoodie by donating to charity via their online efforts.”
Micah Walker: “Simple and fun.”
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February 18, 2021 at 09:26PM
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Amp spotlight: Who really won the Super Bowl? - AdAge.com
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