Advertising, Consumer Generated Content, Foot Locker, Garmin Navigation, GM, Go Daddy.com, Heart Association, Honda, HP, Izod, NFL, Revlon, Sales Genie, Sierra Mist, Snickers, Sprint, Super Bowl, Super Bowl Ads, Taco Bell, Toyota, Van Heusen
Ok, here are the rest of them.
My bottom line is that the Consumer Generated Content was rubbish. The biggest thing to happen was the notion that consumer generated content will win out over agency concepts and creative was crushed.
It all fell very flat, like an open can of warm beer on Monday morning. The ones that made the cut should have been cut. Yes, the contests were an interesting way to differentiate for a few brands in the mix, gain some website traffic for Doritos and Chevy, .and get some attention in the run –up, but ultimately failed to deliver.
Did the CGC angle come close to what it was reported to do in media/advertising circles? I can’t say that it did. I will bet that the average Super Bowl viewer did not even know what CGC was all about, nor did they care.
On a side note, Ed Lee asked me (via comment on last post) how much money was wasted. According to Anheuser Bush, it costs them approximately eight cents per beer drinker to advertise, and I have to think they know the numbers. For them, I am sure it still makes sense.
Now, I am not going to jump on the “super-waste of money” bandwagon. The hype and hyperbole goes both ways. I personally believe the Super Bowl represents a great opportunity for some brands that can manage to get it right. Do I think $80,000 per second is justified when you see some of the crap like we did last night for FloMax and Budweiser’s Jay Z and Don Shula snoozer-bowl? Nope, not even for $8 per second.
Anyhow, the whole bunch was a bit lacklustre. Nothing stood out this year, it was terribly mediocre at best. If there is one ad that was a clear winner it was Toyota Tundra. See my comments below. And again, you can view all the ads here.
Here is my run down of the remaining ads:
Leave the Godzilla stuff to Taco Bell. This must have looked great on story boards. Not so great on TV. They had a hard time navigating their way to a hit here. Rating 2/5
We got love: Sweet little spot. Everybody can sing along with this one. Nice showcase of the GM brands. Rating: 4/5
Robot: Another sweet little spot. Says volumes about working at GM. If they can fire a robot, you can be damn sure you are next my blue-collared friends. Rating: 3/5
They make fun of themselves a bit in this spot and apparantly boobs still sell domain names. “Everyone wants to work in marketing” (yeah, right!). Rating 3.5/5
Beautiful shots, decent gag & funny ending. Gets the point across about the Green Tea beverage and something called EGCG. I’m still going to drink water. Rating 3.5/5
The Matrix meets Heart Disease prevention. Point taken, not too badly done. And, there was a URL in the spot – raises this a 2.5 to a 3. Left me thinking “what if all that money they spent on production and placement were put to better uses” ? Rating: 3/5
Great gas mileage, nice looking cars and pretty damn reliable too. No wonder they are beating the pants off of the domestic producers. Key message of the spot is loud and clear and visuals help to reinforce everything. Money well spent (well sort of). Rating: 4/5
You can be “biker cool” with an HP computer. Orange County Chopper head honcho Paul Teutel Sr. explains how HP helps his business. Paul, Paul Jr. and Mikey are the winners of the Super Bowl, hands down. They appeared in this spot and in the Go Daddy.com spot. Goulet and K-Fed only had one apiece. What does that tell you? Rating: 3/5
Izod: I’ll bet they spent a whole lot for this. I don’t know about you, but this glossy fluff job would have looked a whole lot better in print. That said, I’ll bet it looked awesome in HDTV mode. Either way, I thought it was a waste of time. Rating: 1/5
Average. If you are going to be this average, do it on Oprah or the 11 o’clock news and save a few bucks. Rating: 2/5
Sheryl Crow, as the ad says, was “not convinced”. Yes, they actually say that within the first few seconds. “Even her stylist came around”. Boring, boring, boring… and still boring. This is the reason that celebrities should not do product endorsements. I just did not see the connection or reason for having someone like her in the spot. The funniest part is that she still looked unconvinced at the end. The unbelievable part is that it was mostly shot in black and white. Rating 1.5/5
Terrible, awful, low budget and it showed. “Work smart, not hard” and you’ll get a Ferrari and the hot chick too! You know something, as bad as it is at face value, this junky little spot works for all the wrong reasons. It is a hit in my book. Rating 3/5
I viewed two spots (although apparently there were reported to be three) and they were decent. In terms of content, they did a good job of engaging the viewer to watch. After all, this is a soft drink pitch. All in all, Sierra Mist ranked as some of the more watchable and word-of-mouth repeatable content. The “bear comb-over” was a hoot. Rating 3.5/5
Very memorable. Gross, not because of any homophobia. It is because, even if I were a gay mechanic, I won’t be likely to share my Snickers bar in that manner. This spot is offensive at the end of the day, but it will be talked about. I know Bob Garfield hated it, but I did not think it was all bad. Rating: 2.5/5
I liked this. It seemed very cheesy with overly fake smiles and the like but it makes a real-life connection (pardon the pun) if you have ever suffered from “Connectile Dysfunction”. Made it’s point and was pretty clear in it’s message. Rating: 3.5/5
Made me laugh. Must have spent a load on celebrity factor with Chuck and Dwayne. The spot speaks to a useless feature that could have easily been conveyed by nearly anyone. This product attribute is not only available on T Mobile. Or is it? The spot does not really let you know. No substance here. T-Mobile should have sat this one out. Rating: 1/5
As far as product demonstrations go, it can be a slippery slope to get to the brass tacks the features and benefits . Toyota manages to pull this one off very well. I enjoyed watching these. The voice over and lighting added intensity.
In my book, these two spots were great and extolled the virtues of the Toyota truck brand. I somehow think this spot is the reason Toyota decided to let Chevy and Doritos host the amateur hour. These two spots were the best of the Super Bowl bunch by far. Rating 4.5/5
Talking lions. Once again, monkeys are funnier. Rating 2.5/5
Funny. Wonder how much they paid Kevin Garnett. At the end of the day, this ad could have been for any product or brand. Rating: 2/5
This was the best of the consumer content gang. Although, that is not saying very much. Kind bittersweet to be the best of the worst. Rating 3/5
This was a great PSA for the NFL. Rating 3/5
Standard stuff, nothing ventured nothing gained. I would have loved to see unique trailers just for the Super Bowl, but it is a huge audience and Rating: no rating on these – c’mon, they are movie trailers.
All the ads can be found on YouTube.