Top10: The ads of Super Bowl 2013
From the hundreds of millions spent on media time alone by around 65 TV advertisers rises a few select executions from this year’s Super Bowl.
Movie studios, big FMCG brands, smartphone giants, auto makers and consumer brands shelled out a reported $4 million per thirty seconds of media time to feature in the 47th Super Bowl.
Further reading: What would a $4m Super Bowl spot could buy in digital marketing
Despite the high price tag, there were many executions among the field that were underwhelming in Marketing‘s opinion, and few, if any, that have a viral hit feel to them. The order of the following 10 ads is based partly on the voting system on the NFL’s website, as well as a little editorial discretion from the Marketing team.
10. Jeep – ‘Whole Again’
Taking the coveted pre-half-time entertainment spot, Jeep put together a rousing story of American nationalism around the country’s war heroes in an attempt to embed the brand in the heart of the nation.
9. Hyundai – ‘Team’
In this ad for the auto maker’s Sante Fe SUV, a bullied child gets to play football against the older kids in the park by assembling a team of superhuman pre-schoolers.
8. Best Buy – ‘Asking Amy’
Comedian Amy Poehler asks a Best Buy salesman some prickly, sexually-suggestive, hilarious questions to reinforce the retailer’s bricks-and-mortar stores as a point of assistance for shoppers.
7. Dodge Ram – ‘Farmer’
In a slice of well-targeted Americana, conservative radio broadcaster Paul Harvey’s ‘So God Made a Farmer’ speech narrates a montage of images commissioned from 10 American photographers. There’s no doubt it was well received among the target audience.
6. Wonderful Pistachio – ‘Get Crackin’
Psy and pistachios: together at last (!). The nut brand bought the Korean megastar’s endorsement to deliver the message of going nuts for pistachios.
5. Tide – ‘Miracle Stain’
“I saw the stain!” exclaims a football fan in this spot for laundry detergent tide, in which a man drops sauce on his jersey in the shape of ex-player Joe Montanna’s head.
4. Oreo – ‘Whisper fight’
The age old question – cookies or cream – is brought to life in this execution as its characters get into heated arguments over the answer.
3. Doritos – ‘Goat 4 Sale’
This fan-made execution, featuring a goat, was one of the winners from Doritos’ ‘Crash the Super Bowl’ crowdsourcing campaign.
2. Taco Bell – ‘Viva Young’
Set to a Spanish rendition of the song ‘We Are Young’ by Fun., Taco Bell sends the message it’s a brand for the young at heart with a troupe of party-loving senior citizens.
1. Audi – ‘Prom’
The cinematic story of a young man going to prom to get the girl, his confidence boosted by taking his dad’s Audi.