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Super Bowl XLIV was quite an event, both in terms of sports and advertising. We are still dumbfounded about why Microsoft did not take the opportunity to play off the roman numerals this year to promote XBox LIVE. But hey, our pet idea… not theirs. The moment has passed.
This year’s commercials fell into one of four categories: “Pain is Funny,” “Naked is Amusing,” “Concept Ridden to Death” or “WTF is this doing on the Super Bowl?” Spots, this year, ranged from $2.5 million to $3 million. The first half definitely has our vote as the funniest half in a long time. The first Dorito’s Crash the Superbowl ads brought a bit of relief in last year’s game, which was quite unfunny. Even with this year’s entries, “Money Out the Wazoo” still holds a special place in our hearts.
Instead of trying to talk about all the commercials until we are blue in the face, here are our top three picks in each category.
Top 3: Pain Is Funny!
1) Snicker’s – Betty White: There is nothing funnier, or more hilarious to watch, than Betty White getting tackled in the mud and then exclaiming, “come on man, you’ve been riding me all day.” When Betty’s girlfriend brings in the Snickers bar, Betty turns back into a guy and all is well. The message: You aren’t yourself when you are hungry. The commercial ends with an old guy getting tackled. Painfully funny…
2) Dorito’s – Kid’s Rules: Children of single parents, especially hot ones, or hot mommas will appreciate this one. Guy walks in to take “momma” on a date. Guy checks out “momma.” Kid catches guy checking out “momma” (and his bowl of Dorito’s) and lays down the rules. The commercial really starts rolling as soon as the kid slaps the guy. The rest you will just have to see.
3) Dorito’s – Underdog: “If you want the Dorito’s, you have to speak.” See what the dog does to retaliate. Oh yes, revenge and human pain are very funny.
Top 3: Naked Is Amusing!
1) Careerbuilder – Casual Fridays: Let’s just say if Casual Friday was really like this, it would get very distracting. It would also get very gross. Mandatory Casual Fridays like this, yeah we’d have to quit too.
2) Dockers – Wear the Pants: Almost like an answer to Casual Fridays, Wear the Pants comes in immediately after with a field full of men who seem to have forgotten their pants. Do we see a trend?
3) KGB – Sumo: What is “I Surrender” in Japanese? KGB can tell you. Of course, in the meantime you will be standing there shirtless in a Sumo diaper.
Top 3: Concept Ridden to Death
1) ETrade Babies: Enough, we’re done. It’s Geico’s Cavemen retread with babies. Babies jealous about other babies? Come on.
2) Go Daddy Girls: So you got banned one Super Bowl. Now you are riding these “see what happens” commercials to the grave.
3) Coca-Cola – General Weirdness: We are so tired of the high concept branded soda commercial. No wonder the actor was sleep-walking. He was bored too.
Top 3: WTF Is THIS Doing on the Super Bowl?
1) Sketchers Shape Ups: We seriously thought this was a local cable spot until someone told us otherwise. According to a major agency ad executive, who is tightly connected with PopTwist, the agency that did this spot should be “beaten, skinned alive, then dunked in ammonia and then shot in the shoulder and left to die for airing that commercial.” The spot was off brand, badly concepted and atrociously executed. Spend the money you plopped down on three Super Bowl spots and buy only two spots. Use the money from the third one to get yourself a new agency.
2) Hyundai Sonata: This was just another boring car commercial. Seriously, why spend all the money to read the definition of the word “Sonata” from the dictionary?
3) Audi A3 TDI – Green Police: Green is good? But arresting people for using plastic bottles, sitting in a hot tub, having the “wrong” light bulbs? You were probably trying to be cute. But showing a police state where everyone who doesn’t comply with the “green way” gets arrested is just wrong for the Super Bowl. You have alienated about half of your audience, you know, the people who prefer plastic over paper and don’t like the idea of getting arrested for it.
What were your favorites? Which commercials did you hate? Shout back.
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