Super Bowl LIII Ads
What was the commercial worth watching in the Super Bowl 53. This year I agree with Clio.
When two of the best global agencies (Droga5 and Wieden+Kennedy New York) come together for two epic brands like HBO and Bud Light, it’s got to be worth the watch. Check out the remake of this famous Game of Thrones scene in Joust.
It’s all about talkability
The name of the game here is talkability, not just while you watch the ad but the conversations that ensue.
That’s probably why it won the Super Clio trophy, presented by the Clio Awards.
Surprise beats consistency
The same applies to the other three shortlisted. Audi’s WTF twist (Cashew by Venables Bell + Partners), Burger King introducing Andy Warhol’s work to a new generation (#EatLikeAndy by DAVID and MullenLowe), and a star-studded NFL ad (The 100-Year Game by 72andSunny). All of them have generated hundreds of hours of conversation since the Sunday game.
You can see the full film by Andy Warhol here.
They had what it takes to become part of the conversation and maybe carve their place into popular culture.
I think some brands were almost there. What do you think of Pepsi (so much better than recent years, but still just okay), Mercedes (so close), Hyundai Elevator (a little too cliche) or Planter’s (I’m on the fence on this one but still think it makes this category).
And those. Will you talk about them? Will you even remember Stella Artois (what a waste of talent), Devour (even the uncensored version can’t save them), Sprint (sorry, not even if it’s Droga5), Bubly (sorry, not even if it’s GS+P), Norwegian Cruise Line (Yawn), Mint Mobile (Yuk!), Bumble (déjà vu), Weather Tech (was that a spoof?), Olay (really!!!), Skechers (what on earth!), Michelob Ultra (ASMR is so 2017), Bon&Viv (so creepy), or Colgate (too close).
Google’s got to stop leveraging Vets to tell us they are not evil. In 2019 everybody knows they are. Not sure how I feel about Windows. Did the challenged kids got to me after all? Toyota, Expensify, Michelob. Wait who? I can’t even remember them.
Mexican Avocados, Doritos, M&Ms, Pringles, Budweiser, and Amazon need to remember that consistency quickly turns into formula which turns into wallpaper.
Wix now knows why it’s best to avoid internal agencies.
And there’s probably another 3 dozen companies who wasted in excess of 5 million dollars each. They confirmed the statistics that claim that more than 90% of the ads we see we forget immediately.
To finish on a more positive note, Skittles and its real musical probably won the pre-game battle but might not have survived past the game. As much as I love Michael Hall it might have been a but too niche and not as crazy as we are used to with from Skittles.
Be part of the conversation
My personal favourite on how to highjack the game was Moon Pies. Started with crazy scripts that they actually brought to life. Check them out here.