Although the collective group of tv ads from the 45th Super Bowl, (a.k.a. Brand Bowl) weren’t as entertaining as the actual game, a dramatic, down to the wire 31-25 victory for the Packers, there were a few ads that really stuck out to me. Here are my top 3 ads from this year’s Brand Bowl, starting at #3 and working up to my #1 favorite ad of the night. Let me know if you agree, disagree or what other ad(s) you would’ve had in your top 3.
#3 Bridgestone’s “Reply All” :30 spot
Agency: The Richards Group
Dallas-based The Richards Group and client Bridgestone brilliantly captured the emotions most of us associate with a common office faux pas: accidentally clicking the “reply all” button on a sensitive or inappropriate email. Whoops! For those of us that have committed this unfortunate offense, we probably didn’t handle the situation like the guy in the spot but we probably had emotions and thoughts similar to those portrayed in the spot, haha. Agree or disagree, haha? If you liked the version that aired last night, check out the extended version here.
#2 Volkswagen’s “The Force” :30 spot
Agency: Deutsch L.A.
Although I preferred the :60 spot that was strategically leaked a few days before the big game better, Volkswagen’s :30 version of “The Force” during the Super Bowl was my second favorite ad of the night for the simple fact that is was just darn cute. Yes, I just used the word cute. Sue me, haha. Created by Deutsch LA, the ad features a mini Darth Vader (a kid in a Vader costume, actually) using The Force (actually a key fob secretly used by his dad) to start up a 2012 Passat. In addition to liking the spot itself, I thought Volkswagen’s strategy to release the :60 second version onto YouTube to try and generate social buzz was a “Brandtastic idea!” With well over 12 million views of the :60version BEFORE kickoff, as well as a trending tropic on Twitter, Volkswagen definitely got its $3 million dollars worth and then some from this bad boy. Bravo!
#1 Chrysler’s “Imported from Detroit” 2:00 minute spot featuring Eminem
Agency: Wieden + Kennedy, Portland
And now for my favorite ad of the night and the should be winner of Brand Bowl XLV: Chrysler’s “Imported from Detroit” spot, featuring Detroit’s very own Eminem.
I thought everything about this ad was fantastic! The gritty imagery of downtown Detroit, the in your face voice over, the “Lose Yourself” soundtrack playing in the background, the gutsy two-minute length, the cameo by Detroit native Eminem and finally, the tagline “Imported from Detroit.” How’s that for a badass brand statement?! Not surprising that long time Nike agency of record Wieden + Kennedy created this spot because of their reputation for bold ideas and bad ass brand anthems that push the envelope. This spot was no exception and serves as an example of how a great tv ad can still move the needle. An interesting side note I found out after the game, due to the length of the spot Chrysler had to get specific approval from the National Football League in order to air it because most commercial intervals are only 90-seconds long. A big thank you to the NFL for allowing this spot to air and great job Chrysler and W+K!
{ 3 comments… read them below or add one }
Completely agree! I thought W+K did an incredible job with the Chrysler/Detroit commercial. It gave me chills and I’d be lying if I said I didn’t tear up a bit. I’m all about taking pride in where you’re from, and this commercial should make everyone from Detroit very proud.
Ps. This commercial WAS the Brand Bowl 2011 winner! Not the should be.
Megan
Hey Megan,
Thanks for your comments! Glad we can agree that Chrysler’s spot was hands down the best commercial from Brand Bowl XLV. And you’re right, W+K killed it with this spot and believe me, they’ll be rewarded come award season, haha. Honestly, I probably watched the spot another dozen times today because of all the fantastic elements I mentioned in my post. Having said this, I’m very interested to see if this spot/campaign by Chrysler actually changes people’s behavior of buying foreign cars and leads to higher sales for the brand over the next year. For now though, both brand and agency should be celebrated for their inspiring efforts! Thanks again for commenting and look forward to hearing your thoughts on future posts.
-Matt
Loved the video Matt. We just monitored its performance for the past 7 days: mentions by region, media type and more. Have a look: http://bit.ly/volkswagencampaign
Best
Fred