It always seems to happen. While watching the SuperBowl with your snacks, adult beverages and friends, you become the harshest critic in all of advertising land. “I could do better”, “These are garbage”, “Not another poop commercial!” (Ok, that last one still rings true). But in the harsh light of day, when you go back through the commercials, you realize that as a whole, they weren’t so bad and there were quite a few that still make you laugh or say, “I wish I had thought of that.” So without further adieu, here are our picks for the best commercials of SuperBowl 50.
1. Audi “Commander”
In an arena where potty humor, beer and chicks in bikinis reign supreme, it’s always nice to see a brand step out of that lane and tell a nice story. Audi’s “Commander” spot took us through the exciting, adrenaline-filled life of an astronaut, and when it seems like his glory days are over, his son introduces him to the Audi R8 and he, if only for a moment, feels like a young astronaut again. In the middle of the action, the line “Choosing the moon brings out the best in us,” is perfect in its subtlety and the spot manages to be the right amount of nostalgic, without being cheesy. It even made you a little sad by playing David Bowie’s “Starman.” It makes you feel all the feels, and after a commercial about constipation, it was nice to see.
2. Honda “A New Truck To Love”
But that’s not to say that talking animals isn’t always a SuperBowl crowd pleaser, and Honda’s “A New Truck To Love” did not disappoint. Advertising their truck bed audio, Honda thought that a farmer’s animals would enjoy this feature just as much as the farmer himself. Add a beloved Queen song to it and you have the recipe for an entertaining commercial that everyone is still singing the next day.
3. Jeep “Portraits”
Whoever wrote the commercial for Jeep’s “Portraits” is our new copy crush. Their commercials are usually one of our favorites and this year is no different. They took advantage of their 75th anniversary, to promote the long history of the Jeep and how it has seen wars, secluded areas and movie sets, not to mention all of the types of people who have owned Jeeps over the years including, celebrities, dog lovers and regular people. The spot ends beautifully with the line, “We don’t make Jeep. You do.” and it reminds people that Jeeps are special because the people who own and love them make them special.
Since we only picked three, we can’t forget to mention a few that almost made the cut, but ultimately fell short. Mountain Dew’s “Puppy, Monkey, Baby” had all the ingredients for a SuperBowl hit. It was weird and it had a talking animal/baby and some young guys trying to dance. The end result was a little too weird to be entertaining though. The upside is that if you go to www.mountaindew.com/kickstart/ there is a game you can play to create your own version of an animal/human and it’s pretty entertaining.
We wanted to love Kia’s “Walken Closet.” Whoever thought of putting Walken in a walk-in is a genius, and of course Christopher did his thing, but the second half of the commercial fell flat and the concept didn’t really connect to the car at all. Walken should have stayed in the walk-in for the whole spot, and this commercial needed more cowbell.
The SuperBowl commercials can always be hit or miss – due in large part to the incredibly high expectations during one of the biggest events of the year. It’s easy for brands to forget that the Superbowl is just one day, but this commercial lives on for the rest of the media buy. So if you stay true to who you are as a brand, while also entertaining the crowd, you’ll never go wrong. Unless it’s an opioid constipation commercial, they might want to consider being a little less true to themselves…