Ravens? 49ers? Brothers John and Jim Harbaugh coaching against one another in the Super Bowl? Sure. But a significant segment of the audience for
Super Bowl XLVII is watching the commercials as much as the game.
Advertisers paid up to $3.8 million per 30-second spot on CBS’ broadcast
of the game, which will reach 100 million-plus viewers. Did they
get their money’s worth? Check back throughout the game for Zap2it‘s running commentary on the best ads of Super Bowl Sunday.
M&M’s: But I won’t do that
Anytime you can work Meat Loaf into an ad, you’re ahead of the game. M&M’s did just that, as Red sang the anthem “I Would Do Anything for Love (But I Won’t Do That)” as “Glee’s” Naya Rivera tried ever more ways to eat him. Well done.
Best Buy: Asking Amy
You can’t exactly go wrong with Amy Poehler. Especially when the actress asks Best Buy employees amusing questions — questions that most of us have wanted to ask for years. (“What is the cloud? Where is the cloud? Are we in the cloud now?!”)
Oreo: Whisper Fight
With all of the yelling and noise and high-tech lights seen in most Super Bowl ads, it’s good to see Oreos go quiet. There’s action, sure. But it’s all at a whisper.
Toyota: Genie in a Rav4
“The Big Bang Theory” star Kaley Cuoco granted a Toyota-driving family a series of wishes (more than three, by my count) — but dad doesn’t really get the concept. A simple concept, well-executed, and a big improvement over Toyota’s spot last year.
We’ve all been there. And by “there,” I of course mean stuck behind someone awful on the road. Granted, most of us have not been behind missiles or leaking toxic fluids. It’s the same principle though.
Bud Light: Very superstitious
In contrast to Budweiser’s terrible Black Crown ads, Bud Light scored big with a spot about a devoted 49ers fan looking for some mojo for the big game — only to run into a Ravens fan with the same idea. The tagline, “It’s only weird if it doesn’t work,” was the icing.
Taco Bell: Crazy old people
The latest offering from Taco Bell features “We Are Young” by fun., playing in Spanish, as a group of “Cocoon” extras bust out of the old folks home and go on a wild night around town — swimming, tattos, boozing, general debauchery. They end up at Taco Bell. As one does. The only thing missing from these old-people-as-college-kids ad was them blazing a doobie.
“2 Broke Girls”: Pour Some Sugar On Me
Perhaps it is a girl-dancing-to-Pour-Some-Sugar-On-Me thing, but I loved the “2 Broke Girls” promo. That song never, ever gets old and stars Kat Dennings and Beth Behrs really put their all into the sexy dancing. Bonus points that it was directed by famed photographer David LaChappelle. Brava.
Budweiser: Everybody loves Clydesdales
So, this man has a Clydesdale and raises him from a baby and bottle feeds him and rides him and then sells him to go be a fancy Budweiser Clydesdale. Then three years later, he sees they’re going to be in Chicago, so he goes to see his horse and the horse doesn’t see him, but then at the end the horse RUNS BACK TO HIM and oh my God, I’m crying at a Super Bowl commercial. *sniffle* I’ll just be over here, with my Fleetwood Mac record.
Tide: No stain is sacred
Some of the best ads of Super Bowl XLVII had fun with the sometimes extreme devotion of sports fans. Tide played it to the hilt, with a Joe Montana “mircale stain” on a 49er fan’s jersey washed away by his Raven fan wife. Good stuff.
Ram Trucks: Farmer
Paul Harvey (who gave the monologue) is a problematic figure. The ad had nothing to do with big, fancy, new trucks. But seriously, those were amazing images of a possibly idealized rural life.
Kia: Space Babies
We shouldn’t approve of parents encouraging ignorance. At least these parents had a truly great story about where babies came from (parachuting baby cows!) to cover their Puritanical fear of sex.
Samsung: The Next Big Thing