Sure, there’s a football game going on at Super Bowl XLV, but the competition between the companies who bought ads during the broadcast is fierce too.
FOX was charging about $3 million for a 30-second spot, so the companies advertising during the game better hope they get their money’s worth. The companies featured in the ads below might want to have a talk with their agencies — because they’re our least favorites from this year’s game. (Also check out the ones we did like.)
Bud Light does not get its $3 million worth
The first ad of Super Bowl XLV goes to long-time advertiser Bud Light, and it’s a dud. Part of the beer’s continuing “Here we go” campaign, it has a guy reacting with joy to a kitchen makeover — which consists solely of putting a bucket of beer on the counter. The fake show is called “Hack Job,” which is a pretty fitting title for this ad.
Kia: One epic ride = one mediocre fail
When we think “Kia” we don’t think “fancy special effects.” Thus, when we see fancy special effects, we’re not going to think about “Kia.” While it looked great, it also looked like a whole lot of money was spent just for the sake of spending money. We’d rather see a ersuasive ad spot about the car you’re trying to talk us into buying.
Getting illegal surgery in what appears to be a third world country… looks fun! And exactly what we don’t want to see our cute little Android robot friend doing. Though the Sony Ericsson phone looks pretty cool (if you’re into that whole gamer thing, that is), those thumbs were just CREEPY.
E-Trade: Enough already
Three years and millions of talking-baby commercials later, we still don’t get it. It’s just. Not. Funny.
Stella Artois: Adrian Brody in ‘Crying Jean‘
Adrian Brody‘s stab at shilling might actually be palatable if the Belgian beer maker didn’t have such an impressive track record with nostalgic ads. His presence? Distracting. And the erratic crooning seems like less of parody than a desperate move to revive his deteriorating charm. Still, we always appreciate shots of Stella bartenders shaving off that frothy head — and some of us still love the Brodes.
X Factor: Simon Cowell
The “X Factor” ad really just highlighted two things. One, the fact that Simon Cowell is still the only judge signed on for the American version of the show. And Two, that we don’t really care if he’s back. Sorry, Simon. It’s been fun, but we’re seeing Steven Tyler now.
–Carina Adly MacKenzie