The Super Bowl: A quintessentially American spectacle celebrating the manly sport of football. Diehard football fans will cringe, but my favorite moments of the Super Bowl (even when the Bears or Cowboys are playing) are the commercials.
For the creative teams behind the campaigns (writers, art directors, producers), it’s their big game. It’s a chance to heckle the competition and compare notes on who got it right and who went down in flames.
My scorecard is slightly different. I give points for emotional resonance (humor, heartstrings) and clarity (always under valued). But I save the highest scores for spots that cut through the clutter. Spots likely to spike sales or build awareness. Let’s call it the “unforgettable quotient”.
Here are my top 3:
Chrysler “Imported From Detroit”. Brilliant tagline, inspiring copy. While it’s long—too long?—it tells a story that draws you in to route for the home team.
Living Social “Bring Surprise To Your Life”. While short on production value, it’s great positioning to debut their brand identity. Fun, engaging, they deliver one consistent message creatively.
Mercedes “Welcome To The Family”. Richly shot, it tells a compelling story that keeps building an iconic, aspirational brand. Don’t you want to join the family? Volkswagon “The Force” gets honorable mention (especially since it cost a fraction of the Mercedes spot).
What is any competition without some special mentions? Best demonstration of their “big idea” (to refresh the world): Coke “Border Crossing”. Best low budget: Doritos “Pug Attack”. Best animal: Bridgestone “Carma”.
What do you think? Do you have a favorite that should be in this line-up? Reward for your additions: my favorite chicken wing recipe.