This year, a 30-second spot reportedly runs for about $3 Million, which is back up to 2009 rates after a slight dip in 2010. Last year's ads were disappointing overall, with a few nice standouts (and if you don't remember them, read what I wrote in my review of last year's ads). I was hopeful that this year would raise the bar back where it should be for such a huge audience and a gigantic cost. Sadly, like last year, there were too many forgettable and/or mediocre ads with a few that "weren't bad."
Below are my top five commercials for this year, some honorable mentions, and the duds.
5. NFL: Best Fans Ever
Not only is this a great collection of fan clips from favorite TV shows, but the compilation and flow from one clip to the other is actually really well done.
4. Chrysler: The Motor City
The only reason this didn't take a higher place is that it needed 2 whole minutes to get the message across (and the questionable use of Eminem), whereas other commercials took a fraction of the time (and cost). I'll admit I have a little bias for this one being that I'm from Southeast Michigan and I always have the D's back, and the poor city gets more flack than it deserves. But this is a beautiful commercial that sells the city as much as (or perhaps even more than) the cars, and I hope even those who live elsewhere can appreciate it
3. Coca-Cola: Line in the Sand
This one was a longer spot (60 seconds), but it told a little story, kept it simple, and stayed with the brand image of Coke bringing people together
2. Doritos: Housesitter
I love the Doritos commercials. They usually do several for the Super Bowl, and they are all better than nearly every other commercial played during the game, which says a lot for the standards they set for commercials to hit the mark of their brand, be memorable, and be funny. This one shows a lazy housesitter who uses Doritos to help him out in the last minutes before his friend comes home.
1. Volkswagen: Darth
I mean, come on. This is just cute. Simple, heartwarming, and everyone knows Star Wars and gets how wonderful it is inside the imagination of a child. Love it.
Honorable Mentions:
Doritos: The Best Part--Haha; have I mentioned I love Doritos ads?
Bridgestone: Reply All--Funny, and clever way to feature tires
Teleflora: Faith Hill--A little unexpected, and clever
Duds:
Kia Optima--Crazy special effects, but I didn't get the point. Looks like you're just showing off money.
Go Daddy--I got the whole thing about driving people to your website years ago when you started this stuff. But really, is it still working? And Joan Rivers? Seriously?
eTrade--The babies. I am so over it.
Groupon--The whole "save the money" thing kind of made a mockery of actual charities. Pretty offensive.
I'm still seeing a lot of ads make fun of men, and use slapstick humor. I'll be the first one to admit that I'm sometimes a sucker for those ads because they do make me laugh. But the ones that really make the list for me are the ones that have a human element to it that we can relate to, and add a level of sophistication with a greater message to it. Congratulations to all my picks!
