It’s often considered advertising’s biggest event of the year. But, now the Super Bowl is over for 2020, which ads have the potential to remain at the forefront of the tens of millions of viewers’ minds for months, perhaps even years to come?
Here, some of #TeamS3 run you through their favourites from the night…
Jeep | Groundhog Day
Sarah Mason, Creative Planning Director says, “I like how they haven’t been heavy handed on the product, but instead introduce a simple and well executed use of shared culture to show how Jeep turns bad into good; true to the reference and with enough smart humour to raise a smile. Jeep also realises it’s only a car brand and not capable of healing the world – a trap that many Superbowl brand ads tend to fall into…”
Tom Selway, Senior Account Executive says, “With the Super Bowl actually falling on Groundhog Day, the timing of this is beautiful. Add in excellent attention to detail in terms of the locations and sets – and even bringing back some of the minor characters (performed by the original actors too!) Above all, simply managing to get bill Murray to turn up and film this thing is mind-blowing.
Pringles | Rick and Morty
David Warfield, Creative Copywriter says, “I usually hate when a brand latches onto a celeb for use in a Super Bowl ad – it happens every year and 9 times out of 10, isn’t worth watching or has no real strategy behind the choice. With Rick and Morty, though, Pringles have hit a huge percentage of the audience, who will probably cheer at the YouTube duo – before looking around the room and nodding to one of their mates, indicating they should totally run down to the nearest shop and grab a pack or two of stackable Pringles before Shakira and JLO run around for a bit.
I love that the ad has been made so seamlessly that it feels like we’re actually in an episode of Rick and Morty as well. It’s a Pringles ad, in a Rick and Morty episode, played during a Super Bowl. It’s very creative and feels like Morty being made into a robot is one last piece of brilliance, calling out the repetitive digital advertisements that we’re becoming accustomed to. In my opinion, for a 30’ spot, it has everything!”
Mountain Dew Zero Sugar | As Good As The Original
Beth Cook, Senior PR & Content Executive/Planner says, “I don’t know if it’s because I’m a huge fan of Stephen King, or that I love drag queens…but there’s something about Bryan Cranston wearing a wig and a dress that just ticks the box! Offering a zero sugar product deservedly gives Mountain Dew permission to tout the tagline, ‘As good as the original, maybe even better?’ – perfectly explaining why they reimagined the 80s horror classic, ‘The Shining’.
I’m a self-confessed film fanatic, so I think they absolutely nailed it; their attention to detail was incredible and they turned the terrifying classic on its head. Personally, the classic remake angle has been a missed opportunity for soda moguls across the globe.”
Michelob ULTRA | Jimmy Works It Out
Sian Rayer, Account Manager says, “Firstly, they’ve chosen to team up with a celebrity who’s instantly very relatable for the majority of the population and in turn, equally likeable. The product itself is worked into the story, so much so, it’s actually relatively subtle the first time you watch – with the cheeky placement of ‘low cal beer’ at the very end. It’s also, simply, a funny ad. Why should things be so serious to get a message across?”
Walmart | Famous Visitors
Tom Selway says, “There’s a staggering number of licenses on show here, incorporated with staggering quality. Who doesn’t want to see Groot, Flash Gordon and that adorable pug from Men In Black collect their groceries from their (not so) local Walmart store car park?”
Quibi | Bank Heist
David Warfield says, “I didn’t know what Quibi was until about 30 seconds ago. Now I do. That’s why I like this one… The opening 5 seconds has my attention straight away, the repetition of the brand is stuck in my head, the benefit of it being a streaming service that only uploads episodes that are ten minutes or less – now also stuck in my head through the storytelling of the ad. I know when it’s useful, I know what it does, I remember it.”
Cheetos | Can’t Touch This
Sarah Mason says, “I just love it when a brand is brave enough to hero something that lesser-brands would want to try and hide. Cheetos makes your fingers orange…and that’s a good thing. Of course, featuring the perfect soundtrack and celeb.”
Snickers | Fix The World
Beth Cook says, “I’m a sucker for ensemble songs, naturally. But #SnickersFixTheWorld really puts modern-day goings-on into perspective, and shows how the chocolate bar has the power to restore order. From AI virtual assistant spying, to children being named after vegetables – it hilariously explains how a Snickers bar can solve any of the world’s problems…however big or small. It’s memorable, engaging and has a sense of shareability to it. Another great ad from Snickers.”