I should begin by confessing that I do not look at Superbowl ads the way regular people do. Because I work in the industry, I see more ads in a week than most do all year so if I'm overly critical, that's why. That said, I wasn't too thrilled with this year's crop of Superbowl ads.
The best one I saw was actually not a new ad. Weiden & Kennedy's "Give A Little Love" ad for Coke was, to me, the best ad of the bunch. Incredibly well-written and even better executed. So what if it's been running in theaters for the past few months.
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That's not to say there weren't some moments of greatness. The Heart Attack ad was wonderful and not only because it didn't have a logo on the end. I also liked the idea behind Careerbuilder's Promotion Pit. The Snickers "Kiss" ad was hilarious, Garmin's "Maposaurus" had its moments and anything with Robert Goulet makes me laugh.
I am not sure what's gotten into America, but I checked
USA Today's Admeter and was ridiculously disappointed to find that the Budweiser "Crab" ad was ranked so high. Really? REALLY?! I thought most, if not all, of the Bud ads were just plain boring. "Rock, Paper, Scissors" had a pretty funny punch line but I saw it coming a mile away.
Again, I see a lot of ads so I know a lot of formulas, so I apologize if I'm ruining the fun of Ad Day. But I just expect more on Superbowl Sunday. It's the one day when any company can change their destiny by running a - pardon the pun - game-changing ad much in the way Apple did with "1984," the way Monster did with "I wanna file all day," the way E*Trade did with their "Well, we just blew a million bucks" ad, etc. etc. etc. I will give E-Trade credit for this year's "Finger" ad which I felt had some nice moments in it. But to the rest, it felt like they could've done more with their $2.6 million.
See all the spots
here and lemme know what you think.