At $5 million for 30 seconds, Super Bowl 50 commercials already have a lot on the line. Add in the prediction of a record-breaking television audience and you have some of the highest stakes facing brands in history. Who will strike gold and who will go sifting for naught? Check out our picks for the best and worst of the Big Game, and be sure to share your picks in the Comments.
Michelle’s Pick: Jeep, “Portraits”
https://www.youtube.com/watch?v=wKn5K5V7tRo
I loved both of Jeep’s SB50 spots so much, it was hard to choose which was better. All the car brands are trying to figure out who they are, but Jeep clearly knows. A strong brand that knows its audience like the back of its hand.
Nick’s Pick: Colgate, “Save Water”
While this isn’t your typical funny Super Bowl ad, I really like this spot from Colgate. The company has decided to use their air time to tell people to conserve water while brushing their teeth. The visual trick of other people who truly need water coming to the bathroom faucet plays out nicely and the spot will definitely make me think about those who don’t have it as easy as I do the next time I’m at the sink.
Vin’s Pick: Shock Top, “Unfiltered Talk”
https://www.youtube.com/watch?v=D0AoauuOY2w
Simple. Humorous. Memorable. That’s about all you need. (In addition to the fact that either the brand logo, or the product itself, is in the shot throughout the entire commercial.)
Greg’s Pick: Intuit Turbo Tax Zero, “Turbo Tax Dog”
https://youtu.be/c6T3F69oK30
I’ve got to say for a :30 this was a pretty funny and effective spot. Using a celebrity was key to get them noticed. But hey, it is tax season!
Rachael’s Pick: Jeep, “4x4ever”
https://www.youtube.com/watch?v=pOiiPxb-Gbw
The footage in this spot is the stuff of Jeep owners’ dreams. It’s a testament to the brand’s history, both in story and in showcasing its classic models, and to its culture, with the nod of camaraderie between two Jeep drivers. Jeep not only solidified, but elevated its brand during last night’s game.
JP’s Pick: Doritos, “Ultrasound”
There wasn’t much to get excited about tonight, but my favorite was the Doritos ultrasound commercial. Although I was prepared for an irreverent commercial from Doritos, it was still unexpected. More importantly, it was an original and memorable concept.
Lauren’s Pick: Budweiser, #GiveADamn
https://www.youtube.com/watch?v=Rb2VXVmUga4
There is nothing more classic than a burger, a Budweiser, and Helen Mirren laying down the dry, British insults. Great delivery of an important message. Ah, I could listen to that sharp tongue all night.
P.S. Nice shout out from Peyton in his post-game interview.
Kevin’s Pick: Shock Top, “Unfiltered Talk”
T.J. Miller never fails to get a laugh out of me. Although he’s usually the one to be dishing out the “dis” jokes, it’s nice to see him get roasted for once. The orange definitely won this one, and in the process, got me to reminisce about being on tour and drinking Shock Top a lot more often than we probably should have.
Michelle’s Pick: Michelob ULTRA, “Breathe”
https://www.youtube.com/watch?v=-cYFe2c2Zfw
A straight-up rip-off of the Reebok spot from last year. Only not done nearly half as well. Gonna need to step up your game in 2017, Michelob.
Nick’s Pick: Mountain Dew, “Puppymonkeybaby”
Now I know the Big Game is the perfect time for silly and over the top ads, but this one is just ridiculous. While the concept of “three awesome things combined” works for the caffeine/juice/Mountain Dew drink, it doesn’t for their mascot. The target audience of young “bros” may find monkeys and dogs cool, but typically babies are not in their wheel house and especially when the weird baby jumps on their lap and starts licking their faces. Just kinda creepy.
Vin’s Pick: Hyundai “Better”
https://www.youtube.com/watch?v=I-A_A5sUoqA
I think I’m the only person on the planet that didn’t like anything Hyundai did for Super Bowl 50. This ad was the worst of the divergent bunch for me – which included bears, Kevin Hart and Ryan Reynolds. At first I couldn’t figure out what the glowing thing on this guy’s chest was; once I did, it didn’t matter. While the concept was admirable, the execution was just too overt and ended up falling really flat for me.
Greg’s Pick: Bud Light, “Bud Light Party”
https://www.youtube.com/watch?v=JohgwbpQuy8
Predictable. Predictable. Predictable. When is Anheiser-Busch going to take a risk with their brand and do something other than a “party” themed Super Bowl ad? The re-introduction of the retro logo is nice, but will it last?
Rachael’s Pick: Audi, “Commander”
https://www.youtube.com/watch?v=diU_09jb4bI
While I didn’t hate this ad, it left me feeling the most disappointed. There have been quite a few “let’s cheer up dad” spots as of late, especially over the holiday season, and I thought this had great potential, not to mention an incredible song to back it up. Instead, it fell flat and did not do “Starman” justice at all. Sorry, Bowie.
JP’s Pick: OIC is Different, “Envy”
https://www.youtube.com/watch?v=yr78_7Kip3Q
There was an overabundance of bad commercials to choose from, but my vote for the worst (and most quickly memed) goes to the spot introducing us to Opioid-Induced Constipation. The spot itself was pretty funny, but it’s a sad state when our nation’s largest drug epidemic now has medications being created to address its side effects. As if potential overdose or heroin addiction weren’t bad enough side effects of opioid use, now you may have to deal with constipation as well.
Lauren’s Pick: SoFi, “Great Loans for Great People”
https://youtu.be/ASRvhxuKr_k
Not necessarily the worst commercial all night, but it was Not Great. A great new startup has investors poney up the cash for a Super Bowl commercial but the spot doesn’t do anything to explain the product and is completely forgettable. Maybe if they didn’t dilute the original version, it would have at least piqued more interest. The Super Bowl is not the time to play it safe.
Kevin’s Pick: Mountain Dew, “Puppymonkeybaby”
https://www.youtube.com/watch?v=ql7uY36-LwA
Try too hard? This thing is terrifying and left me questioning the sanity of their creative team. If that’s their idea of “awesome things combined” I don’t think I’ll be trying this any time soon.