Agency: BBDO, New York
FedEx, whose ads have consistently been Super Bowl standouts in recent years, has done it again with the creature that was one of the most remembered of Sunday's images. A caveman tries to ship a newly hewn stick weapon by lashing it to the leg of a pterodactyl but the flying reptile is eaten by a tyrannosaurus before the delivery is completed. Moral: The Neanderthal should have used FedEx.
Motorola's Space Rock |
Brand: Pebl Phone
Agency: 180 Amsterdam
Was it a meteorite or a high-tech UFO that crashed to create that crater millions of years ago? Whatever it was, a well-rounded piece of it survived eons of weather, glaciers and erosion before it washed up on a beach to be picked up by a passing consumer.
Knockout Phone |
Title: "Locker Room"
Perhaps the funniest Super Bowl spot, in a slapstick kind of way, is Sprint's 'Locker Room.' It begins with two men trying to out-boast each other about their cellphone features and ends with one of them knocked unconscious.
Marketer: General Motors
Title: "Chrome Couture"
Agency: Leo Burnett, Detroit
In its increasingly successful push to transcend its previous 'old man's car' image, Cadillac has gone from Led Zeppelin themes to this spot, which puts it at the very center of one of our culture's most trendy venues of youth and beauty: the fashon runway. Appearing as a 'model' in a fashion show, the vehicle becomes chrome couture.
Marketer: United Airlines
Agency: Fallon Minneapolis
In a continuation of its series of painterly, animated ads, United takes us on a new adventure in graphics and medieval knighthood in this epic that mixes boyish dreams with adult business travel.
High-Heeled Vegetables |
Marketer: Burger King
Brand: Burger King
Title: "America's Favorite"
Agency: Crispin Porter & Bogusky, Miami
With Busby Berkeley-like choreography and meat-and-vegetable costumes, the Whopperettes kick up their heels before going airborne to assemble themselves into Burger King's best known sandwich. The weird plastic king also puts in an appearance at the end, adding a creepy touch to the spot's climax.
Title: "Super Fan"
Agency: DDB, Chicago
Anheuser-Busch has generated a good deal of controversy and complaints with its risque ads featuring testicle-biting dogs and farting horses in recent Super Bowls. This year, the beer giant cleaned up its act with commercials that hardly got more racy than this one -- featuring a shearling streaker at a Clydesdale football game.
Monkeys and Donkeys |
Title: "I Understand"
Agency: Cramer Krasselt, Chicago
The CareerBuilder.com monkeys return for another bow in this year's Super Bowl, but this time, they bring along a herd of donkeys as well. While this series of ads has been widely mocked, it has also proven itself extraordinarily successful at driving traffic to the online job classifieds site.
Hispanic Hybrid Moment |
Brand: Camry Hybrid
Agency: Conill Advertising, Los Angeles
Aside from promoting Toyota, this spot also made a bit of its own history as one of the first Hispanic ads to be aired in a Super Bowl. Created by Hispanic agency Conill of Los Angeles, it depicts a touching moment when a father and son's banter about their new hybrid car poigantly intersects with the reality of their own hybrid language and culture.
Female Self-Esteem |
Agency: Ogilvy & Mather
Initially scoffed at by many ad industry sophisticates, Dove's strategy of using 'regular women' instead of models in its ad campaigns has struck a powerful chord among female consumers. This spot stars everyday young women who hate their freckles, think they are ugly, wish theiy were blond, and are afraid they are fat. It also offers them a chance to get involved with the new Dove Self-Esteem Fund 'because every girl deserves to feel good about herself and see how beautiful she really is.'
Priceless Getaway Gear|
Agency: McCann-Erickson, New York
Reprising his role as the hero of the 1980s TV series 'MacGyver,' actor Richard Dean Anderson takes us on a priceless adventure. Using MasterCard, he buys all the gear he needs to execute a daring escape seconds before the factory complex where he was held hostage erupts in spectacular explosions.
Marketer: The Beer Institute
Agency: DDB, New York
This spot was funded by Anheuser-Busch to enable the Beer Institute to push the general product. While the feel-good visuals depict happy beer drinkers in cultures around the world, the real truth is that the ad is the industry's latest attempt to change the fact that beer's market share continues to tank.
GoDaddy Does It Again|
GoDaddy.com, last year's most willfully notorious advertiser, is back again this year with similar guerrilla marketing strategies. It highly blogged and otherwise publicized each of ABC's 13 rejections of its submitted ads, generating sustained national exposure worth many times what it actually paid to run the toned-down 14th version of its spot during the game.
Nationwide's Hair Care Ad|
Agency: TM Advertising, Irving, Texas
Now this was a really strange Super Bowl advertising effort. The marketer is Nationwide, one of the world's largest insurance and financial service companies. It's ad stars pulp-romance model Fabio, who appears to be doing a commercial for a new hair-care product. Huh? You can't help but wonder how many thousands of women are roaming the cosmetic aisles today trying to find Fabio Shampoo Di Italia with no thought at all to either their insurance or financial services needs.