In the agency world, this week brings one of the highest peaks of our passion. This is the moment when copywriters, account executives, art directors and casts of thousands who put their heart and soul into making these campaigns will anticipate the millions of eyes on their work. What brands will win? What brands will lose?
Before the advertising bowl begins, here are the initial thumbs up/thumbs down predictions from our creative director, Sarah Tildsley.
Budweiser: “Puppy Love” A sequel to “Brotherhood” depicting an unlikely friendship aimed at capturing our hearts and attention. I know these are a major crowd pleaser, but I am giving this a thumbs down based on creative merit and lack of a fresh approach.
Dannon Oikos: “The Spill” A humorous spot featuring a flashback to the popular show, Full House. Nice try, but too cheesy.
Kia: “The Truth” Kia introduces its K900 with this Matrix-inspired spot. At first, I did an eye roll at the matrix play, but they ended up spinning this nicely.
Volkswagen: “Wings” VW focuses on the enduring quality of their vehicles as factory workers grow “wings” when a car reaches 100K miles. Disappointing after all the years of wins. They turned the focus on promoting their cars – not celebrating what they mean to their drivers’ lives.
Jaguar: “British Villain’s Rendezvous” This movie-quality ad was highly anticipated and the action-packed spot delivered! I am definitely biased toward the Brits, but this spot delivers a strong brand position rooted in the Jag legacy.
Coca-Cola: “Going All the Way” This spot follows a young football player down the field and “all the way” across town into Lambeau Field where a groundskeeper rewards him with a Coca-Cola. As classic as the formula – feel good all the way.
SodaStream: “Sorry, Coke and Pepsi” This controversial ad and rumors of it being “banned” show Scarlett Johansen using this product and saying, “Sorry, Coke and Pepsi” in the last 1.5 seconds. Two words: cheap shot.
Chobani: “Bear Game Day Ad” This cute commercial features a large bear destroying a small grocery store with terrified bystanders waiting for some Chobani yogurt. Although it is not earth shattering from a creative standpoint, they made their point and beat the Greek yogurt competition.
CarMax: “Slow Clap” After finding his perfect car at CarMax, this consumer drives home to people applauding him and his new car. There is also a Puppy Version. I have to give props for this creative twist, but it is sad when the puppy version beats out the humans.
Audi: “Doberhuahua” A humorous look at the Audi that strays from traditional car TV spots. Props to Audi for having a little fun cross-breeding luxury with humor. Compromise is scary.
Newcastle: “Ifwemadeit.com” An unconventional teaser campaign showing the honesty and brand personality of this beer brand. This is the best non-super bowl ad teaser campaign. This tiny beer brand is celebrating its honesty or “no bollocks” position with an unconventional approach.