06
Feb
12

SUPER BOWL 2012 – THE COMMERCIALS: PLAY BY PLAY

Everyone’s got their lists – the best, the worst, the funniest, the cutest, etc. My approach was totally different.

Here’s my play-by-play/color commentary on all the commercials shown during this year’s Super Bowl. I was live posting these on Facebook during the game and there was plenty of debate. Real-time discussions were very interesting and many comments are still coming in.

What is below is just a quick thought on each commercial’s ideas, production value, brand stewardship, effort, etc. and finally a FINAL SCORE of each and how I thought it scored 1 to 10. 10 being the best.

Suzuki “Sled”
THIS WAS MY FAVORITE! It was great because it was unexpected, unlike most of the other commercials that you knew what was coming. The music got you to tap your toe and snap your fingers, the dogs were great bouncing to the music along with the driver, of which had a great smile, and you could tell he REALLY BELIEVED in the decision he made. He knew he had made a great decision for his family…even though his wife may not understand…the family would be in a better place with this car.
FINAL SCORE: 10

8:14pm
DETROIT/ DIRTY HARRY: ANY COMMERCIAL ABOUT THE REVITALIZATION OF DETROIT, I LOVE IT. The messaging is SO strong and I love the way they have positioned themselves with IMPORTED FROM DETROIT.
FINAL SCORE: 9

8:10pm
CADILLAC: really? if you have to call out your competition (BMW 3 series) in your commercial, you’ve already lost. Nice try GM.
FINAL SCORE: 4

8:00pm
SAMSUNG GALAXY NOTE (SMART PHONE): A PHONE WITH A PEN? I HATE MUSICALS….and especially the ones that include spontaneous flash mobs of singing people. AND it looks like this spot was shot on the same back lot in LA as the Budweiser commercials.(Just saying.)
FINAL SCORE: 5

7:55pm
CAREERBUILDER.COM/ MONKEYS : monkeys, deprecating humor = funny. Funny gets you points for the SB voting.
FINAL SCORE: 7.5

7:53pm
KIA/OPTIMA/MISTER SAND MAN/ADRIANA LIMA/ great production value! great idea: concept: ok.
FINAL SCORE: 7.5

7:49pm
BUD LIGHT: HEREWEGO THE DOG! I think my little boy needs a dog. Just like this one. Oh…and since there’s a dog in the commercial it will do well in the voting….
FINAL SCORE: 8

7:45pm
HYUNDAI/ONE WORD GENESIS COUPE: weak…348 Horsepower…now that’s impressive. I didn’t know they could make a Hyundai with such a strong engine…but isn’t a little overkill for that brand?
FINAL SCORE: 6

7:38pm
DISCLAIMER: MOVIE TRAILERS AND ‘THE VOICE” commercials DON’T COUNT AS SB COMMERCIALS…even though the Betty White commercial for THE VOICE was adorable…any thing with her in it always gets props.

7:36pm
HONDA CRV/FERRIS BUELLER/Matthew’s Day Off: finally they showed it….deep into the 2nd half….2 minutes into the 4th quarter: I think we’ve all seen this commercial at least 27 times with all the press it got this week. Great idea: comfortable production value: the only thing that would have made it better would have been a cameo appearance by the wife (Sarah Jessica Parker)
FINAL SCORE: 8.5

7:31pm
THE NFL: ONE OF THE BEST SPOTS YET! Using the history of the league in a great progression down the field was genius. How could anyone deny the richness of the NFL’s history and it’s promise to continue the this rich tradition. Hats off to the NFL. FINAL SCORE: 8.5

7:25pm
BRIDGESTONE TIRES #2: Nice evolution of the campaign. Production value: spot on. Keep up the great work Bridgestone!
FINAL SCORE: 8.5

7:23pm
BUDWEISER #2: BETTER THAN the first ad…more relateable to most people watching. I didn’t understand the 2011 music in a commercial that didn’t obviously get past the early 1990s? Nice evolution of the campaign AND with some of the same venues as the first commercial..the time evolution connection is subtle but well done.
FINAL SCORE: 7.5

7:18pm
GE #3: Great Pride in America’s manufacturing! This campaign will be around a while. I approve! I wonder if Jack Welch had anything to do with this new idea.
FINAL SCORE: 8

7:16pm
ACURA NSX/JERRY SEINFIELD; FUNNY…HUGE PRODUCTION FOR CAR THAT’S NOT REALLY FUNNY. Acura’s NSX is one of the worlds most spectacular cars and they pitted Leno and Seinfeld against each other. Sort of on target.
FINAL SCORE: 6.5

7:12pm
CENTURY 21: SMARTER. BOLDER. FASTER. : eh…Deon Sanders was in his 2nd .
FINAL SCORE: 4

7:10pm
OIKOS GREEK YOGURT: Any time John Stamos gets knocked out, it’s a good thing.
FINAL SCORE: 6

7:07pm
COKE POLAR BEARS #3: COKE MAKES EVERYTHING BETTER: duh?!
FINAL SCORE: 8

7:05pm
CAMRY/REINVENTED...wa?
FINAL SCORE: 7.5

7:03pm
FIAT/ABARTH: You’ll never forget the first time you see one. A nice way to keep your attention. Gratuitous legs, heels, cleavage, and a mini car tearing it up on a closed course.
FINAL SCORE: 7

6:58pm
COMCAST: SUPER MONSTER HOUSE RACING!!! by Xfinity! Comcast: Great production value, simple idea, effective:
FINAL SCORE: 7.5

6:42pm
TOYOTA CAMRY/THE CAMRY EFFECT: send us your story: Hasn’t this been done a bazillion times? the real story here is the fact you can ‘Shazam’ (http://www.shazam.com/) this commercial on your smart phone to enter the contest: something that’s NOT BEEN DONE AT ALL! for new technology efforts:
FINAL SCORE: 8.5

6:28pm
JUSTFAB.COM : it’s a shoe commercial for a website: boring: production value low.
FINALS SCORE: 2

6:26pm
AMERICAN FAMILY INSURANCE: People talking on a white background. no production value w no concept.
FINAL SCORE: 1

6:25pm
OFFICE DEPOT: free pc tune-ups as told by an elf-like store associate and NASCAR driver: boring:
FINAL SCORE: 2

6:22pm
HALF TIME COMMERCIALS: NFL.COM FANTASY: EH. A little too ghetto for me.
FINAL SCORE: 5

6:19pm
ETRADE: SPEED DATING BABY: stick with what works. last years commercials were better: this iteration lacks real humor. Maybe eTrade needs to move on from the talking babies.
FINAL SCORE: 3.5

6:17pm
DORITOS #2/BUNGIE BABY: funny: Customer created: not bad: Taunting is always appreciated in my world:
FINAL SCORE: 6

6:14pm
CARS.COM/MY CONFIDENCE/FLOATING HEAD: funny, a little creepy.
FINAL SCORE: 5

6:13pm
SKETCHERS: MR. QUIGGLY: funny, unexpected, and it features a Tone Loc tune…good but not great.
FINAL SCORE: 7.5

6:10pm
TELEFLORA/Valentines: Give and You Will Receive: Genius to use one of the hottest super models in the world (not to mention, a Victoria Secrets model- ADRIANA LIMA) and the only line in the commercial is a great one. Small production but a Big Idea:
FINAL SCORE: 8

6:06pm
CHEVY SONIC: It’s amazing what a car company will do to appeal to its demographic. I guess they want to be like Red Bull.
FINAL SCORE: 6 (FOR WOW FACTOR ONLY)

6:03pm
COKE POLAR BEARS #2 NO DROP: Cute. Nice idea. SUSPENSEFUL I’m a COKE man so their brand promise lives strong in this commercial: AGAIN!
FINAL SCORE: 7.5

6:00pm
H&M: BECKHAM UNDERWEAR  Does everyone really need to see Beckham in his tightie whities? I thought H&M was a ladies clothing store?
FINAL SCORE: 2

5:57pm
VW BUG/FAT DOG: Back better than ever: Nice idea. Emotional. Everyone loves dogs…I love VWs so I’m biased that I like the commercial. but the switch into the Darth Vader/Star Wars…whats up with that? a flashback to last years Kid Vader commercial?
FINAL SCORE: 7.5

5:51pm
TAXACT.com FEEL THE FREE funny story, great suspense…I’m sure their servers just exploded.
FINAL SCORE: 7

5:47pm
GE TURBINES #2: Turbines that make the beer…Budweiser Beer. Great idea to make GE relevant in today’s world. Too bad I can’t afford to buy a turbine.
FINAL SCORE: 7.5

5:45pm
DORITOS/MAN’S BEST FRIEND : I have a cat and I think it was funny! I think this was one of the customer created commercial.
FINAL SCORE: 7

5:44pm
BUDWEISER: Since 1876: Great production, HUGE PRODUCTION… and amazing how the shaving cream stayed on the guys face! It’s no field goal kicking Clydesdale, but good.
FINAL SCORE: 5

5:39pm
LEXUS GS: THIS IS JUST THE BEGINNING: of what? Big/cool production for a car that looks like the rest of the pack.
FINAL SCORE: 2

5:38pm
GO DADDY.COM: .co – we all know there’s never ever going to have anything revealed in these commercials so why bother watching them.
FINAL SCORE: 1

5:36pm
BRIDGESTONE TIRES #1: Good, funny idea to make a point. Cameos by Deon Sanders and Troy Aikman.
FINAL SCORE: 6

5:31pm
COKE POLAR BEARS: Cute. Nice idea. I’m a COKE man so their brand promise lives strong in this commercial.
FINAL SCORE: 7

5:28pm
BEST BUY: All mobile phone carriers are available at one store. Who cares…the word on the street is that Best Buy is going out of business soon.
FINAL SCORE: 1

5:26pm
M&MS/Chocolate Naked M&M: Funny! not to mention the Wiggle Wiggle Wiggle Wiggle song…who wouldn’t like an M&M commercial.
FINAL SCORE: 8

5:23pm
BUD LIGHT PLATINUM #2: An evolution of the first spot, but no real idea here, just people at a party…just like half of the other beer commercials on tonight.
FINAL SCORE: 3

5:21pm
PEPSI/ELTON JOHN: Pepsi for All: I’m a Coke drinker so this commercial did nothing for me, but it’s always amazing to see Flava Flav pop up in the weirdest places. Elton John was cool, but the lady that sang for her Pepsi(Huge production for little pay-off)
FINAL SCORE: 1

5:18pm
AUDI HEADLIGHTS/VAMPIRE BONFIRE: really? I could see this idea coming from a mile away, corny, less than appropriate for Audi’s brand:
FINAL SCORE: 3

5:15pm
BUD LIGHT PLATINUM: huge production for little pay-off, a new beer intro needs more.Why would I buy a beer that is portrayed as something crafted in a high-tech foundry? It almost looked like a cell phone commercial.
FINAL SCORE: 2

5:14pm
Hyundai: Rocky Movie Theme Song: toe tapping idea, little payoff.
FINAL SCORE: 5


2 Responses to “SUPER BOWL 2012 – THE COMMERCIALS: PLAY BY PLAY”


  1. February 23, 2012 at 3:24 am

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  2. March 31, 2013 at 9:46 pm

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