Every year, football fans look forward to the Super Bowl and advertising gurus look forward to the Super Bowl commercials. Some of us at Envoy look forward to both. The Super Bowl commercials have earned notoriety for their glitz, glamour and edginess, and these have indeed been some of the best commercials made.
This year’s Super Bowl commercials reflected the financial sensibilities that have come about due to a down economy. This year’s ads didn’t have the flash that fans have become accustomed to. I attribute this to cost cutting on behalf of advertisers and their agencies, which must work within the client’s budget. I also believe that what appeals to today’s younger audience doesn’t appeal to more mature generations, and vice versa. Twitter conversations about the commercials ran the gamut from love to hate for the same commercial. We took an informal survey of Envoy staff members about their best loved and most loathed 2010 Super Bowl commercials, and here’s what they said.
The most popular commercial among our staff was the Snickers commercial featuring Betty White and Abe Vigoda. Staffers thought the commercial was entertaining, clever and effectively promoted the brand. It also incorporated faces we know and love, which, it turns out, we like.
The second most favored commercial was Google’s. Tom Sain, associate creative director, said, “The commercial showed the product in its full minimalist glory, just as you would see it on your computer, and it cleverly showed exactly how searching [with Google] works.”
On the other hand, a few commercials made our staff groan. We had a three-way tie for most disliked commercial between Skechers, Go Daddy and the Budweiser Human Bridge commercial. Brooke Ortner, account executive, said that the Skechers and Go Daddy commercials were not worthy of Super Bowl coverage. “They were both unoriginal and easily forgettable,” she said.
While she liked the Budweiser Clydesdale commercial, Envoy receptionist Liz Stienblock didn’t care for Budweiser’s Human Bridge commercial. “It did not speak to me at all.”
As for Go Daddy’s commercials, “I know the Super Bowl is a ‘manly’ event, but women ripping open their shirts is just ridiculous,” said Amy Goldyn, copywriter. “At least the Incredible Hulk had a reason for ripping open his shirt — and it wasn’t a cheap ploy to get the audience hot.”
Some commercials were lucky enough to make our staffers’ lists of best and worst. While Stuart Bohlim, art director, thought the Doritos Dog Collar commercial was funny, Jasonea Shockey, account executive, found it “pretty disturbing.”
Chrysler’s Man’s Last Stand commercial for the Dodge Charger also made both lists. Barb Chvala, partner and SVP of media services, said, “The spot kept your interest because you weren’t sure exactly where it was going until the very end. Very well written.” However, Sally Gutschow, account executive and public relations manager, said, “It took way too long to get to the point. I’d even go so far as to say this was painful for me. But then again, from the sound and look of the commercial, I wasn’t in their target market.”
Envoy wants your feedback: What were your most loved and loathed Super Bowl commercials this year? You can view all of the 2010 Super Bowl commercials at http://www.cbssports.com/video/player/superbowlcommercials.
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