Super Bowl 2015 Recap Pt. 4: The Good

best super bowl ads 2015

Sentiment, empowerment, taking a stance, and strategic media vision put these ads in the top 5 for me:

Dove Dads


This one tugged the heart strings. My dad made a lot of time for us kids, from working on house building jobs to coaching our football teams, the ad brought those memories to the forefront. I’ll never buy Dove as long as Suave does the job, but I truly felt like a consumer while watching it.

 

Nike’s Instagram

Nike super bowl 2015 instagram ad

This too resonated with me from all the backyard football games while we pretended to be our favorite superstars. Nike’s Instagram copy is always top tier work, but I think they did a great job with the aspirational play toward their younger audience on the youth-driven Instagram platform.

 

 Always’ “Like a Girl” 


A great hashtag Twitter extension, an empowering message, and a blend of authentic storytelling, P&G did not disappoint.

 

Budweiser’s Other Ad

You know, the not-the-puppy one. Sure it was low production cost, and it was the product-focused ad of its typical 1-2 story-product ad combo punch, but Budweiser took a risk and separated itself from the craft beer scene while tactfully not pissing anybody off too much. The bluesy southern rock background music and all caps copy brought forth that “You craft beer dissectors do your thing, but this is who we are, who we’re for, join us or don’t” attitude that only the brand’s king persona can project.

 

Eat24

If a good advertising friend didn’t point this ad out, I would’ve missed it. In fact, I did miss it purely because of the reason it’s in the top five. Eat24’s creative may have been average, but whoever decided to buy the 30 minutes before game time slot, you’re the man. You looked at the audience of the Super Bowl, realized they’re lazy & hungry, and realized it was a perfect direct response opportunity. Most brands make activation/awareness plays, showcasing new products & campaigns, but it was refreshing and smart to see Eat24 take a shot deeper in the funnel.

Super Bowl 2015 Recap Pt. 1: Go Beyond the Ad

Super Bowl 2015 Go Beyond The Ad

The Super Bowl.

The single biggest annual sporting event on the planet.

The pinnacle of creative television advertising.

And perhaps the quickest way to blow $4.5 million dollars outside of Las Vegas.

After awhile, Super Bowl ads have earned a high enough reputation to become a showcase of criticisms, like a one-night museum collection – you can put anything on a museum pedestal, call it art, and suddenly viewers start forming normally non-existent opinions. But instead of a museum, you have a Super Bowl TV schedule. So, here’s my six part micro-analysis on the good, the bad, the best, the game, and the left shark.

 

Go Beyond the Ad

Teressa Iezzi opens The Idea Writers with Droga5’s David Droga earning a spot on the 2006 Esquire “Best and Brightest” list. Being a man of the ad industry, Esquire asked him to create an ad about himself. Rather, he activated Tap Project, a UNICEF campaign supporting clean drinking water worldwide, within the ad. After a website, some restaurant endorsements, a fundraising event, water essays & more, $0 media dollars turned into $5.5 million. Droga ventured beyond the printed page and won.

Like Droga’s ad, extensions of ad mediums like print or TV such as McDonalds Pay with Lovin’ Super Bowl ad and Coca Cola’s Make It Happy ads are nothing new. In fact, the actual stories in the ads felt a little far-fetched, as alluded to by Adweek in a recap post earlier this week. But it was great to see these players launch campaigns that are part of campaigns bigger than a single 30 second blip. I’m really looking forward to how the McDonald’s campaign takes shape, and it would be great to see Coca Cola’s turn-a-frown-upside-down social media initiative explore more of 2015. Too bad Coke pulled it this week. 😦