Commercial lineup lacking as ads’ creativity falls short
Companies spent $5 million for a 30-second spot for Super Bowl LI last night, and judging by the results, had pennies left over for creative.
Key sponsors ranged from automakers to web-hosters to movie studios promoting films doomed for TBS. (“Transformers: The Last Knight”? “Baywatch”?)
Perhaps the most buzzedabout spot: the Anheuser-Busch commercial telling the story of Adolphus Busch’s arduous emigration from Germany to St. Louis.
“Go back home,” a stranger jeers.
“I want to brew beer,” he insists.
It seems odd that a spot celebrating the classic American Dream would be controversial, but the timing, coming after President Trump’s order to ban refugees and immigrants from seven Muslim-majority countries, has some seeing a political rebuke. The company insists the commercial was a year in the making.
There was no doubt about 84 Lumber’s spot about Mexican immigrants looking for a better home. How did it advance the brand? You have to go online to check.
When in doubt, hire a celebrity. Results varied.
Coming off her blistering Sean Spicer impersonation on “Saturday Night Live,” Melissa McCarthy was a hilarious delight as the most hapless environmentalist for a Kia eco-hybrid. She’s the reason we can’t have nice ice caps.
In contrast, halftime show queen Lady Gaga was a bust rolling around on a carpet for Tiffany and talking about her creative process.
“I’m coming for you,” she said. Thanks for the warning.
Snickers’ live ad with “Star Wars” star Adam Driver was a blur.
Tom Brady had the best night of his career — as a commercial pitchman. His spot for Intel’s replay technology found him brushing his teeth, cooking breakfast and swiping a pancake off the floor from a hungry mutt.
As he headed into the bathroom with a magazine, he told the camera: “Enough. They get it.” Whew. Thanks. Tom. Caveman Rob Gronkowski spiked a ball for “celebration expert” Justin Bieber in a pitch for T-Mobile.
Honda animated yearbook photos from the likes of Tina Fey, Robert Redford and Steve Carell, among others.
“If you want to make a universe, make a universe,” a young Stan Lee told us.
Some ads were downright inscrutable.
Christopher Walken recited NSync lyrics to Justin Timberlake, who looked perplexed. So were we.
The American Petroleum Institute’s hyper ad took credit for everything from lipstick to space travel.
Avocados From Mexico imagined a secret society hiding the secret of subliminal advertising. Then it cut to a screaming Jon Lovitz: “Eat them!”
On an otherwise dismal night for ads, that was one message that came through loud and clear.