The best and worst of Super Bowl adverts.
Boston accents got poked. “Groundhog Day” got – surprise – resurrected, complete with Bill Murray. Google pulled out tears, and Cheetos and Doritos danced.
All to the tune of $5.6 million for 30 seconds — to reach 100 million people with your product.
During advertising’s biggest night, Super Bowl Sunday, marketers battled it out to bolster their brands. Some got it exactly right. Some didn’t. Here’s your Monday morning quarterbacking rundown.
BEST
HYUNDAI
The automaker released its ad early, but it still drew fans during the game. Bostonaffiliated celebrities including actor Chris Evans, John Krasinski, Saturday Night Live alum Rachel Dratch and former Boston Red Sox player David Ortiz discussed a Hyundai feature that lets car owners park remotely with exaggerated accents that make “Smart Park” sound like “smaht pahk.”
JEEP
Super Bowl Sunday was on Groundhog Day, so someone had to do it. Fiat Chrysler painstakingly recreated the 1993 movie “Groundhog Day,” including the town square and other locales, with original actors Bill Murray, Brian Doyle Murray and Stephen Tobolowsky. The twist: instead of a Chevrolet truck, Murray uses a Jeep Gladiator truck. FCA Group marketing chief Olivier Francois said the ad worked to demonstrate the versatility of the Jeep truck since Murray does something different every day.
GOOGLE Google’s 90-second ad stood out by not using humor or celebrities. It features a man reminiscing about his wife, using the Google Assistant feature to pull up old photos of her and past vacations. The ad is set to an instrumental version of “Say Something” by Great Big World. “It’s so hard to write earnestly and not make it cheesy,” said Julia Neumann, executive creative director at ad agency Tbwa(backslash) Chiat(backslash)day in New York. “This was really, really well done.”
CHEETOS Cheetos used nostalgia effectively, appropriating the 30 year old MC Hammer classic “U Can’t Touch This” — still an earworm after all these years. The snackfood ad features a man with bright orange Cheetos dust on his hands who uses it as an excuse not to move furniture and perform office tasks. Hammer himself — “Hammer pants” and all — also kept popping up to utter his iconic catchphrase.
DORITOS
The brand added a silly danceoff to “Old Town Road,” the smash hit of the summer by Lil Nas X. In the Westernthemed ad, Lil Nas faced off with grizzled character actor Sam Elliott with silly, sometimes Cgi-enhanced dances moves at the “Cool Ranch.” Billy Cyrus, who features in the song’s remix, also made a cameo.
WORST
AVOCADOS FROM
MEXICO Avocados from Mexico have carved out a niche with humorous ads featuring avocados, but they may have veered a little too far into “random” territory with this effort featuring a home shopping network with fake products such as a baby carrierlike device for avocados. “I thought the Avocados from Mexico spot felt like a random and gratuitous use of celebrity,” said Steve Merino, chief creative officer of Aloysius, Butler & Clark in Wilmington, Delaware. “Not only did it not make sense to have Molly Ringwald as your spokesperson, it was also a bit of a distraction.”
POP TARTS Kellogg’s went for quirky but ended up with a bland spot that isn’t likely to be remembered. In a pseudo infomercial, Jonathan Van Ness of “Queer Eye” describes the new Pop Tarts pretzel snack. The idea is that Pop Tarts adds pizazz to pretzels, but the ad itself failed to have much spark.