Tuesday, February 5, 2013

Super Bowl Commercials: The Good, the Bad, and the Meh

The year's biggest football game watched by over 100 million people and what are we discussing the next day year after year?

The commercials.

Brands spend millions of dollars for the largest audiences in history to see these ads and in return, the audience puts them under extreme scrutiny. It's a lot of fun. Without further adieu, here are Kearley's picks for the good, the bad, and the meh Super Commercials of Super Bowl XLVII:

The Good:

Viva Young-Taco Bell

Terrible Spanish translation? Yes. Funny, energetic, oddly-heartwarming commercial? Also, yes. 


Um. They used Paul Harvey. The Raven's didn't win the Super Bowl; this commercial did. Because they used Paul freakin' Harvey. 

Whole Again-Jeep

It is a well-made commercial, it gives a nice shout out to the troops, overall it's great. However...did they really just quote Oprah in a commercial that she's narrating? Oprah has not reach quote status yet.

Space Babies-Kia

Baby animals in a Super Bowl ad could easily feel like going after the low-hanging fruit. Thankfully, this Kia ad avoids that by staying not-so-subtly inappropriate. Thumbs up, baby panda. Thumbs up indeed. 

Leon Sandcastle-NFL

Primetime will always bring a smile to your face. Throw in an afro and a mustache and you've got one great commercial. 

The Bad

Coronation-Budweiser Black Crown

We're cool, everyone! Hey, hey, hey, you! We're cool! Did you hear us say we're cool? No? Let me show you in an all style, no substance ad! 

Perfect Match-GoDaddy (or any other GoDaddy ads)

Go away, GoDaddy. Go away and leave our Super Bowl ad space alone. You've hurt it enough. Just stop. Please. Stop. 


I'm not sure I follow their marketing idea here: Come with an idea that's too hard to pronounce and then fun of it in a million dollar spot? Cool, Subway. Almost as good as you telling your customers that Footlongs don't have to be a foot long. 

Concept-Calvin Klein

The best question I've seen posed in response to this commercial: "Is it 1992?" Well-shot? Yes. Dated and probably not striking a chord with your average Super Bowl viewer? Also, yes. 


Drive an Audi and you'll gain the confidence of a lonely teenage boy! Does Audi sell a lot of cars to teenagers? Or do people seriously not to do demographics research anymore? 

The Meh

Get In. Get Happy.-Volkswagen

We had such high hopes for VW after "The Force". This is just underwhelming. 

Save It-E*Trade

Oh look, it's the E*Trade baby! I would be excited if it was 2008. Harmless commercial, but I think it's time for the baby to dip into its savings and retire. 

Journey-Bud Light

Bud Light took a campaign that I've enjoyed throughout the year and reduced it to a potentially-offensive cultural stereotype of New Orleans. Well done. 

All movie trailers

We didn't get much new footage of anything interesting and not a lot of upcoming films bothered with the Super Bowl this year (Man of Steel, The Wolverine, Captain America: Winter Soldier, The World's End)

All CBS spots

I don't need to be constantly reminded that CBS is the number one network on TV. Why do I wanted to be constantly disappointed while I'm watching a great football game?

Share your thoughts in our comments section!