Hit – Desperate Housewives (ABC) – Shaquille O’Neal, Hugh Hefner etc.
Instant Analysis – A nice job of using celebrity to show that absolutely everyone is watching Desperate Housewives. Turns celebrity on its head. ABC does a nice job of using its own time to build one of its own brands.
Hit – Debit MasterCard – MacGyver
Instant Analysis – We reviewed this spot before the game (click here to read review and watch video). It does a great job of bringing the God of Small Things – MacGyver – to the card for small things – Debit Mastercard. A good balance of big-game production value and solid marketing.
Miss – Pizza Hut Cheesy Bites – Jessica Simpson
Replace Carls and Paris Hilton with Pizza Hut and Jessica Simpson and you have this equally irrelevant spot which uses sex in a puzzling way. It not only fails to support the brand – it does not even make sense in context. Click Here to view.
Hit – Sprint Phones – Two spots do a nice job of showing the benefits of high speed phones with TV and downloads for Sprint. The first has the phone with the extra benefit of “Crime Deterrent.” The second is about the music and ends up with a Benny Hill romp around the room. What makes these work is that the humor connects to the product and the brand and the phone is very visible in both. Click Here to view.
Miss – AmeriQuest Mortgage – The ‘Don’t be too quick to judge’ spots are both very funny, but even professionals will have a hard time remembering the brand – which shows up only at the end of each spot. Click Here to view.
Hit – Campaign for Real Beauty (Dove) – We have been critical of Dove using the Campaign to sell Dove Moisturizing lotion (click here) but for the Super Bowl Dove used its marketing dollars to promote the campaign instead. In the end, this will do more for Dove than the earlier spots. (Click Here to view)
Miss – The Beer Institute – The Beer Institute? Beer needs an industry group? It was nice to learn all of those foreign words for ‘cheers’ but with Budweiser spending nearly $20 million on the Super Bowl, nobody was going to forget Beer. (Click Here to view anyway.)
NEW PRODUCT INTRODUCTION
Hit – Hummer H3 (General Motors) – This is an older spot we have previously reviewed (click here) but one that worked well for the big game. Even though we would like more face time for the Hummer, this spot reinforces the ruggedness of the brand very well. (Click Here and turn of your pop-up blocker to view the spot).
Miss – Full Throttle (Coca-Cola) – This pre-game epic spot pulls out all the stops to convince you that you’ll be meaner and badder with Full Throttle Energy drink – including running a Red Bull car off the road. At the end we’re confused and Coke is a bit poorer.
Miss – Gillette Fusion (Procter & Gamble) – Not as bad as we had expected from the preview spot, but a flop nonetheless. Gillette does try to give us a plausible reason for adding two blades and draining our wallet further (more contact points equals less pressure equals less skin irritation) but it seems weak and irrelevant. We’re still more interested in real fusion – or maybe cold fusion. (Click Here to view – 2nd Quarter spot.)
Hit – Budweiser Clydsdales (Anheuser-Busch) – Anheuser-Busch wasted a lot of money during the big game with spots that were all over, many of which were just forgettable beer commercials. This one, however, connected at an emotional level. Fortunately, the Clydsdales are so closely tied to Budweiser that there is no question which beer the spot is pushing. And the value of authenticity seems like it is Bud’s best brand proposition. (Click Here to view – 3rd Quarter)
Miss – Emerald Nuts – In the early 1990′s in Los Angeles, we learned that random success (like buying some beach property in L.A. in the 1970′s) makes people think they are geniuses. But sooner or later this random-ness fails. After spectacular luck last year with a quirky little spot, these random geniuses failed spectacularly. But perhaps the real nut fans will love it. (Click Here to view)