I ‘LIV’ for Big Game Ads

These ads get me as excited as a kid on Christmas. However, this year, most were quite a bummer. While I’m not going to review each one, I will highlight a few and explain why certain brands get it - while others, really don’t.

Google – Loretta ✓

I actually watched this one prior to the game. I may or may not have been sobbing in bed, but I felt prepared to see it again. I was not. This one got me – twice. My exact words were, “IT HURTS SO GOOD.” Google’s primary focus is on the users, us. Their vision statement states their goal is to, “provide an important service to the world-instantly delivering relevant information on virtually any topic.” Google is very consistent with their brand messaging, keeping their ads relatable with a simple message. Notice that Google isn’t selling a product? They’re reminding us they’re a trusted and reliable source.

Do you remember Google’s ad from last year? Take a look for a refresh. Different message, same consistency.

Overall… Google, your ad is everything I’ve been searching for.

You can stop crying now, we’re moving onto a happier ad.

Jeep – Groundhog Day ✓

Bravo. This was a pleasure to watch. We have a joke at my job that I haven’t seen a lot of movies, but even I have seen this one. Light-hearted, funny and gets to the point. Everyday isn’t the same when you have a Jeep. Great advantage to highlight Groundhog Day taking place the same day as the big game. I don’t remember the model of the Jeep they were selling, but I remember it was Jeep’s ad – and that’s all that matters.

Cheetos – Can’t Touch This ✓

I bet someone couldn’t turn the volume up during the game because of this same issue. We’ve all been there. The use of M.C. Hammer made it even more memorable, but Cheetos really understands their product. Again, such a simple, clear message. This reminds me of Nature Valley’s granola bar ad where they show people struggling to break them and end with, “we get it.” It’s so important to know each aspect of your ad, even if it’s not necessarily its unique selling point. Overall, great execution.

Audi – Let It Go ✗

Seriously. Let this one go. I’m sorry, but it’s terrible. Like, it’s really bad. While I understand 99% of the population watches Game of Thrones and has seen the movie Frozen, I just do not get it. Is she trying to hold back road rage? Is the air conditioning that cool? What does that have to do with the latest Sportback model? A complete miss. Audi, if you’re reading this, please shoot me an email and the agency I work for will help you out. #ImSerious

Pepsi – Zero Sugar ✗

For those of you who know me, this may be a bit biased. While I do have a Coca-Cola collection, I will drink a Pepsi every now and then. Pepsi, you are not Wendy’s. Wendy’s can pick fights with the other fast food chains. You had a truce with Coca-Cola a game or two back. All they do is promote togetherness and spread happiness. Don’t be that guy.

You had a much better concept using ‘is Pepsi okay?’, which I tweeted before your ad, by the way. I guess I’ll Let It Go. See what I did there? If you need help, shoot me an email. I work in new business for my agency.

Why zero sugar? Are you just copying Coke Zero? Do you know why Coca-Cola came out with Coke Zero? Research. Coke realized that the majority of people who order diet Coke are women. They discovered men didn’t want to order diet Coke because it sounded too feminine. Introducing, Coke Zero. Do your homework on your product, your ad results will thank you.

You don’t always need a celebrity to make an ad great, which leads me to the next one.

P&G – When We Come Together ✗

Too much. This was just too much. The ads I mentioned earlier had a clear, simple message. This one has way too much going on. It’s hard to break through the noise in today’s media, and instead this added to it. Procter & Gamble have a trusted, well known name with respected products underneath them. The ‘coming together’ idea could have been executed much better than it was. I was hoping to hear ‘It’s a Tide Ad’ by the end of this one.

Overall, most of the ads this year seemed thrown together without much thought. I was disappointed and shocked. Big brands don’t have to worry about the awareness stage, which in my opinion allows for more opportunity. Where were they clydesdales? Is it coming to a point where we need to rely on celebrities to get the point across? Until next year…