The Big Game feat. Taylor Swift

While reviewing my notes documenting my first impressions of the ads this year, I can't help but remind myself it cost $7 million just to run the spot. This doesn't include production costs, agency fees, paying celebrities, etc. I find myself becoming more and more critical as I progress in my career, but no matter the industry you work in, if you tuned into the big game this year I challenge you to ask yourself, “Was that ad worth $7 million+?”  I review these as if they were coming from my own budget. One day they will be, but until then, enjoy reading my fourth annual review of the ads!

Million Dollar Ideas

I will preface the wins with this: I think including celebrities is (sometimes) the lazy way out of executing a great ad. While of course this isn’t the case for all, this year I really enjoyed the ones who dug deeper and didn't use Queen B to carry the weight of executing a boring idea.

Lexus TX, Battle Out There

Lexus takes home the gold this year and here’s why. The dramatic music with an airport opening scene is something pretty much anyone can relate to, especially due to how air travel has been as of late. I was hooked immediately which is hard to do given our attention spans and many distractions. I had no idea what this ad was for and when I saw the car after the series of events that made me laugh, my jaw dropped. Not because I liked the car that much, but because you can predict almost any car ad… but, not this one. Relatable, funny and a clever twist made it memorable.

Javier in Frame | Google Pixel

Google makes another appearance on my wins list this year. They were featured in my blog with great ads from 2019, 2020 and 2023. They’re back for another round. Google does an excellent job showcasing product features while telling a story in a way that doesn’t make you feel like you’re being sold to. There’s always an emotional element to their ads and no matter the feeling (laughing or crying), it’s somehow always on brand. I also read an article calling out the Creative Director for using petroleum jelly on the camera lens to give the effect of being visually impaired. Genius creative thinking, heartwarming message.

An American Love Story | Volkswagen

It's surprising a second car ad made my wins list this year, but it did, and of course it's going to be Volkswagen. In some ways, this felt more American than watching football and that's exactly the point. Speaking through the generations and calling out themselves for consistent branding across the years stood out, but ending with the iconic van absolutely stole the show. And yet, it's not about Volkswagen, it's about us. A job well done which isn't surprising, their advertising was and still is, iconic.

Mullets | Kawasaki

If you know anyone who would drive one of these, you know they nailed it with this ad. Maybe it’s because I grew up in rural New Jersey, but this completely embodies the audience it serves with the perfect amount of product placement. Even if you’re not the outdoorsy type, you may find yourself considering this brand the next time you’re at the sporting goods store.

Honorable Mentions

Paramount Mountain | Paramount+

The play on words, the nostalgia and the brand consistency from ads years prior were on point. Not to mention the variety of laughter for the whole family who may be streaming on their platform regularly.

Couch Potato Farms | Pluto TV

This ad is really clever. If you were offended, you're just in denial. Not everyone watches a lot of TV, but in the age of streaming, this ad does a great job encompassing such a large and diverse audience. Cute idea, relatable to most and nicely executed.

A Loss for Words

The list of bad ads was much longer than my list of good ones. I'll spare you the time watching them all and give you the worst of the worst, but let me just reiterate, the following cost $7 million+ just to run during the game...

Until Next Time

Are there any ads you feel should have made my list? I'd love to hear which ones you enjoyed and why they were great. I also welcome the opposite opinions. Connect with me on LinkedIn and let me know.

If you don't want to wait another year before the next review, read through my 2023 blog and see for yourself how truly memorable any of them were. Thanks for reading!