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Super Bowl commercial highlights, lowlights |
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Written by Hal Boedeker, MCT
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Monday, 05 February 2007 |
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The game was far better than the commercials. How often can you say that about the Super Bowl? And I'm not complaining. I want a good championship — even if it's sloppy and fumble-riddled -— more than a series of funny ads.
Oh, those commercials. You expect a lot when advertisers pay $2.6 million for a 30-second spot. Most didn't get their money's worth on the air. Perhaps they will if customers visit their Web sites.
The night's best spot came from CBS' David Letterman, another surprise. You hadn't heard anything about that wacky spot. The lesson: Advertisers should turn to seasoned comedy writers to help them. Companies also relied on amateurs with pleasing results. All in all, OK commercials. Great game. I'd go for that setup every year.
— DAVID & OPRAH:
Applaud CBS' David Letterman for delivering the most surprising ad. "You want the Bears, and I want the Colts, but we both win because we're in love," he said, stuffing his face. The camera pulled back to reveal him snuggling on a couch with ... Oprah Winfrey? "Honey, don't talk with your mouth full," she scolded.
— E-TRADE:
E-Trade came up with a couple of sharp commercials. The best presented a bank robbery - pulled off by the bank manager, who told the customers "I'd like to thank all of you for banking with us." In the second spot, E-Trade told us what we could do with one finger: make toast, identify a murderer, save Holland - and reallocate our assets.
— NATIONWIDE:
Did Kevin Federline win some respect from the public Sunday night? His greatest fame had been marrying - and splitting from - Britney Spears. In this spot, he starts as a video star, wearing a series of expensive outfits and tossing cash around. Cut to Federline working in a fast-food restaurant. The moral: Life comes at you fast. And how.
— SPRINT:
This clever spot from Sprint alerted us to the dangers of connectile dysfunction, a sendup of commercials for you know what. We see a dragging businessman. "You know the feeling," the announcer says. "You can't take care of business the way others do." The cause - inadequate broadband coverage.
— GODADDY.COM:
In a spot that aired three times, an executive extolled the company's efficient operations. He looked in on one department and found a party. The revelers sang, danced and showered a woman with champagne. "Everybody wants to work in marketing," he said. It wasn't that memorable but had the frat-party tone of many commercials.
— CHEVY:
The automaker gathers celebrities to warble songs with Chevy in the lyrics. Mary J. Blige is in key, of course. Dale Earnhardt Jr. isn't. This classy spot was a rarity for spreading good feelings. In a different spot, Chevy went the burlesque route, though. Men stripped their shirts and acted like go-go dancers to show their appreciation for a Chevrolet car.
— BUD LIGHT:
The beermaker runs the gamut with its spots. On the amusing side, gorillas in a zoo scheme to grab some brew. On the painful side, a game of "rock, paper, scissors" ends with a man hitting another in the head with a rock. Oh, the lengths a beer drinker will go to claim the last bottle at a party.
— DORITOS:
It aired two spots from consumers that were better than most produced by pros. In "Live the Flavor," a man was distracted by an attractive woman and crashed his car, giving a new meaning to cheesy and crunchy. In "Check Out Girl," set at a grocery store, a saucy female worker kidded a male customer about his choices in chips.
— KING PHARMACEUTICALS:
This spot meant well in highlighting health risks to the heart. Yet the execution was weird. Black-suited villains representing high-blood pressure, diabetes and obesity ganged up on a mild-mannered man in a heart costume. To the lighthearted sounds of "Heart" from Damn Yankees, the villains punched out our hero.
— EMERALD NUTS:
This zany spot presents singer Robert Goulet as a syndrome waiting to strike drowsy workers. When your blood sugar is low and you nod off, he comes into the office, walks on your desk, spills coffee and causes mischief. What to do? Eat Emerald Mixed Nuts, which allow you to keep your wits. Presto! Goulet disappears. | Only registered users can write comments.
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