Monday, February 2, 2009

Obligatory Super Bowl Ad Recap

Well, they warned us that the ads would be more subdued.  After checking the O.E.D. I realized what they were saying was that subdued should be interpreted as a lack of effort and creativity, lame regurgitation of every cliche known to advertising, and a general disregard for the current economic times.  Anyone who can blow 3 million on 30 seconds with nothing to show for it should feel obliged to donate their paycheck to someone who could find better ways to spend it.  In any regard, what it is, is what it is and chat about a few that did create some buzz.

COLA WARS
I guess I'd give the nod to Pepsi here.  They have really done a great job in the relaunch of their rebranded beverage.  This ad makes it appear as a natural continuation in an evolution of the brand.  Coke had the Mean Troy ad, which was a clever retake (some scene for scene) from the Mean Joe Green spot.  But my favorite from Coke was the "Avatar" commercial for its captured nuances and recognizing the need for human connection in an increasingly electronically disconnected society.

WHERE THE MEDIUM IS THE MESSAGE
I have to give some credit to Miller and SoBe for creating some real definition from the mass in their innovative presentation of the material.  These two excelled in getting people talking and creating mentions of the brand.  The tie beaker for Miller is the ROI.  When comparing the production costs for a 1 second product shot with a 3-D cinematography special requiring the distribution of millions of glasses, it becomes quite clear.  Not to mention the loss of the effort for those who never actually picked up their set of 3-D glasses, free or not.

FINALLY, THE FLAKES
Sugar intake aside, Frosted Flakes of all, came through and saw the light.  Their "Plant a Seed" campaign created a virtuous message in front of the largest ad focused audience of the year.  The spot conveyed a great message and utilized the website to continue the dialogue online.  You can see nominated fields near you, nominate your own, and vote for a final location.  To further the brand, you might even download the positive tune that played in the ad.