Super Bowl Ads 2005 … Winners and Losers

Well, Super Bowl XXXIX is history. Too bad for the people who
consider themselves the ones who are always pulling the underdog
writes. The Bandwagon team won.

But, when it comes to the Super Bowls, the losers played well. For
those who care, the Eagles actually covered all 7 points
spread. TO is also the deal. At least in the field, anyway.

They had a chance at the end of the game, but bad position on the field
and mismanagement of the clock made them lose. Score of 95
yards with 48 seconds remaining? That is a difficult task.

So is getting / keeping the ad memory 48 hours after the final
gun. Whose $ 80,000 per second ad was worth it? who
I would have done better writing me a fat check for $ 2.4
million?

Read on and find out. True to Schoolyard Rules: Pacifiers
Walk. Losers come first.

Losers:

Sorry Donovan, but your three picks lead you to
GoDaddy.com, Quizno’s and Silestone. I don’t care if you
they were sick.

GoDaddy.com had a decent concept that quickly went bad.
it’s okay. Boopsie speaking to a Senate subcommittee on C-SPAN
about indecency. Good start, if they remove any track to last
halftime debacle of the year. But … they couldn’t resist. So he
plump wench wearing a GoDaddy.com t-shirt has a
cabinet malfunction. One of the rugged senators has to hit
the oxygen mask.

This ad was supposed to run again, but Fox pulled it halfway
play. Good idea. I bet their stomachs were in so many
knots like Donovan McNabb’s.

Quizno’s ad was mediocre at best. This talking baby
The concept is tedious. As cliche as it is, it’s still 80%
less annoying than those rodents in pirate hats from
two years ago.

The stinky Bud Light ad was one that the ESPN crowd
really dug – the pilot without a parachute coming out the door to
all six of Diet Bud. Dumb. The desert island one with
Cedric the Entertainer was also doubtful.

Speaking of stinky … what about the Napster ad? Yuck! That
I could end up doing more to close them than the
Supreme Court.

This bad concept was in marked difference to its introduction
Ads with Flash animation based on your logo.
Those were well designed and entertaining. This was
As fat and ugly as the seven shirtless blops who decided
display with a letter in each of your overdeveloped brewing guts
to spell NAPSTER. It was home made and boy did it
Show.

The manufactured “reality” of the game and its atmosphere.
it was pathetic and nobody bought it. An announcement that takes place in the
The Super Bowl should be INSIDE the Super Bowl, done in real time.
And … trying to win a price with Apple iTunes? That was
the second dumbest decision in this ad. It is not surprising
He finished last in sympathy and recognition.

Now … Silestone. Courageous effort from an ad with Chicago
sports legends. The voiceover was good. It was filmed very well.
But, he was a little too nervous in the cuts to get all the
imagine the first time. Quick cut style damaged the
name recognition of the countertop line.

Silestone and Diana Pearl aren’t exactly home
Names. And Dennis Rodman was slurring the words. Rang
like “Dinah Pearl, instead of” Diana Pearl. “I’m sure
director or writer scoffed when they said, “Uh, Worm … it’s
‘Diana’ “.

“Sure. Dinah.”

As a side note, why were only the Chicago Bears in it until
Dennis Rodman at the end? No Scottie Pippen or Slammin ‘
Sammy?

In the good ‘uns …

Winners:

This year, the game was almost as good as the ads, as
there were a surprisingly good number of breakpoints.
Leading the pack was Career Builder, FedEx, Mastercard,
and Anheuser-Busch.

FedEx likes to do advertising-related announcements on
the biggest stage of advertising. They did it again – patching
put together 10 “tried and true” Super Bowl advertising conventions to
Good results.

Career Builder put a big twist on an outdated category with the
best work since “I Wanna Be …” by Monster [a brown noser,
forced into retirement, etc.] ’98. Three ads with a
unfortunate fool who worked for chimpanzees managed to put his
name in mind share largely dominated by two others.

MasterCard has tons of animated branded food icons
together for a meal and a touch of nostalgia. Ad fans
And the agency people dug this one.

AB hit emotional buttons with a near-public service announcement
saluting the troops returning home. Yes, they were true military men.
not actors. Their uniforms just didn’t have badges,
so the common soldier would be represented. By its light
category of beer, the ad with the head on the wall and the
The designated driver spot was the best for Bud Light.

Pepsi’s second year of an iTunes promotion got off to a good start.
They made a humorous announcement with people opening
Winning bottles for a free song. When the bottles were
open, a song that reflects the musical taste of the drinker
play. Although the ad was fun and it worked, Pepsi
could really have hit a home run by involving the majors
More “authority figure” in the ad. But, keeping the brand
tradition, they kept the focus young.

AmeriQuest had two entertainment venues that revolved around the
themes of misunderstandings and hasty conclusions.
His message was: “We do not prejudge.” The advertisement that presents
spaghetti sauce, a cat and a knife will definitely make some
‘Best Of’ reels this year.

Decent work also included Honda’s new truck / SUV
Product introduction. Good detail with outstanding benefits. Left
the “Honda” to the end. Cadillac and Volvo had solid
advertisements. Volvo should have bought another ad, if not two, like
a lot of people missed the first race. The audience can also
the details of your unique contest have been lost. But they
followed up with some web portal announcements the next day. Ford
The F-150 Biker place was fine. His line that “makes you
hard, “really undermined the effectiveness. ~

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