The Super Bowl is, in comparison, the British Television Advertising Awards for the U.S. It has historically held some of the best advertising in the current market.
I would agree with the common sentiment that this year, due to the economic climate and waning interest, the ads didn't live up to the usual glory; but, there were still none the less some gems in the mix. Here are my picks for the 2010 Super Bowl:
1. Dove: Journey to Comfort/////Ogilvy
Although I felt the voice over was a little off, it had a relatively original, funny approach to selling a men's skin care product without making men appear to be unintelligent. I also love the reference to the scene in A Clockwork Orange with the use of music, content and cuts.
Rarely does a serious ad seem to hit the mark on the Super Bowl; but, this in one of two that really did. It wasn't too preachy and had just enough dry humor to make it memorable. The best part though, it drove home it's main selling point, be confident with the knowledge you get from cars.com.
3. Google: Paris/////???
Again I was surprised with how memorable this simple ad was. It was one of the more innovative concepts, to tell a story through a simple search box and it seemed to target the 40% of female viewers that most ads ignored or openly offended.
4. Motorola: Megan Fox/////Anomaly
Although most ads featuring a half naked woman tend to be mindless and forget to talk about the product, this is one of the rare few that was very funny, sexy and left you with a clear idea of the product motorola blur.
The first sweet and funny ad I've seen that is part of the larger excellent re-branding efforts of intel (putting faces to the name). I also feel that this is another great ad that was talking to the 40% of female viewers that most of the ads ignored.
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Worst Ad of the Super Bowl
I would have to say this ad was terrible from the post production of trying to make it look dated, to the terrible copywriting and finally the horrible editing that destroyed the jokes. The worst part, everyone was so distracted with what was going on that they completely missed the message of the Boost Mobile's cheap rates.
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Best Social Media Ads
The sixth highest trending topic on twitter and a great way to stay on top of the winners on twitter in real time.
Squawq/////Colle+McVoy
Beautifully designed and a great analysis of the brand winners on all of twitter.
That wraps up the 2010 Super Bowl Ads. The biggest surprise this year, for me, was how memorable and well done the serious ads were over the funny ones.
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