Best SuperBowl 2015 Ads, classified by Creative and Strategy
Did you watch the SuperBowl ads last night? (Everyone knows that the ads matter less than the game. 🙂 ) If so, which were the best SuperBowl 2015 ads?
There’s no need to resurrect the debate on whether the Super Bowl ads are what they used to be 20 or 30 years ago. The fact remains, the largest brands and ad agencies bring out the big guns for one of the events with greater exposure in the USA. They know millions and millions will be watching their 30 second – 1 minute commercials, so they make an effort to pack their very best for the big event.
When discussing which ads were the best, we can do so from many different angles. Most casual viewers will judge by which ad was the funniest, which one made us cry, or which had the biggest and baddest visual effects.
While certainly valid criteria, as business owners and entrepreneurs, we know that these ads are huge investments, and as such are expected to bring in a return. We may never have a chance to peek into these brands’ financials, but what we can do is look at the ads from two very specific points of view:
Creative: Did the ads portray the brand and its unique selling proposition in a unique, different, and memorable manner?
Strategy: Did the ads have a defined strategy, beyond passive “brand awareness”?
Here are what I considered to be the best in each of these two categories:
Loctite – Positive Feelings
Sure, they didn’t hire Kim Kardashian nor Katy Perry, but rather took the complete opposite approach: Take your average person — fanny packs and all — and have them dancing in an electric music video. It’s the right approach for an “every day” item such as Loctite, as it’s a brand you have laying around your house, until all of a sudden you need an extraordinary function, such as resurrecting your thick-rimmed glasses.
Fiat 500X – Blue Pill
Take an iconic — and somewhat cheeky – symbol of growth as Viagra, and put it in the tank engine of a Fiat as a mishap. There is no doubt in anyone’s mind on what the ad message is: “We don’t just make tiny cars, check out our new larger model.”
Clash of Clans – Revenge
I’m a CoC player, so I admit this is somewhat biased. But let’s be honest, nobody expected to see Liam Neeson, hot on the trails of the third installment of his Taken movie series, protagonizing a SuperBowl ad… For a mobile app?! Yet his character, which is a widespread meme for taking revenge, is the perfect fit for one of the game’s core functions, the ability to take revenge upon real-life players who attack your village.
Snickers – Brady Bunch
In a very noteworthy version of their already-successful “You’re Not You” ad series, Marcia is hungry and stressed out… And turns into MACHETE! Not much to say about this, other than the fact that they successfully took unpredictability to the extremes of the scale. I wouldn’t want to see Danny Trejo demanding Alice for food.
Bud Life – Real Life Pacman #UpForWhatever
Upon seeing this ad, everyone with whom I was watching the SuperBowl last night cried out, “I wanna do that too!” Yes, the majority of them were teens under the age of drinking… but you know what? I said it out loud as well! Whether you’re 48 or 8 years old, you know Pac-Man, and you know it’s a game that’s all about fun and taking losses lightly, which are exactly the brand promises with Bud Light.
The execution of the Pac-Man was quite amazing as well. I just wish the editing weren’t as jarring, but otherwise, I loved the luminescence of the Pac-Man assets, plus how the main actor in the commercial “ate up” the dots by just walking through the maze (whether it was through a real responsive digital floor or not, it still looked pretty cool).
Toyota Camry – My Bold Dad
Car ads are a staple of SuperBowl commercial breaks, and ad agencies seem to be running out of ideas on how to sell us on the latest and greatest model. For a model like the Toyota Camry which is meant to be a nice “family vehicle,” going back to the heart of their brand promise was the right approach. Many of the deepest moments between a father and his growing daughter involve transporting her to and fro. The Camry becomes the silent supporting actor in this very important relationship.
It’s worth noticing that Nissan also tried to approach the “dad” angle with their #WithDad SuperBowl 2015 ad, but in my opinion they tried to go too big and ended up losing the essence of what Toyota did so well.
Always – Like A Girl
This just happens to be my favorite advertising spot from 2014, and although they cut it down quite a bit to appear among the SuperBowl 2015 ads, I still love it. It challenges all of us — women and men — to respect and give credit to girls, which is at the root of the Always brand.
Carnival Cruises – Come Back to The Sea
With a voice over of an inspiring speech by president John F. Kennedy, the ad uses powerful visuals — yet notably no background music — to remind us that sea water is an essential part of the human experience. The ad is effective in selling the cruise experience as much more than a boat with all-you-can-eat fun. It’s an intimate encounter with a part of us that, for most of us in urban and sub-urban day-to-day hustles and bustles, is unfortunately a privilege we don’t often have the chance to take part in.
McDonald’s – Pay With Lovin’
For a company that has had trouble making profits in the last few quarters, you’d expect some reinvention on their part. Hard to do, when they’ve planted their stake on the ground as the place to get Big Macs, fries, and McNuggets. Any variances from their usual offerings have been careful and not without risks. In this case, the reinvention comes as a limited-time promotion to pay your order with “lovin'”, with nothing more than hugging your family or calling your mom.
It’s the closest thing to giving their food away for free, and it’s a brilliant activation of their “I’m lovin’ it” tagline.
SquareSpace – Dreaming with Jeff
Jeff Bridges in your bedroom “OM”‘ing while spinning a singing bowl is creepy as creepy can be, but the message is clear. No matter how far-fetched your idea, you can create a website pretty easily for it on SquareSpace. It was one of the few SuperBowl 2015 ads with a strong digital funnel, which allows you to visit the site, listen to the tracks, and download/purchase them if desired, all while showcasing SquareSpace’s ability to offer everything easily.
Budweiser – Brewed the Hard Way
Most people are going to spread love on the Clydesdale spot, but this is the one that I believe took real risks, and approached a relevant market situation.
I’m not a fan of their product, but the strategy is clear — separate the waters between craft beer consumers and “the rest of us.” Criticize them or not, it’s a firm way to plant the foot in an era in which indie beers is actually biting away significantly at the macro beer’s market share.
Which SuperBowl 2015 ads did you like? And under which category would you place them?
Alex Rodríguez develops high-end digital marketing campaigns that transform brands and attract business. He is the author of Digital BACON. His clientele has run the gamut from top-level advertising agencies and Fortune500 corporations, through national broadcast networks, to award-winning production firms. He heads up the team at YMMY Marketing. Connect with Alex via LinkedIn or Twitter