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Super Bowl Ad Reviews: Q1

Neither the Bears nor the Colts keep control of the ball. But yours truly has total control over the ads.

I called it -- the Doritos consumer-created ad "Live the Flavor" won the voting to play on the Super Bowl, just as I had hoped.

Touchdown: "The Magic is Back" Award: Coke "Grand Theft Coke"

WOW -- Wieden & Kennedy is bringing back the old Coke magic with this ad.  First is the use of video game style graphics -- dead on for the target audience and a unique, eye-catching style. My first thought was why no other advertisers (other than video games themselves) have used this style. Then there is the positive, upbeat message of the ad -- what a welcome contrast to the violence and sexual innuendos of so many of the other ads, and of the Grand Theft Auto game itself. Third, the song "Give a little love" brings back fond memories of "I'd like to teach the world to sing", without being quite so sappy.

Fumble: "Kitchen Sink Creative Strategy" Award: Chevrolet Anthem

It sounds good on paper: get a whole bunch of artists from all genres of music  -- from oldies to Hip Hop to country to Motown -- to sing songs about Chevy. But at the end of the commercial I'm left wondering: Is this brand for me? They are trying to say it is for everyone, so it ends up being for no one. For years, Chevrolet has stood for the heartland of America, and linked themselves to Country music: a clear statement that anyone who loves America can relate to, whether they live in the Corn Belt or on the coasts. Now, the brand is in no-man's land.

Posted by Jim Nail on February 4, 2007 at 07:50 PM | Email this post Permalink
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