Super Bowl 50 resulted in an upset. The Carolina Panthers, with only one loss all season, lost to the Denver Broncos, 24 to 10. The victory, mostly due to a Denver defense led by Super Bowl MVP Von Miller, resulted in a possible storybook ending for veteran quarterback Peyton Manning.
In an interesting combination, Coldplay was joined by Beyoncé and Bruno Mars during the halftime show.
The game was good, but not great. The same held true for the advertising. It was almost as if the ads were like Manning’s arm—highly paid, but just good enough to get the job done.
In the group of ads (that reportedly cost as much as $5 million for a 30-second spot), there were many with offbeat humor, with just a few commercials that attempted to make an emotional connection.
Here were the best that Super Bowl 50 had to offer:
Humor Award Runner Ups
Bud Light: The Bud Light Party
During a divisive time in the country, with Democrats and Republicans voting on their presidential candidates, two celebrities, Amy Schumer and Seth Rogen, brought the country together with laughs. ‘Nothing brings the county together like Bud Light,” said the ad.
Marketing insight: This advertisement actually had a teaser ad that ran before the Super Bowl that added to the awareness of the campaign. It even pulled in a movie that is launching this year. I wonder if Independence Day 2 paid for that. I would not be surprised if Schumer and Rogen create a series of these ads that air all the way through the actual election. Voters thinking politics, might also think Bud Light, which is good, because the elections might cause us to want to drink.
Avocados From Mexico: Avocados in Space
Aliens taking a misguided tour of human history, including a live Scott Baio, got some chuckles. They actually used a hashtag for the name of the video to encourage social activity. #AvosInSpace.
Marketing insight: It was a fun and witty ad, but likely will not be the most memorable. Then again, who does not like guacamole to dip their chips in at a Super Bowl party.
Hyundai: The Chase
Two campers are frantically running out of the woods as they are chased by two huge bears, but are able to remotely start their cars by talking to their smart watches to make a quick escape. The dramatic ad then shifts to comedy, with the two bears talking after the car pulls away.
Marketing insight: This was a cool way to show a new technology-related product feature, although it will never top the legendary VW Passat young Darth Vader ad.
Toyota: The Longest Chase
Bumbling robbers lose their getaway car and take a Prius, avoiding the police by not running out of gas and other car features.
Marketing insight: With the hashtag #GoPriusGo, this ad went on for 90 seconds, but it probably could have been 60 seconds. The commercial did have humor and excitement, but it did not really wow anyone except for Prius owners.
Doritos: Ultrasound
“Really, you’re eating Doristos?,” said the mom with an attitude to the dad next to her while she gets an ultrasound. Then a funny thing happens. The baby moves toward each chip that the dad waves, until finally the babe tries to make a quick exit to pick up the chip that gets knocked to the ground.
Marketing insight: Doritos reinforces it brand image and awareness with some of the funniest commercials Super Bowl after Super Bowl. This is the tenth year of Doritos having a contest to create the best ads and it works.
Amazon Echo: #BaldwinBowl Party
Alec Baldwin and Dan Marino taking jabs at each other were funny, but Marino’s reaction to Jason Schwartzman’s threat to “sack” him was the funniest. Plus, Missy Elliot launched her new song, although it was kind of hard to hear what she said as she started dancing. All this happened with Baldwin’s Echo in the center of the action.
Marketing insight: A fun Super Bowl party with celebs and a cool way to get questions answered and play music with speech recognition. It might just sell this product so more football parties have the Echo next year.
Best Use Of Humor Award
Dollar Shave Club: Zeke
Every adult has probably had a "dirty razor" at one point in their lives. This ad’s razor talked and invited the wife in the shower with it and the husband to "all shave." When she then says to replace the razor, it barks back, “rich folk alert.” Then the spokesman comes out of the other end of the shower with the call to action.
Marketing insight: It seems that these razors are taking market share, as there was a bit of a copycat ad with Schick’s "Robot Razors" trying to convey the opposite message, that their razors are not old and useless. The Dollar Shave Club ad went after the male dominated TV audience, but also brought in the women that purchase razors too.
Best NFL Tie In Award
Buick: The Big Game Meets The Big Day
Beautiful Emily Ratajkowski makes a crazy Odell Beckham Jr.-like catch in her dress when the bride tosses her bouquet over her shoulder. Bechham and others are there to witness it too.
Marketing insight: It was kind of a weak connection to take a model and a sweet football play and then tie them into a convertible. Still, the football audience probably liked this one just for the play. The commercial will probably get a decent amount of replays and some added exposure.
The ad starts by showing a stat: “Data suggest nine months after a Super Bowl victory, winning cities see a rise in births.” It then goes on to say, “They’re called Super Bowl babies.” Choirs of different groups wearing different team attire sing their own NFL version to Seal’s “Kiss From a Rose” song, with old footage of couples with a twinkle in their eyes.
Marketing insight: This advertisement probably got Super Bowl parties talking about it more than any other ad. Many were left doing the math in their heads, thinking, "Am I a Super Bowl baby?" Although the lyrics were a bit hard to hear, it did show how the NFL influences many of our lives. If anything, this ad is a public service warning for Denver maternity wards to get ready for the added babies coming later this year!
Most Nostalgic Award
Jeep: Portraits
The narrative said, “From Normandy to the far reaches of the Earth.” The black and white slide show scrolled through strong character portraits of regular people, plus actors and musicians, along with photos of Jeeps, both old and new.
Marketing insight: The ad had a creative message displayed in it: “We don’t make Jeep. You do.” It had an interesting way to teach that the brand has been around for 75 years. It did not just show pictures of the different makes and models, but additionally it added the human faces that give the brand more character.
Best For The Kids Award
Coca-Cola: Coke Mini (Hulk vs. Ant-Man)
When a tiny Ant-Man steals Dr. Bruce Banner’s #CokeMini, the Hulk chases him down the city street. The movie-like action ends up with Marvel’s biggest and smallest heroes sharing the beverage.
Marketing insight: There were some good movie commercials, including Jason Bourne and The Jungle Book. However, this Coca-Cola ad killed two birds with one stone. It indirectly promoted the super hero movies while showcasing the soda. If the messaging works, kids and adults will believe it is the drink worth fighting for.
Best Cause Related Award
No More: Text Talk
When an invited friend doesn’t come over because a male is “in one of his moods,” it becomes a warning sign. This ad was a bit of a downer, but a good example of how people can see signs of domestic violence and sexual assault.
Marketing insight: The NFL is still raising awareness to help women, to recover from the league’s past issues with NFL players and domestic violence. This is a good attempt, but the ad was a little hard to pay attention to in a crowded Super Bowl party. Still, let’s hope it does help raise the awareness about the issues so people do not continue to just be bystanders.
The winner
Manning’s favorites
The best product pitches might have come after the game. Although his career might be winding down, Peyton Manning’s exchanges on the field—including a kiss on the cheek with Papa John’s founder John Schnatter, his fellow spokesman—Manning’s references to celebrating with Budweiser and the mentioning of his trip with his family to Disneyland, might have stolen the marketing showcase.
Nobody doubts that Manning is one of the smartest quarterbacks in the league. Well, he might just be the smartest marketer, too.
Mike Byrnes is a national speaker and owner of Byrnes Consulting, LLC. His firm provides consulting services to help advisors become even more successful. Need help with business planning, marketing strategy, business development, client service and management effectiveness? Read more at ByrnesConsulting.com and follow @ByrnesConsultin.