It’s time to demonstrate (again) that when it comes to advertising, no one agrees on anything. Raise your hand if you’re shocked.
The Armchair MBA repeated last year’s stunt in comparing the ratings of 10 prominent 2015 Super Bowl ad reviewers, summarized in the handy chart below, along with my personal ratings. (Green/yellow/red coding, alphabetized within my ratings)
While no Doberhuahua this year, there was plenty of dreck and schmaltz to take its place, but a few very good spots as well. Unfortunately many spots were so-so – – either they rewarded our attention with a muddled message or weak branding, or they were copy-by-committee logical with no heart or pizzazz (Hello, GoDaddy. Hello, Weathertech).
Mostly universally admired: P&G Always “Like a Girl”, Avocados from Mexico, Dove Men+Care, Mophie, Budweiser/Puppy (I declined highest marks on the last two)
Most universally unloved: Nationwide’s “Boy” (runaway loser), Nissan, Lexus
Most schizophrenic (scored best on some lists, worst on others): McDonald’s “Pay with Lovin’”, SquareSpace/Jeff Bridges, Loctite “Positive Feelings”, Toyota Camry/Amy Purdy, Carnival Cruise Lines, Victoria’s Secret (had to watch this again to make sure I knew how I felt)
A few observations:
– Personally not a fan of high-concept feel-good spots like McDonald’s or Coca-Cola or Jeep, or for that matter, the very cute/manipulative Bud puppy ads. Fun for the agency, probably test well for likability, but hard to see how see how it drives action or enhances the core brand equity.
– Love spots like Fiat 500 SUV – simple message (we made the base 500 bigger), using an analogy that’s easy to understand and relevant to the main point (if a bit naughty)
– Would love to be a fly on the wall during the approval process of the Nationwide’s “Boy” spot (spoiler alert: it’s about a charming boy who turns out to be dead. More chips & dip, please).
– For fun, check out some of the breathless, we-take-ourselves-kind-of-seriously reviews comments like “Powerful message but tough ad to watch”, “Disturbingly brilliant and impactful”, “emotionally powerful and good storytelling”, blah blah blah – you can see some here (as well as a CMO’s explanation about why his ad was NOT supposed to sell product. Hmmm…).
To see the summary, click on the chart below. Click twice for maximum size/readability.
Kellogg Graduate School of Management
Wall Street Journal
New York Post (new this year!)
My evaluations are generally based on the Kellogg ADPLAN approach: Attention – Distinction – Positioning – Linkage – Amplification – Net Equity – – along with some personal gut feel.
We know that the Super Bowl is a special stage, and different rules certainly apply. In addition, there are social media linkages and previews that can dramatically amplify the impact of ads. So it is somewhat unfair to judge an execution in isolation.
On the other hand, we don’t claim to be fair. And as observed last year, sometimes an ad just sucks.
See you next year.