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Last updated: Wednesday, February 6, 2008
Fortunately, having to pay $2.7 million for every 30 seconds of TV time was seemingly sufficient to keep the sponsors and their agencies reasonably focused.
On the downside, focus isn't always synonymous with inspiration. Who exactly thought a guy in a mouse costume pummeling a guy with a bag of Doritos would move product?
In general, it was a pretty conservative year, with most ads seeming to chase ads that worked in the past. Some familiar tactics paid off and others looked, well, familiar. Here are some of the best and worst from the first half of the game:
BEST
Bud Light, Wine and Cheese Party. Bud Light does a Guys Outsmart The Girls spot each year and this one is worthy, though it does play it safe. Maybe Anheuser-Busch figured women had already suffered enough, what with the date who was blowtorched and all.
Careerbuilder.com, Chicken Heart. Animated critters are close to their expiration date, as the painful ad for Life water proved. Those lizards are still dancing, right? So maybe it's time to give a shot to animated body parts of critters. Somewhere someone is working on a storyboard for the pancreas.
Cars.com, the Stone Circle of Fire, or Death, or something. Sticks to the basics: one funny idea played straight. Added points for a strong fadeout punchline, because there's nothing worse than a good 26-second ad in a 30-second window.
Budweiser, Hank the Horse. The guy equivalent of a chick flick, except it only lasts 60 seconds. No further jokes here, please.
Toyota, Badgers. Look at it this way. When your premise is "badgers threaten to rip a guy's face off," you deserve a lot of credit for ratcheting it up to even reasonably funny.
WORST
GoDaddy.com, Danica Patrick. Ads about themselves run a serious risk of looking self-indulgent, and someone might tell GoDaddy that rule even applies to companies that think they deserve hip-and-cool immunity. Okay, the ad probably drove a lot of traffic to the Web site. It's still a mediocre use of $2.7 million.
Audi, "Godfather." How many times have we seen this? Great idea, great setup, then it doesn't know where to go. Even in 60-second ads, less is sometimes more.
Bud Light, Cavemen. It's time for a moratorium on cavemen. Not a discussion. A moratorium. Take five, guys. We mean it.
Pepsi, Justin Timberlake. He gets pitched into traffic, rammed into a mailbox and clobbered with a car seat and we are supposed to come away with a clear understanding that Pepsi wants to give away music. Maybe it's some sort of subliminal metaphor for what the music industry has been trying to do to people it thinks are trying to get free music.
Bridgestone, squirrel in the road. If the object of advertising is to shatter glass, we have a winner.
Source: NY Daily News
Fortunately, having to pay $2.7 million for every 30 seconds of TV time was seemingly sufficient to keep the sponsors and their agencies reasonably focused.
On the downside, focus isn't always synonymous with inspiration. Who exactly thought a guy in a mouse costume pummeling a guy with a bag of Doritos would move product?
In general, it was a pretty conservative year, with most ads seeming to chase ads that worked in the past. Some familiar tactics paid off and others looked, well, familiar. Here are some of the best and worst from the first half of the game:
BEST
Bud Light, Wine and Cheese Party. Bud Light does a Guys Outsmart The Girls spot each year and this one is worthy, though it does play it safe. Maybe Anheuser-Busch figured women had already suffered enough, what with the date who was blowtorched and all.
Careerbuilder.com, Chicken Heart. Animated critters are close to their expiration date, as the painful ad for Life water proved. Those lizards are still dancing, right? So maybe it's time to give a shot to animated body parts of critters. Somewhere someone is working on a storyboard for the pancreas.
Cars.com, the Stone Circle of Fire, or Death, or something. Sticks to the basics: one funny idea played straight. Added points for a strong fadeout punchline, because there's nothing worse than a good 26-second ad in a 30-second window.
Budweiser, Hank the Horse. The guy equivalent of a chick flick, except it only lasts 60 seconds. No further jokes here, please.
Toyota, Badgers. Look at it this way. When your premise is "badgers threaten to rip a guy's face off," you deserve a lot of credit for ratcheting it up to even reasonably funny.
WORST
GoDaddy.com, Danica Patrick. Ads about themselves run a serious risk of looking self-indulgent, and someone might tell GoDaddy that rule even applies to companies that think they deserve hip-and-cool immunity. Okay, the ad probably drove a lot of traffic to the Web site. It's still a mediocre use of $2.7 million.
Audi, "Godfather." How many times have we seen this? Great idea, great setup, then it doesn't know where to go. Even in 60-second ads, less is sometimes more.
Bud Light, Cavemen. It's time for a moratorium on cavemen. Not a discussion. A moratorium. Take five, guys. We mean it.
Pepsi, Justin Timberlake. He gets pitched into traffic, rammed into a mailbox and clobbered with a car seat and we are supposed to come away with a clear understanding that Pepsi wants to give away music. Maybe it's some sort of subliminal metaphor for what the music industry has been trying to do to people it thinks are trying to get free music.
Bridgestone, squirrel in the road. If the object of advertising is to shatter glass, we have a winner.
Source: NY Daily News
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I like the squirrel in the road.
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