DDB North America
Mon, 15 Feb 2016 17:54:44 GMT
Every year after the Super Bowl I hear the same thing, “The spots weren’t as good as last year.” I hear it from friends, industry trade magazines, my parents, colleagues, etc. I disagree. Over the past 20 years, the ads haven’t gotten better or worse; some are great, some are good and some are just plain awful. I like to use my patented 10, 20, 40, 30 ratio. 10% are great, 20% are good, 40% are average and 30% will stink. Based on a 60 ad lineup that makes 6 great ads, 12 good ads, 24 average ads and 18 terrible ads. Please check my math, I’m an art director.
Based on my fool-proof scientifically proven formula here are what I think were the “6 great spots”(excluding the 2 ads from where I work - DDB Chicago).
Kia, “Walken Closet” was a funny spot with a nice surprise. Well written, comedy dialogue isn’t easy to pull off and Kia nailed it. Plus, Walken is a genius and he makes everything he touches better.
Audi did better than last year with their “Commander” spot. Simple storytelling, beautifully shot, nicely cast and using a Bowie track was icing on the cake. It was a mini feature.
I really loved the Amazon Echo “Baldwin Bowl” spot. Anyone with enough writing skills to make Dan Marino funny is a script master. They also get kudos for pulling off a smartly written ad with multiple celebrities. Schwartzman, Baldwin, Missy and Marino in one room could have spelled disaster.
Though it won’t stand the test of time I liked the topical T Mobile “Restricted Bling” spot. Well written and well acted. I was smiling throughout the spot. But you have to be a fan of Drake and Hotline bling to truly enjoy the parody.
I’ve wanted to use Seal in a commercial for years now so I’m jealous the NFL did it first with “Super Bowl Babies.” Featuring kids who were conceived on Super Bowl night is a great concept. Fun spot to watch and it brings a smile to your face.
Rounding out my top 6 is the No More “Text Talk” domestic violence ad. It was poignant, simple and arresting - all the ingredients that make for a thought provoking, powerful commercial. It was a smart move to do a quiet spot in the midst of all the big game commotion. Speak softly and carry a big message. Well done.
This year was no different than years past. Lots of celebs, comedy, babies, talking animals, famous songs and special effects. Next year…more monkeys’ is always nice.view more - CreativeDDB North America, Mon, 15 Feb 2016 17:54:44 GMT