Though the Buffalo Bills weren’t playing in the Super Bowl this year, our board still had plenty to pay attention to. Below are their favorite ads throughout the night.
Oh, and GO BILLS.
Jeff Quinn – Groundhog Day, Jeep
In three words, “Bill F*cking Murray”. It is always great to combine a classic movie with a new promotion, also while bringing in an all-time great comedian. While this is my favorite commercial I think Budweiser – “Typical American” & Google – “Loretta” are worthy of a nod when talking about great commercials from the 2020 Super Bowl. Go Bills!
David Seifert – Smaht Pahk, Hyundai
TL;DR – solid mix of celebrity cast members here. I found the humor pretty enjoyable. Wasn’t too obnoxious, and I’m surprised I wasn’t annoyed by this. Reminded me of the Dunkin’ Donuts SNL skit from a few years ago, which is one I enjoyed. A close second for me was Tide’s multi-spot story with Charlie Day. Also, #BabyNut should have never been approved.
Greg Pokriki – Loretta, Google
In a society so simultaneously suspicious of and dependent on technology, I thought this Google ad struck the right tone, lending a helping hand to an elderly widower clinging to the memories of his since passed wife. It was the only ad at my Super Bowl party that made everyone stop the bathroom breaks and snack runs to sit in silence and give undivided attention to the spot.
Ally Ruiz Balcerzak – Love Takes Action, New York Life Insurance
It’s easy to go from heartfelt to cheesy in a Super Bowl spot, but New York Life Insurance nailed the balance with their Ancient Greek definitions of love. The narration, combined with the brief vignettes, is a great example of “show don’t tell” and brought the viewer’s own memories into the spot. This one stuck with me long after it aired — and didn’t get stuck on a semi-obnoxious loop in my head (looking at you Oikos…).
Jordan Lema – Groundhog Day, Jeep
An ad that is an extension of a classic film, that plays on the actual holiday and stars one of the most amazing personalities of all time is an instant classic. I WANTED to see this ad and I’m glad that did. Perfect. Also, the groundhog character was very lovable.
Honorable mention: All People Are Tax People (Remix), Turbo Tax
Katie Hazel – Groundhog Day, Jeep
Jeep nailed it with this spot. You were smiling the whole time and they got to feature the Jeep throughout. The brilliance of capitalizing on actual groundhog day makes it special and one of a kind. Bill Murray was amazing. The other spots I loved were Google’s “Loretta” commercial – it brought tears to my eyes, Hyundai’s “Smaht Pahk”, and the Alexa spot with Ellen and Portia gave me a good laugh.
Josh Gumulak – Loretta, Google
I spent most of today thinking I was going to write about Hyundai’s superbly-funny, “Smaht Pahk,” which was unequivocally yesterday’s funniest spot. But, I keep coming back to Google’s spot.
Who doesn’t enjoy a great love story? The picture Google painted in only 90 seconds was as vivid as any advertising I can remember. Plus, it showcased a number of the Google Assistant’s more impressive features throughout the entire spot. Lastly, from an evergreen perspective, it lends itself as a how-to manual for the product on its YouTube page.
Most importantly – it ends with a dog. How are more people not talking about this?
Other favorites: Amazon’s Before Alexa, Snickers’ Fix the World, Microsoft’s Be the One, Resee’s Take 5’s Rock, and Facebook’s Ready to Rock… it was a solid year for $5.6M a pop.
Casey Kelly – Cool Ranch, Doritos
Sam Elliott’s moustache about 30 seconds in, nuff’ said.
McKenna Murray – Smaht Pahk, Hyundai
Hyundai set the bar early in the night with it Smaht Pahk ad highlighting the Sonata’s remote parking assist feature. Its dialog, cast, and wicked good humor drove it home ~hands free~ and left me even more in love with John Krasinski.
Other favorites: Google’s Loretta, Players Coalition’s Corey Jones story, Rocket Mortgage’s Comfortable/Jason Momoa
Maura Noonan – Loretta, Google
Hey Google, pass me the tissues. I personally love a Super Bowl ad that can make me cry into my chicken wing dip (as should everyone), and this year’s Google spot was no exception. During a time where digital assistants are growing at a rapid pace, I felt Google positioned themselves as not just another robot voice, but instead as an extension of your daily life. The ad was well done that while the brand was definitely a focus, it wasn’t the forefront of the story. Making connections with your target audience is more important than ever, and Google nailed it with this one.
Honorable mention: Jeep. Bill Murray, all day.
Colleen Colkitt – Before Alexa, Amazon
The laughs from this ad could almost make you forget Amazon is listening to all your thoughts. Just kidding. They featured an embroidery cross stitch just seconds into the ad, which is definitely something that’s always “recommended for me” on my Amazon homepage and really caught my attention. But then, throwing the flaming log out the window to lower the temperature? Nothing but laughs from me. As someone looking for a commercial that’s not too heavy and doesn’t make me ugly cry (*cough* Google), this was the ad for me.