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Air Time

The Spot:  Brand + Review

Spots are listed in alphabetical order according to brand

ACURA: Dreamer   This ad has a really NICE message delivered over a great sound track.  It is also well constructed and paced.  Unfortunately, it's up against several exceptional ads from automotive rivals.  I have to say this ad represents a COMPLETED PASS, and has a ways to go to score against the competition.

BLOCKBUSTER: Animated Story  This is a simple, clean presentation that highlights all of the relevant benefits of Blockbuster's service compare to Netflix.  The addition of an African American sales clerk is a nice touch.

BLOCKBUSTER: Mouse   Sequels are rarely as entertaining as the originals, and this ad is no exception.  Blockbuster is attempting to extend the the pet store storyline, but the magic is gone, at least from this ad.

BUD LIGHT: Hitchhiker  Horror films tend to attract a young audience, and this ad helps explain why the characters in those films end up with frightening people.  It’s for the brew - you silly man.  While I’ve never identified with the whole obsession with beer, this ad is an entertaining spoof on the horror flick genre.

BUDWEISER: KING CRAB  The distinctive rhythmic beats of a drum-line set the stage for something exciting in this ad and some imaginative, red-colored crustaceans certainly deliver.  But there's a bit of a messaging problem here.  Our sandy little friends seem to prefer the Budweiser ice-chest, which is also red and has handles that reminds them of their claws, more than the beer.  But why split shells over such a small detail?

BUDWEISER SELECT  In this ad, rapper/businessman Jay-Z and former Miami Dolphins Coach Don Shula play for keeps on a futuristic, miniature holographic football game set.  The spot is visually appealing, and the special effects are amazing, but there doesn’t seem to be that much chemistry between the two men.  Still, it’s an interesting concept that’s executed well.

CAREERBUILDER.COM: Office Jungle Fight  The workplace can be a jungle, and this spot brings that message home in an entertaining way.  It’s convincing for anyone who feels the need to find another job. 

COCA COLA: What Else Haven't I Done? An older gentleman is offered a Coke.  He decides to try it for the very first time.  Then he decides to try a whole series of things he's never done before.  It's all a bit fanciful; and isn't among my favorite Coke ads, but it's adequately entertaining.

DORITOS:  This Doritos spot highlights the product's attributes in entertaining ways, but it also made this viewer want to avoid love-struck consumers of the product.  It isn’t necessarily brilliant piece, but a heck of a lot better than many of the ads that ran during the game.

HONDA: CR-V  Situated center stage, before a cheering but unseen audience, surrounded by flashing lights the CR-V is ready to perform.  Throughout this spot, the vehicle pulsates rhythmically to an Elvis Presley tune.  Great visual effects take the viewer around and through the car.  There's a well-paced gaze at the dashboard, which emphasizes the car's navigation system.  This spot does its job adequately, but this is the Super Bowl, and it just doesn't match the visuals and creativity of its vehicular rivals.

HONDA: Ridgeline  This is an efficient ad that displays the attributes of the Ridgeline without a lot of hype.  While this is a good ad, it doesn't stand out among the ads competing for the attention of a Super Bowl audience.

HP COMPUTERS  It’s hard to distinguish computer products these days; but HP succeeds with this stylized ad that shows how one family has personalized life with HP's PCs.

JACK IN THE BOX: Just Like Dad  I found this spot a little wordy at first, but then it delivers an excellent punch line that caused me to laugh out loud, upon first screening.  High marks for the copy.  Unfortunately, when the spot ended, I was still thinking about the play on the word vegetarian.  A closing shot of the sandwich would have helped seal the deal.  Nonetheless, a COMPLETED PASS.

Lions Gate:  Pride – This trailer for an upcoming film about a group of Black swimmers generated interest while expanding awareness of African Americans in sports.  Way to go!

NETFLIX: Billions of Movies  I like this ad because it delivers its message in a creative way.  The only problem is I've seen it a zillion times. Given the high level of expectations associated with Super Bowl ads, it's disappointing to see an ad that we are already familiar with.  It makes it extremely easy to head for the punch bowl.

NFL: It's Hard to Say Goodbye  This ad grabs your attention the moment it begins.  It starts out with a New Orleans jazz trumpeter playing a haunting funerary melody that's both an eye- and ear-stopper.  The ad, which features multiple scenes of NFL fans saying farewell to their teams for the season speaks to sentiments of many fans across the League.  The ad does a nice job of showing just how fanatical some fans are about their teams, but it saves the biggest smile for last, when Green Bay's Brett Frab appears tossing a football.  Yes, saying goodbye is hard for some, and even harder for others.  We're glad Brett is coming back for one more season.  This ad is both sentimental and funny. 

NFL: Making A Difference  The League does a great job telling its own stories, and this spot is no exception.  The only problem is 30 seconds is not enough.  It would have been great to see how to two recipients of this year's Walter Payton Award earned the honor.

PRUDENTIAL FINANCIAL: Rock Solid  This ad delivers its message with beautiful visuals.  It does an excellent job of distinguishing the benefits that the Prudential Rock offers from the benefits possible from all other rocks.  As a stand-alone, this ad performs its mission extremely well.  When tucked in amidst the glitter and hype of the Super Bowl, this ad doesn't come up a star, but it certainly performs well.

SNAPPLE: Green TEA   This is a cute ad that drives home the benefits of green tea and what makes Snapple’s Green Tea distinct.  The humor could be a little brighter, but overall, it’s a decent spot.

TOSHIBA: DVD  This ad is trying hard, maybe too hard, to convince its audience of the product's attributes.  Just when I was starting to get board - the punch line was delivered.  The delivery wasn't necessarily satisfying, but it was sufficient to get the point across.

TOYOTA TUNDRA: Happy Ending  This ad adequately highlights the speed and braking power of the Tundra truck, but somehow, it failed to move me to the edge of my seat.  The closing doors created a mild sense of tension, but it’s hard to believe the vehicle was ever in danger of going over the ramp.  There must have been a hook or something.  It just stopped too close to the edge and in too straight of a line to have been the real thing.  Or, was it?  Either way, I found myself diving into the dip.

See how I scored other Super Bowl ads:

|  Summary  |  Touchdown |  1st & Goal  |  Completed Pass  |

|  Fumbled  |  Intercepted  |  Penalty  |

or see the spots for yourself at http://www.ifilm.com/superbowl/18373