Well, we all endured what was the lowest scoring Super Bowl of all time. As a result, I believe the ads MAY have outshined the game this time. With that said, let’s have a closer look at those ads and determine the best of the bunch.
Below is a quick rundown of the criteria used to judge each commercial. This year, I’m going to give a 1- 10 score for each criterion to help determine my overall choice for the best ad of the year.
Criteria:
- Was it memorable?
- Does it tie back to the product being sold?
- Does it improve brand awareness?
- Does it tie back to the Superbowl (Does it leverage the event or the NFL’s brand)?
- Does it have “legs?” (i.e. Does it have the potential for an ongoing campaign)
Nostalgia Award: NFL – 100 Year Game
This year, I really liked the NFL’s approach for their Super Bowl ad. Amidst a year filled with polarizing politics for the sport, the NFL went back to their roots with this spot that focuses on something we can all get behind – our fondness for NFL legends. I love the mix of NFL superstars, both old and new, which appeals to NFL fans of all ages. With so many stars packed into this one, there’s sure to be a moment for every fan.
Let’s see how it ranks on the scale:
- Memorable: 9/10
- Sell the Product: 10/10
- Brand awareness: 5/10
- Superbowl Connection: 10/10
- Legs: 1/10
“Oops” Award: Alexa – Not Everything Makes the Cut
I love that Amazon is highlighting the idea of Alexa being a part of more devices, while also playing off the unintended consequences of their attempted applications. Harrison Ford is a bonus that puts it over the top.
Scores:
- Memorable: 8/10
- Sell the Product: 8/10
- Brand awareness: 10/10
- Superbowl Connection: 0/10
- Legs: 8/10
“Feel Good” Award: Microsoft – We All Win
This year’s tear-jerker goes to Microsoft. Their commercial highlights a great new innovation for the company, positioning them as a caring and compassionate brand—which is not always easy to do for a tech company.
Scores:
- Memorable: 10/10
- Sell the Product: 10/10
- Brand awareness: 10/10
- Superbowl Connection: 0/10
- Legs: 5/10
“Too Close” Award: Colgate – Close Talker
I really like how simple the idea is for this ad—it almost feels like something out of a Seinfeld episode. Funny, direct, and to the point, and it sells the product in a way that’s entertaining and memorable.
Scores:
- Memorable: 8/10
- Sell the Product: 10/10
- Brand awareness: 8/10
- Superbowl Connection: 0/10
- Legs: 7/10
“Awkwardly Funny” Award: Devour – Frozen Food Porn
This one came out of nowhere and I found it hilarious. The combination of frozen food and uh… taboo behavior was a really fun combination and this ad pulled it off beautifully.
Scores:
- Memorable: 8/10
- Sell the Product: 8/10
- Brand awareness: 8/10
- Superbowl Connection: 0/10
- Legs: 5/10
Innovation Award: Expensify – Expensify This
This spot for Expensify really breaks the mold by incorporating a music video that watchers can interact with, allowing them to enter into a sweepstakes. It’s a really interesting idea, one that not only drives brand awareness but also app downloads. With over 10 million views already on YouTube, I think they have a winner here.
Scores:
- Memorable: 8/10
- Sell the Product: 10/10
- Brand awareness: 10/10
- Superbowl Connection: 0/10
- Legs: 5/10
Honorable Mentions:
“Deez” Nuts, or DIETZ nuts rather brought in Craig Robinson for this hilarious spot:
Oil of Olay hit it out of the park with their horror movie-inspired spot featuring Sarah Michelle Gellar. There were several ads this year targeted towards women, but this was my favorite of the bunch.
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