Being based in London, Super Bowl XLV was shown rather late here and to make matters worse it was televised on the BBC. A brilliant, long-running institution, that prides itself in its ability to not be driven by advertising revenue. This is not normally a problem, however once a year this is a major inconvenience. No Commercials!
So here is my rundown of some of the advertisements that graced most American's television sets last night.
Volkswagen Commercial: The Force (Deutsch, USA )
DDB have done it again, or have they. Infamous for having of the longest running client/agency relationships in ad history, the VW ads have a certain 'va va voom' that sets them apart from other television spots. However this relationship was overturned in America back in 2009 with Deutsch taking the gauntlet. In this latest miny epic, they have managed to secure a cuteness that many ads have tried to ascertain but only a few have succeed (Andrex, swithcing to CG dogs in one of the biggest mistakes you could have possibly made). Not only does it appeal to me, a Star Wars lover but it is a family car ad that actually appeals to the family. Brilliant.
If this calibre of ads continues, Volkwagen's UK Ad Review may well result in an end to the tag-team combo that is DDB/VW. 9/10
Mercedes-Benz Welcome (BBDO New York)
At the other end of the vehicular spectrum is this frankly nauseating ad from Mercedes. Although the cinematography may rival former Oscar winner's of the aforementioned category and the production values are clearly very high, it failed to reel me in. The Mercedes brand is that of class and whilst Diddy/P Diddy/Puff daddy certainly has a lot of money, is class something he is renowned for? Hmmm I'm not sure. All in all I found this ad cheesy and whilst entertaining to watch, in my opinion, this isn't synonymous with a good advert. 3/10
Kim Kardashian's SKECHERS Super Bowl Commercial - Break Up 2 Shape Up (BBDO New York)
Well we are back to the age old conundrum of whether sex sells. Even in these days of more harmonious living between the sexes it turns out the answer is of course YES. SEX SELLS. I would like to think that one of the contributing factors as to why the Pittsburgh Steelers lost was because they saw this ad and.. blood was not going to the right muscles. Again another BBDO ad using a woman that over here in the UK we are not as familiar with it flirted with double entendre. Was it a clever ad? No. Did I enjoy it? As a matter of fact I did not. I find these cheap sexual tricks irritating, I find Skechers irritating and most of all I don't like Kim Kardashian. 1/10