I love the Super Bowl. Not because of Tom Brady’s New England Patriots taking the victory from the Atlanta Falcons (sorry!). I love it because it reminds me of some verrrry cool Friends episodes, I love it because of the ever very impressive half-time show (this year with Lady Gaga in the leading role) and I love it because it is the Walhalla of the best brands out there, saving their 30- or 60-second creativity masterpiece until Super Bowl times are coming up, where they can show it to billions of viewers every single year (at a cost of billions of dollars). And despite the fact that opinions differ about the best and the worst, here are my personal favorites ;-).
Hot tweetaway: The @CoolBrands Top 5 of the 2017 #SuperBowl 🏈 commercials insit.es/2kDmeYF by @MasNatalie #advertising #ads #coolbrands
5. Intel: Brady Everyday
As Tom Brady really was the hero of Sunday’s game, this commercial definitely takes a spot in my top 5. To show off what replay technology can do for athletes even when they’re off the field, Intel released a 30-second spot featuring Brady waking up, brushing his teeth and eating a pancake of the floor – looking epic all the way through. On top of that, Intel proved that their technology is pretty epic during the half-time break as well, as they launched hundreds of drones behind Lady Gaga at the beginning of her show, transforming together into multicolored stars and ultimately the U.S. flag.
4. Skittles: Romance
I don’t know what it is about this commercial, but I feel that Skittles has succeeded in putting a smile on my face and making me think about those butterfly-in-stomach first-boyfriend exciting moments ;-). Nothing more to say about this, just that this commercial will show you a humorous take on young love AND will make you want to buy some Skittles to celebrate :-).
3. Bai: Bai bai bai
I never thought I’d still believe in celebrity endorsement in commercials, but if it works, it works. And this Bai commercial just sticks to your mind. Why? The message is short and simple AND you can stare at both Christopher Walken and Justin Timberlake for 30 seconds. Initially, I was sold to the T-Mobile commercial featuring Justin Bieber, but if I really have to choose I’d rather have Timberlake ache than Bieber fever! So now, thanks to Justin Timberlake, consumers will no longer wonder how to pronounce Bai! Discover it yourself!
2. Audi: Daughter
We’ve had humor, we’ve had celebrities, now let’s go to the emotional side. And when thinking about emotional, successful commercials, there’s Audi yet again. Year after year, they are doing a wonderful job of storytelling in service of their vehicles. This year they took it even further, advocating for equal pay for women in a touchy 1-minute commercial. Just have a look and go with it :).
1. Airbnb: #WeAccept
Last but definitely not least, there are always brands that do not shy away from political tension. Airbnb got inspired after Trump’s sudden ban of travel and immigration by non-U.S. citizens from some majority-Muslim countries. That’s why they decided on a late purchase of some ad space during the Super Bowl to make their statement. And successfully so. For a last-minute Super Bowl commercial, they immediately hit high with a simple, rather touching commercial with a clear message: “We believe no matter who you are, where you’re from, who you love or who you worship, we all belong”. And that’s how they’ve brought some love back into the game…
Well, that’s a wrap for this year’s Super Bowl again and while you’re already making bets for next year’s winners, I’m already looking forward to what my favorite brands will have in store for us then. Looking forward!