Superbowl 2013 - A Selection

We start off DDB Ignite with something light - 6 Superbowl 2013 Ads that we picked out, with our personal take on it.

Jude: I'm always excited when I go through the Superbowl ads, an expensive and loud creative showcase of the biggest brands. Of course, how 'great' an ad is is subjective, and my humble opinions on the 3 below are merely personal thoughts on how I feel when I watch them.

But really, I have nothing but respect for the people who have painstakingly developed them. I can only imagine the countless hours in production, difficulty in balancing clients' expectations and creative integrity, and the pressure in delivering a memorable brand message on a 30 second spot that costs only about US$4.5 million. So to all of them, I applaud you, and please keep us dreaming that someday, we'll be able to do something as... 'boomz'.

Tide - Miracle Stain


I really like the ad below because it's a simple example of how creative work fits with the media.

It's not rocket science to develop an ad with football nuances and run it during Superbowl because the assumption would be that the majority of viewers are watching it because they are football fans. But how many ads actually have anything to do with football? And then ask yourself the times where the clients have already bought the media before briefing us on what we then need to develop?

Simple lesson: Never forget, it all starts with the big idea. And media should support how this big idea can reach the target audience.

Old Spice - Irresistible

I never thought it possible but I've had it with Terry Crews' bouncing pecs. So it's a refreshing change to see something new (or is it?) from them. This time around, we have one hot lady with a French accent, a funny VO (listen to her describe the chain of events), and a man wearing 2 wolves. Yes, 2 wolves.

Ridiculous as always and that's a good enough reason for me to love it.

Doritos - Goat for Sale 



Have watched this more than 5 times and I'm still amazed at how they weaved in an entire 'horror' story about a dorito-eating goat into a 30 second TVC. Personally, this has a better storyline than the entire Twilight trilogy.

And watch for when the goat screams. Too funny.


Alexis: I look forward to Superbowl every year because it showcases the most intense competition among brands and agencies to come up with the best ads. Entertainment in 1:00 spots costing millions of dollars? Love it! If only we have such a thing in Singapore...

The winning and most buzzed about Superbowl Ad - Budweiser "Brotherhood"



Actually I don't see what's so great about this ad - yes it's touching, it has a cute horse and man in there, but what does it have to do with Budweiser? Is this meant to appeal to farmers who sell their horses away? But for some reason, it "won" this year's Superbowl ad blitz.

It seems though that animals work. Doritos had their Goat 4 Sale ad which even though a bit nonsensical, had some relevance back to the product.


Favorite ad - Oreos "Whisper Fight"



The stage is set - everyone's in a library where you are supposed to be quiet. But what happens when an argument starts over which part is the best, the cream or the cookie? Well violence of course, that soon spread to the entire vicinity. I like how it is dramatized to involve everyone so it becomes much more entertaining for the viewer.


Next Favorite ad - Mercedes "Soul"



Great soundtrack and casting - love the character personification of the 'devil' vs the average Joe. The guy looks like he can be anyone (it can even be you!). The ad was well-crafted and shiny in the right places, and led it right up to the twist at the end where you realize you don't have to sell your soul (contrary to what people believe) to own a Merz. If only this applies in Singapore.

There are so many car ads out to fight as well. I've listed them in order of preference, though technically Jeep didn't really play fair. How do you fight with American patriotism?

Jeep "Whole Again"
Volkswagen "Get In. Get Happy"
Toyota "Wish Granted"
Audi "Prom"
Hyundai Epic Play Date, Pick Your Team, Stuck
Kia "Hotbots"

For all of Superbowl ads, visit the AdBlitz channel on Youtube.

Feel free to leave a comment to tell us what you think!