The celebrities of “Wayne’s World” have been reunited, Amazon’s Alexa acquired changed by a flirty Michael B. Jordan and Bruce Springsteen made his business debut for Jeep.
Celeb cameos on this 12 months’s crop of Super Bowl commercials veered on the zany and have been heavy on nostalgia, as firms tried to relay upbeat, hopeful messages amid the coronavirus pandemic.
However manufacturers additionally took the alternative to say one thing significant about our unprecedented occasions, in keeping with a group of prime advert executives assembled by The Submit.
“Advertisers are leaning closely on how 2020 was the worst 12 months in current reminiscence,” stated Jennifer DaSilva, president at Berlin Cameron.
“Most of the spots are optimistic and hopeful as we embark on a brand new 12 months.”
Right here’s what our panel of consultants product of the Super Bowl 55 adverts:
Amazon – “Alexa’s Physique”
“Once more, please,” was doubtless what each lady in America stated after seeing this advert, in keeping with Nicole Michels McDonagh, of Butler, Shine, Stern & Companions.
Amazon turned its digital assistant Alexa right into a intercourse image with the assist of Michael B. Jordan on this enjoyable and memorable advert.
Nonetheless, a few of our consultants felt the spot’s sultriness was heavy-handed, particularly for a family-friendly product.
“Sure, the sexual innuendo is over-the-top at occasions, however excessive marks for sheer leisure,” stated Chris Graves, Chief Artistic Officer at Staff One.
“Very well-crafted as a movie,” Graves added. “And respect the try to present a considerably intrusive expertise a human face — a particularly handsome human face.”
Common grade: A
Bud Mild — “Final Yr’s Lemons”
Bud Mild’s spot was a nod to the “lemon” of a 12 months we’ve simply had — although “this advert is something BUT a lemon,” stated DaSilva.
Most of our consultants loved the clip’s quirky metaphor for 2020 and its tackle the age-old adage: “When life offers you lemons, make lemonade.”
In the advert, large lemons raining down on weddings and different events, and although we’ve seen surprising objects falling from the sky earlier than, this one was “properly produced and enjoyable to look at,” stated Graves.
“Thanks, Bud Mild,” stated Jennie Moore, Artistic Director at WONGDOODY in Seattle.
“We may both snigger or cry about final 12 months, and this helped me share in a much-needed snigger.”
General grade: A-
Uber Eats — “Wayne’s World”
Comedians Dana Carvey and Mike Myers of “Wayne’s World” introduced viewers again to the 1990s for this enjoyable advert.
“Numerous manufacturers have made Super Bowl Sunday into ‘Throwback Thursday,’” famous Andy Nathan, founder and CEO of the Fortnight Collective.
“The Wayne’s World native entry cable TV present working to assist native eating places makes a number of sense for Uber Eats and what they promise.”
Add the cameo from Cardi B and the advert turns into much more “enjoyable, eye catching and entertaining,” stated Moa Netto, Chief Artistic Officer at RAPP US.
SPIN CEO Jimmy Hutcheson added: “The one factor that at all times hits a mark is nostalgia.”
“In recent times, Super Bowl commercials have tapped into that by resuscitating beloved film characters,” Hutcheson stated.
“Thus, it makes excellent sense that grabbing Mike Myers and Dana Carvey for a Wayne’s World reunion would completely make sense and work.”
“Including present pop icon Cardi B to that equation? Good,” stated Hutcheson, “a giant win for Uber Eats to attraction to folks from a number of generations.”
Common grade: A-
Cheetos — “It Wasn’t Me”
Cheetos enlisted movie star couple Ashton Kutcher and Mila Kunis for this advert, set to Shaggy’s “It Wasn’t Me.”
“I favored how they have been in a position to leverage the cultural energy of an iconic track whereas preserving the product at the middle of the narrative,” stated Netto.
Eric Stein, Chief Artistic Officer at Hooray Company, agreed on the selection of tune.
“Shaggy steals the present. Mila and Ashton work ‘okay’ as assist,” stated Stein, who gave the advert a C.
Tim Smith, president of Chemistry in Atlanta, stated: “I wished to love this one however it appeared off.”
“Shaggy and the music was nice however the appearing and singing of two stars I actually like, was awkward.”
Common grade: B-
Scotts Miracle-Gro — “Large Sport Business”
The slew of celebs making an look on this advert felt compelled, in keeping with our consultants.
It was additionally one other hit at nostalgia with John Travolta’s particular look.
However occasion that wasn’t sufficient to avoid wasting this spot.
“The Super Bowl adverts are teeming with celebs this 12 months, and a giant chunk of them appear to be on this spot,” stated Graves.
“It’s unusually compelling as you attempt to determine how one pertains to the subsequent. Then Travolta exhibits up and all bets are off. All to advertise a contest to win a garden and backyard of your desires? It’s quite a bit to course of.”
Common grade: C
Robinhood — “We’re all traders”
Robinhood was not too long ago in the headlines in reference to the GameStop saga, however the investing app’s first Super Bowl business fell flat, in keeping with our consultants.
“I feel Robinhood was good to make use of the present PR to strengthen model consciousness on the greatest stage,” stated Smith, including: “Having stated that I feel they missed the mark on a Super Bowl spot.”
“The spot is fantastically shot however a too quiet for the stage.”
Husani Oakley, Chief Expertise Officer at Deutsch NY, famous that “There was most likely not sufficient time to make any modifications,” in the aftermath of the inventory market insanity.
Nonetheless, ” I don’t suppose the spot would have labored properly even in a pre-#GameStopGate world.”
“The fundamental concept — that everybody invests in one thing, so why not make investments by way of Robinhood — is spot-on, however the execution falls fairly flat, and doesn’t fairly stay as much as it’s potential.”
Common grade: C