Brand Strategy

Best and Worst 2012 Super Bowl Ads

The game viewing set-up: Six big dudes and two little dudes in a stylish man cave. No ladies.

Lots of collateral chatter, but also lots of attention paid to the game and the ads.

It was a terrific game and another year of diverse play-calling in Super Bowl advertising.

From my seat, I think the automotive brand category captured the 2012 Super Bowl advertising checkered flag.

Here are my 2012 Super Bowl Ad favorites:

  • The Chevy pick-up spot. They had me at the Mayan 2012 calendar newspaper front-page blowing through the urban devastation. Droll commentary, buddy tragedy, raining frogs.
  • The VW spot with Fatso Fido training like a canine triathlete to leap through the doggie-door and give chase to a Beetle.
  • Fiat 500 Abarth fantasy piece. On a scale of 1 – 100, I give it a cinquecento.
  • The Hyundai ultra-fantasy extravaganza. Was the magic dust gnome the dwarf from Twin Peaks?
  • Finally, Mr. Eastwood and the homage to a recovering Detroit (and his Gran Torino). The half-time theme could have been tagged with “I’m Barack Obama, and I approve this message.”

And here are my 2012 Super Bowl Ad not-so-favorites:

  • The Coke polar bears. Premature reintroduction…they should be put in permanent hibernation.
  • Anheuser-Busch. What a mistake to give them product exclusivity. Their advertising is as insipid as their products, and don’t get me started on their obnoxious product placements.
  • Go Daddy: Time to start thinking outside the female flesh box.
  • Pepsi’s Queen Elton and the way-too-campy musical hodgepodge. Belch.
  • Honda/Ferris…if you’re going to spoof the original, at least get back to Chicago.

Non-automotive 2012 Super Bowl Ad favorites:

  • Dannon yogurt head-butting empowerment.
  • Grandma and the bungee-spring kid conspiring to grab the Doritos bag.
  • Another Doritos spot: the blackmailing, cat-disposing, big dog.

It was a great year for the Giants, and another hit-and-miss year for Super Bowl ads.

Would enjoy seeing your list! Please comment.

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