I’m not a fan of American Football (I had to google ‘American Football sports terms/puns to write this) – but, I am a fan of the Super Bowl ads.
So, while some stayed up all night watching the game. I got a good eight hours and then opened up YouTube to watch (and rate) the collective creativity of the ad industry.
So here is my, and several of my fellow Stripes, play-by-play on the ads that scored a touchdown this year.
Let’s kick off with the big winner in my eyes – Oatly.
Oatly’s ad saw its CEO singing about oat milk, in a field of oats. Most people seem to think it wasn’t great – but I can’t help but admire the simplicity of the ad, or deny that i’ve spent the morning singing the tune ‘Wow, wow! No cow!’.
With the brand releasing shoppable t-shirts straight after the segment saying ‘I totally hated that Oatly commercial’ its clear they were looking to split the audience to get people talking. And they did just that, trending on Twitter last night. A win in my books.
Squarespace also knocked it out of the stadium with a remake of Dolly Parton’s famous tune 9 to 5. Its update (5 to 9) played perfectly into the pandemic passion project trend, and encouraged people with more time on their hands now the commute is waning to follow their dreams and start up a side hustle. Short, sharp, clever and clear with a strong insight at its heart.
Reddit blew its entire marketing budget on a five second add celebrating the power of the underdog and capitalising on Game Stop fame. Very on brand and the right moment to do it.
Finally from me – General Motors harnessed the spirit of the Super Bowl and America’s love of competition and pointed it towards positive change for the planet challenging America to suit up and beat Norway by buying EVs. Let’s hope it gets people pumped about saving the planet!
Stripe Team Verdicts
Naomi Penn, Senior Account Executive
“This year’s comical hit from M&Ms suggests that the chocolatey treat is the perfect way to say sorry. From common mishaps such as kicking the seat of the person in front of you on a plane, to topical apologies such as “I’m sorry for calling you a Karen”, the gift of a bag of M&Ms makes it all better.
“I loved the advert for its tongue-in-cheek take on the things we often don’t think about apologising for (Mansplaining, anyone?), and was thrilled to see a guest appearance by my personal TV treasure, Dan Levy, star and creator of the award-winning Schitt’s Creek.”
Tom Hallam, Senior Account Manager
“Pure star power, with Mahomes and Rodgers getting attention before you even get to Paul Rudd and Drake.
“Super simple for the talent to act to, doesn’t push a product, just keeps that longstanding association and presence in American life ticking over in consumers minds.
“Uses the ‘neighbour’ concept at a time where our social circles are smaller and reliance on neighbours probably has gone up. The comparison between a massive insurance company and being a friendly local neighbour is tenuous but they get away with it with the comedy.”
Sarah Jackson, Director
“Taking inspiration, I am sure, from the Google ‘Home Alone’ ad’s and the Jeep Groundhog Day retelling last year, Cadillac this year recruited Winona Ryder and the current “homme de l’heure’ Timothee Chamalet for an Edward Scissorhands inspired advert to promote their new electric Cadillac Lyriq.
“However this was far from jumping on a bandwagon. It is a beautifully shot ad in homage to Tim Burton, well cast with Timothee, and the perfect way to promote Cadillac’s self-drive vehicles – demonstrating their ease of use even when you have blades for hands. The ad was a touchdown for ad agency Leo Burnett for me.”