The American big game ads won't be visible on Canadian television sets until 2017, but each year, the buzz of these advertisers' spending frenzy extends north of the border. Here are some of the best from Sunday night's game.
Snickers: “The Brady Bunch”
This was the first year that the Clio Awards gave out a prize for the best Super Bowl ad, and a jury of industry peers awarded agency BBDO New York for this revamp of the 70s sitcom. Using its longstanding “You’re not you when you’re hungry” campaign, angry Marsha was portrayed by an axe-wielding Danny Trejo (an actor who specializes in villains.) Steve Buscemi played overlooked middle child Jan. “Marsha, Marsha, Marsha!”
Budweiser: “Lost Dog”
Last year, Budweiser told the story of a Labrador puppy and its friendship with one of the brand’s iconic Clydesdales. This year, the wee one got lost and had to find his way home. Is a puppy cowering alone in the rain emotionally manipulative? Not even a fair fight. Could we resist? Nope. Does all this sentimentality have anything to do with selling beer? That is the question.
Clash of Clans: “Revenge”
The mobile game has been advertising heavily on TV of late, but this is its best by far. Liam Neeson, spoofing his own action-movie character, delivers a threatening monologue at his phone after an opposing player raids his village. “You’ll regret the day you crossed AngryNeeson52,” he growls in righteous rage. When will people learn that Mr. Neeson hates it when things are taken?
Avocados from Mexico: “First Draft Ever”
A Super Bowl debut for the fruit was right at home with a creative concept – the world’s first draft, when Australia took the kangaroo (great vertical) and Brazil took the sloth (“not a locker room guy”). The polar bear crossing its fingers for Mexico, and whispering “Beach, beach, beach,” was particularly charming. What better time to reach prospective avocado buyers than at a moment when a bowl of guacamole is almost certainly nearby?
BMW i3: “Newfangled Idea”
Proving Katie Couric and Bryant Gumbel can laugh at themselves (at least when they’re paid to), BMW resurrected a 1994 clip in which they are baffled by “what is Internet.” Fast-forward to present day, and the pair is equally confused by the technology behind the electric car.
Always: “Like a Girl”
The video has been around since the summer, but it reached a big audience at game time, which in turn revived its popularity online. The insight about the ways that a casual phrase (used often without thinking) can insult women, touched a nerve. It’s a perfectly on-brand message for a product that women first encounter during puberty, when their confidence plummets.