Super Bowl TV spots
Tom Dougherty, CEO – Stealing Share
3 February 2020
Only Momoa won among the mostly lame Super Bowl TV spots
Few things are easier to make fun of than Super Bowl TV spots. This year’s versions are no different as they were mostly just entertainment for entertainment sake, an approach that afflicts advertising no matter the time of the year.
So, instead of picking the best (was there one?) and the worst (oh, so many to choose from), let’s let the people decide.
In USA Today’s Ad Meter, which ranks the Super Bowl TV spots by consumer rating, Jeep’s Groundhog Day with Bill Murray was the overnight winner.
“The ad was Murray’s first-ever national TV commercial and it summed up the theme of this year’s Super Bowl TV spots. Hire a celebrity.”
While the ad certainly offers some laughs (I especially liked the whack-a-mole scene), it doesn’t do anything really to make you consider buying a 2020 Jeep Gladiator. I’m sure most don’t even remember which brand was featured in it.
The ad was Murray’s first-ever national TV commercial and it summed up the theme of this year’s Super Bowl TV spots.
Hire a celebrity.
Coming in second was Hyundai’s Smaht Pahk ad, featuring John Krasinski (The Office), Chris Evans (Captain America) and Rachel Dratch (SNL) extolling in exaggerated Boston accents the parking ability of Hyundai’s Sonata. Ending with Red Sox legend Big Papi Ortiz agreeing.
It’s a nothing ad. In fact, it’s stupid. I didn’t get the point of the Boston accents, other than squeezing in Ortiz for an appearance. And there are numerous ads featuring cars parking themselves. The only interest is in seeing recognizable faces.
Super Bowl TV spots were all about star power
Coming in third among the Super Bowl TV spots was Google’s Loretta, which was emotional if overly sentimental. And I didn’t know what it did for Google. In fourth was Doritos’ The Cool Ranch, a mildly amusing spot with Sam Elliott and Lil Nas X. (Again, star power.)
Lastly, in fifth, stood Rocket Mortgage’s series with Jason Momoa that actually DID sport a resonate message. Its “comfortable” theme with the tag of “push button” tells audiences that getting a mortgage through Rocket Mortgage is so simple you can be who you are at home.
Momoa’s antics at home were funny and kinda adorable. And the commercial actually had a message beyond “we’re the best” or “we can hire movie stars.” It was a clever (but not too clever) way to deliver the simplicity message, making it memorable.
So, maybe some of the people in the USA Today poll got it right. The rest of the Super Bowl TV spots? Meh. As usual.
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