The usual suspects made their appearance in yesterday’s Super Bowl, and I’m not talking about Peyton Manning and Reggie Wayne. There were the expected Budweiser and Bud Light Super Bowl spots, as well as a few spots from E*TRADE that could make anyone chuckle. One thing seemed new, however. There were a few good car spots, two of which ended up in my Super Bowl XLIV top 10. To see some of these favorite spots, just click on the link.
Anyone who watches football on a weekly basis is used to seeing the typical Ford F-150, “look how much weight I can pull up a ramp” or “check out our great lease price on a Toyota Camry” spots. However, this Super Bowl lineup was different for a few automobile makers. KIA, Audi and Dodge took a right turn at Humorous and Light-Hearted, and may have broken the mold for automobile commercials.
KIA’s stuffed animals road trip was an instant classic, with a late reveal of the KIA Sorento only after the vehicle’s toy inhabitants had gotten a taste of life, road-tripping the country with a stop in Vegas.
Audi struck a chord with their Green Police clean diesel spot. It was a very timely, cute spot that could draw a hush across any Super Bowl party. The end button of the Green Police pulling over a cop for drinking out of a foam cup seals the deal and gives it a place in this year’s top 10.
And finally, while the Dodge and Volkswagen spots didn’t exactly make my top 10, they still made a departure from the standard car spot. Dodge employed the stereotypical, “look what the guy has to do for his wife to let him have a Charger.” Stereotypical for a beer spot maybe, but not for an automobile spot, which is why I give Dodge credit.
Meanwhile, Volkswagen made me reminisce for a minute with their Punch Dub spot, ending nicely with a clever Stevie Wonder/Tracy Morgan cameo.
What did these four automobile spots have in common that made them stand out and receive a thumbs up? They used humor and had a nice reveal. I didn’t have to watch 30 seconds of smiling family driving through the city, desert or on a winding road by the sea. Nice. Maybe these four brands will pave the way for automobile companies down the road.
With that, my top 10 Super Bowl XLIV spots below. Feel free to agree, disagree or send along your top 10.
— Gary Sayers, VP Account Director