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Ad Bowl 2013: Tide, Oreo Win; GoDaddy Fails To Convert With Super Bowl Pitch

My winners and losers in the big ad game yesterday.

There are a number of reasons why this year's big game was important to me. First and most important, there is the economic impact of the game on my hometown of New Orleans. Thanks to the kind folks at Creve Coeur Patch, I get to share my opinions with you.

My winners are a mix of ads that moved me, ads that I felt were on brand strategy, ads that made me smile, ads that reminded me how much I miss New Orleans and the ads my fellow co-workers found to be the best. Here they go, in no particular order.

Taco Bell's interpretation of “Cocoon” made me smile, and it made an entire bar full of people stand up and cheer. For that I say, "Viva  Young" 

Hyundai's ad "Stuck" spoke to me for every single time I've been behind someone on the road leaving behind mementos of their time in front of me. I usually try to drop back a little further. Now I see there is another turbocharged option.

Hyundai scores again in this homage to “Ferris Beuller's Day Off”. Who wouldn't want to give their family an Epic Playdate? 

Bravo Jared and Bravo to Subway for delivering the point that always seems to be the downfall of the diet du jour....keeping it off. No flash. No sizzle. Just the heart of the message.  

Was it a good commercial, or do I just love the vibe of New Orleans? Either way, I'm in for the Mercedes CLS Soul spot...so much so that I might even forgive the billboard across from Napoleon House. 

It used to be that the first break was the marquee spot. Chrysler, however, has repositioned halftime as the "it" placement. Most purest would argue that they are forgoing a spotlight on their products. Some might say they are positioning themselves as the all-American option. Ford, anyone? 

In a past life, I sold radio. That station featured a segment by Paul Harvey. Chrysler's Dodge Ram salute to American Farmers was very moving to me. 

 

My tearjerkers: 

I'm not a St. Louisan, but the Budweiser Clydesdale spots have always been among my favorites. There is just something about them that makes me feel un-American if I don't cry. This spot seemed to be a hit among most of the marketers I work with on a daily basis.

As the officials on the field say, "failed to convert": 

That penalty goes to Go Daddy (even though they did somewhat redeem themselves with "Your Next Big Idea". Go Daddy's Perfect Match spot just made me feel a little dirty. Even if you're not in the same room, the sound of that kissing is enough to just send shivers down my spine.  To quote one of the marketing directors I work with, "I don't like the way they subjugate web developers."

Also, missing the point was Toyota. I guess Kaley Cuoco is the latest hot property and I should be blown away with her part in this Rav4 commercial. I'm not. In fact I had the name of the car make and model wrong when I wrote this sentence. Sorry Toyota. I guess your wish wasn't granted.

Honorable mention goes to Kia's Space Babies. Babylandia looks so much more interesting than being slung in a sheet flying through the air on the beak of a stork! 

Of course, this Super Bowl will go down in the record books for also creating the biggest delay of game thanks to a pesky power outage. Although media maven and social media expert alike is always touting extending your ad buys into social, Oreo and Tide were fast to take advantage of the hiccup. Clever...timely...and absolutely on brand, they might be my winners for the night. 

This post is contributed by a community member. The views expressed in this blog are those of the author and do not necessarily reflect those of Patch Media Corporation. Everyone is welcome to submit a post to Patch. If you'd like to post a blog, go here to get started.

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