The annual advertising extravaganza that is the Super Bowl once again yielded its share of winners and losers this 2017. Even as the New England Patriots annexed their fifth Super Bowl via a stunning 34-28 come-from-behind overtime win against the Atlanta Falcons, funny ads were joined by commercials with powerful messages of empowerment and equality.
Here are adobo‘s selections:
Audi #DriveProgress ‘Daughter’ – In a time when equality between races and sexes is becoming a focus once more, particularly in the US, the car manufacturer presents this powerful take with a resounding message.
Mercedes-AMG GT Roadster ‘Easy Driver’ – Even rebels grow old. That doesn’t mean they have to be any less cool though. As bikers are shown going through aches and pains we associate with old people, no less than Peter Fonda of Easy Rider fame appears and gets in his new Mercedes in this ad directed by the Coen Brothers. Fonda shows coolness can last forever even 48 years after that film was released.
Skittles ‘Romance’ – We’ve all seen the image before. As a young man tries to ask his fair maid to come to the window, he starts throwing pebbles to entice her to appear. Skittles turns the perception upside down as the young man tosses Skittles to an ever-growing group who love the rainbow-like flavors of the candy brand.
Intel ‘Brady Everyday’ – Prior to winning his fourth Super Bowl MVP trophy and his fifth Super Bowl, the Patriots’ Tom Brady was the star in this ad from Intel. As the ad shows off the power of the latest Intel chip and 360-degree technology, Brady is shown doing some very unglamorous and un-MVP-like actions.
T-Mobile #UnlimitedMoves with Justin Bieber – It took Justin Bieber to present the evolution of celebrations from the age of cavemen to today’s dance-oriented moves. Leave it to New England Patriot tight end Rob Gronkowski to portray the perfect caveman while former NFL wide receiver Terrell Owens shows he still has unlimited moves.
Wix.com ‘Chez Felix’ with Jason Statham and Gal Gadot – Website creator Wix.com uses popular action stars Jason Statham and Gal Gadot acting like bulls in a china shop in one of a series of two ads that aired during the Super Bowl. It might not be the best idea to put up an expensive restaurant when a food truck could be a better option, just as a website doesn’t have to be extravagant for it to reach its target market.
Mr. Clean ‘Cleaner of your dreams’ – Long an icon of cleaning in kitchens, that bald bastion of manhood known as Mr. Clean has hardly been viewed as “sexy.” This new ad reimagines the icon just a tad, making housewife Sarah’s housecleaning dreams come true in his traditional all-white get up.
Bud Light ‘Between Friends’ – The Super Bowl is ideally enjoyed with friends either at the arena or in someone’s home. Beer isn’t really a prerequisite, but brands like Bud Light have long targeted the Big Game for big advertising moments. This ad adds up seemingly unconnected, insignificant moments into a continuous montage to show that many things come together to comprise a good friendship.
National Geographic ‘Genius’ with Geoffrey Rush – In anticipation of National Geographic’s new mini-series Genius about the life of Albert Einstein, the channel went the unconventional route at the Super Bowl. Clad in full Einstein make-up, actor Geoffrey Rush begins to play the violin, only for the tune to morph into the now-familiar “Bad Romance” by Super Bowl halftime performer Lady Gaga. Inspired be genius if ever there was one.
Squarespace ‘Who is JohnMalkovich.com?’ – The character actor famously starred in the quirky comedy ‘Being John Malkovich’ and this ad addresses his desire to secure his own name as a website domain. It capitalizes on the actor’s quirkiness, the previously mentioned film, as well as the cyber-squatting that companies like Squarespace hope to fight against.
