I wondered what kind of Super Bowl we’d be looking at this year as we huddled in lockdown, tiring of sourdough. Still mid-plague, with political chaos reigning most of the year, and BLM igniting across the world I wondered where brands would land. Many spent this year in a mad dance while others found their footing fast.
But what about Super Bowl?
Super Bowl is like Christmas morning for we ad maniacs. I love and anticipate it. It is typically a pre-season run-up to the Cannes Lions podium. The best brands in the world come out to strut their stuff.
This year when a cascade of big-name advertisers started pulling out, things felt wobbly. But instead, it seemed to create space for newcomers, like Robinhood and Logitech.
So let’s hit the highlights.
Budweiser’s clever Light Seltzer Lemonade spot acknowledged the year that was 2020 with raining lemons. They get extra points for their reference to film Magnolia’s raining frogs.
Will Ferrell’s goofy “No Way, Norway” allowed GM to stake unforgettable ground for their commitment to electric vehicles.
Robinhood's timely and anthemic "We are all investors" was strategically masterful at addressing novice investor intimidation with an interesting parallels.
Logitech's call to defy logic to create the future with Lil Nas X's unforgettable new track "Montero" cut through.
Jeep married politics with promise urging us to “meet in the middle” and be the "REunited States of America. Note that this ad has now been pulled because of Bruce Springsteen’s recent DWI dust-up.
"Alexa's Body" from Amazon with Michael B. Jordon made me laugh out loud, with fantastic performances all around. You will never look at watering the lawn the same again.
We had the usual coterie of celebs including Jason Alexander on a hoodie, Cardi B and Garth on Wayne’s World, Maya Rudolph in quadruple, Amy Schumer (as the Hellmann's Fairy God Mayo), John Travolta, Martha Stewart, Don Cheadle shilled for Michelob and an oddly random Paul Rudd and Drake appeared for State Farm.
The utterly bizarre included Oatley's CEO singing "Wow, no cow." in a field, a 2D Matthew McConaughey flapping around for 3D Doritos and Edward Scissorhands showing up for Cadillac.
Which will make it to Cannes Lions International Festival of Creativity this year? I think it was slimmer pickings than other years.
But still, brand resilience is what it took to survive this year and a tip of the hat to those who made it through.