“Wayne’s World” stars reunited, Alexa Amazon was replaced by a flirt Michael B. Jordan and Bruce Springsteen made his commercial debut for Jeep.
Cameo of stars from this year’s Super Bowl commercial went crazy and were heavy with nostalgia, while the companies tried to convey optimistic and hopeful messages in the coronavirus pandemic.
But the brands also took the opportunity to say something significant about our unprecedented times, according to a team of top advertising directors, brought together by The Post.
“Advertisers rely heavily on how 2020 was the worst year in recent memory,” said Jennifer DaSilva, president of Berlin Cameron.
“Most spots are upbeat and hopeful as we begin a new year.”
Here’s what our expert group did in Super Bowl 55 ads:
Amazon – “Alexa’s Body”
“Again, please,” was probably what every woman in America said after seeing the announcement, according to Nicole Michels McDonagh of Butler, Shine, Stern & Partners.
Amazon turned their virtual assistant Alexa into a sex symbol with the help of Michael B. Jordan in this fun and memorable ad.
However, some of our experts felt that the taste of the place was difficult, especially for a product suitable for the family.
“Yes, sexual innuendos are sometimes excessive, but high marks for pure entertainment,” said Chris Graves, Chief Creative Officer at Team One.
“Very well done as a film,” Graves added. “And you appreciate the attempt to give a somewhat intrusive technology a human face – an extremely beautiful human face.”
Average grade: A
Bud Light – “Last year’s lemons”
Bud Light’s spot was a nod to the “lemon” of a year I just had – although “this ad is anything but a lemon,” DaSilva said.
Most of our experts enjoyed the strange metaphor of the video for 2020 and the adoption of the old adage: “When life gives you lemons, make lemonade.”
In the commercial, huge lemons rained at weddings and other parties, and although I saw unexpected objects falling from the sky, it was “beautifully produced and fun to watch,” Graves said.
“Thank you, Bud Light,” said Jennie Moore, creative director at WONGDOODY in Seattle.
“We could laugh or cry last year, and that helped me participate in such a much-needed laugh.”
Overall rating: A-
Uber Eats – “Wayne’s World”
Comedians Dana Carvey and Mike Myers from “Wayne’s World” brought viewers to the 1990s for this fun commercial.
“A lot of brands have made Super Bowl Sunday ‘Throwback Thursday,'” said Andy Nathan, founder and CEO of The two-week team.
“Wayne’s World’s local cable TV show, which works to help local restaurants, makes a lot of sense for Uber Eats and what it promises.”
Add the cameo from Cardi B and the commercial becomes even more “fun, engaging and entertaining,” said Moa Netto, Chief Creative Officer at RAPP US.
SPIN CEO Jimmy Hutcheson added: “The only thing that always strikes is nostalgia.”
“In recent years, Super Bowl commercials have achieved this by resurrecting movie-loving characters,” Hutcheson said.
“It makes perfect sense that grabbing Mike Myers and Dana Carvey for a Wayne’s World reunion would make perfect sense and work.”
“Do you add the current Cardi B pop icon to that equation? Brilliant, “said Hutcheson,” a great win for Uber Eats to attract people from multiple generations. “
Average rating: A-
Cheetos – “It wasn’t me”
Cheetos recruited celebrity couple Ashton Kutcher and Mila Kunis for this ad, set to Shaggy’s “It Wasn’t Me.”
“I liked how they managed to capitalize on the cultural power of an iconic song, while keeping the product at the center of the narrative,” said Netto.
Eric Stein, Chief Creative Officer at Hooray Agency, agreed on the choice of song.
“Shaggy stole the show. Mila and Ashton work “ok” as a support, “said Stein, who gave the ad a C.
Tim Smith, president of chemistry in Atlanta, said: “I wanted to like this, but it seemed disabled.”
“Shaggy and the music were great, but the acting and singing of two stars that I really like was awkward.”
Average rating: B-
Scotts Miracle-Gro – Big Game Commercial
A lot of celebrities appearing in this ad felt forced, according to our experts.
It was also another nostalgia hit with the special appearance of John Travolta.
But the event was not enough to save this place.
“The Super Bowl announcements are full of celebrities this year and a lot of them seem to be in this place,” Graves said.
“It’s strangely convincing as you try to find out how they relate to each other. Then Travolta appears and all bets are disabled. All to promote a contest to win a lawn and a garden of your dreams? It’s a lot to process. ”
Average grade: C
Robinhood – “We are all investors”
Robinhood has recently been in the forefront of the GameStop saga, but the first Super Bowl ad for the investment app has dropped, according to our experts.
“I think Robinhood was smart to use the current PR to build brand awareness on the biggest stage,” Smith said, adding, “After I said I think they missed the mark somewhere in the Super Bowl.” .
“The spot is nicely shot, but too quiet for the scene.”
Husani Oakley, Chief Technology Officer at Deutsch NY, noted that “there probably wasn’t enough time to make changes,” following the stock market craze.
However, “I don’t think the place would have worked well even in a previous #GameStopGate world.”
“The basic idea – that everyone invests in something, so why not invest in Robinhood – is in place, but the execution is quite smooth and does not live up to its potential.”
Average grade: C