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THERE WAS A WIN, A LOSS, AND SOME TIDE.
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While the Eagles and Patriots battled it out on the football field for Super Bowl LII, many brands and their agencies were duking it out for bragging rights on your screens last night. The Eagles prevailed to win their first Super Bowl ever with backup quarterback Nick Foles being named MVP. But who won the ad war is never quite as clear. This year brands seem to play it safe with humor and good citizenship ruling the night. It’s the Super Bowl and I always think humor is the best way to go. Amazon’s “Alexa Loses Her Voice” was my pick of the night drawing on the star power of backup voices Cardi B., Rebel Wilson, Gordon Ramsey, and Antony Hopkins. Tide’s “It’s a tide ad “ mocked every commercial cliché and planted in your mind that any commercial with actors wearing clothes could be a potential tide ad. Right? This was reinforced by four spots throughout the game with a Clydesdale, Mr. Clean, and Isaiah Mustafa—all ending with “Nope. It’s a Tide Ad.”
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Toyota’s “One team” ad reads like a bad joke—A priest, a Rabbi, an Imam, and a Budhist Monk meet up with two nuns. It makes a nice turn as they cheer for the same team at a football game. In the soft drink war I think Pepsi was a yawn and Coke a little too “Inclusive-y” for me but featured some amazing writing with lines like “to act the same would be mundane.” With “#GuacWorld,” Avocados from Mexico delivered another quirky spot. While I prefer humor I can be moved by emotion and the spot that got me was Hyundai’s “Hope Detector” featuring cancer patients thanking Hyundai owners whose car purchases helped fund pediatric cancer research. But the only thing better than the Eagles bringing the Lombardi Trophy back to Broad Street this week is a little potty humor. And Febreze delivered quite tastefully with “The Only Man Whose Bleep Don’t Stink.” There’s no doubt that character and Nick Foles will be on every Super Bowl party host’s guest list next year. Here’s hoping Nick’s busy again. (unless the Eagles really trade him. Hmm)
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Congratulations to our very own World Champion Philadelphia Eagles, a team whose destiny brought down a dynasty.
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PATRICK HARDY
EVP, EXECUTIVE CREATIVE DIRECTOR
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