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A LANDMARK GAME IN EVERY WAY.
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So there was a pretty dramatic football game last night between the Atlanta Falcons and the New England Patriots. Some could even say historic, but I’d prefer to talk about the “Super Bowl of Advertising.”
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This year’s game was dominated by a markedly serious tone. In a time of national divisiveness there seemed to be a theme of unity throughout the night. Budweiser’s story of the immigration of their founder was both epic and cinematic. As was 84 Lumber’s emotional journey of a mother and daughter trying to make it from Mexico to America only to encounter “the wall.” This pro- immigration spot was rejected by Fox and required viewers to go to their website to see the complete commercial. Other brands that addressed social issues were Airbnb with “We Accept,” The NFL with “Inside These Lines,” and Audi’s powerful “Daughter.”
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These messages were certainly poignant. But for me the biggest winners of the night were brands that went the comedic route. It’s a 10 Hair Care won the night with their “Four More Years” spot which poked fun at the fact that we’re in for 4 years of “awful hair.” Mr. Clean’s “Cleaner of your Dreams” had a housewife humorously objectifying her husband because of his mad cleaning skills. John Malkovich was funny in Squarespace’s “Calling JohnMalkovich.com.” Avocados from Mexico had me laughing with their “Secret Society.” And Kia with Melissa McCarthy in “Heroes’ Journey” will surely have people talking today. Also kudos to Rob Gronkowski’s agent. He didn’t play in the game but he did appear in spots for Tide and T-Mobile.
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PATRICK HARDY
EVP, EXECUTIVE CREATIVE DIRECTOR
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