Our 6 Best Super Bowl Ads of 2013: Heart vs. Humor

By Ashley Reed in Our People on February 5th, 2013

“The secret is that the marketing message has to make you either laugh or cry,” Jamie Turner, the 60SecondMarketer.

The Super Bowl provided great excitement this year with a close game, a blackout, Beyonce and of course the commercials. After putting almost $4 million into a 30 second spot, we sat down to give recognition to the brands we thought deserved it most.  

Budweiser “Brotherhood”

Marketing at its best is about telling a story. This is exactly what Budweiser has accomplished. Most everyone is familiar with the Budweiser Clydesdales and, of course, Budweiser as a brand. So, the story, I'm sure, wasn’t necessarily created to speak directly to new "prospects" as opposed to speaking to those who already love Budweiser, and their story. Share this story with the latter group, and they will share with others as brand advocates. The other great thing that Budweiser has done is continue this story subtly throughout the years – creating something that can be shared across generations – while other commercials may only last a season or so. - Randy S.

Audi “Bravery”

I really appreciated the Audi spot. It did a great job of relating to consumers through those awkward teen years while positioning brand status! Audi perfectly conveyed their message of the confidence that an A6 can lend.  – Donnie S.

Taco Bell “Viva Young”

After careful review on the DVR, my favorite had to be the Taco Bell “Viva Young” ad. I think they played great into their ‘Live Mas’ (“Live more” for my non Spanish speaking crowd) slogan with the old folks sneaking out of the retirement home to party hard for a night, fittingly enough to the Spanish version of “We are Young” playing in the background, before ending their night at Taco Bell which is known for being open late. There is nothing better than a Doritos Loco Taco at 4 in the morning, right? – Andrew G.

Doritos “Goat 4 Sale”

This commercial was fun and engaging! It really communicates to viewers that Doritos ARE addictive and leaves the story open ended for you to imagine what’s next for the Doritos Goat. This crowd-sourced commercial also gets my vote because it gained traction prior to the game by being selected as a finalist for Dorito’s 7th annual “Crash the Super Bowl” along with “Fashionista Daddy”.  – Severine D.

Tide “Miracle Stain”

I can see why the Tide Miracle Stain commercial won over so many football lovers and critics this year. They ingeniously used a little football superstition matched with the common Super Bowl humor to create this ad featuring a 49er’s legend. And they did it all without losing sight of their brand. I think too often Super Bowl ads try too hard to plug in humor and lose sight of what they are trying to sell… their product. Not only did Tide hit it out of the park with this ad, they capitalized on one of the most unforgettable events of this year’s Super Bowl, the black out. Well played Tide. – Chelsea M.

Dodge Ram “Farmer”

Brilliant. Great imagery, beautiful prose, in-your-face branding.  Dodge (Jeep and Budweiser’s #Clydesdale) showed that speaking to the heart can be just as effective and memorable as speaking to humor.  – Tom S.

Any others you’d add to the list?

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