Act nothing in a furious passion. It's putting to sea in a storm.
- Thomas Fuller, English Clergyman and Author (1608-1661)
This was the consensus pick from both the Monday morning advertising analysts and people voting on Facebook who gave it 13,000 likes from the Hulu collection of all sixty Super Bowl ads.
The number two vote recipient came in with 8,300 likes. It had a great story, but I think for most of the people that got teary eyed over this one, it was the song and the voice of Stevie Nicks that really tugged at the heart. (Just imagine watching this again with the mute on.)
Props to whoever made the call on picking Landslide, because that made the commercial. If ever a song could be thought of as the living embodiment of an emotion, Landslide is the sound of longing and bittersweet reminiscence.
#3 on the list, this ad earned 2,600 likes portraying a group of old folks going out on what could be considered an epic night for a modern twenty-something. It works quite well because a late night Taco Bell run fits in perfectly with that sort of all-night adventure. I couldn’t help but think of it as an updated version of the movie Cocoon and the Twilight Zone classic, Kick the Can.
Following on the heels of last year’s two-minute spot which was essentially a thinly-veiled campaign ad for Barack Obama, Government Motors landed at #4 on the list this year with 2.4k votes for this Oprah Winfrey narrated spot, but for me, all the incessant product placement in a commercial that was supposed to be about the troops felt sleazy and manipulative. I think a tweet from David Burge said it best:
“Buy our vehicles, or you hate America.” – US Dept. of Chrysler-Dodge-Jeep-Fiat-UAW-Xiaojiang Heavy Industries
— David Burge (@iowahawkblog) February 4, 2013
I was on a bathroom break, so I missed this one, but when I returned and they were headed back to the game, the announcer mentioned that Super Bowl was brought to us in part by Fast & Furious 6. I thought to myself, there’s a Fast & Furious 6? How the heck did I miss 3, 4 and 5?
There’ve been 2k votes on Facebook for this one so far.
Just on sheer laughs and the positive vibration this one sends out, this is by far my favorite commercial of the year. In a world where there’s nothing under the sun that won’t manage to offend someone, more than a few people indignant with outrage at the thought of a white guy emulating a Jamaican dialect, but what’s not to love about having your culture represented by an eternal optimist trying to lift the spirits of each and every co-worker around him? Seems Jamaica, as represented by their Minister of Tourism, feels the same. This one came in at #6 with 1.8k votes.
At #7, Kia’s Space Baby connected with a lot of parents out there who have had to deal with that very question of where babies come from.
A sprawling ninety-second spot, the Lone Ranger came in at #8 with 1.7k likes. Looks like a movie that would be worth watching, although the skill of people in the advertising craft being what it is, some of the worst movies I’ve ever seen looked like a real can’t miss from the trailers.
1.5k people voted got a good enough laugh to make Doritos goat spot the #9 entry on the list:
Entry #10, which also garnered 1.5k likes, is a pretty wild romp with The Rock braving bank heists, traffic accidents and an alien invasion to bring home the milk to three milkless kids with dry bowls of cereal. The Rock seemed pretty self-centered on his quest for some milk, just ignoring the pleas of the people around him during the all the mayhem, but it all makes sense as he delivers on the milk and you realize he needed a glass himself before going out to save the world.
Along with The Rock’s commercial and the obligatory Allstate Mayhem guy, there seemed to be a lot of commercials this year dealing with chaos, destruction and apocalyptic scenarios. It may be 2013 now, but when they were pitching these ads last year, the ad writers were definitely in a 2012 mindset.