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Best Superbowl spot this year
I liked the Snickers Betty White, the VW slug bug game, Favre 2020 Hyundai made me smile, but I thought the best spot overall during the game was by Google: the entire Campbellian “Hero’s Journey” in 30 seconds (or was it 60?) of just text from a search history, no fancy effects, just a narrative. KGB gets an honorable mention for “Sumo” spot because it amusingly demonstrates the advantage/benefit of faster search.
Surprisingly poor spots IMO: Doritos, Bud, Coke/Simpsons,Boost Mobile Shuffle,E-trade, Monster and Career Builder.
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18 Replies
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Forget about all those disappointing 2010 recession ads. They were nothing like the ads of past years.
But how bout dem Nawlins Saints??? My home team beat the Colts big time and won the game doing it exactly the way they won all year.
Geaux Saints Geaux!!!
David Roth Weiss
Director/Editor/Colorist
David Weiss Productions, Inc.
Los AngelesPOST-PRODUCTION WITHOUT THE USUAL INSANITY ™
A forum host of Creative COW’s Apple Final Cut Pro, Business & Marketing, Indie Film & Documentary, and Film History & Appreciations forums.
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Agreed… the commercial field was a bit weak.
The Google “Parisian Love” spot, however, was nothing short of brilliant.
I also liked the Dodge Charger “Man’s Last Stand” spot quite a lot. I believe that was Michael C. Hall doing the voiceover, though not 100% sure. The writing and narration sold it.
Bud, disappointingly, was weak weak weak.
T2
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Todd Terry
Creative Director
Fantastic Plastic Entertainment, Inc.
fantasticplastic.com
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I agree. The Google “Parisian Love” spot, was the only spot that stood out in my mind.
-Nicholas Bierzonski
Senior Editor/DVD Author/Java Boy
http://www.finalfocusvideo.com
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I like the Bud Light spot with all the guys talking on the phone in the “autotone” voice. For us tech guys, it was the only one that made me physically laugh out loud because of all the “hype” around using the digital effect in just about every music video.
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Yes. Google…brilliant!
Wait…somehow, I want a Guinness about now…
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Best:
-Google. Simply brilliant. I watched the game with my girlfriend and her room-mates, and it made a few of them actually cry! It must have been pretty cheap to produce, too.
-Dodge Charger. It made me want to man-up and buy a Charger and go drive illegally fast.
-The Bud Light Auto-tune. Pretty funny. Would not be caught dead buying bud light, but it was clever.
-Brett Favre Hundai spot. I love the guy, and being a Vikings fan, I appreciate the fact that he can constantly poke fun at himself, with the Sears ads, now this one.
-Kia commercial with the toys in Vegas. Sock monkeys gets me every time.
-Audi Green police. -HILARIOUS, yet terrifying. I am not sure I understand their angle with it. Mocking the “green movement”, then trying to sell a “green” car… Regardless, its funny.
The worst:
-All of the Doritos commercials.
-Godaddy commercials.
-All of the spots with guys in underwear.
-The E-trade commercials. Was funny. Not anymore.
Good Day
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Interestingly enough, as it turns out the fantastic Google spot wasn’t even intended to be a Superbowl commercial… or even a television commercial at all.
It was one of the spots that Google previously created just for an online campaign. It went over so well on YouTube that they decided to air it as a TV spot in the game.
I’m guessing by far it was the cheapest of the SB commercial spots… and my opinion by far the best.
Tight writing, perfect storyline, right-on-the-money music.
Incidentially, since the original version wasn’t created to fill any exact TV commercial avails, it was of an oddball length… about :52. For the Superbowl version, it was padded out here and there to turn it into a full :60.
There were some other subtle differences as well… for example in the original version, there is a search for a flight to Paris on Amercian Airlines. In the broadcast version, it is a search for a Delta flight.
Darn darn good stuff.
T2
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Todd Terry
Creative Director
Fantastic Plastic Entertainment, Inc.
fantasticplastic.com
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Re: the google ad: I was discussing it with friends, and we cannot decide if it was CG or if it was screen captured. What is your take?
I feel it was all (or mostly) generated, because some of the “close-ups” looked pretttty crisp.
Good Day
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[Matt Sepeta] “we cannot decide if it was CG or if it was screen captured.”
I imagine it was a combination of both. The closeups were definitely not screen caps.
Interestingly enough, they are real Google searches. I was so enamored with the spot that I replayed it (a number of times) and stopped to do all the same exact searches on Google. Pretty much the exact same pages popped up (with minor variations here and there).
Some tweaks were obviously made… such as the search for cafes near the Louvre, in the commercial some of the same cafes pop up if you do a real live Google search… but in the commercial the number of reviews for them are different… in fact, the number of reviews in the commercial are higher than show up in a real live search.
I think it was all created, and probably mostly re-created, but based on live real searches.
I’m about to go watch it again. I can’t stop watching this spot. It moves me. Which says a lot about a TV commercial.
T2
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Todd Terry
Creative Director
Fantastic Plastic Entertainment, Inc.
fantasticplastic.com
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