Out to Launch

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Can we talk... about whether that was Joan Rivers' actual body in that Go Daddy ad? If it is, bring on the geriatric, plastic-surgery time of my life.

My top three big game ads were Chrysler's "Born of Fire," created by Weiden+Kennedy Portland; NFL's "American Family," by Grey New York; and Volkswagen Passat's "The Force," created by Deutsch LA. 

My least favorite ads were Groupon's "Tibet," by Crispin, Porter + Bogusky; Cars.com's "The Reviews are in," by DDB Chicago; and Lipton Brisk's "Eminem," by Mekanism, San Francisco.

Did you like the user-created choices that Doritos and Pepsi Max aired during the big game? I guessed 2 out of 3 correct for Doritos but only 1 of 3 right for Pepsi Max. Doritos' "Pug Attack" tied for first place on the USA Today Ad Meter, scoring the ad's creator $1 million. 

For more in-depth Super Bowl ad coverage, check out my Media Creativity column from Monday.

Now, onto a few new ads that launched during the Super Bowl hype.

Nike launched "Throwdown" this week, a 90-second TV spot promoting Nike FREE, its line of minimalist running and training shoes. Not as simplistic as Vibram Five-Fingers, but close. Directed by Jake Scott, the TV spot takes viewers through a series of athletes who are challenging each other in "sport offs," with each athlete executing his or her best move. If only I could move like them. Athletes slam-dunk a basketball with ease, breakdance, jump atop a stability ball and balance on it, and jump inside the back of a pick-up truck from a standing position. I'm on the level of the adorable girl who attempts a cartwheel and sticks out her tongue. I can relate to the last portion of the ad that shows runners completing a race and admiring their fast times, thanks to Nike FREEs. Watch the ad here. There's also a great women's version of the ad, showcasing women basketball players, roller derby teams and track stars. See it here. Wieden+Kennedy Portland created the campaign.

I love a good peanut butter and jelly sandwich after a long run. Target created a 15-second spot that illustrates a love for peanut butter to a higher degree. An adorable young boy sticks one hand in the peanut butter jar, the other in the jelly jar, scoops out an extreme amount of each, combines, and then eats. The ad, of course, is advertising Target's line of bread. See the ad here, created by Wieden+Kennedy Portland.

Meet Alejandro, a bullfighting almond that dares to steal the thunder away from Mr. Peanut. The ad promotes Planters Flavor Grove Almonds, nuts with kick, just like Alejandro. Even the two ladies (madame butterflies?) who accompany Mr. Peanut out on the town can't resist talking about Alejandro... right in front of Mr. Peanut. Watch the ad here, created by Being NY.

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0 comments on "Out to Launch".

1. Jeffrey Jones from Word.Jones
   

   commented on: February 9, 2011 at 4:39 p.m.

   NFL's "American Family" ain't my family. Fortunately.
   It was sheer hubris and a bore.
   And while I think highly of Michael Douglas, I guess he'll do anything for money. Pretentious and lowbrow.
   Roger, don't you have a lock-out to manage?

2. Jerry Gibbons from A-Team Advertising Advisors
   

   commented on: February 9, 2011 at 4:52 p.m.

   I generally agree with you. But among my favorite ads were the promotional spots (and they are really ads) for House, one of Fox's premier programs.

3. Jennifer Dellapina from Freelance
   

   commented on: February 9, 2011 at 7:54 p.m.

   Cars.com and Lipton Brisk deserve Emmy awards compared to Skechers. No strategy, no message, wrong target, no acting skills. Truly horrible.

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