Saints Shine, Snickers Scores And Bud Disappoints

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The New Orleans Saints' victory over Indianapolis may have sparked the most memorable party Bourbon Street has ever seen, but many of the ads -- especially those from heavy hitters like Anheuser-Busch and Coca-Cola -- were mostly forgettable.

Viewers loved watching old-timers Betty White and Abe Vigoda get tackled for Snickers, and its "You're Not You" spot scored the most votes in this year's Adbowl, an online voting contest. Doritos came in second with "House Rules," in which a cheeky tyke slaps a tough guy around. Next came "Parisian Love," from Google, "Punch Dub," by Volkswagen, and in fifth place, another Doritos ad --"Underdog," in which a clever canine puts a shock collar on his owner.

But perhaps the biggest news is the flatness of the Anheuser Busch creative. "The Bud ads, especially, were a big letdown," Steve McKee, president of McKee Wallwork Cleveland, the Albuquerque, N.M.-based ad agency that has organized the Adbowl for 10 years running, tells Marketing Daily. "It's almost like the ads are frozen in time, and the Clydesdale spot, with the longhorn running aside it, was beyond bad."



Typically, Bud ads are fan favorites. While Bridgestone won for its "Taters" ad last year, Bud brands have scored the No. 1 spot in four of the last five years.

McKee's favorite? "I thought the Google ad was the best, and I liked that it shows that the best ideas aren't necessarily tied to budget. I'm sure it was the cheapest of all the Super Bowl ads to produce, and it was so simple -- almost like a product demo. It was engaging and involving -- it's interesting, all the ways you can tell a story."

McKee also thought Audi's "Green Police" was a hit, and says it seemed to be the night's big winner in terms of generating digital buzz. "Environmentalists don't know whether to love it or hate it," he says.

And the Tim Tebow spot, which generated so much controversy before the game? "Talk about a tempest in a teapot," he says. "There was nothing controversial about it. It makes a good point about how the women's groups that made such a fuss actually wound up drawing more attention to the message than the ad itself would have."

In addition to voting on the Adbowl website, this year, the agency also introduced a free iPhone app, to make voting easier. Balloting allows viewers to rate each spot with one to five stars. In addition to overall winners, the site will also have a breakdown by age and gender.

7 comments about "Saints Shine, Snickers Scores And Bud Disappoints ".
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  1. Joel Rubinson from Rubinson Partners, Inc., February 8, 2010 at 7:10 a.m.

    Google ad was thrilling. marketing is NOT about selling stuff that people don't really need, as so many legislators seem to believe. Marketing is about enabling life. No better example that Google. Also, unlike so many ads that hide the brand until the end with cutesy misdirects and storytelling, with Google you get it right from the start and throughout the whole ad. Just brilliant, really and make me proud of the profession I am in.

  2. Marcia Noyes from Healthagen, February 8, 2010 at 8:53 a.m.

    Agreed! The Bud commercials were a disappointment, because they are always so good. But how about that Google ad.....superb!

  3. Paula Lynn from Who Else Unlimited, February 8, 2010 at 9:03 a.m.

    1. One word for Bud Ads - In-Bev. 2. Google - nice for consumers; bad for advertisers and listings that are not the first few on page one. Message - people can get what they need very easily in one top click. If I were a paid advertiser, I would want a big, big price cut.

  4. Michele Odom from Adverpod, February 8, 2010 at 10:15 a.m.

    google ad rocked!

  5. Jay Bourne from CHI, February 8, 2010 at 5:54 p.m.

    Doritos commercials were awful.

    Google and NFL (thank you fans) ads were impressive.

  6. Jerry Foster from Energraphics, February 9, 2010 at 3:08 a.m.

    I agree that Google underscored the idea that, if you don't appear first in the results page, you don't exist. They should have shown at least one item being clicked from the second page of results or from far down on the page.

  7. Jerry Foster from Energraphics, February 9, 2010 at 3:12 a.m.

    I loved the Doritos ad of the guy getting the no-bark collar put on him by the dog. The Budweiser ad of the people forming the human bridge for the heavy truck scared me. I kept thinking about what would have really happened to those people and we all know that nobody would have volunteered to help the truck get back across the gully later. Still, major points for being fun. Google's ad was the best despite their underscoring how important placing first in the results is.

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