Super Bowl Round-up 2011
With the game over for another year, we pick our winners on the advertising playing field.
It’s the most eagerly-awaited Sunday in February for football fans and the ad industry alike, and while the sports pages will be raging about Aaron Rodgers and his MVP performance for the Packers, we’ve trawled through all the Super Bowl ads – good, bad, and simply inexplicable – to bring you our most valuable gems.
Chrysler: Born of Fire
Buying up a whopping two minutes of airtime, Chrysler paid a hard-hitting yet proud homage to USA’s Motor City, featuring local Detroit hero Eminem – his first of two Super Bowl appearances (watch his other ad for Lipton Brisk here). Masterminded by Wieden+Kennedy, it was also the agency’s first film for the brand.
Volkswagen: The Force
The force is not so strong for this little guy in VW's Super Bowl spot from Deutsch and Park Pictures’ Lance Acord.
Stella Artois: Crying Jean
A crooning Adrien Brody isn’t exactly typical Super Bowl beer ad fodder, but then we wouldn’t expect anything less from Stella Artois’ first ever big game ad, courtesy of Mother NY.
NFL: American Family
Get ready for a trip down memory lane in this nostalgic ad. See if you can recognise every family – from the Cunninghams to the Simpsons – getting ready for the Super Bowl. And, if you're a real NFL fan, spot the 180 changes made to the clips to add team branding into this spot through Grey.
Audi: Release the Hounds
Audi’s prison spoof from Venables Bell & Partners sees some posh folk trying to escape from old luxury, and features possibly the highest calibre of celebrity in this year’s Super Bowl – Kenny G, working his magic on the saxophone.
Kia: One Epic Ride
David & Goliath go for the 'bigger is better' approach in this VFX-indulgent spot for Kia's Optima, with everyone from the cops and yacht-dwelling billionaires to Neptune and even aliens after the car.
Coca-Cola: Siege
It's Lord of the Rings on laughing gas as Coca-Cola bring their own brand of happiness to the Super bowl in this animated epic from Wieden+Kennedy. Directed by Nexus duo FX & Matt it was also Framestore’s biggest ever commercial job.
Mercedes: Welcome
Mercedes brings a touch of class to the event and celebrates its products old and new with this extended spot from Merkley+Partners. Set to the strains of Janis Joplin's classic track, P Diddy's along for the ride too.
Doritos: Pug
One of three UGC spots from Doritos's fifth Crash the Super Bowl caign, masterminded by Goodby Silverstein & Partners, this film gets our vote as one guy learns that little pugs aren't as sweet or stupid as they seem.
Pepsi Max: First Date
Returning to the Super Bowl after a brief hiatus last year, Pepsi Max followed in the footsteps of sibling brand Doritos and aired three UGC spots, with this one demonstrating the inner-workings of the first date.
Motorola: Empower The People
There's a less-than-subtle nod to a certain Apple ad in this Motorola Super Bowl spot from Anomaly. A renegade office worker who refuses to conform introduces a little colour to his crush's day, all with the help of his Xoom tablet.
Snickers: Logging
After Betty White’s Super Bowl success last year, Snickers and BBDO New York were back with more celebrity japes. Because what's funnier than seeing Roseanne Barr get knocked over by a felled tree? That's right – nothing. Richard Lewis also stars.
