Super Bowl 50 (food) Commercials – Ep. 62

After a brief discussion of Hugh’s Super Bowl party food experience, the fellas share their wisdom and insight on this year’s crop of food oriented Super Bowl Commercials. Years in the trenches on the NY advertising scene make their opinions much better than yours.

————————————-

The Best & Worst Super Bowl 50 (food) Commercials

Declaration of Delicious (Jack in The Box) – This is a good example of an expected Super Bowl commercial (for better and for worse).  It is simple with not too challenging a premise. Its well produced with some hyperbole and a mild gag at the end.  One of the more interesting choices in this commercial was that the man on shore, ready to receive a burger from Jack (and, with whom the viewer is presumably supposed to identify) is good looking, fit, and literally wearing workout gear.  Subliminally… Is Jack in the Box health food?  Guess so…

Rod’s Score: 6 out of 10

Hugh’s Score: 6 out of 10

 

Ultrasound (Doritos) – This was easily one of the better Super Bowl commercials, perhaps because it was created without the Mad Men (and women) of Madison Avenue. This Crash The Super Bowl contest winner relied on the “schlubby dad trope,” to effective ends. The ad conveys the addictive nature of Doritos and supplies a funny twist at the end that is just surprising enough while also making narrative sense.

Rod’s Score: 9 out of 10 (his favorite)

Hugh’s Score: 8 out of 10

 

Bolder than Bold Jump (Butterfinger) – Here is another example of the hyperbole trope that is a favorite of SuperBowl commercials – piling one thing onto another and another to ridiculous, albeit humorous, effect. An idea like this has to be well produced to be effective, and this one was.  Butterfinger even effectively subverted the trope by making the final “bold move” be a grown man receiving a warning from mom about spoiling his dinner. Kudos, Butterfinger, for acknowledging that your junk food product could, potentially, ruin dinner, not replace it.

Rod’s Score: 7 out of 10

Hugh’s Score: 5 out of 10

Doritos Dogs (Doritos) – We all know dogs love Doritos! Rabbits love Trix, Sonny lives Coco Puffs, and Cookie Crooks love Cookie Crisp – so much that they will all resort to petty theft.  Dogs are both cute and a Super Bowl favorite… and these dogs are even willing to pay for their Doritos.  Even if they have to pull the oddest Scooby Doo trick in the book.

Rod’s Score: 3 out of 10

Hugh’s Score: 5 out of 10

 

Bigger Than… (Taco Bell) – Sorry Beefy Crunch Movement, it’s another Quesalupa and another example of the Super Bowl commercial hyperbole treatment.  What’s bigger than bigger than bigger than big? Maybe our exhaustion with this trope.  Unlike Butterfinger, Taco Bell continued to ratchet up the hyperbole to say that that its cheesy Quesalupa was bigger than soccer and an alien invasion, all to the tune of Welcome to the Jungle.  Excellently produced. Mildly clever.  Welcome to the Super Bowl. EXTREME!

Rod’s Score: 6 out of 10

Hugh’s Score: 6 out of 10

 

This One’s for Mom (Campbell’s Chunky Soup) – Campbell’s is the only Superbowl food advertiser on this list to relied on heart without humor. The change of pace was nice and helped make an otherwise average commercial stand out. Heartwarming, and a contrast to “the official soup of the NFL’s” usual humorous football-based commercials.

Rod’s Score: 5 out of 10

Hugh’s Score: 7 out of 10

 

“Marilyn” (Snickers) – Snickers goes back to a well worn campaign with a serviceable ad, but nothing that outperforms prior “You are not Yourself When You are Hungry” spots – like the excellent Danny Trejo/ Brady Bunch ad.  This generation’s nostalgia yearns for Marsha, not Marilyn.

Rod’s Score: 3 out of 10

Hugh’s Score: 4 out of 10

 

The Portrait (Skittles) – The candy maker overplayed their hand when they scored legend Steven Tyler for thier ad. A Very exaggerated version of Steven Tyler talking to a portrait of Steven Tyler that sings like Steven Tyler?  Yes, Skittles, we notice that Steven Tyler is in your ad. Congratulations.  Might we suggest you just try something clever or interesting next time? Maybe real life works of #Skittleart?

Rod’s Score: 2 out of 10

Hugh’s Score: 3 out of 10

 

Dream (KFC) – We called it! In Episode 46 (back in September) we suggested that the great Jim Gaffigan take a turn as the third Colonel Sanders, following a creepy Darrell Hammond and an intentionally uncommitted Norm McDonald.  This campaign is impressively taking its time, laying out the storyline of multiple dubious colonel identities while bringing in on top-notch funnymen to boot.

Rod’s Score: 8 out of 10

Hugh’s Score: 9 out of 10

 

 

Weiner Dog Stampede (Heinz) – The ketchup people effectively use the ole juxtaposition trick with a cute but silly scene of costumed dogs and people with the backdrop of a dramatic, serious, and well known love song. Despite the many Superbowl clichés (dogs, pop music, safe humor) this one came together as a pretty enjoyable ad.  Funny and sweet.  Makes us want to #meettheketchups.

Rod’s Score: 7 out of 10

Hugh’s Score: 8 out of 10

 

Puppy Monkey Baby (Mountain Dew Kickstart) – This acid trip art film of a commercial created buzz and dissection. Some found it painfully odd, disturbing, creepy and pointless.  Others thought it was goofy unique, and funny in its ridiculousness.  By one view, the ad was a lowbrow gag with little substance.  But in execution, with its practical effects and synth soundtrack, this ad was arguably a brave foray of fringe art into the most mainstream of venues.

Rod’s Score: 4 out of 10

Hugh’s Score: 9 out of 10 (his favorite)