If you’re like me, you’ve been clicking your browser’s “refresh” button at AdWeek’s Super Bowl Ad Tracker to get the latest on which brand’s are teasing or releasing their commercials before the big game on Sunday.
If there is a recipe for cooking up a great Super Bowl ad, it seems like it would consist of heaping servings of humor, social media interaction, PUPPIES, with a generous sprinkling of patriotism (narrated by a folk icon, or starring a gorgeous Paralympic athlete), all with a good grip on the ol’ American heartstrings.
But the most memorable ad spot comes from 2000. A commercial that has outlasted even the company it endorsed. It somehow is the perfect combo of silliness, Americana, and cuteness. Featuring a cast of cowboys wielding lint-rollers and lassos, your seven layer dip has nothing on the layers of this masterpiece.
I love commercials almost as much as I do not love football. The idea of a brand buying a kajillion dollar :60 second spot and making us laugh, or cry, or gasp in shock, is so cool to me. If anything, it reminds me that while technology still cranks out flashy-but-doomed novelties and things are filmed and printed in 3D (why?) writers still need to tell stories, and people still need to hear them. We tend to hang onto those stories that ring true for us; the messages that illuminate something old in a fresh new way. It is an elevated but classic form of communication, and it is so, so, so important and will never not be.
Have you guys seen the new awesome (surprise, Weiden & Kennedy, Portland) Weight Watchers spots? I think I actually bolted upright from my horizontal couch position mid-Hulu binge when I saw this campaign.