Another good year in Super Bowl commercials. Last year I picked the most expensive commercial ever produced because of the overall tone, an intense music bed that climaxes at just the right moment and a final cut to a sleek shot of the Chrysler 300 that left me with goosebumps.
All the videos I have picked out this year are comical. For non-humorous ads, “NFL Timeline” was pretty good, but I felt the ad lacked the climatic build necessary for it to truly be successful. Super Bowl XLVI also had some of the worst follow-up ads in history. Though Volkswagen once again made my list, I think the YouTube-only teaser released a a couple weeks before the big game was far more humorous (and has nearly twice the number of views). Bridgestone took slightly different approach with its “performance basketball/football” ads and ultimately fell short. Finally, though I still get goosebumps watching Chrysler’s “Imported from Detroit” from last year, the follow-up spot with Clint Eastwood is less than chilling (though 4 million views on YouTube is pretty good).
Enough talk. Here’s my top five Super Bowl XLVI commercials:
#5. Volkswagen: The Dog Strikes Back
Again, I think this is a poor followup attempt and the ad took a lazy approach to tying back to the Star Wars theme from the previous year. The Web-only “Bark Side Teaser Spot” is much funnier and is ranked No. 1 on Hulu’s top 10 Super Bowl ads list. Still, “The Dog Strikes Back” managed to win this year’s AdBowl.
#4. Skechers: GO RUN Mr. Quiggly!
I actually missed this one during the game, but found it to be quite hilarious. A dog in running shoes is pretty darn funny I guess. Moonwalking across the finish line was a little over-the-top.
#3. Doritos: Man’s Best Friend
Now in it’s fifth year, the Doritos “Crash the Super Bowl” campaign keeps on delivering. This spot is great in that it tell a story in 30 seconds while still managing to be both funny and cute.
#2. Hyundai: Think Fast.
I can’t say I really remember any past TV ads from Hyundai–Super Bowl or not. However, this ad strikes a chord with me in a couple of ways… It has the element of humor and the idea of showcasing a car’s ability to bring someone back to life is quite amusing (and a great way to show the car’s features).
#1. Chevrolet: Happy Grad
This one might be the most underrated spot of 2012–not making the top 10 in the AdBowl or Hulu’s AdZone. In fact, this ad didn’t even make the top 10 chart on AdAge’s Super Bowl social media chart. Funny for obvious reasons, but I think it has strong sentiment because, let’s face it, this is what most people wish would have happened when they graduated. At least, I did.
So there you have it. Also, the New York Giants won the game. Now I want to hear what your favorite Super Bowl XLVI commercials are. Please post in the comments section below, send me a tweet or take the poll: