Taco Bell ‘Viva Young’
Old people acting like young people—it's not the most original comedic concept in the book. But Deutsch went all the way with this one, crafting a winner thanks in part to the silly, faux-epic Spanish-language version of "We Are Young."
Oreo ‘Whisper Fight’/’Dunk in the Dark’
Agencies: Wieden + Kennedy, 360i, MediaVest
Oreo had one of the best nights of any brand on Sunday, because it didn't rely solely on its commercial. The spot was entertaining, but the cookie brand was also all over social media with a great ad about the stadium blackout that its agencies whipped up on the fly. It got some 14,000 retweets—more of a roar than a whisper.
Samsung ‘The Next Big Thing’
Seth Rogen, Paul Rudd and the great Bob Odenkirk didn't even need LeBron James to have a winner here. Sharp, funny writing and great performances—particularly the reaction shots from Odenkirk—took this spot over the top. Two of the more enjoyable minutes of the night.
Budweiser hasn't had a commercial this good—or this popular—on the Super Bowl in years. The story of a Clydesdale foal and its breeder, separated early on and reunited years later, is by far the most shared ad of the 2013 Super Bowl, and for good reason. A great, simple story wonderfully told.
Agency: The Richards Group
Score another one for Chrysler. This Richards Group spot, celebrating farmers, was the most evocative and visually rich of the evening, thanks to Paul Harvey's spellbinding "God Made a Farmer" recording and the gorgeous work of 10 great photographers, including National Geographic icon William Albert Allard and renowned documentarian Kurt Markus. Yes, it's similar to a popular Farms.com video, but Farms.com is a partner in RAM's new "Year of the Farmer" campaign and strongly supports the commercial. RAM also has a longstanding partnership with the National FFA Organization (formerly Future Farmers of America) and isn't being opportunistic here. (For every view, download or share of "Farmer" on ramtrucks.com/keepplowing, RAM will make a donation to FFA up to $1 million.) The tagline, "For the farmer in all of us," isn't great. And you can argue that the ad goes for easy nostalgia in the face of complicated politics. But in the forum of the Super Bowl, it's all about leaving an impression. This ad's beautiful craft held 100 million viewers rapt—a worthy beginning to a worthy campaign, and the night's best spot.