Adweek's Take: 5 Best and 5 Worst Super Bowl Ads


Yes, I laughed at Doritos finger sucker and even at the pug spot, although it reminded me too much of one of last year’s “Crash the Bowl” winners that showed a dog take revenge on a man teasing it with the chips with a shock collar. The UGC “Crash” spots, first for Doritos and now also for Pepsi Max, feel more and more like regurgitated Bud Light spots every year. I guess that’s what happens when aspiring filmmakers study past poll winners to produce what they think will be surefire hits. Sadly, it often works.
As for the usual animal parade, CareerBuilder brought back its famous chimps in a humorous commercial that put one primate behind the wheel of a car, and a beaver paid it forward in a Bridgestone spot. All cute, funny moments. Bud Light made an unimpressive showing, even with a popular spot showing dogs serving the beer at a house party. And I usually like anything with a cute pooch in it. At least Bud’s Clydesdales spot gave me a chuckle with a Wild West sing-along of Elton John’s “Tiny Dancer” led by actor Peter Stormare.

Celebrities were everywhere. Roseanne Barr and Richard Lewis gave admirable slapstick performances in a Snickers’ spot, but none of the celebrity-driven ads provided a more oddball pairing than Best Buy’s commercial from Crispin, Porter + Bogusky starring Ozzy Osbourne and Justin Bieber. Osbourne, always befuddled, is behind on technology, so he’s replaced on a shoot by Bieber to highlight the retailer’s buyback program. “What’s a Bieber?” asked by the aging rocker remains my favorite line of the night.

Lots of great comedic moments were spread throughout the ads in the game, but surprisingly enough, the best commercials came from the auto industry this year. 

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