With more than 60 commercials airing during ever Super Bowl, it only makes sense that some good ones occasionally get lost in the shuffle. So, as we gear up for Super Bowl XLVI on Feb. 5, here's a look back at seven Super Bowls spots from the past seven years that didn't get quite the attention they should have. Also, check out Adweek's full coverage of the ads of Super Bowl XLVI here.
AMERIQUEST • Surprise Dinner (2005)
Ameriquest stormed the 2005 Super Bowl with four spots from DDB Los Angeles, of which this one was probably the best—using a cat, a kitchen knife and some spaghetti sauce to memorably illustrate the tagline, "Don't judge too quickly."
FEDEX • Stick (2006)
FedEx wasn't around in Neanderthal times, but that doesn't stop a caveman from getting fired for using a pterodactyl shipper instead. With a classic crowd-pleasing ending. From BBDO New York.
TIDE TO GO • Interview (2007)
Anyone who thinks it's funny to talk over someone else will enjoy this amusingly paced spot from Saatchi & Saatchi in New York. Gibberish never sounded so good. (This spot actually aired on the 2008 Super Bowl, but was created the year before.)
COCA-COLA • It's Mine (2008)
Parade-balloon versions of Underdog and Stewie from Family Guy battle over a bottle of Coke in this charming spot from Wieden + Kennedy in Portland, Ore. It wasn't exactly overlooked, but it got shoved around by that year's more slapstick ads.
HULU • Alec in Huluwood (2009)
He's evil, and proud of it. Alec Baldwin turned in the acting performance of the year in 2009 with this classic, misanthropic spot from Crispin Porter & Bogusky. That's just how he rolls.
GOOGLE • Parisian Love (2010)
A love story crafted entirely from screen shots of Google searches, this was the sleeper of the 2010 game. It was also the spiritual ancestor of the Google Chrome campaign, including the "Dear Sophie" spot, which would captivate viewers the following year. By Google Creative Lab and 1stAveMachine.
NFL • American Family (2011)
A tribute to the American football fan, and the American family, with footage from classic TV shows. By Grey, New York.