The Lip Syncing in These Sixt Super Bowl Ads Is So Bad That They’re Actually Pretty, Pretty Good

By Doug Zanger 

Some of the worst lip-reading/syncing on TV came via late New York Yankees owner George Steinbrenner. Granted, it was the back of Big Stein’s head, but it was OK because this was Seinfeld, and the character was hilariously voiced by one Larry David.

We’re feeling a similar vibe watching a new set of 20-second ads for Sixt that, due to the holiday season (and we mean the Super Bowl … it’s a holiday, don’t @ me) have a football flavor to them.

Creative agency SuperHeroes New York set out to answer a critical question: What kind of dialogue might Big Game coaches be having behind their laminated playsheets as they hide their mouths to make sure opposing teams can’t steal their plays?


In this case, the sheets have a Sixt logo on them, and the coaches are talking about the car rental company. We’re also assuming that the two characters of these short ads represent Sean McVay, the upstart young head coach of the Los Angeles Rams and Bill Belichick, the be-hoodied coaching legend of the New England Patriots.

Just look at these guys.

“With every brand shouting for attention for the big game, our strategy was to create lots of short playful content for our social channels that delivered quick and easy payoffs about Sixt Rent a Car’s premium cars and affordable prices,” said Maarten Ordelman, head of marketing for Sixt USA.

The dialogue is a little stiff and predictable, and the sync isn’t exactly dead-on. But, in fairness to the agency, they snapped these together pretty quickly.

“Within 12 hours of last Sunday’s games, we were at work shooting, editing and executing this series which we managed to take live within two days,” said Rob Zuurbier, managing partner at Superheroes New York.

These spots will probably not win any Super Bowl Ad Meter contests, but good on Sixt and the agency for giving it a go in the first place.

Plus, they are a pretty good place to rent the stretch limo you’re going to trash during your Super Bowl party.


Client: Sixt Rent a Car USA (Maarten Ordelman, Cody Beavers)

Agency: SuperHeroes New York
Executive Creative Director: Rogier Vijverberg
Creative: Villy Devlioti, Elliot Stewart Franzen
Strategy: Geoff Desreumaux
Client Services: Rob Zuurbier, Beth Irvin
Agency Producer: Amanda Santalucia
Production Company: Ireland Studios
Director of Photography, Director: Tim Ireland
AC: Zach Nelson
Postproduction: Nik Lokensgaard