Osbournes, Clydesdales Rate High With Super Bowl Viewers

NEW YORK Hill, Holliday, Connors, Cassopolis’s Clydesdale spot for Budweiser was the Super Bowl favorite of top creatives, while DDB’s Pepsi ad starring Ozzy Osbourne and company won raves among consumers, according to two Super Bowl ad surveys released this week.

The One Club for Art & Copy in New York surveyed 19 creatives, including Rick Boyko of Ogilvy & Mather, Lee Clow of TBWA\Chiat\Day and Nick Cohen of Mad Dogs & Englishmen, on their favorite Super Bowl ads.

Boston-based Hill Holliday’s zebra-ref Bud ad finished first, followed by BBDO in New York’s Castaway spoof for FedEx and Young & Rubicam in New York’s Sony spot featuring a senior who blasts into space.

Least liked by the creatives were Troy, Mich.-based D’Arcy Masius Benton & Bowles’ Cadillac ad showing a man traveling to the future in the London subway; BBH New York’s Levi’s commercial, which waxed nostalgic about buffalo stampedes; and Hane’s spot touting its tagless T-shirts via Michael Jordan and Jackie Chan, created by The Martin Agency in Richmond, Va.

Monster.com’s runaway truck ad, created by Arnold in Boston, was tapped for having the “most compelling selling proposition.” Collectively, work for Bud Lite was rated most entertaining, along with Reebok’s “Terry Tate” ad by the Arnell Group in New York. Budweiser and Bud Lite spots were also rated “most predictable.”

Insight Express, an online marketing research firm in Stamford, Conn., surveyed 500 people across the U.S. about Super Bowl ads. Forty-seven percent of respondents said that they enjoyed DDB in Chicago’s Pepsi spot starring Osbourne. FedEx came in second, with a 41 percent approval rate for its Castaway ad, and Bud’s Clydesdale effort was favored by 40 percent of respondents.