Super Bowl Critique: Lance Jensen

By Lance Jensen, CEO and co-founder, Modernista! in Boston

Why did I agree to write this? Low blood sugar most likely. But I regret it. And, most likely, so will you. I hate commenting on other agencies’ work. Who cares what I think? The spots ran. The Patriots won. And my best creative team is most likely in some Houston jail right now.

Plus, I’ve never done a Super Bowl spot, so commenting on one is to me akin to those letters you read in ‘Adweek’ from presidents of obscure agencies ragging on some big national campaign they are sure they could have done much better. It’s like, shut up Jackass.

That said, here’s what I learned about Super Bowl spots. The teams deserve to be there; they worked hard all season. The ads, well, most of them did not. Any marketer with a couple of billion dollars can play. It’s not really a contest of the best ads of the year, which is what I think it should be.

For next year’s Super Bowl, I propose the following: Each marketer runs what they feel was their best spot of the previous year. Then America goes online and votes. The winner is announced at the end of the game, given a big fat trophy and doesn’t have to pay for the airtime. Now that would be a contest. But I digress.

So, the ads. I don’t remember most of them. I didn’t take notes. On purpose. Consumers don’t. Plus, I didn’t feel like it.

I liked the Bud Light one with the little dogs. The toilet paper one was so dumb, it was good. And the tagline: “For your end zone.” C’mon. I can’t believe they actually did it. Rome is burning.

The people at the party I was at liked the Clydesdales spot. It was good, but then, they always are. “Shards of Glass” for the “Truth” campaign was awesome. And made even better because of the lame-ass Philip Morris commercial that ran earlier in the game. It’s not that the commercial was bad, it’s that they really have no right to run it.

I wasn’t partial to the Bud Light one with the horse fart. But something tells me it will be the mot popular spot of the game. The 7Up one was good. Physical comedy is funny. (Deep, huh?)

The Cadillac stuff was cool. And perhaps even more important, all the teenagers at the party I attended think Caddys are now cool. Not something you would have heard three years ago