Candy is childhood, the best and bright moments you wish could have lasted forever.—Dylan Lauren
Covering people in candy is one thing. Making portraits of them, however, doesn’t always work
The little ones in our house won’t be watching the Super Bowl this Sunday and that has nothing to do with the violence of the sport. I’m going to have a difficult time myself, though, as the ads that we’re beginning to see really go out of their way to ignite the yearnings of that ol’ sweet tooth. We’ll be careful to have plenty of real-food alternatives on hand to go with the craft beers that won’t be part of the ad parade, either. The folks paying $5 million per spot for air time during the big game probably won’t like us a lot, but we’re not planning on taking it personally.
Actually, CBS has apparently been working all year on getting us to watch this game. They played their first spot right after last year’s game and haven’t let up. They’ve included every major celebrity from their network in the spots leading up to Sunday’s game, and we can expect the be continually inundated with reminders with increasing frequency the rest of this week. CBS has gone out of their way to make this the biggest game ever, even pulling footage from the very first Super Bowl for this ad:
With a big build up like that, one might think that advertisers would step up their game a bit, and in a way, they have. We will see more celebrities making the rounds of ads this year than ever before. Big names, people we don’t normally think of as product endorsers, are showing up in ads, doing things we might not normally expect them to do. Not many of the ads are all that impressive, unfortunately, which might cause the same celebrities to back out of spots for next year.
The early favorite for celebrity spots has to be the #GiveADamn ad from Budweiser featuring British actress Helen Mirren. The full ad was released on Monday and is already getting a lot of attention. What’s important to note, and well worth mentioning here, is that for every tweet that includes the hashtag #GiveADamn, Budweiser will donate one dollar toward free ride programs to help those who’ve had too much get home safely. Given the amount of alcohol I know some of you consume, we will be tweeting heavily on your behalf. In case you missed it, here’s the ad:
One of the more surprising pieces we’ve seen going into this year’s game is the one Miami ad firm David created for Kraft Heinz. How does one sell ketchup? We typically don’t think of condiments as sexy, so that direction was out. Scenes of ketchup being poured onto food has been overdone. What else was there? Dachshunds! Dozens of little wiener dogs dressed in wiener costumes running as fast as they could across a field to a waiting family of Ketchups. Can you feel the love? Here’s the full 60-second spot:
For all the various celebrity ads, both good and bad, my favorite so far has to be Steven Tyler’s appearance for Skittles. There is no better pairing. The flamboyant singer is so colorful in his own right that putting him together with colored pieces for fruit-flavored sugar just feels right. To make things better, he even allows the commercial to poke fun at him a little bit. At 30 seconds, it almost feels a bit short. Maybe Tyler could have done a duet with those candy lips. Here’s the ad:
Of course, the best ads are likely to stay sequestered until Sunday, but we will continue to keep our eyes peeled for the best and, of course, we’ll share our opinion as to who won the war for best Super Bowl ad next Monday. Keep watching!
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