Our UK creative team's top five super bowl ads
Posted by tamar.riley | 05 February
It's an easy crowd pleaser to put a popular celebrity into an ad but Liam Neeson, star of the Taken films, fits nicely into the revenge culture of Clash of Clans. Alongside an already very popular, humorous and irreverent tv campaign it's a proven recipe for Super Bowl success.
With our serious heads on though it does the job of showing off the product whilst Neeson brings the permission for the mostly male, jock audience to entertain the idea of mobile gaming.
'No matter what your idea is, build it beautiful with Squarespace'. That's the proposition though it's not very clear in the execution and it feels a bit self indulgent on the creative side of things (Imagine brainstorming that one) but it did intrigue us enough to check out the website, which was clearly the intention. Stand alone it's a bit weak but as an overall campaign idea it's a little treat.
Agency: So ummm… what's your budget for this Super Bowl spot?
Client (We imagine a Dr Evil style set up here): ONE TRILLLLLLLLLION DOLLLARS!!!!!
Obviously this ad has the budget of your average Michael Bay film but it's good to see this wasn't all bark and no bite. The execution is full of little details that make it entertaining beyond the special effects and the payoff is pretty funny. Alongside all the god sim games available on mobile there's a little truth to the ad too which we suspect was the germ of the original idea.
This one's a solid favourite. It's quick, funny and most importantly gets the Data Stash message across in a creative and memorable way. The casting was spot on (Rob Riggle was a good shout) and the direction was quite rough which helped the playful irreverence come across too.
Our only complaint is that the vulture talking at the end feels unnecessary and kind of spoils the close, but perhaps that's the difference between British humour and the brashness of American Super Bowl humour. Ho hum.
There's nothing quite so hard hitting as a true story (We heard the original transcript of this phone call a few weeks back) and although they don't mention it the spot is still chilling, well paced and impactful. The visual context is all too familiar but with a few things out of place, trade mark signs of a disruptive environment. It's subtle but all the more powerful for it.
Images credits: https://cbschicago.files.wordpress.com/