Bryan Cranston tried to do his wildest Jack Nicholson, Ellen DeGeneres and Portia DeRossi couldn’t live without the help of their virtual assistant Alexa and “Captain America” Chris Evans went back to his Boston roots.
But aside from the all-important star cameos and big-budget fanfare, brands touched on important issues — with a dash of fun.
Companies used humor, not to shock, but to try to make the world seem a little better in this year’s crop of Super Bowl commercials, according to a team of top ad executives assembled by The Post.
“I for one am glad that we are out of the funny for funny’s sake trend that was going on for a while in advertising,” said Jay Norman, creative director at Doner.
Budweiser, Snickers and Amazon’s Alexa, “all seem to comment on just how crazy this world has become in 2020,” said Frank Cartagena, the chief creative officer at The Community agency in New York.
“I’m hoping for more funny cultural commentary come Sunday’s big game,” he added. “It’s sort of what we all need right now.”
1. Google - "Loretta"
“I’m not crying, you’re crying!” was industry vet Cartagena’s reaction to watching Google’s “Loretta.”
The search engine giant tugged at heartstrings with a “beautiful, simple [and] very well-told” story of an elderly man using the little-known Google Assistant feature to help him remember his late wife, Loretta.
Set to instrumental music, the 85-year-old widower’s voice is heard asking Google to “show me photos of me and Loretta together” as a slideshow of images appears.
Google aids him recalling everything from Loretta’s, favorite movie (“Casablanca”) to her favorite flowers (tulips) and how she told him, “don’t miss me too much, and get out of the dang house.”
“While the default mode for Super Bowl is to try and make us laugh, Google once again reminds us that even a technology behemoth can connect on an emotional level,” said Chris Graves, chief creative officer at Team One.
The ad also helps to make technology seem more approachable.
“At a time when many Americans are suspicious of technology, this commercial helps to humanize it and give it a heart,” said Jennifer DaSilva, president at Berlin Cameron.
Still, with the tech giant already being known for its tearjerker ads, this spot, based on a Google employee’s relative, didn’t break any barriers, our experts said.
But it’s simplicity made it something anyone with a heart can connect with.
Grade: 3/4
2. Amazon - "Before Alexa"
Beloved celebrity couple Ellen DeGeneres and Portia de Rossi lead off this ad with a joke about what life could have possibly been like pre-Alexa.
A cast of odd characters then appear throughout eras of history to ask for things they’d normally request from the voice-activated virtual assistant.
The spot ends with a quip about former president Richard Nixon asking his secretary, Alexa, to remind him to erase his tapes — and her conveniently forgetting.
The whirlwind ad was entertaining and with Ellen’s star power, “worth every penny,” said Emi Morita creative lead at the Via Agency.
“I just love Ellen. Who doesn’t?” said Morita. “The teasers were fun and the spot was great.”
But even if the commercial won’t blow your mind, it will “entertain your pants off and make having a talking speaker in your house seem like a no-brainer,” added Norman.
Grade: 2/4
3. Hyundai - "Smaht Pahk"
You don’t have to be from Boston to enjoy this ad from Hyundai — thankfully.
Maybe that’s because it’s packed with celebrities, like “Captain America” Chris Evans, John Krasinski, of “The Office” fame and Saturday Night Live’s Rachel Dratch — all Massachusetts natives.
There’s even a surprise cameo from Boston Red Sox legend David Ortiz aka “Big Papi.”
The ad features Evans and Dratch springing into an accented back-and-forth over whether Krasinski will be able to “pahk” his Hyundai Sonata in a tight spot — rattling off landmarks like the Boston “hahbah” and the Boston “gahden.”
Fortunately, thanks to the company’s new automated “smart parking” — or “smaht pahking” — Krasinski is able to maneuver the vehicle without a problem.
Our experts found the ad “wicked smaht” for its use of big-name stars, humor, memorability and ability to sneak in a product demo.
“Everyone who watches this will walk away knowing exactly what Smart Park is. It think that represents a victory,” said Jean Morrow, writer and creative director at Pereira & O’Dell.
And while the connection between a Korean car brand and Boston wasn’t immediately clear, it didn’t matter much.
“The best part of this ad is the Patriots aren’t in the Super Bowl,” quipped Markyle Rondon, social media coordinator at T3.
Grade: 4/4
4. Budweiser - "Typical American"
This heartfelt, patriotic ode is sure to be part of Monday’s water cooler discussion, our experts said.
Directed by Oscar-winning director Kathryn Bigelow and produced by the David Miami agency, the spot challenges stereotypes of a “Typical American” by showcasing the extraordinary actions of ordinary Americans.
“Budweiser creates a timely, heartfelt tribute to America in 2020,” said Graves. “There are very few brands that can do it authentically, and certainly no other beer.”
The ad was a welcome, thoughtful cultural commentary, done in a tasteful, apolitical fashion, our experts said.
“A much-needed bit of affirmation, and a reminder to look beyond labels,” said Graves. “[It] successfully walks a non-partisan political line, so people of every stripe can interpret it through their own filters.”
Grade: 4/4
5. Porsche - "The Heist"
This ad will make you want to drive a Porsche — but who doesn’t?
The luxury company made it’s first Super Bowl ad appearance since 1997, with a spot about workers at the Porsche Museum in Stuttgart, Germany hopping into various models from the collection — including a tractor — and chasing down a burglar who ran off with the new, electric Taycan.
There’s a heart-pounding scene with dozens of Porsches racing through Germany that’s sure to be a hit with car nuts, our experts said.
“For brand fanatics it’s an opportunity to ogle some rare and historic models featured throughout,” said Graves.
The big twist — that the workers are actually just joshing around — wasn’t much of a twist at all though, our experts said.
“Here’s an idea that is really fun, well-executed, and makes me want to drive a Porsche,” said Cartagena. “My only critique of it is that XBox had done a commercial with the same ending years ago, called ‘Cops and Robbers.'”
Graves added: “I do think the twist at the end could have been more surprising. But fun nonetheless.”
Grade: 1/4
6. Mountain Dew - "The Shining"
There’s drama, humor and big star power in Mountain Dew’s Super Bowl ad — but even with all that, it still fizzles out.
The ad spoofing 1980’s “The Shining” features Bryan Cranston as Jack Torrance, the role made infamous by Jack Nicholson, going on an ax-swinging tear at the Overlook Hotel. He also appears as the creepy, blue-dress wearing twins.
The “Breaking Bad” star is amped up by the notion that MTN DEW Zero Sugar tastes just like the original.
He breaks down a door that Tracee Ellis Ross is cowering behind and declares “Heeeere’s MTN DEW Zero!” in place of the iconic “Heeeere’s Johnny” growled by Nicholson in the original.
There’s a lot of appealing factors in this single commercial — “a film spectacle, human rage and Bryan Cranston in a dress,” said Morrow.
Still, it wasn’t a runaway hit.
“When you have Tracee Ellis Ross and Bryan Cranston sharing the screen you’re already on the path to success. Throw in an ax, creepy twins, and a fluorescent green flood and you’d be hard-pressed to stumble,” said Rondon.
“Even with all that going for it something about this Kubrick salute falls flat…maybe it’s just that soda.”
Grade: 2/4
7. Snickers - "Fix the World"
Declaring that the world is out of sorts — Snickers attempts to fix it with candy.The commercial features a catchy original song and touches on a serious sentiment in a quirky way.
“This spot is extremely funny without pretending it has any of the answers,” said Morrow.
It’s also an original extension of the brand’s “You’re not yourself when you’re hungry,” catchphrase, our experts said.
“I particularly like the odd combination of hope and goofiness that feels just right for this moment in history,” said Graves.
Topical, but fun, Cartagena added: “Even though it’s ridiculous, you actually leave thinking, ‘yeah maybe a giant snickers could help this crazy world…'”
Grade: 3/4
