The stars of “Wayne’s World” have been reunited, Amazon’s Alexa has been replaced by a flirtatious Michael B. Jordan and Bruce Springsteen has made his commercial debut for Jeep.
Well-known artists in the harvest of this year’s Super Bowl commercials snapped a lot and were nostalgically heavy as companies tried to convey optimistic, hopeful messages amid the coronavirus pandemic.
According to a team of top advertising executives put together by The Post, brands also took the opportunity to say something meaningful about our unprecedented times.
“Advertisers rely heavily on how 2020 was the worst year in recent memory,” said Jennifer Cameron, president of Berlin Cameron.
“Most of the spots are optimistic and hopeful as we start a new year.”
Here’s what our panel of experts made of the Super Bowl 55 ads:
Amazon – “Alexa’s body”
“Again, please,” was probably what every woman in America said after seeing this ad, according to Nicole Michels McDonagh, of Butler, Shine, Stern & Partners.
Amazon has turned its virtual assistant Alexa into a sex symbol with the help of Michael B. Jordan in this fun and memorable ad.
However, some of our experts felt that the sultriness of the spot was heavy-handed, especially for a family-friendly product.
“Yes, the sexual insinuations are sometimes too high, but it’s very important for pure entertainment,” said Chris Graves, chief creative officer at Team One.
“Really well produced as a movie,” Graves added. “And appreciate the effort to give a somewhat intrusive technology a human face – an extremely beautiful human face.”
Average grade: A
Bud Light – “Last year’s lemons”
Bud Light’s place was a nod to the ‘lemon’ of a year we just had – though “this ad is nothing but a lemon,” DaSilva said.
Most of our experts enjoyed the fun metaphor of the clip for 2020 and adopted the ancient saying, “If life gives you lemons, make lemonade.”
In the ad, lemons are raining down on weddings and other parties, and although we have seen unexpected objects fall from the sky before, these were ‘nicely manufactured and fun to look at’, Graves said.
“Thank you, Bud Light,” said Jennie Moore, creative director of WONGDOODY in Seattle.
“We were able to either laugh or cry last year, and that helped me have a much-needed laugh.”
Overall grade: A-
Uber Eats – “Wayne’s World”
Comedians Dana Carvey and Mike Myers of “Wayne’s World” brought viewers back to the 1990s for this fun commercial.
“Many brands have made Super Bowl Sunday ‘Throwback Thursday,'” said Andy Nathan, founder and CEO of the Fortnight Collective.
“The local TV show of Wayne’s World with access to local restaurants makes a lot of sense to Uber Eats and what they promise.”
Add the cardi B cameo, and the ad becomes even more ‘fun, eye-catching and entertaining’, said Moa Netto, chief creative officer at RAPP US.
Jimmy Hutcheson, CEO of SPIN, added: “The one thing that always hits a mark is nostalgia.”
“In recent years, Super Bowl commercials have taken advantage of beloved movie characters,” Hutcheson said.
“So it makes perfect sense to grab Mike Myers and Dana Carvey for a Wayne’s World reunion, it would make sense and work.”
‘Does the current pop icon Cardi B add to the equation? Brilliant, “Hutcheson said,” a big win for Uber Eats to appeal to people of multiple genders. “
Average grade: A-
Cheetos – “It was not me”
Cheetos nominated celebrity couple Ashton Kutcher and Mila Kunis for this ad, according to Shaggy’s ‘It Wasn’t Me’.
“I liked how they could harness the cultural power of an iconic song while keeping the product at the center of the narrative,” Netto said.
Eric Stein, chief creative officer at Hooray Agency, agrees on the choice of tune.
‘Shaggy steals the show. Mila and Ashton work ‘ok’ as support, ‘says Stein, who gives the ad a C.
Tim Smith, president of Chemistry in Atlanta, said, “I wanted to like this one, but it does not look like it.”
“Shaggy and the music were great, but the acting and singing of two stars that I really like was uncomfortable.”
Average grade: B-
Scotts Miracle-Gro – “Big Game Commercial”
According to our experts, the number of celebrities featured in this ad felt compelled.
It was also another hit in the nostalgia with John Travolta’s special look.
But event that was not enough to save this place.
“The Super Bowl commercials are full of celebrities this year, and a lot of them seem to be in this place,” Graves said.
‘It’s strangely fascinating when you try to figure out how the one relates to the next. Then Travolta shows up and all bets are off. Everything to promote a contest to win a lawn and garden of your dreams? It’s a lot to process. ”
Average grade: C
Robinhood – “We are all investors”
Robinhood was in the news recently in connection with the GameStop saga, but the first Super Bowl ad of the investment program collapsed, according to our experts.
“I think Robinhood was smart to use the current PR to boost brand awareness on the biggest stage,” Smith said. “I said they missed the point at a Super Bowl spot.”
“The place was beautifully shot, but too quiet for the stage.”
Husani Oakley, chief technology officer of Deutsch NY, noted that ‘there was probably not enough time to make changes’, after the stock market frenzy.
Still, ‘I do not think the place would have worked well, even in a pre- #GameStopGate world.’
“The basic idea – that everyone invests in something, so why not invest via Robinhood – is an arrangement, but the execution falls pretty flat and does not meet its potential.”
Average grade: C