Super Bowl XLV came and went, and the overall story (beyond Christina Aguilera screwing up the national anthem) is that the ads stunk. Lacking any real inspiration or powerful concepts, the ads seemed to fall back on typical Super Bowl mainstays: Slapstick humor (shots to the groin, etc.), celebrities (Justin Bieber and Ozzy Osbourne for Best Buy, Kim Kardashian for Sketchers, Richard Lewis and Roseanne Barr for Snickers), babies (hello E*Trade), and cute animals (hello E*Trade again).

Even worse, there were multiple head-shake moments induced by the likes of Pepsi Max, Doritos, Mercedes and everyone’s favorite Super Bowl whipping boy, GoDaddy. Unlike last year, when Google pulled through with their simple and engaging Parisian Love, there wasn’t any ad that struck hard and stayed with you.

So which spot does this blog choose as the ad winner? With lukewarm applause, it would have to be the logical, safe Volkswagen spot. Although it uses a couple crutches to walk (cute kids, pop culture icons), the concept is just simple and smile-inducing enough to cross-over to multiple audiences. Nice job, Deutsch.

The funniest spot nod goes to CareerBuilder, who once again exploit monkeys to torment our young everyman just trying to make an honest buck. Props to Erik W for spotting the Nebraska plates.

Yet another Coca-Cola smile-maker that warms living rooms across America with that classic Coke cheer:

Though a bit somber and heavy-handed, I was impressed by the copywriting and engaging tone of this spot. The true pride and grit of Detroit is simply seething throughout and it shows. And though some will question the selection of Eminem… would you have rather had Kid Rock?

Riding the post-Betty White wave, Snickers again turns to previously obscure celebrities. The spot would’ve been my choice for Best Of Super Bowl XLV if the scene with Roseanne Barr was real.

The NFL dials in some pop culture faves to perfectly capture how deeply ingrained America’s love for football really is.

Metaphors come full circle in this spot for CarMax. Unfortunately, it was the only CarMax ad during the Super Bowl that was worth a damn.

I don’t typically post showreels on this blog. But when you have a one the best in the biz putting together an incredible reel, you do it. The Mill is a fantastic production and special effects company behind some of this blog’s favorite ads, including Das Handwerk’s Craft, Adidas’ Star Wars Cantina, DirecTV’s Opulence, and yes, even Nike’s Write the Future and Old Spice’s The Man Your Man Could Smell Like.

Much love.

#12: Mumford & Sons – Sigh No More

Mumford & Sons is one of those bands that follow a journey music lovers know all too well: Underrated band gives everyone a chubby,  gets called the next big thing, becomes the next big thing, then becomes overrated. Well, listen and decide for yourself. Their folk rock is guaranteed to be contagious.

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This is what advertising should be. A big-budget long-form commercial for Das Handwerk (an organization that promotes German craftsmanship), Craft is rousing, funny, clever and insightful, and set to the perfect whimsical musical accompaniment. The rough copy translation: “What is life without craftsmanship?”

Mark it down for a Clio/Gold Lion/Gold Pencil, etc. By Scholz & Friends, Berlin.

If you haven’t heard of Kid Cudi, please punch yourself until you lose consciousness. After you come to, just know that he’s a peddler of hot beats and is an accomplished hip hop artist and remixer. I always felt he was sort of a poor man’s Kanye West, only without the ego. Until now.

You see, talented production company MegaForce created an amazing video for Kid Cudi’s collab with MGMT and Ratatat that defied convention with its feats of perspective trickery. Watch it here.

All is good right? Nope. Kid Cudi decided to go with the alternate video above that doesn’t so much as defy convention, but define it. Obviously, Megaforce was none too pleased about his decision. A scan of their Twitter feed found this sentiment:

Thankfully, not all was lost, as Megaforce still has been able to peddle their fine video techniques into other areas, such as this wonderful campaign for Orange.

UPDATE: After fans pitched a fit, Kid Cudi has decided to christen the Megaforce video as the official one, thus ruining the social importance of this post but placing the universe back into balance. Thank you Kid Cudi for pulling your head out of your ass.

The best ads and creative videos featured in the Creative Brief/Ad News email newsletter from 2007. There’s a lot of fun stuff, so don’t miss out! Enjoy.

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BEST AD OF 2007: Fathead ‘Urlacher’

Irreverent. Well-written. And a fire-breathing bear. I rest my case.

By Weiden+Kennedy, New York.

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Runnerup: Nike ‘Leave Nothing’

Probably the popular choice, this is an adrenaline-pumping roller coaster ride  that draws chills. The ‘Last of the Mohicans’ soundtrack brings it all together.

Also by Weiden+Kennedy (Portland).

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Honorable Mention: Lux

A great concept fueled by high production values, top-notch art direction, and a rousing soundtrack.  This is storytelling advertising at its finest.

Agency unknown.

Watch the Lux ad.

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