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.

Mumford & Sons – The Cave

#11: Hoodie Allen – Pep Rally

Every year there’s a band that comes out of absolutely nowhere to make it on my list. This year, that band (man) is Hoodie Allen, a NY hip hopper so fresh the dude don’t even have a Wikipedia page. Pep Rally is full of win because of Hoodie’s fresh style, but probably (mostly) because he masterfully spins recent indie spinsters like Florence & The Machine, Black Keys and Yeasayer.

Hoodie Allen (ft Black Keys) – Tighten Up

#10: Kanye West – My Beautiful Dark Twisted Fantasy

Say what you will about Kanye, the man spurs discussion. An infectious album that is likable even if the man isn’t.  Lost in the World featuring Bon Iver is stupid good, and I’m not even a Bon Iver fan (gasp!).

Kanye West – Lost in the World (ft Bon Iver)

#9: Band of Horses – Infinite Arms

Indie staple folk rockers Band of Horses finally hit the big-time with their Grammy-nominated Infinite Arms. Though I miss the melancholy of their previous album Cease to Begin, there’s no doubt that BOH know how to craft song, be it pop, folk or everything in between.

Band of Horses – Way Back Home

#8: Delta Spirit – History From Below

Irresistible, well-produced folk rock that could’ve been produced in any era… hence their comparison to everything from classic Rolling Stones to modern-day Spoon and Walkmen. An album so overlooked, it’s a freakin’ crime.

Delta Spirit – Salt In The Wound

#7: Cloud Cult – Light Chasers

A highly underrated band that combines the orchestral melodrama of Arcade Fire with occasional robotic voices and other electronic underpinnings. Listen to it all the way through for best effect.

Cloud Cult – Exploding People

#6: Vampire Weekend – Contra

Loved their last album. On about the third listen, I lost interest. This time, they craft an album chock full of deeper melodies, longer song structures, and the patented Ivy League afro-pop hook that makes millions of sane men everywhere want to toss on a cardigan and crash a political rally.

Vampire Weekend – Diplomat’s Son

#5: Black Keys – Brothers

If an exhaust-spitting, oil-stained, road-hardened Harley-Davidson could manifest itself into music, this is what it would sound like. As gritty as it is soulful, I agree with Thought District copywriter Erik Wieseman’s sentiment that you’ll want to take a shower after listening to it. And rub down with steel wool like a real man.

The Black Keys – Tighten Up

#4: Matt & Kim – Sidewalks

NY indie rock duo Matt & Kim make the sort of music that hardcore hipsters hate, but fun-loving hipsters love. If you check your pretentiousness at the door, you’ll love this infinitely listenable album that can get any party started. It’s a dance punk classic!

Matt & Kim – Block After Block

#3: CEO – White Magic

What is with the Swedes? First they blow my mind with the electro-pop stylings of The Sound of Arrows. Then while I’m busy picking up pieces of my brain matter, they explode my skull with a glorious electro-pop explosion of tight hooks, killer beats, and lush orchestration. Only reason this album isn’t higher? It’s too damn short.

ceo – Come With Me

#2: Arcade Fire – The Suburbs

Nothing can be said about the genius of Arcade Fire that hasn’t already been said. A worthy follow-up to the incredible Neon Bible, which is saying a heck of a lot.

Arcade Fire – City With No Children

Arcade Fire – Rococo

#1: Yeasayer – Odd Blood

On Odd Blood, Brooklyn-bred Yeasayer lovingly crafts non-pop pop songs… musical rollercoasters that manage to be interesting, varied, yet incredibly catchy. I’ve listened to the album virtually all year and I’m still not tired of it. So congrats Yeasayer; you’ve beaten some formidable competition to become the album of the year on the only list that matters – MINE.

Yeasayer – I Remember

Yeasayer – Madder Red

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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FUNNIEST VIDEO: Waverly Film’s ‘Pick Up the Phone’

Intentional bad acting, poor graphics, stupid dialogue, puppets, and other assorted dumb shit. I love it.

Watch Waverly Films’ ‘Pick Up the Phone’

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BEST USE OF HUMOR: The Fight Network

What would Tyler Durden do? This my friends… this is what Tyler Durden would do.

Watch The Fight Network Ads

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BEST AD TREND: Weird Candy Ads

I don’t know what happened, but somebody apparently decided that all new candy ads needed to be ridiculously stupid and weird. I’d like to hug that person. No doubt about it, candy ads are the new beer ads – ads that entertain for the sake of entertainment and make water cooler talk the next day.

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BEST CONCEPT: Fortwo ‘Backseat’

One of the best concepts I’ve seen in a long time; it takes a potentially negative product feature, laughs about it, and turns it into an overwhelming positive.

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BEST TARGETING: 42 Vodka

How do you target the gay community? By insulting the hell out them. Go figure… 42 Vodka is now a big hit in gay communities. Pass on this if you’re easily offended.

If you have more time, check out 42 Vodka’s other hilarious viral efforts… great stuff.

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BEST TV PROMO: Ghost Whisperer

How far would you go for a moment with Jennifer Love Hewitt?

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BEST PAYOFF: (tie) Buenos Aires Film Festival, Equal Payday

Good ads keep the viewer glued to the screen to see the payoff at the end. Great ads make the payoff worthwhile. This is some of the latter.

Watch the Buenos Aires Film Festival spot.

***

Watch the Equal Payday spot.

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BEST VIRAL: The Stars of Viral

How do you make a great viral? By cobbling together everyone else’s. Enjoy this trip down memory lane with the weirdos, nerds, hoaxes, online viral efforts, and depraved sex acts that flew across the internet and IM’s all over the world at blinding speeds. These are the memories that lowered world productivity and practically invented the net terms ‘CTO’ and ‘NSFW’.

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BEST WTF Moment: Renault Megane

Rocks have sex in this ad. Need I say more.

Watch Renault Megane’s Difficult Path.

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BEST FEEL GOOD AD: Norsk Tipping Lotto

Simply heart-warming.

Watch the Norsk Tipping Lotto Ad.

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BEST 10 SECOND AD: Frank Beer

One sentence of pure genius.

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BEST 5 SECOND AD: Banc de Sang

How do you get people to donate blood with only 5 seconds to work with? Problem solved.

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BEST LIQUOR AD: Smirnoff ‘Extraordinary Purification’

High dollar, weighty message that coincides beautifully with a major product benefit.

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BEST USE OF MUSIC: Gears of War

Breaks out of the mold of typical videogame ads with a cover of Tears for Fears’ Mad World.