This year our Advertising community came together for one of the biggest televised events of the year and shared their opinions on Super Bowl commercials in real time.
Fellow industry C-suite executives Steve Babcock, CCO at VaynerMedia, and Paul Caiozzo and Nathan Frank, the Executive Creative Team at Interesting Development (formally Office of Baby), also took the time to chime in on some of the conversations being taken place during the night.
Check out the commercials and concepts that were the most well-received by our community during the night, and which ones fell flat.
SUPER BOWL BRAND WINNER – BUD LIGHT
Bud Light’s top status was solidified with a poll that ran during the fourth quarter of the game to thousands of advertising professionals. The campaign took first place capturing 30% of the votes.
Our community had a variety of critical feedback regarding the overall ad:
“Thought it was funny, but seems a weird strategy when the brand has a perception of lacking taste and just being a cheap beer to get drunk off of. ” – a Data Strategy Director
“Insight/benefit wasn’t super strong, but great execution IMO” – works at RPA
“I’m from the Midwest and it made me like Bud Light. And I suspect any fan, in any city, whose team ends up on a losing streak will probably at some point think, “I wonder if we could get one of those bud light fridges,” and I suspect they will like bud light for it too. I know having a “big idea” is something we’re taught to pride above everything else, but I think it’s also okay for a brand to sometimes just do something because it’s cool and makes people smile and like them.” – a Creative Director
MOST POPULAR TREND – ROBOTS
With multiple brands creating commercials featuring robots or audio-assistants, this theme was a major topic of discussion on Fishbowl and almost overtook the attention of the brand creative.
Conversations surrounding the trend of featuring the concept of artificial intelligence represented 10% of Super Bowl discussions on the platform.
Here’s what some of our advertising professionals had to say about this trend:
“Robots are the new monkeys” – Steve Babcock, CCO at VaynerMedia
“Wow feel like EVERY ad is about robots or AI” – a Junior Art Director
“Turbotax robot? What the heck was that?” – a Creative Director
“On why we saw so many robot-themed ads this year: I would guess it has more to do with strategy. Different creative teams working off similar strategy insights.” – a Senior Copywriter
BIGGEST LOSER – T-MOBILE
T-Mobile’s campaign had the most mentions with negative sentiment on Fishbowl during the big game.
While initially, T-Mobile was popular amongst the creative community for its low-budget, yet effective ad campaign — it wasn’t until members in the community began to notice the brand’s creative was copying popular memes, drawing comparisons to the FuckJerry scandal over attribution of creative work and receiving much criticism:
“Say it with me now: APPROPRIATING MEMES =\= GOOD AD” – an Account Executive
“Damn it, thought it was good but now I’m feeling like I just got Fuck Jerry’ed again.” – a Strategy Director
“DO YOU KNOW HOW HARD IT IS TO FIND GOOD OC? Easier to steal it.” – works at Publicis
“T-Mobile is the fuckjerry of the Super Bowl. Stealing from bad text memes” – a Senior Vice President
“Wait, did TMobile just copy a meme again??? The old “text isn’t Google, old-and-out-of-touch parent”??” – a Group Director
“Felt like plagiarism” – works at Droga
THE C-SUITE PERSPECTIVE
Several Chief Creative Officers joined the Super Bowl conversation on Fishbowl and shared their opinions about this year’s commercials during the night. Here are some of their additional highlights:
“I liked it. I would have loved it more if the guy heaved in the car a little longer before they tipped the joke.” – Paul Caiozzo, CCO at Interesting Development
Planters (produced by VaynerMedia)
“The premise was super simple. Mr. Peanut drives the nutmobile like a bat outta hell, all to save someone from eating a lame snack. A lot was left on the cutting room floor to make [the 30 second mark]. But for the most part, the storyline is intact.“ – Steve Babcock, CCO at VaynerMedia
“Just seeing Andy’s face is good enough for consumers. It’s a typical “blast from the past” scenario. Also, using a face that hasn’t been in the public eye for quite sometime triggers something in the subconscious. It’s a winner for those reasons alone. Creative in the sense of a creative spot? Nah, but smart for how it was pulled off. IMO “ – a Chief Creative Officer
“I liked it until the hashtag, although I think Andy would have loved Twitter” – Paul Caiozzo, CCO at Interesting Development
Interested in hearing what other advertising professionals have to say about the latest brand campaigns? Don’t miss out on the real-time conversations in Fishbowl’s advertising community.