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Estipona Picks: Top Takeaways from 2017 Super Bowl Ads

Estipona Picks: Top Takeaways from 2017 Super Bowl Ads
02.09.17
Mikalee Byerman

Ahhh, the Super Bowl.

 

You watched, you cursed, you cheered, you shook your head in disbelief, you even cried.

 

And that was all during the ads — let alone during the most epic Super Bowl in the history of Super Bowlz.

 

So being that we’re in the advertising industry and whatnot, we thought we’d provide some agency reflection about the stars of the show: Tom Brady and Lady Gaga notwithstanding.

 

Mikalee Byerman’s pick: Walken and Timberlake (plus an ascot) for Bai Anitoxidant Infused Water

 

I loved the juxtaposition of serious (well, sorta) Christopher Walken emo-sharing vapid NSYNC lyrics for Bai juice. It was magical. And then to have the ascot-wearing Justin Timberlake pondering the message (while both sat on a couch in a den straight outta Masterpiece Theater) was another level of absurd — and hysterical — juxtaposition.

 

1.) Why do you think it worked for you?

 

It worked because a.) I had NO idea how to pronounce “Bai” before — and I do now; b.) it was so over-the-top that it made me watch/respond; c.) funny is good.

 

2.) What common advertising practices did it employ?

 

The ad used celebrity, humor (dry, absurd, sarcastic) and a catchy song. Win-win-win.

 

3.) What’s the takeaway?

 

For me: Pairing two household celebrities and juxtaposing their personalities against the ad and/or product components can prove funny and memorable. In retrospect, with so many of this year’s ads, I’d think to myself “What was that ad for?” But in this case, because of the catchy NSYNC song, I had no trouble remembering.

 

* Oh, and I haven’t been able to get that damn song out of my head since the Super Bowl, so that’s a win for NSYNC, too (though a loss of brain cells for me). Yay for boy bands and songs with vapid lyrics!

 

Nicole Rose Dion’s pick: Bud Light — Ghost of Spuds Mackenzie

 

1.) Why do you think it worked for you?

 

It was cool to see a throwback to the original Spuds Mackenzie in this “ghost of Superbowls past” style commercial. I also just thought it was funny even if you didn’t get the reference to Ebenezer Scrooge or Bud Light advertising circa 1980.

 

2.) What common advertising practices did it employ?

 

Humor, nostalgia and FOMO (“fear of missing out,” for those who may be acronym-challenged). The perfect combination!

 

3.) What’s the takeaway?

 

There was something for everyone in this ad without being too over the top. The younger generation will like it because they can connect with not wanting to miss out on evenings with friends and the older generation will like it for its tongue-in-cheek recall of the past campaign. All that and a silly fedora to boot!

 

Paige Galeoto’s pick: Anheuser-Busch Budweiser

 

1.) Why do you think it worked for you?

 

The ad was an example of great storytelling that resonated with my personal and political beliefs from an unexpected source.

 

2.) What common advertising practices did it employ?

 

It used compelling storytelling combined with beautiful cinematography.

 

3.) What’s the takeaway?

 

Budweiser is a part of the quintessential American dream — hard work and perseverance can overcome.

 

Jackie Shelton’s pick: Mr. Clean Getting Sexy

 

I watched this ad a few times while doing research for our client Steven Ing’s presentation on sex in advertising. Which is also why sexy advertising was on my mind (get your head out of the gutter!)

 

1.) Why do you think it worked for you?

 

It takes a very common relationship issue (whose responsibility is it to clean around the house?) and makes it fun, lighthearted and sexy. I also liked how they saw the sex appeal in Mr. Clean (you know you thought it too) and used it to modernize him.

 

2.) What common advertising practices did it employ?

 

Humor, sex, music, relationship intimacy

 

3.) What’s the takeaway?

 

Men who help out around the house get more sexy time, and if Mr. Clean helps facilitate that, so be it…

 

Any readers interested in sharing their personal favorite ads? Leave a comment below or reply to our thread in Facebook!

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