Jmunney's Blog

Weirder is better, and so are surprises.

1. Squarespace – “Om” – My takeaway from Super Bowl XLIX: We’ll all be better off if we just let Jeff Bridges lead us in meditation.

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I am just about 100% positive that halftime commercials did not use to be included in the USA Today Ad Meter.  Now, it appears they are included (at least for the most part).  Well, regardless, I did consider the halftime commercials.  I pretty much had to this year.

EDIT: I’m sorry, I meant to put the ironic, yet sincere “Make Love, Not War” by Axe at Number 1.  Please place everything else down one slot.

1. Honda – “Hugfest” – Don’t ever stop hugging, Fred.

2. Comedians in Cars Getting Coffee – I’ll just quote @Seinfeld2000: “Honestly was that a dream or was sienfeld realy just on TV”

3. Radio Shack – “Phone Call” – The perfect dramatization of a classic joke.

4. Budweiser – “Puppy Love” – Not particularly clever, but there was a puppy.

5. H&M – “Beckham” – This one speaks for itself

Honorable Mention: The Bud Light “Epic Night” spots felt like a missed opportunity for such a cool idea, but at least Reggie Watts was in them.

My initial feeling was that 2013 was the worst year for Super Bowl commercials I could remember.  After reviewing the crop, I realized that there were several at-least-half-decent entrants.  One big reason I thought it was a bad year at first was because I was at a loud party, and I could hardly hear any of the first half commercials.  Interestingly enough, though, I was mostly able to enjoy my choices for the best over the din of the party without needing a re-watch to confirm their worthiness.  While this year actually ultimately did have plenty of good ones, it may have had more bad ones than any other year.  But I won’t go into detail on that, because I don’t like doing worst-of lists.

I was worried that this list was going to be made up of just some pretty good selections, but then came the last commercial of the game, which was something else…

1. Samsung – “The Next Big Thing”
With Seth Rogen and Paul Rudd, this just seemed like an Apatovian scene, which would have worked well enough for me, but I understand that bothers some people.  But then Bob Odenkirk strolled in, and it’s like, “Oh, it’s something more.”  Odenkirk always kills it as an executive, and he leavens the meta nature of the bit, which could be annoying, but managed to be dutifully satirical.  Also, my brother has a friend from college named “Sam Song.”

2. Tide – “Miracle Stain”
What a triumph of minimalist, well-structured storytelling.  What a terrible wife, and what a great punchline.

3. Best Buy – “Asking Amy”
“Are we in the cloud now?!”
Rather small-scale for a Super Bowl commercial, but when considered just as any commercial, Super Bowl or not, well, then, obviously, it’s great.  Typically, commercials are seen many times over, so it’s ideal if  it has maximum replay value.  Amy Poehler asking wittily goofy questions to a sales rep?  Most def maximum replay value.

4. Go Daddy – “Perfect Match”
It got people talking.  That’s what an effective commercial does.

5. Kia – “Space Babies”
Above all else, worth it for the shot of the astronaut babies of various species walking out on the platform.

As I said, I don’t like worst-of lists, so instead of picking the worst commercial, I’ll pick the Most Eh? Commercial.  And that would be the Coke chase.  What was that?  Come on.

As I said in my review of The Artist, it was “the year of the dog!”  The producers of some of this year’s best Super Bowl commercials certainly seemed to feel that way as well.  But my top choice reminds us that it was also the year of LMFAO.  Everybody was party rocking, even the talking M&M’s.

2012 was not the best year ever for Super Bowl commercials, but it was almost certainily the best year for the music featured in the commercials, as several otherwise mediocre, just plain bad, or inscrutable (Bud Light Platinum, anyone?) clips featured inspired musical choices.  Check it out: Kanye West’s “Runaway” (Bud Light Platinum), Echo and the Bunnymen’s “The Killing Moon” (Audi), Avicii’s “LE7ELS” (Bud Light Platinum), The Animals’ “Don’t Let Me Be Misunderstood” (H&M), fun.’s “We Are Young” (Chevrolet), Richard Strauss’s “Also Sprach Zarathustra” (Toyota), The Cult’s “She Sells Sanctuary” mashed up with Flo Rida’s “Good Feeling” (Budweiser), Ray Charles’s “What’d I Say” (NFL), Yello’s “Oh Yeah,” of course (Honda), and The Darkness’s “I Believe in a Thing Called Love” (Samsung).  Some of the good commercials also featured great songs, and I point out the great songs that appeared in my Top 5 picks.

1. M&M’s – “That Kind of Party” (w/ LMFAO’s “Sexy and I Know It”)
Gawd, this song is everywhere.  But, hey, folks, let’s all let it be that kind of party, because we are all sexy and we know it.

2. Volkswagen – “The Dog Strikes Back” (w/ James Brown’s “Get Up Offa That Thing”)
Not only do I love the fact that the chubby dog worked off his weight, but that he did it to a James Brown song that wasn’t “I Got You (I Feel Good).”  Then the Star Wars coda … happened.

3. Sketchers – “GoRun Mr. Quiggly” (w/ Tone-Loc’s “Wild Thing”)
That dog has a lot of personality in his face.  I mean that in a good way.

4. Bud Light – “Rescue Dog”
I appreciate going the extra mile, but that dog looks like he’s been worked down to the bone.

5. Fiat – “Seduction”
That Penelope Cruz-lookalike would get anybody’s heart running.