Tuesday, February 5

Super Bowl 2013 Hidden Gems

It seems like there has been non-stop coverage of the big big advertising spots from the Super Bowl the other night ... we're obsessed!  We've all talked about the brands Go Daddy, Budweiser, Tide, and Ram to death.  But there were actually a number of hidden gems the other night that bear talking about as well.  I want to make sure that they don't go unnoticed.

Best Buy.  I have not heard much about Amy Poehler's spin through a Best Buy store.  It was actually hilarious, especially if you are a fan of Amy's, or of Best Buy for that matter.  What I liked about it best, though, was how the brand portrayed the experience of shopping at their stores.  Right out of my book!

Hyundai.  Not everything that the brand did resonated with viewers that night, but they did run a spot early on that caught some early recognition before some of the other spots kicked in.  "Better out front" was a cute look at driving behaviors, and perhaps an advantage of driving a Hyundai.

Jared.  This little ditty from Subway fell way under the radar.  The spot basically compiled years of Subway spokespeople all congratulating Jared on keeping his weight off for 15 years.  No small feat for anyone who has been there, done that.

Oreo - Blackout

Tide - Blackout

Social Media Speed.  Perhaps the surprise hit of the hit came by the way of a power outage.  During the 34 minute break, there were a few brands quick on their feet, including Tide and Oreo.  These two brands responded with social media "ads" appropriate to the brands and to the situation.

There has been lots of discussion surrounding this being a "bad" year for advertising.  No way.  Maybe not a "banner" year, but certainly many hidden gems.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Professor, NYU

PS - For big pop culture events like the Super Bowl, we've been holding Twitter parties to talk about the marketing.  Join us Sunday night, 2/10/13 for #GrammyExp - live tweets during the Grammy Awards.

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