Monday, February 4

Super Bowl 2013 Best in Show

Super Bowl 2013 will certainly be remembered for being a wild ride, that's for sure.  Beyonce blew it out of the park, the park had a blackout, and the advertising spun out of control with spots across the entire range of good to bad.  What a wild ride!

The advertising got off to a very slow start, which is unusual.  But then it did kick into gear right after the halftime, and then gave us some real treats.  I'm not sure that it was a standout year by any means, but there were some highlights for sure.

Best in show?  I did have to formulate my opinion right away ... didn't really have time to soak it all in since I was already on Fox & Friends First this morning at 5:20amEST, giving my picks for Best in Show.  But it was rather easy since my Twitter party last night at #SBExp gave me lots of fodder.  (thanks to everyone participating)  Here's how I broke it down:

Ram.  The truck brand gave tribute to the American farmer, showing us a lesson in good branding in the process:  always put your customers first.  Honor them and they will honor you.

Tide.  With perfect storytelling that combined humor with drama, the brand delivered the surprise ending of the night, complete with benefit, and tied to the spirit of this mega sports event.

Budweiser.  Great example of leveraging brand equity by taking it to another level with a new emotional connection.  Scored high with women, 46% of the Super Bowl audience.

What's the common theme here?  A compelling story that engages and speaks directly to the target market right in the viewing audience right in that very moment.  Spot on timing across the board.

What's your experience?  Jim.

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

PS - I do have to give an honorable mention to Cohn & Wolfe client, Speed Stick.  The brand's first ever Super Bowl spot is complete with a strategic social media layer for #HandleIt.  I had a #HandleIt moment myself this morning, when I was on Fox & Friends First!


  1. Great choices, Jim. My little cabal agreed, but we gave the #1 spot to Tide, mostly because the brand reveal at the end was a welcome surprise. We absolutely loved the American farmer tribute, but were collectively disappointed when Ram was revealed as the brand. Not sure what we were hoping for (John Deere? Agway? US Dept. of Agriculture?), but it wasn't Dodge. And kudos to your clients at Mennen. The Speed Stick ad was cute, but really stood out when compared to the surprisingly awful ad for Axe.

  2. Social media has named the new baby Clydesdale ... Hope. Personally I was hoping for "Buddy." Either way, very cool! JIM