Anyone who has ever indulged in Cheetos knows you get neon orange powder-stained fingers that makes it so you can’t touch anything. Cheetos turns this product inconvenience into a funny positive and uses MC Hammer’s song “Can’t Touch This” in their commercial.
Definitely my favorite amongst the 2020 Superbowl spots, and had me inserting MC Hammer’s song into my home life with my boyfriend for the next day or two, the poor guy LOL. The picnic basket turning into Hammer pants seemed inspired from the now decade-year-old (!) Old Spice commercials by Wieden+Kennedy (watch one here) but it was still funny as hell and made me laugh each time I saw it. This is an excellent example of a brand digging in to understand the pain point of their customer, and turning a product downside into a differentiating factor that’s memorable and positive.
Agency: Goodby, Silverstein & Partners
So cute! Totally communicates the joy of driving a Porsche, reminds us of their roots of making tractors, highlights the electric car because it’s silent, and shows us the rich history of the brand.
Porsche’s heist commercial, where a car is stolen from the Porsche museum turns into a racing scene.
I admit that I adore Queer Eye’s Jonathan Van Ness – he’s just so damn likable and amusing. When he’s on screen, I just want to see what he does next! This spot does a great job of focusing on the product but still being entertaining. It’s not so obtuse that I don’t remember what the product was or who made it. “Are you strugs to snack?” LOL
Snickers & Budweiser
Including these because they seem like an interesting departure from the typical ridiculous antics of Superbowl commercials. I feel like these two commercials are latching on to the nation’s typical, down home folks finding a voice and being recognized by big brands. Budweiser champions those who are proud to be Typical Americans – hardworking, generous, humble and fed up with those who are ungrateful of living in our country. Snickers shows “regular folks” who are united by their dismay at celebrity antics, entitled social media influencers, and irreverent hipsters. These folks might not have the solution (unless you consider throwing all the offenders in a huge hole), but they have an opinion. One that is shared with many people in our nation right now.
Budweiser goes with the heart feels, and Snickers with humor. When two trendy-dressed Instagrammer influencer celebrities fall in the Snickers hole because they’re using their selfie stick, a bystander raises his fists in triumph and exclaims: “The Snickers hole – it’s working!” That did make me snicker.
Agencies: Budweiser – David Miami; Snickers – BBDO Worldwide
Wow Missy Elliott is just so dang cool in this spot. And you can’t go wrong with The Rolling Stones. The spot’s dance routine feels like a mini half time show, and poking at soda rival Coca-cola feels right at home during a Superbowl game where people root for one team or another, rivalries abound, and folks have fun picking a side and being loyal to it.
Agency: Goodby Silverstein & Partners
Damn Google hits us right in the feels. This spot resonated with the boomers in my life, and it also hit a chord with Gen X’ers who are watching their parents age. It also spoke the language of the emerging generations, who grew up with this technology as this interconnectivity is the only normal they’ve known. Spot on, Google. It was surprising to have a Hallmark moment amongst the 2020 Superbowl commercials but there you have it.
Agency: oddly enough I couldn’t find online what agency produced this ad
Avocados From Mexico
Ridiculous concept, clever writing, and is that Molly Ringwald? How can you not win? Great way to say avocados again and again, and show the product repeatedly but have it fit comfortably in with the other Superbowl 2020 advertising spots.
Agency: Energy BBDO
Best acting amongst the 2020 Superbowl commercials? I vote for Mtn Dew Zero – Bryan Cranston’s acting is spot-on and Tracee Ellis Ross might be even funnier than him even though she’s only on for a heartbeat. Her whacking the ax with a shower brush made me chuckle out loud!
Agency: TBWA/Chiat/Day New York
Love Jimmy Fallon – he’s so damn likable! I understand some people feel this way about Ellen, who had commercials for Alexa in the 2020 Superbowl, but they didn’t hit the mark for me. I found them annoying – but that’s just me.
“I’m so proud I could squat you!” LOL!
“It’s only worth it, if you enjoy it.” As in, working out is only worth it if you make it fun – this statement resonates with me! How this ties into Michelob Ultra is a little vague for me and requires me to think about it – not good for a quick spot embedded between a buffet of other high-quality, funny or touching spots. I’m guessing the tie-in is, a beer is not worth the calories unless you enjoy drinking it? Or is it, the Michelob Ultra is for fun-loving people who have a light-hearted perspective on things? I dunno.
Not sure if it’s successful in selling the product other than associating the brand with funny things. And in fact, I couldn’t even remember which American tasteless light beer the commercial was for. Sorry to those who worked so hard to make the spot – the writing was great and the spot was thoroughly entertaining. Maybe part of why the brand is unmemorable to me is because the beer is in unmemorable packaging and I don’t drink that type of beer so I lump them all in the same category.