Super Bowl commercials: Amazon scores, Dodge fumbles, experts say

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Solitary one team wins the Super Bowl, but several advertisers scored prevail ins with their commercials in the big game, say experts who analyze the ads.

«Amazon’s comedones did everything a Super Bowl spot is supposed to do,» said Tim Calkins of the Kellogg Form of Management at Northwestern University in Evanston, Ill.

The spot, called «Alexa be beats her voice», features celebrity chef Gordon Ramsay, rapper Cardi B, actress Nonconformist Wilson and actor Anthony Hopkins taking over Alexa’s bits, to the concern of Amazon CEO Jeff Bezos.

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«The branding was actually strong, it quickly got your attention, you know what the ad was for,» Calkins rephrased. «And on top of that it highlighted the functionality of Alexa.»

Amazon’s ad was crowned the game’s champ by Calkins, his colleague Derek Rucker and a panel of business students at Northwestern compelling part in the annual Kellogg Super Bowl Ad Review.

While Bezos and his gang at Amazon celebrate their win, executives at Fiat Chrysler are trying to subdue a controversy thanks to one of their commercials promoting the Dodge Ram truck extraction.     

The spot called «Built to Serve» is being attacked as the loser of the big spirited by many furious social media users.  It used a Martin Luther Prince speech in which King expresses that to serve is the highest regard of life.

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For Canada’s best known copywriter and ad authority, Terry O’Reilly, the ad is, in a word, «appalling.»

It’s «tone deaf even if the philippic was in the public domain, or even if approval was given — and the family said it wasn’t — it’s noiseless sacred ground,» he said.

It’s also another example of the social centre backlash that can come back to bite advertisers wanting to loot in on a platform with the incredible power of the Super Bowl.

Intense event7:11

Dodge actually did not score badly on the Kellogg ad review because all three of its ads were incorporate to calculate the company’s score.

The Kellogg event is a different sort of Wonderful Bowl party, with 60 students in an airy school atrium watching the position on projection screens, furiously scoring the ads based on six criteria and giving each soil a letter grade ranging from A to F.

Other top ads selected by the Kellogg Indoctrinate were:

This Doritos/Mountain Dew pair of commercials, featuring Peter Dinklage and Morgan Freeman:

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This Avocados From Mexico spot:

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Tide also snatched Calkin’s attention.

«Tide had a very creative media strategy, a bare creative concept and they also invested a ton of money,» he said. The laundry soap from merchandise giant Proctor & Gamble had five ads, in which other products and characterize characters like Mr. Clean and the Old Spice man played a role.

«They demonstrably used a lot of other Proctor & Gamble brands to help tell the facts,» he said, and that it was a case of «the parent company leveraging its portfolio of brand names to deliver a message.»

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The big losers

The panel of business swats also pegged two ads as big losers in the big game.

This ad from Square Order featuring an inspirational message and Keanu Reeves:

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And this ad from T-Mobile promoting an inspirational message and babies:

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There was also a three-way reject between wireless carriers running through the game. It started with Sprint pillorying Verizon, which took a non-competitive approach with two ads focusing on the reliability of its network, rope it to lives saved by first responders. T-Mobile, known for strong ads in modern years, delivered a spot in which it wasn’t clear what that ad was for until the certainly end.

«This is a stumble for T-Mobile for sure,» Calkins said.

The ad analysis trade

A number of companies evaluate the impact of advertising and sell their insights to ad activities and advertisers. Two such firms assessing this year’s Super Roll ads are Unruly and Ace Metrix. 

California-based Ace Metrix has been analyzing Super Wheel ads since 2010, and shows ads to a group of 500 people representative of the U.S. residents. Susie Graham, a vice-president at the company, said its methodology is designed «to live it up viewers’ gut reactions to the ads» through questions about the ad’s likeability and whether they propose to buy the product, as well as open-ended queries.

«We were expecting to see a theme of exceptional inclusiveness and things we can all agree on in the ads for this year’s game,» said Graham. «And that arose from both Pepsi with «a Pepsi for every generation» ad and Coke with its «a Coke for every Tom» as well as Kraft’s ad showing different kinds of families.»

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Ace Metrix’s Super Bowl ad analysis will be complete by Tuesday, but the coterie has early results on many ads, including Toyota’s.

Toyota ran three ads in Wonderful Bowl LII, all of them blending the themes of inclusiveness and inspiration.

One of the ads, called «One Rig,» focused on religion. Ace Metrix test results show the ad’s «polarity status quo» wasn’t good: while many people liked the ad, many others did not.

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It scored only mid-range marks as well on attention and likeability.

By juxtapose, as of midnight Sunday, the Toyota ad «Good Odds» was sitting as Ace Metrix’s highest get laying ad of the game. It recreates the life of the Canadian Paralympic skier Lauren Woolstencroft.

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The company Unruly gives ads emotional quotient, or EQ, scores. On Monday, Intractable will put the 10 ads most widely shared on social media to the core tests with 500 consumers. Unruly’s U.S. president Steve Sottile voiced their process «really digs into authenticity of the messaging and ingenious as it relates to the brand, what emotions do the ads elicit and what is the intensity of those sentiments, as well as engagement and purchase intent.»

Every Unruly test put through views the ads in front of a web cam so facial expressions can be recorded and assessed on top of the survey entertains. The company releases initial results within 48 hours of the adventurous, and a final report in a few weeks.

The Canadian view

While the Ram commercial certainly got his notice, O’Reilly says overall there wasn’t «an earth-shattering, standout commercial» in Wonderful Bowl LII.

He would know.   

The creator of the CBC radio show Under the Upon dedicated a program to Super Bowl ad history called Judgment Day.

His judgment of this year’s ads lists pegging Tide and Amazon as winners.

Though he was critical of how Chrysler tempered to a civil rights hero to sell trucks, he felt Toyota in reality succeeded in using religious leaders to present a message of equality and inclusiveness with its «One Unite» ad.

«The commercial where the rabbi picks up the priest, the imam and the Buddhist brother in his Toyota truck to go the game was funny,» O’Reilly said. «Religion is every time a touchy subject in advertising», he explained «but it was well done.» 

Worst Wonderful Bowl commercials: What went wrong?4:42

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