Sizzle or Fizzle? Seattle advertising experts rank Super Bowl LIX commercials – KOMO News
Let’s be real. Unless the Seahawks are playing, our excitement for the Super Bowl has nothing to do with football. But we’ll never turn down a snack, some mid-game entertainment, and – of course – the most hyped commercials of the year.From quirky to eye-catching and crammed with celebrities, this year’s Super Bowl ads had us more locked in than the blow-out game. DNA&STONE is a national advertising agency headquartered here in Seattle. With over 25 years of ad experience, founders Michael “Chuk” Boychuk and Matt McCain are dialed into what makes a marketing campaign soar or sink. Boychuk led the launch of Prime Day and four Super Bowl campaigns, including 2018’s top-ranked “Alexa Loses Her Voice.””We just watched Super Bowl LIX, with Super Bowl LVII teams KC and Philly. Yawn,” Boychuk said. “Even so, roughly 203 million US adults tuned in, and 40% watched to see the commercials. Don’t judge.”Those commercials don’t come cheap. “This year, a 30-second spot set brands back $8 million. The highest amount ever,” said McCain. READ MORE | Advertisers bet on humor and nostalgia as Super Bowl ad costs soar to a record $8 millionSo which brands got their money’s worth, and which brands should have stayed home? Here’s the final score from DNA&STONE: THE WINNERS#1 Winner: Dove | These Legs”In a year with so much comedy that seemed off the mark, I loved the serious message behind the latest iteration of Dove’s long-running campaign. It’s a message based on data delivered with a simple piece of film, but it hits you right in the feels,” McCain says. #2 Winner: Novartis | Your Attention, Please”It was a brave choice for a pharmaceutical to put the spotlight on breasts to an audience stuffed with nachos and beer. But it was a smart choice and absolutely drove conversation,” says Boychuk. #3 Winner: Coffee Mate | Cold Foam”In one sense, this spot was very formulaic: people use product, product does crazy thing, people are fulfilled, end card. But I just loved how weird this one was. Let’s face it: tongues are freaking bizarre and watching one dance in front of an audience and play bar chimes was delicious,” McCain says. THE SNOOZERS#1 Snoozer: Homes.com | Not Saying We’re The Best”In case you missed it (or winced your way through it) there were THREE Homes.com spots. That’s 24 million dollars spent on humor that, I don’t know, just really makes me not like Homes.com,” Boychuk says. “Not funny. And why did they need three spots??” #2 Snoozer: Dunkin’ | DunKings”There was a funny spot last year with excellent jumpsuits and ridiculous Boston accents. So I had high hopes for this. But no. Seemed like the spot was written to be a :90, but it was just so overstuffed with dialogue that I could not follow it,” McCain says. “There were no beats in the edit to give space to the humor. It was just a big ol’ overfilled mess of a donut.”#3 Snoozer: Hellmann’s | When Sally Met Hellmann’s”Sure, the joke was funny, like, 35 years ago. I will grant you that. But can we just let it die? Please?? CRINGE FACTOR = 300,” Boychuk says.Get the full Super Bowl commercial rankings from DNA&STONE here.
