GRAND RAPIDS, MI This years best Super Bowl ads had something in common: They grabbed at the heart strings rather than pandering for cheap, forgettable laughs.
Thats the consensus of the 11th annual Advertising Bowl, which was judged this year by members of Gravity Six Alliance, a consortium of Grand Rapids ad agencies that collaborate on major accounts.
These ad pros divided their top picks into two categories: A trio of ads expected to come out on top in the annual USA Today Ad Meter, and three personal favorites.
The only commercial to make both lists was Coca-Cola's feel good anthem America the Beautiful sung in seven languages over scenes of Americans of different ethnicities spending time together.
It was the new version of 1971 classic commercial Id Like to Teach the World to Sing&#8221 to promote the drink Coke.
Theyve tried to do it in the past but it hasnt worked because it was just a rerun, said Bill McKendry, co-founder and chief creative officer of the newly merged firm Hanon McKendry | DO MORE GOOD. This one broke new ground by having all the languages. It is celebrating what America is about at its core.
Not everyone agreed.
Almost immediately the hashtag #SpeakAmerican started trending on Twitter and criticism developed for Coke airing an "un-American" ad.
McKendry believes the U.S.-based global soft drink giant was trying to increase its appeal to younger consumers rather than old-school customers who might be offended by the message of diversity.
I think they are loving this controversy because it extends the life of the ad, McKendry said. They are going to win because this generates debate and they are going to come out on the popular side.
The Cheerios ad featuring Gracie, a biracial child, is another commercial generating similar debate on social media. Thats not unexpected since the ad is sequel to a popular Super Bowl ad last year, which also drew criticism from some viewers.
The ad came in third on the groups list of ads likely to land on USA Today Ad Meter, based on the votes of 6,000 consumers.
We think Cheerios will do well among consumers because its most on-message to reach young, new parents, said Gravity Six Alliance partner and Palazzolo Design principal Gregg Palazzolo.
The Gravity Six team's top pick matched USA ad meter winner: Budweisers "Puppy Love" featuring 17 Clydesdale horses and eight golden retrievers. It was shot by Jake Scott, the son of acclaimed filmmaker Ridley Scott, who directed Apples iconic 1984 spot 30 years ago, according to USA Today.
Overall, most of the Super Bowl ads missed the mark, going for forgettable cheap laughs, say the Grand Rapids ad pros.
It seems weve lost the art of storytelling, Palazzolo said. Were in a transition where the great storytellers are retired or are not on the young creative teams, and theres a lot of desperation. That wont move the needle for these brands.
Palazzalo says Maseratis commercial for its first-ever midsize four-door luxury sports sedan fell short, while McKendry contends Audis much teased Doberhuahua ad missed the mark.
If you are spending $4 million, its nice to be peoples favorite but that shouldnt be your only goal, McKendry said. You want to create a memorable ad that people associate with your brand, and understand your brand better.
The ads that did make the biggest impression with this Grand Rapids panel of judges were the Coke ad, along with Hyundai Genesis Dads Sixth Sense and Microsofts Empowering Us All.
The Super Bowl ad watching party at DO MORE GOOD | Hanon McKendry offices, at 25 Ottawa Ave SW, featured the principals of Grand Rapids agencies including AUXILIARY Advertising & Design, Extra Credit Projects and Grey Matter Group,
The 90 guests also included Kevin Yon, the Rockford resident who was the voiceover for Chryslers much-lauded 2011 Super Bowl ad featuring Detroit-based rapper Eminem.
Despite the exorbitant price tag for airtime, the Super Bowl is considered the best venue to launch a campaign ad because 72 percent of Americans tune into watch.
Its about the only TV show that people pay attention to the ads because they expect great ads, McKendry said.
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Shandra Martinez covers business for MLive/The Grand Rapids Press. Email her or follow her on Twitter @shandramartinez.
Source: http://www.mlive.com/business/west-michigan/index.ssf/2014/02/cokes_controversial_best_super.html
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