Super Bowl Sunday continues to be one of the most highly anticipated days of the year in America for football fans and advertisers alike, and this year was no exception. With just 30 seconds of air time costing advertisers $5.6 million, the pressure was on to create memorable advertisements that would stay on the minds of viewers long after the Gatorade was poured and the Lombardi trophy was raised. As student advertisers, we couldn’t wait to see what some of the world’s most influential brands would bring to the table during the big game. Read on to check out some of PRISM’s favorite ads of the 2020 Super Bowl.
Hyundai’s “Smaht Pahk”
The commercial that stood out the most to PRISM Account Strategist Azita Peters was Hyundai’s “Smaht Pahk.” In the ad, Hyundai used humor to highlight one of the 2020 Sonata’s newest features: Remote Smart Parking Assistant.
“The ad started out with doubt from Chris Evans and Rachel Dratch regarding John Krasinski's ability to park his car in the parking spot. The ‘smaht pahk’ feature was repeated throughout the ad to stick in our minds. It was catchy and seemed to be the solution to what many people may view as a challenge when it comes to reaching a destination — parking,” said Peters.
TurboTax’s “All People are Tax People Remix”
PRISM Account Manager Kendyl Florence noted TurboTax’s goofy ad as a standout for the way it balanced humor with relevant information about the company. The ad shows people of all ages and backgrounds doing a silly dance while a song explains various services provided by TurboTax.
“At first I had pretty neutral feelings towards the ad but then it sparked a bunch of conversation between the people I was with and it was the first ad that popped into my mind the next morning. I guess the obscurity of the ad made it memorable, and I am impressed they were able to still make sure I remembered the ad is for TurboTax, especially since it's tax season,” said Florence.
Cheetos’ “Can’t Touch This”
Creative Director and designer Adam Caporuscio liked how Cheetos capitalized on the power of self-deprecating humor in this year’s “Can’t Touch This” campaign. Anyone who has ever tried the cheese-flavored snack knows it is nearly impossible to enjoy a bag of Cheetos without ending up, quite literally, with a messy situation on your hands. Cheetos used this negative after-effect to their advantage by playfully pairing it with MC Hammer’s 1990 hit “Can’t Touch This” and the result was a hilarious and memorable commercial.
“I loved that it acknowledged the inconvenience of eating Cheetos and then made it something amazing,” said Caporuscio.
Avocados From Mexico’s “The Avocados from Mexico Shopping Network”
Designer Nina Morris’ favorite ad was “The Avocados from Mexico Shopping Network”, a spoof of television shopping networks and the array of seemingly useless items they typically sell. In the ad, Avocados from Mexico made viewers laugh by displaying a fake line of silly products to buy for your avocado including a tortilla chip pool float and an avocado helmet.
“I loved how quirky and silly the video was. Definitely grabs your attention for being so out-there!” said Morris.
Rocket Mortgage’s Jason Momoa Commercial
Social media strategist Kennedy Novak appreciated how Rocket Mortgage balanced a celebrity appearance with humor and the theme of “feeling at home” to tie in with their brand. In the ad, Momoa drives away from a hectic crowd of paparazzi and enters his home where he ditches his famously muscular physique and thick head of hair for a more “comfortable” slimmer figure and balding head.
“I thought Jason Momoa was hilarious,” said Novak.
Bud Light Seltzer’s “Inside Post’s Brain”
Analyst Julia Palumbo chose Bud Light Seltzer’s “Inside Post’s Brain” campaign as her favorite. Post Malone, the famous rapper, is featured in the ad as a customer trying to make the tough decision of whether to buy Bud Light or the new Bud Light Seltzer, all with the help of his many “taste buds.” After being at war with himself and wreaking havoc throughout the store, he finally decides to buy both when he remembers he’s “super rich.”
“I liked the comedic aspect,” said Palumbo. “It drew you in and made the commercial interesting. I also liked their attention to detail - every "person" inside Post Malone's brain had identical tattoos to Post Malone!”
Google’s “Loretta”
While many of this year’s ads took a more comedic approach, analyst Sarah Koehler and social media strategist Torie Trompak liked how Google tugged at our heartstrings with “Loretta.” The ad begins by showing a Google search for “how to not forget.” Throughout the commercial, the voice of an older gentleman recounts specific little details and cherished memories of his wife, Loretta, while the Google Home takes notes to help him remember.
“I loved it. It was so moving and had everyone in the room crying. I think everyone connected to the ad on some level. Also, everyone remembers that it is Google, so it still linked well with the brand,” said Koehler.
“Happy tears.. don't know if I can watch it again lol but this ad was so memorable I wouldn't need to see it twice in order to remember the message and product. A golden circle commercial,” said Trompak.
From catchy tag lines and hilarious dances to celebrity appearances and heartfelt narratives, this year’s Super Bowl ads did not disappoint. Congratulations to the Kansas City Chiefs on their victory and congratulations to the advertisers who won our attention; making us laugh, cry, and everything in between while inspiring us to take our creativity to the next level in 2020.