Last night, along with the rest of America, we were watching the Super Bowl. As a video production studio, we are typically keeping a closer eye on the commercials than the game. That was especially true last night, as the game quickly turned depressing, especially for our Bronco loving Accounts Director TJ Gaylord.
In the next few days, each of our team members are going to write about their favorite Super Bowl spots.
Up first we have our Creative Director, Jered Schneider.
Favorite Commercial: VW Wings
I love this commercial for many reasons. From an entertainment perspective, I think it’s great. It’s funny, it’s cute, the song is catchy, and the punchline at the end lands well. But from an advertising perspective, I think it hits so many important notes that it is worth breaking down.
The idea of a “German Engineer getting his wings” works so well for several reasons. The “It’s A Wonderful Life” reference works because nearly every person in America will get it, and that ads to the novelty of the spot. And it is on message, with “German Engineering” an important part of the VW brand since the first Beetle.
Enter the insanely catchy “Dooby Dooby Doom” song (if you know what song this is, please tell me, I want it.).
The wings sprouting montage is beautifully shot, and laugh out loud funny. (My favorite part is the urinal scene. Hilarious.)
This could have ended with the father and daughter driving away, roll bumper, and it would have been a pretty good spot. But the rainbow coming out of the butt scene was perfect, and brought you right into the sell (VW has more vehicles on the road with over 100,000 miles than any other brand). Some of you may be looking down your nose at the seemingly juvenile humor in all of this. That’s fine, you sound like more of a Maserati person anyway.
In my opinion, a great ad is entertaining, memorable, and delivers the desired message effectively. Think about your favorite commercials, and most likely they hit all of those. So many spots that fall flat only do one or two of these, or maybe none of these (I’m looking at you GoDaddy). This spot hit all of those points perfectly, and will go down as one of my favorite spots to date.
What were you’re favorite Super Bowl spots? Let us know on Twitter @PoundsMedia
Come back tomorrow to hear about TJ’s favorite spot.