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Brian Lammi Talks Super Bowl Ads

February 8th, 2016

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Full article here.

Brian Lammi, president of Lammi Sports Management

Best ads

• Jeep: Jeep was a big Super Bowl winner with two impactful, memorable commercials featuring concise, powerful messages. In the first ad labeled “Portraits,” the black and white visual connects with the narration and music. It was the only goose bump-inducing commercial of the night for me. “4×4 Ever” continued the connection with Jeep’s military heritage and deftly connected to the present day possibilities that Jeep can provide for active, outdoors-loving drivers. This spot also featured cool music, diverse people and eclectic activities to create a broad appeal for the brand.

• Avocados from Mexico: The alien costumes are well done, and pop culture references to the “cube of Rubik”, “torture device” of airplane travel and even a random Scott Baio sighting hit the spot. And a simple message of “Always in Season” encourages consumers to think about buying avocados year-round.

• Hyundai: Hyundai’s “First Date” commercial featured an overprotective dad played by comedian Kevin Hart. The ad was funny and hits close to home for me being a father to a young daughter. Though my three-year-old knows she cannot date until age 30, this commercial and the surveillance tips it provides will be a memorable one for me.

• Amazon Echo: Amazon Echo produced a funny spot with Alec Baldwin, Dan Marino, Missy Elliott and a mini-stadium made of snacks. Like many of the aforementioned ads, a connected social media campaign was included with #BaldwinBowl and #AskAlexa (the voice of the Echo product).

• WeatherTech.com: WeatherTech kept it simple and effective with their consistent messaging of Made in America and how their most important resource is the people they employ. Simple, consistent, effective.

Worst ads

• Mountain Dew Kick Start: Puppy/Monkey/Baby was a flop, though I appreciate that I am not in their demographic.

• LG Oled TV: So actor Liam Neesen stars in an ad executive produced by Ridley Scott and it’s terrible? There is a long explanation at Romper.com on why the ad is supposed to make sense, but I am only doing the research because I would be writing about it. Most consumers, who learned nothing about LG TVs during the commercial, probably lost interest in this ad as soon as it ended, if not before.

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