Super Bowl ads: touchdowns or fumbles?

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By Lindsay Robinson By Lindsay Robinson
By Lindsay Robinson By Lindsay Robinson
By Lindsay Robinson By Lindsay Robinson
By Lindsay Robinson By Lindsay Robinson

PHOENIX, Ariz. -- The teams aren’t the only players in the Super Bowl — advertisements have a big game to play every year during the high profile slots.

Good Morning Arizona met with Louie Moses, President and Executive Creative Director of Moses Inc. and “Ad Person of the Year,” and the rest of his advertising agency to critique this year’s ads. Moses is the only Arizona member of the Art Director's Club of New York and a seasoned advertising expert.

"I think a lot of companies are still struggling a little bit with coming up with something, there’s a lot of pressure when it comes to spending so much money on an ad," Lauren Tree of Moses Inc. said. "I think that it was a lot better than last year."

Tree named the Snickers ad as a stand-out campaign.

"It really has good standing, and it has a strong concept behind it," Tree said. "The execution is done well, the acting is good, and it’s funny."

Budweiser’s heart warming lost puppy ad scored big with fans, receiving tons of buzz before it even aired during the game.

Tree also said that many of the Super Bowl ads this year took a strong social stance rather than shooting for a punch line.

Not all commercials can be winners though, and Moses helped point out the ads that fumbled this year. The first ad that came to his mind that missed the mark was Nationwide’s sobering announcement.

"They went for that shock value, and I’m not sure everyone was ready for that discussion on Super Bowl Sunday," Moses said. "I think they wanted to stand out, I think they were trying to shock us, and that’s why they missed the mark."

Critique and buzz about Nationwide’s commercial has been exploding online since the ad aired, featuring a fairly shocking delivery of a sober message to fans during the game.

There seems to be a changing landscape in Super Bowl ads as some companies shift from lighthearted jokes to focusing on social stances or messages.

"This year seemed a lot more serious," Moses said. "We’ve been brought up on, ‘we’re going to see this big punch line, we’re going to see this big joke,’ I think that the social message is good if it’s inspirational, I think if it’s shocking it doesn’t do the trick."

Other ads that didn’t stick out to Moses included one about toe fungus and another advertising car mats.

"I wasn’t really sure why those companies were spending four and a half million dollars," he said.

As Moses struggled to remember more of the ad underdogs, he noted that if you can’t remember an ad, it probably wasn’t a winner.