Sentimentality ruled in this year’s Super Bowl ad
competition. The consumer Ad Meter panel for USA Today
picked the latest Clydesdale spot for Budweiser as the
best – a heart-tugging story of a horse and trainer being
reunited. But a panel of ad industry experts and consumers
polled by the Wall Street Journal put Jeep on top for its
halftime tear-jerker about military families waiting for their
loved ones to return home.
Jeep had the time advantage. The Chrysler Group
unit bought a full two minutes of CBS broadcast
time for the military-themed spot voiced by
Oprah Winfrey. It did well with the USA Today
Ad Meter panel as well, coming in at fifth place.
Ad Age agreed with the Ad Meter folks,
giving four stars to the Bud spot and applauding
Anheuser-Bush InBev for again making the
horses the stars of the spot. “Weepy, sentimental,
nostalgic. I don’t care,” the reviewer wrote.
Both panels went with humor for their number two
pick. The Ad Meter folks liked the “Miracle Stain” spot from
Tide, with the outcome of the game determining that the
version aired showed a male fan with a stain on his 49ers
jersey depicting NFL great Joe Montana, of San Francisco
fame, of course. With fans lining up at her home to see the
“miracle stain,” the man’s wife washed the stain out with
Tide and ends the spot in her own Baltimore jersey, saying
The WSJ panel gave second place to Taco Bell’s spot
featuring 87-year-old Bernie Goldblatt and other seniors
sneaking out of their retirement home for a wild night on
Dead last in the Ad Meter rankings was GoDaddy.
com, whose ad depicted the “sexy” side of the website
company with model Bar Refaeli and the “smart” side with
a geeky character actor called Walter.