Ah, the Superbowl, where the advertising inbetween the numerous stoppages is usually more captivating than the game itself (just seven minutes of actual movement in the average three-ish hour game, apparently). It's where big-time US advertisers still go to show-off and find millions of mainly male eyeballs. And, thankfully, the New York Times was nice enough to collect all of the rather expensive ads that were featured and pen some live blogommentary on such topics as men with no pants, controversial gay men who like Megan Fox, ironic Google searching, beer, abortion and male beauty products.
Who's it for: Maritime NZ by DraftFCB and Robber's Dog
Why we like it: A relevant, entertaining and completely over the top way to show the idiocy of carrying a piece of equipment that could save your life but not actually wearing it. Everyone loves the '80s. And it's so much better than the clowns.
Who's it for: Health Promotion Agency by DraftFCB and Sunday Punch
Why we like it: Drawing attention to a law change is a fairly dry brief and this particular law change is one that might not be received too favourably by the nanny state haters. But showing a quintessential embarrassing dad seems like a good way to disarm the target audience and make them think about their own behaviour.
Who's it for: EQC by Y&R and Finch
Why we like it: After the events in Christchurch and throughout the country in recent years, many of us already know what kind of destructive impact an earthquake can have. But, as this powerful ad shows, steps can be taken to protect yourself and your family members if it happens again.
Who's it for: Burger King by Colenso BBDO and Flying Fish
Why we like it: Given it's a campaign made up of 64 different YouTube pre-roll ads, it's not even close to a traditional TVC. But it's a clever use of video, it acknowledges the fact that advertising is annoying and it adheres to the belief that if you're going to interrupt someone, at least offer them something in return.