The stars of “Wayne’s World” have been reunited, Alexa, from Amazon, has been replaced by Michael B. Jordan and Bruce Springsteen made his commercial debut for Jeep.
Celebrity appearances in this year’s crop of Super Bowl commercials changed direction and were filled with nostalgia as companies tried to convey optimistic and hopeful messages amid the coronavirus pandemic.
But brands also took the opportunity to say something significant about our unprecedented times, according to a team of advertising executives set up by The Post.
“Advertisers are relying heavily on how 2020 was the worst year in recent history,” said Jennifer DaSilva, president of Berlin Cameron.
“Most of the ads are optimistic and hopeful as we are embarking on a new year.”
Here’s what our expert panel did with the Super Bowl 55 ads:
Amazon – “Alexa’s Body”
“Again, please,” was probably what every woman in America said after seeing this ad, according to Nicole Michels McDonagh of Butler, Shine, Stern & Partners.
Amazon turned its virtual assistant Alexa into a sex symbol with the help of Michael B. Jordan in this fun and memorable ad.
However, some of our experts felt that the smell of the place was heavy, especially for a familiar product.
“Yes, sexual innuendo is sometimes exaggerated, but high marks for pure entertainment,” said Chris Graves, creative director at Team One.
“Very well done as a film,” added Graves. “And I appreciate the attempt to give a somewhat intrusive technology a human face – an extremely beautiful human face.”
Average rating: A
Bud Light – “Lemons from last year”
The Bud Light ad was a nod to the yearlong “lemon” we just had – although “this ad is anything but a lemon,” said DaSilva.
Most of our experts liked the clip’s peculiar metaphor for 2020 and its interpretation of the old saying: “When life gives you lemons, make lemonade”.
In the ad, giant lemons raining at weddings and other parties, and although we’ve seen unexpected objects fall from the sky before, this one was “well produced and fun to watch,” said Graves.
“Thanks, Bud Light,” said Jennie Moore, Creative Director at WONGDOODY in Seattle.
“We can laugh or cry over the past year, and it helped me to share a much needed laugh.”
General note: A-
Uber Eats – “Wayne’s World”
Comedians Dana Carvey and Mike Myers from “Wayne’s World” brought viewers back to the 1990s for this fun ad.
“Many brands have made Super Bowl Sunday ‘Throwback Thursday’,” noted Andy Nathan, founder and CEO of Collective Fortnight.
“Wayne’s World’s local cable TV program that works to help local restaurants makes a lot of sense for Uber Eats and what they promise.”
Add Cardi B’s cameo and the announcement becomes even more “fun, attractive and interesting,” said Moa Netto, Creative Director at RAPP US.
SPIN CEO Jimmy Hutcheson added: “The only thing that always hits the target is nostalgia.”
“In recent years, Super Bowl commercials have exploited this by resurrecting characters from beloved movies,” said Hutcheson.
“So it makes perfect sense that hiring Mike Myers and Dana Carvey for a Wayne meeting around the world makes sense and works.”
“Adding the current pop icon Cardi B to that equation? Brilliant, ”said Hutcheson,“ a huge victory for Uber Eats to attract people of several generations ”.
Average grade: A-
Cheetos – “It wasn’t me”
Cheetos recruited celebrity couple Ashton Kutcher and Mila Kunis for this ad, set in Shaggy’s “It Wasn’t Me”.
“I liked how they managed to leverage the cultural power of an iconic song and, at the same time, keep the product at the center of the narrative,” said Netto.
Eric Stein, creative director at the Hooray Agency, agreed with the choice of music.
“Sausage steals the show. Mila and Ashton work ‘ok’ as a support, ”said Stein, who gave the ad a C.
Tim Smith, president of Atlanta Chemistry, said, “I wanted to like this one, but it felt weird.”
“Sausage and music were great, but the acting and singing of two stars that I really like was strange.”
Average grade: B-
Scotts Miracle-Gro – “Big Game Commercial”
The sheer number of celebrities appearing in this ad seems forced, according to our experts.
It was also another hit of nostalgia with the special participation of John Travolta.
But an event that was not enough to save this place.
“The Super Bowl ads are full of celebrities this year, and a lot of them appear to be in this location,” said Graves.
“It is strangely attractive when you try to find out how one relates to the other. Then Travolta appears and all bets are off. Everything to promote a contest to win the lawn and garden of your dreams? It’s a lot to process. “
Average rating: C
Robinhood – “We are all investors”
Robinhood recently made headlines in connection with the GameStop saga, but the first commercial for the Super Bowl investment app has dropped, according to our experts.
“I think Robinhood was smart to use the current PR to reinforce brand awareness on the biggest stage,” said Smith, adding: “Having said that, I think they missed the target in a Super Bowl spot.
“The place is beautifully filmed, but very quiet for the stage.”
Husani Oakley, chief technology officer at Deutsch NY, noted that “there probably wasn’t enough time to make any changes” after the stock market madness.
Still, ”I don’t think the site would have worked well even in a pre-GameStopGate world.”
“The basic idea – that everyone invests in something, so why not invest via Robinhood – is perfect, but the execution is very flat and does not reach its potential.”
Average rating: C