Super Bowl LVII is still five days away, but over the past week or two, advertisers in the Big Game have been releasing their commercials and teasers to build up buzz and anticipation. I had a chance to look at some of the spots and teasers and one thing is for sure – there is no shortage of advertisers in the game this year. Our media director, Melissa Keith, can tell you exactly how many ads to expect during the game (not counting pre-game programming) and the reported cost of the spots, if you are interested.
Unfortunately, I wasn’t able to view all the released spots and teasers, but I did screen quite a few and here is my favorite spot and least favorite so far.
Favorite – Uber One featuring P Diddy
https://www.youtube.com/watch?v=i8RwQ5VS_2M
This is the third year Uber is advertising during the Super Bowl. Even though Uber is a super well-know brand, Uber has recruited P Diddy to help differentiate the brand and make the spot more memorable.
The full spot is embargoed until the Big Game, but the teaser reveals P Diddy’s involvement while asking him to devise a new “jingle” to promote company’s membership program, Uber One. The spot has the scent of P Diddy’s role in the movie Get Him to the Greek starring Russell Brand. This teaser is well-casted, well-produced, funny, and does the job of placing a bookmark in your brain to look for the full spot during the game.
Least-Favorite – booking.com featuring Melissa McCarthy
Booking.com has released a trailer featuring Melissa McCarthy preparing for her 30-second return to the Big Game, but this time fronting the online holiday site’s ad. In the teaser, McCarthy is seen receiving a foot massage while wearing a face pack and enjoying a huge piece of meat as her pre-game ritual. If the teaser is any indication, the brand is relying too much on wacky creative to make the spot stand out rather than a solid creative idea. I hope they prove me wrong.
There are many more spots I am looking forward to watching including GM’s series with Will Farrell, Square Space featuring Adam Drivers and the ETrade Baby back for another go! I only hope the commercials aren’t the only highlights from Super Bowl LVII.
