The stars of “Wayne’s World” reunited, Amazon’s Alexa was replaced by a flirty Michael B. Jordan and Bruce Springsteen made his commercial debut for Jeep.
Celebrity cameos in this year’s crop of Super Bowl commercials relied on zany and heavy on apathy, as companies tried to relay upbeat messages, amid a coronovirus epidemic.
Brands also took the opportunity to say something meaningful about our unprecedented time, according to a team of top advertising executives assembled by The Post.
The president of Berlin Cameron, Jennifer Dasilva, said, “Advertisers are leaning too much on how 2020 was the worst year in recent memory.”
“Most spots are optimistic and predictable as we begin the new year.”
Here’s what our panel of experts made of Super Bowl 55 ads:
Amazon – “Alexa’s Body”
According to Butler, Shine, Stern & Partners Nicole Michelle McDonagh, every woman in America had said, “Please, please again” after watching this ad.
In this fun and memorable ad, Amazon helped Michael B. Jordan turn his virtual assistant Alexa into a sex symbol.
However, some of our experts felt that the sultriness of the spot was overwhelming, especially for a family-friendly product.
Chris Graves, the team’s chief executive, said, “Yes, sexual innuendo is over-the-top at times, but has high marks for sheer entertainment.”
“Really well-crafted as a film,” Graves said. “And to some extent appreciate the effort to give interfering technology a human face – a very good-looking human face.”
Average grade: A
Bud Light – “Last Year’s Lemons”
DaSilva said Bud Light’s location was a sign for a “lemon” of a year – though “this advertisement is anything but a lemon”.
Most of our experts enjoyed the clip’s bizarre metaphor for 2020 and noted its age-old adage: “When life gives you lemons, make lemonade.”
In the ad, giant lemons are raining at weddings and other parties, and although we have seen unexpected objects falling from the sky, it was a “well-constructed and fun to watch,” Graves said.
“Thank you, Bud Light,” said Jenny Moore, Creative Director at WONGDOODY in Seattle.
“We can either laugh or cry about the last year, and it helped me share in the much needed laughter.”
Overall grade: A-
Uber Eats – “Wayne’s World”
Comedian Dana Carve and Mike Myers of “Way’s World” brought viewers back to the 1990s for this fun advertisement.
“A lot of brands have made Super Bowl Sunday in ‘Throwback Thursday’,” Andy Nathan, founder and CEO of Fortnight Collective.
“Wayne’s World Local Access cable TV show works to help local restaurants make a lot of sense for Uber Eats and what they promise.”
Add cameos from Cardi B and the ad becomes even more “fun, eye catching and entertaining”, said Mo Neto, chief creative officer at RAPP US.
SPIN CEO Jimmy Hutcheson said: “The one thing that always hits a mark is depression.”
“In recent years, Super Bowl commercials have revived beloved film characters and tapped into them,” Hutcheson said.
“Thus, it makes perfect sense that grabbing Mike Myers and Dana Caraway for Wayne’s World Reunion would make total sense and work.”
“Adding current pop icon Cardi B to that equation? Fantastic,” Hutcheson said, “a huge win for Uber Eats to appeal to people from many generations.”
Average grade: A-
Cheetos – “It Wasn’t Me”
The ad featured Cheetos for the celebrity duo Ashton Kutcher and Milla Kunis, set on Shaggie’s “It’s Was Me Me”.
“I liked how they were able to take advantage of the cultural power of an iconic song while keeping the product at the center of the narrative,” Netto said.
Eric Stein, chief creative officer of Hurray Agency, agreed on the choice of the tune.
“Shaggy steals the show. Milne and Ashton work ‘OK’ as support, “said Stein, who gave the ad a c.
Tim Smith, president of chemistry in Atlanta, said: “I wanted to like it but it seemed closed.”
“Shaggy and music was great, but the acting and singing of the two stars I loved was strange.”
Average grade: B-
Scots Miracle-Grow – “Big Game Commercial”
According to our experts, the celebs seen in this advertisement were sleepless.
It was another hit in nostalgia with a special appearance by John Travolta.
But the incident which was not enough to save the occasion.
“Super Bowl commercials are trending with celebs this year and a large proportion of them seem to be on the spot,” Graves said.
“It’s weird weird as you try and figure out how someone is related to the next one. Then Travolta shows up and all bets are off. All a lawn and a contest to win the garden of your dreams. To promote? It means a lot for the process. “
Average grade: C
Robinhood – “We Are All Investors”
Robinhood was recently in the headlines in connection with the GameStop saga, but according to our experts, the first Super Bowl commercial of the investment app fell.
“I think Robinhood was smart to use current PR to reinforce brand awareness on the biggest stage,” Smith said, “being that I think they missed the mark at the Super Bowl spot Were.”
“The spot is shot beautifully but is too quiet for the stage.”
Following the insanity of Stock NY, Chief Technology Officer at “Discus NY”, Hasani Oakley said that “there was not enough time to make any changes.”
Still, “I don’t think this opportunity would have worked well in the pre-#GameStopGate world either.”
“The basic idea – that everyone invests in something, so why not invest through Robinhood – is spot-on, but the execution is very flat, and it’s not potentially alive.”
Average grade: C