The Big Game’s Big Winners

Who won the Super Bowl? The Broncos. But that’s not what I’m talking about here. We’re here to talk about the brands who won the Super Bowl.

In my mind there are three big winners of the Super Bowl. Three who made better ads or had better promotions or better social. Those are:

Drum Roll Please

 

 

Hyundai. T-Mobile. Budweiser.

 

 

Hyundai

Last week I read that Hyundai had purchased three different commercial spots for the game on Sunday and kind of groaned. Their previous spots haven’t gotten me extremely excited, so I had no reason to think these would be great. Boy was I wrong. You can watch the three spots they had below. Enjoy.

All three ads were stellar. They showed different creative strategies, but they all still managed to stay very on-brand. I was extremely entertained by all 3 spots, but along with that, they were able to easily communicate product benefits that made sense to me rather than just showing a car driving down a road in the middle of nowhere like most car ads.

Well done Hyundai.

 

T-Mobile

Wow T-Mobile. Long proclaiming themselves the uncarrier and providing some of the best service in the cellular game, T-Mobile came out guns blazing in the Super Bowl with two ads that were not only funny and irreverent towards the industry but extremely relevant. Let’s start with Drake.

Hotline Bling. The video that rocked the world last year, made by the hip hop artist that is probably the most influential in the industry. It was the perfect chance for T-Mobile to take a shot at AT&T and Verizon where they took the chance to remind us that the big carriers can ruin the best things.

Oh Steve Harvey. This spot was great. Taking full advantage of one of the biggest pop culture stories of early 2016. Well done T-Mobile.

However, something to me seemed a little fishy here. T-Mobile bought this media placement well in advance of Super Bowl 50. My question is, did their agency wait around until one month before the Super Bowl with no creative direction for this ad, and they came up with the idea, signed the contract with Harvey, shot it, and got it on tv in time for the Big Game? What if they planned Steve Harvey’s gaffe at Miss Universe to leverage for their Super Bowl spot? However, this is all just a theory.

In reality, this is just a fantastic commercial that did a great job utilizing a huge story to take another big shot at Verizon.

Overall, T-Mobile did a great job of continuing to show off their message of not being bound by what the mobile carrier space is doing right now and taking advantage of huge  media stories of the past year.

 

Budweiser

I’m not going to talk about a single spot that Bud aired last night. On the contrary, I’m going to talk about the free advertising that Peyton Manning handed to them on a single platter at the end of the game.

Now many, like myself, immediately thought, “how much did Budweiser pay for that promotion?” Well, apparently they paid nothing. So Peyton just loves Budweiser? Well, not quite. He owns part of one of their distributors, so he does have some vested interest.

Regardless of payment or other interests, this still sold Budweiser a ton of beer yesterday. In fact, I would guess it sold more beer than any of the spots they ran yesterday. In fact, that one mention was worth almost $14 million.

It just goes to show, earned media is still better than paid.

 

Credits

Hyundai

CMO: Dean Evans,
Sr. Manager Advertising: Monique Kumpis

Agency: Innocean Worldwide

“Ryanville”
CCO: Eric Springer
GCD: Barney Goldberg
CD: Bob Rayburn
AD/CD: Shane Diver
CW/CD: Max Godsil
DIRECTOR OF INTEGRATED PRODUCTION: Carol Lombard
EXECUTIVE PRODUCER: Nicolette Spencer
PRODUCER: Jimmy Romero
HEAD OF ACCOUNT SERVICES: Marisstella Marinkovic
GROUP ACCOUNT DIRECTOR: Michelle Agnew, Nicole Timerson
ACCOUNT SUPERVISOR: Allison Morrissey
MEDIA: Ben Gogley, James Zayti
HEAD OF STRATEGY: Frank Striefler
PLANNING DIRECTOR: Kathleen Kindle
PM: Suzanne Cheng
BUSINESS AFFAIRS: Lisa Nichols

“The Chase”
CCO: Eric Springer
GCD: Barney Goldberg
CD: Bob Rayburn
ACD AD: David Mesfin, Chris Lynch
ACD CW: Nick Flora
DIRECTOR OF INTEGRATED PRODUCTION: Carol Lombard
EXECUTIVE PRODUCER: Brandon Boerner
PRODUCER: Melissa Moore
HEAD OF ACCOUNT SERVICES: Marisstella Marinkovic
GROUP ACCOUNT DIRECTOR: Michelle Agnew, Nicole Timerson
ACCOUNT SUPERVISOR: Allison Morrissey
MEDIA: Ben Gogley, James Zayti
HEAD OF STRATEGY: Frank Striefler
PLANNING DIRECTOR: Kathleen Kindle
PM: Suzanne Cheng
BUSINESS AFFAIRS: Krista Horn

“First Date”
CCO: Eric Springer
GCD: Barney Goldberg
CD: Bob Rayburn
ACD AD: Jose Eslinger
ACD CW: Carissa Levine
DIRECTOR OF INTEGRATED PRODUCTION: Carol Lombard
EXECUTIVE PRODUCER: Harry Lowell
PRODUCER: Shefali Valdez
HEAD OF ACCOUNT SERVICES: Marisstella Marinkovic
GROUP ACCOUNT DIRECTOR: Michelle Agnew, Nicole Timerson
ACCOUNT SUPERVISOR: Allison Morrissey
MEDIA: Ben Gogley, James Zayti
HEAD OF STRATEGY: Frank Striefler
PLANNING DIRECTOR: Kathleen Kindle
PM: Suzanne Cheng
BUSINESS AFFAIRS: Lisa Nichols

T-Mobile

“Restricted Bling”
Agency: Publicis Seattle
Client: T-Mobile Super Bowl
Dir. of integrated production: Corey Bartha
Head of Broadcast: Adam Oliver
Producer: Ryan Shanholtzer
Chief creative officer: Andrew Christou
Executive creative director: Jason Lucas
Creative director: Earl Wallace IV
Sr. copywriter:  Dan Peterson
Group account dir: Adam Thomason
Head of business affairs: Deb Groth
Traffic mgr: Tina Mulcahy

Production Company: Prettybird
Director: Paul Hunter
Co-Founder: Kerstin Emhoff
Vice-President/Executive Producer: Ali Brown
Head of Production: Tracy Hauser
Line Producer: William Green

Editorial Co:  Arcade Edit – LA
Editor: Kyle Brown
Asst. Editor: Andy Trecki
Managing Partner: Damien Stevens
Executive Producer: Nicole Visram
Sr. Producer: Sasha Grubar

Telecine: CO3 – LA
Colorist:  Dave Hussey
Executive Producer: Ashley McKim + Rhubie Jovanov
Producer: Liza Kerlin

Online & VFX:  Method
Managing Director:
Creative Directors/Partners:
Executive Producer: Robert Owens
Sr. Producer: Paula S. Jimenez
Lead Flame: Wensen Ho
2D artists:  Aaron Neitz + Justin Monnier

Audio Post Co: Eleven
Mixer/Sound Designer: Jeff Payne
Assistant: AJ Murillo
Exec Producer: Suzanne Hollingshead
Producer: Melissa Elston

Entertainment Marketing Consultant: Platinum Rye Entertainment
Founder: Ryan Schinman
Dir. of Talent Procurement: Marissa Klaff

Music:
Licensed Track: ‘Hotline Bling’ by Drake
Music Licensing: Platinum Rye Entertainment
Sr. Dir. of Music Supervision + Licensing: Susan Schwartz

Talent:
OCP: Jerry Lambert
OCP: Brian Husky
OCP: Alison Martin
OCP: Drake

Announcer:  Jeff Johnson
Agent: Mike Karr / SBV LA

“Drop the Balls”

Advertising Agency: Publicis, USA
Production Company: Prettybird
Editorial Company: Arcade
VFX/Post Production: Timber
Creative Directors / Partners: Jonah Hall, Kevin Lau
Executive Producer: Sabrina Elizondo
Producer: Megan Kennedy
Lead Flame: Miles Kinghorn
Flame Assist: Branden Harden
Compositors: Daniel Raschko, Mark Robben, Brian Sales
CG Modeling, Particle vfx, Lighting, Animation: Brad Hayes, Casey Benn
CG Tracking: Matt Merkovich
Design + 2D Animation: Kevin Lau, Dan Blank

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