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 Super Bowl commercials were crazy and heavy with nostalgia as companies tried to pass on cheerful, hopeful messages amid the coronavirus pandemic.
But brands also took the opportunity to say something meaningful about our unprecedented times, according to a team of top advertisers assembled by The Post.
“Advertisers rely heavily on how 2020 was the worst year in recent memory,” said Jennifer DaSilva, president at Berlin Cameron.
“Most places are optimistic and hopeful as we start a new year.”
Here’s what our panel of experts made of 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 sultryness of the place was heavy-handed, especially for a family-friendly product.
“Yes, the sexual innuendo is sometimes exaggerated, but high marks for pure entertainment,” said Chris Graves, Chief Creative Officer at Team One.
“Really well made as a movie,” added Graves. “And appreciate the attempt to give a somewhat intrusive technology a human face – an extraordinarily handsome human face.”
Average grade: A.
Bud Light – “Last Year’s Lemons”
The Bud Light spot was a nod to the year-long “lemon” we’ve just had – although “this ad is anything but a lemon,” DaSilva said.
Most of our experts enjoyed the clip’s quirky metaphor for 2020 and its take on the age-old adage, “When life gives you lemons, make lemonade.”
In the ad, giant lemons rained down at weddings and other parties, and while we’ve seen unexpected objects fall from the sky before, this one was “beautifully produced and fun to watch,” said Graves.
“Thank you, Bud Light,” said Jennie Moore, Creative Director at WONGDOODY in Seattle.
“We could laugh or cry last year, and this helped me share in a much needed laugh.”
General grade: A-
Uber Eats – “Wayne’s World”
Comedians Dana Carvey and Mike Myers from “Wayne’s World” took viewers back to the 1990s for this fun ad.
“Many brands have made Super Bowl Sunday a ‘Throwback Thursday,'” said Andy Nathan, founder and CEO of the Fortnight Collective.
“The Wayne’s World local access cable TV show that works to serve local restaurants makes sense for Uber Eats and what they promise.”
Add in Cardi B’s cameo and the ad will be even more fun, eye-catching and fun, says Moa Netto, Chief Creative Officer at RAPP US.
Jimmy Hutcheson, CEO of SPIN, added, “The one thing that always stands out is nostalgia.”
“In recent years, Super Bowl commercials have taken advantage of that by reviving beloved movie characters,” said Hutcheson.
“So it makes perfect sense that it would make absolutely sense to grab Mike Myers and Dana Carvey for a Wayne’s World reunion.”
Add the current pop icon Cardi B to that equation? Brilliant, ”said Hutcheson,“ a big win for Uber Eats to appeal to people across generations. “
Average grade: A-
Cheetos – “It wasn’t me”
Cheetos hired famous couple Ashton Kutcher and Mila Kunis for this ad, set to Shaggy’s ‘It Wasn’t Me’.
“I liked how they were able to harness the cultural power of an iconic song while keeping the product at the center of the story,” said Netto.
Eric Stein, Chief Creative Officer at Hooray Agency, agreed on the melody choice.
Shaggy steals the show. Mila and Ashton work ‘ok’ as support, ”said Stein, who put the ad a C.
Tim Smith, president of Chemistry in Atlanta, said, “I wanted to like this one, but it didn’t seem right.”
“Shaggy and the music was great, but the acting and singing of two stars that I really like was uncomfortable.”
Average grade: B-
Scotts Miracle-Gro – “Big Game Commercial”
The many celebrities who appeared in this ad felt forced, according to our experts.
It was another nostalgic hit with John Travolta’s special performance.
But that was not enough to save this place.
“The Super Bowl ads are teeming with celebs this year, and a lot of them seem to be in this place,” Graves said.
‘It is strangely fascinating when you try to find out how one relates to the other. Then Travolta shows up and all bets are off. Anything to promote a competition to win a lawn and garden of your dreams? It is a lot to process. “
Average grade: C.
Robinhood – “We are all investors”
Robinhood recently made headlines in connection with the GameStop saga, but our experts say the investment app’s first Super Bowl commercial fell flat.
“I think Robinhood was smart to use current PR to boost brand awareness on the biggest stage,” Smith said, adding, “That said, I think they missed the mark in a Super Bowl spot. “
“The spot was beautifully shot, but too quiet for the podium.”
Husani Oakley, Chief Technology Officer at Deutsch NY, noted that “there probably wasn’t enough time to make changes,” in the wake of the stock market madness.
Still, “I don’t think the spot would have worked well, even in a pre- # GameStopGate world.”
“The basic idea – that everyone invests in something, so why not invest through Robinhood – is perfect, but the execution is fairly flat and does not quite live up to its potential.”
Average grade: C.