Readers: Bud had best Super Bowl ad
Touching tale of a Clydesdale reunited with his owner
February 6, 2013
From a young Clydesdale reunited with its former owner to an ad that extolled the many virtues of the humble farmer, this year’s best Super Bowl ads were the ones that pulled at the heartstrings.
And Budweiser’s Clydesdale-themed commercial “Reunited” was the very best of the bunch, according to media buyers and planners.
They voted Bud’s ad the top Super Bowl spot in a poll posted on Media Life yesterday inviting readers to weigh in on this year’s crop of big-game ads.
Asked which commercial was the Super Bowl’s best, 32 percent of readers picked Budweiser’s “Reunited.”
The ad shows a Clydesdale lovingly cared for by his owner until the day the horse joined Budweiser’s famous Clydesdales team. When, sometime later, the team made an appearance in a loal parade, the horse’s former owner attended.
At first it appeared the horse did not recognize him, but when the owner was about to drive home the Clydesdale suddenly reappeared to track him down, resulting in a touching reunion.
“Their Clydesdales commercial was touching but not too over the top,” one reader noted. “The relationship between the man and the horse was a great synonym to a man’s relationship with Budweiser, irreplaceable and life-long.”
It wasn’t the only sentimental ad in this year’s game. Ram’s “God Made a Farmer” showed images of American farmers during a narration by late radio personality Paul Harvey espousing their American values.
The Ram ad received 25 percent of the votes for best ad, second behind Budweiser.
“Ram did a wonderful job portraying who their trucks are made for,” noted one reader. “They focused on promoting to the farmers of America, the people that we don’t always think about. They branded themselves as a worker company that builds trucks meant for those who spend their lives working.”
Tide’s “Miracle Stain” was the only funny ad to crack the top three, finishing third with 9.3 percent of readers’ votes.
It chronicled the joy that arose from a stain shaped like Joe Montana that spattered a San Francisco 49ers fan’s shirt, until his Baltimore Ravens-loving wife washed it out with Tide.
There was a lot more agreement on the big game’s biggest bomb.
Asked which Super Bowl ad was the worst, 61 percent of readers chose GoDaddy’s “Perfect Match,” in which supermodel Bar Rafaeli made out with a frizz-haired geek.
Smilarly, a Calvin Klein’s spot with a hottie shown only in his undies came tied for second for worst ad with 13 percent of the vote, tying with Mio’s commercial featuring Tracy Morgan.
Overall readers were unimpressed with this year’s commercials.
Asked if they were better or worse than last year’s, 47 percent of readers said they were about the same, while 43 percent said they were worse.
Just 9.5 percent said they were better.
Media Life also invited readers to judge this year’s ads on a scale of 1 to 10, 1 being terrible and 10 being terrific. The greatest portion of readers, 31 percent, rated them a 6, for mediocre.
Forty-one percent of readers rated them a 5 or lower.
Also, the Clydesdales spot aside, readers felt that Anheuser-Busch had a down year. The usual king of Super Bowl advertising had several ads for its new Black Crown that readers feel missed their mark, and their two Bud Light ads weren’t as funny as past spots.
Asked whether A-B has lost its advertising touch, 46 percent of readers said yes, while 40 percent said no.
Noted one, “Anything not featuring a Clydesdale was a miss.”
Finally, Media Life asked readers whether Super Bowl ads have become overhyped.
A large majority, 75 percent, answered yes, agreeing with this statement: “Between the early release of so many spots on the web and the huge amount of anticipation for every brand, it’s impossible to live up to expectations.”
Super BowlWikipedia: The Super Bo
Tags: ads, Anheuser Busch, Bar Rafaeli, best super bowl ads, Black Crown, Bud Light, Calvin Klein, Joe Montana, media life, media life surveys, Paul Harvey, radio, san francisco, sports tv, spot, super bowl, super bowl ads, super bowl advertising, super bowl commercials, top super bowl ads, yes
New from Kantar, a programmatic buying tool
ABC slips ahead of NBC in nightly news
Behind the coming changes in the upfront
Poor MTV: Hot on Twitter, less so on TV
‘Real History of Science Fiction,’ fun
Tell us, what’s your forecast for the upfront?
Pucker up: It’s NHL playoff time
CBS on Chelsea Handler: Not gonna happen
Yet another big social network acquisition
Starting today, a new paper for LA
Big events spark huge Twitter buzz
ABC’s ‘Resurrection’ rises with DVR viewing
CBS’s Monday night takes a hit without ‘Mother’
- Paul Longo becomes managing director at Accordant Media
- Kristy Kneiding becomes public relations manager at Cord Media
- Marc d'Avignon and Jay Berry become ECDs at Translation
- Courteney Monroe rises to CEO at National Geographic Channels
- Rita Mullin rises to general manager at Science Channel
- Alan Chartrand becomes Boston market president at Clear Channel
- John Wattiker rises to international fashion manager at Esquire
- Raj Choudhury becomes chief executive at BLiNQ Media
- Jason Shulman becomes SVP of sales at Vdopia
- ABC Entertainment president Paul Lee signs new deal
This week’s cable ratings
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
This month’s new media traffic data
Online media buyer position in Provo, Utah
Digital media planner/buyer job in Minneapolis
Senior media planner job in Dallas/Fort Worth
Media buyer/planner wanted in Scottsdale, Ariz.
Assistant media planner/buyer wanted in Cleveland