Top 
Thursday, April 17, 2014
on marketing some thoughts

It’s arguably the biggest night of the year as the best players in the game showcase their skills in front of a worldwide audience.

No, we’re not talking about the football players. We’re talking about the advertisers.

As marketers and designers, we enjoy watching the Super Bowl commercials as much as you do. We watch for production value, scriptwriting and storytelling, branding opportunities ... and, yes, the ads that flop or don’t make any sense at all.

After our inaugural #TFFadchat Sunday night, and a review during our weekly Monday morning meeting, here’s a look at what the team at Ten Fast Feet said were the best commercials of the bunch ... and the worst.

Best Storytelling, No Words:

Anheuser-Busch Budweiser Clydesdale Reunion (watch)

This ad drew vastly different reactions from the TFF team. Several despised it. Others loved it. But either way, it’s tough to argue the fact that this ad had the best storytelling of any Sunday night. It said so much ... without saying a word. It’s the ultimate example of "show, don’t tell," along the same lines of that animated sequence in the Pixar movie “Up” that still gets some of us choked up every time. It’s also the ad that edged out the others as the winner of the annual USAToday ad meter.

Best Storytelling, With Words:

Audi Prom Night (watch)

It had the feel of a short film, all in 60 seconds. Teen boy doesn’t have a prom date, gets fancy car from Dad to use for prom night, flirts with popular girl in traffic. Girl becomes prom queen, boy kisses girl, girl’s date punches boy, boy goes home smiling with a black eye. It’s a full storyline. These types of story-telling ads are becoming more and more popular, but Audi executed it to perfection.

Best Post-Production:

NFL Evolution Protecting the Game (watch)

This ad wasn’t included in the USAToday ad meter, but it was one that garnered a lot of praise from our team. The post-production work on this ad was nicely done, with smooth, seamless transitions between live- action and computer-generated footage.

Best Ad ... Worst Branding:

Dodge Ram Farmers (watch)

It seemed this ad drew a lot of attention from a lot of Super Bowl-watching parties. Several people commented on Twitter that the rooms they were sitting in all respectively got quiet during this ad. It was very well done … but it’s also the ad that’s likely on the receiving end of this question today: “I loved that farmers ad. Who was it for again?” Beautiful ad. Poor branding. Some echoed that this was eerily similar to the Chrysler ad a couple of years ago that featured Eminem. A baby boomer said the ad appealed so much to her, thanks to the use of Paul Harvey, she went and sought out the brand behind the ad this morning. With Ram spending 2-minutes of airtime, it is somewhat surprising that the branding wasn’t more prevalent. But, proof that Paul Harvey fans still have some clout, it was popular – finishing in the top 3 in the USAToday ad meter rankings.

Ad Benefitting from Game Circumstances:

Tide Miracle Stain (watch)

The second-most popular ad of the night, according to the USAToday ad meter, this one definitely benefitted the most from the circumstances during the game. The ad, which referenced a "49ers miracle" aired right as the 49ers were in the process of a remarkable comeback in the fourth quarter. Not only was it a good ad that was tailored specifically to the two teams in the game (the wife who washed the jersey was a Ravens fan), it lucked out on its timing.

Ad Capitalizing on Game Circumstances:

Oreo Blackout Twitter Ad

It wasn’t a commercial, but many have argued today that Oreo got more bang for its buck for a quick-response tweet during the unexpected blackout in the stadium. The Oreo marketing team was together with its agency team, 360i, which allowed for the quick decision and implementation of the image to capitalize on the rare situation. It resulted in thousands of retweets. Meanwhile, Oreo’s traditional TV ad during the Super Bowl, which featured whisperers in a library, was only in the middle of the pack on the USAToday ad meter.

Biggest Flops:

Axe Lifeguard (watch)
GoDaddy Kiss (watch)

The debate continued Monday morning during our meeting as to which one of these was the worst. So, we decided to include both of them. A strong point was made, though – the GoDaddy commercial was so uncomfortable that people were still talking about it today. And if that’s the case, is it really a flop … or was that the desired response? It was, however, rated the lowest on the USAToday ad meter. The Axe ad, meanwhile, fared slightly better in the meter rankings, but as it was highly forgettable, it might actually be a better choice for biggest flop.

Blog Archive

A UX Discussion, Part II: How We’ve Changed

After two members of the Ten Fast Feet interactive agency team returned from a user experience design workshop, led by noted interaction designer Janice Fraser, our team worked together to re-imagine our UX process for our clients. In Part I, Dylan Mullins, our creative and accounts director, and...
Read More...

A UX Discussion, Part I: What We’ve Learned

As the summer was just getting underway, two members of the Ten Fast Feet interactive agency team jumped in a car and went back to school for a day to learn more about user experience design. Dylan Mullins, our creative and accounts director, and Brianna Reed, our designer, headed to Jackson, Tenn.,...
Read More...

The Video Process: Mobile Apps

Technology has become an important part of the video production process. While the actual cameras and editing equipment are integral pieces, one of the newer trends is the use of mobile and native apps. During our recent video production for our startup client, RegistryBin, we tried out two iPhone...
Read More...

The Video Process: Planning and Pre-Production

Though we tend to think of the video creative process as spontaneous and inspired, the reality is that the fruits of creativity are most often the result of careful planning, thought, and a lot of to-do lists. You may not notice it, but it is there behind the scenes. Step by step, one actionable task...
Read More...

The Story of JobClocker

A couple of weeks ago, we announced the official launch of JobClocker, a web application and mobile app system designed to simplify...
Read More...

On Our Radar: Pizza, Misconceptions, and Graphene

Because we’re an interactive agency, full of extremely creative and really smart people, it’s not "all work, no play" around here. True, we don’t have interoffice mail to have fun with. (Raise your hand if you’ve received a golf ball or a melted chocolate bar in a large brown envelope in the...
Read More...

TFF Designer to Sit on Marketing Panel

The weekend is here, and while a good portion of our team is taking a much-deserved break from web design and development (for at least a few hours, anyway), one of us is going to help teach some fine folks about marketing at an event here in Nashville.
Read More...

What to Do When the Power Goes Out

So, what’s an interactive agency to do when the power suddenly goes out in downtown Nashville? Great question. We happen to know the answer to that, because it happened on Tuesday.
Read More...

Video Reel: Taking Web Design to Another Level

As a Nashville web design and interactive agency, we quite frequently have the opportunity to work on multifaceted projects for our clients. This typically involves strategy, design and development of a new website, but in many cases it also includes a video component as well.
Read More...

Catching Up and Catching Our Breath

It’s certainly been a busy month here at Ten Fast Feet, and not just because of all the awesome web design and interactive projects we’ve been working on. We’ve hosted an event with the winners of our startup initiative as the guests of honor, met lots of amazing people and even had a couple of...
Read More...

The Process of Our Process: A Mural in Time-Lapse

When an interactive agency takes up residence in a former law office in downtown Nashville, there’s a bit of, well, redecorating that needs to happen. Little by little, however, the place is starting to take shape. It’s feeling much more creative, with the orange ceiling in the conference room,...
Read More...

A Reception for Separate Six

It began as a simple conversation. What if we, as an interactive agency, were to help one Nashville startup? Give them a "Leg Up" on the competition, so to speak. That conversation became a reality when Ten Fast Feet announced its inaugural "Leg Up" initiative in February, awarding one startup with...
Read More...

How Technology is Changing the Law

We live in an age where technology is helping lead new innovation. But when was the last time you thought about how technology affects law, outside of patent and copyright law? Things like your personal and civil rights are being affected daily, thanks to cutting-edge technological developments.
Read More...

Much Ado About Nothing: Starting Content Strategy from Scratch

Good website design requires a good content strategy. That’s a concept that we try to drive home with our clients here in Nashville at Ten Fast Feet. Even though we’re an interactive agency – and we can make your website look fantastically professional and responsive by device and all that cool...
Read More...

The Winner of 'Leg Up' is ...

Nearly two months ago, the team here at Ten Fast Feet announced something that it has never done before. An initiative, dubbed "Leg Up," that would help one Nashville-area startup with up to $20,000 in user interface and experience, web and graphic design along with business logic and development...
Read More...

Behind the Scenes: Superior's Inspirational Photo Shoot

When it comes to website design and development, photography plays a crucial role. Whether they're stock images or contributed photos from the client, pictures can drive the direction for a site, from the look and feel and even the mood the site portrays on the user. The photos are inspirational. It’s...
Read More...

The Circle of Interaction Design

Years ago, a colleague of mine at a recording studio in Pittsburgh was preparing his application for a master’s program in music composition at Carnegie Mellon. His project was an original composition of music. It was very ambient and not rhythmic and featured synthesized and orchestrated sounds. Over...
Read More...

Alternate Reality Games: An Alternate Take on Marketing

What happens when gaming, entertainment and promotion collide? An alternate reality game, or ARG. An ARG is a type of storytelling that transcends media boundaries and is used to promote a product, service, business or event using the real world as an interactive platform. It’s a relatively new and...
Read More...

Finding Inspiration for Creative Projects

Pop into the Ten Fast Feet creative room on any given day in our Nashville office, and you'll find us working on various video projects and designing websites and mobile apps ... or writing and organizing content for our latest client projects. There's a lot of collaboration and discussion,...
Read More...

Flexible Content Management? Yes, Please

There are countless articles and blogs comparing the most popular open source content management systems: Drupal, Wordpress, and Joomla. All three have strengths and weaknesses, but at this point in the game, most of the major flaws among them have been ironed out. What we’re left with is more of a...
Read More...
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
Contact