Alexa lost her voice. Morgan Freeman rapped to Missy Elliott. And the Old Spice Guy returned (for Tide). The Cincinnati Business Courier broke down the big game’s best and worst ads with a little help from advertising pros including content manager Andrew Yunker.
Best: Tourism Australia’s “Dundee”
What a brilliant campaign built around this ad. Advance digital support included trailers, an IMDB page, and social influence from Aussie ambassadors including Hugh Jackman and Russell Crowe. And the landing page features flights, experiences and adventures, all supporting Chris Hemsworth’s CTA, “Hey, you know there are some great flight deals to Australia right now?”
The ad’s movie trailer format allowed us to experience Australia with a few of our closest mates: Thor and Kenny Powers. This clever campaign has shifted my perception of Australia as a bucket list destination to a top contender.
Worst: Dodge Ram’s “Built to Serve”
Did Martin Luther King Jr. condemn advertising’s use of divisive status symbols? Yes. Had anyone on Dodge’s creative team ever logged into Twitter? Clearly not. Now they’re getting roasted, and rightfully so. Their impudence was jarring and the tone deaf misuse of MLK’s message is disappointing.