The Super Bowl is still two days away, but we've already been inundated with Big Game commercials, as companies look to exploit the two-week marketing window they are afforded by the NFL's championship and the presence of YouTube permeating mainstream culture.
In so many ways, the Super Bowl has become the most American of all holidays—even if it isn't technically a holiday—as we gather to watch football, commercials, tacky halftime shows with flavor of the week pop stars and, of course, commercials, the poetry of capitalism.
Let's break down some of the best ads released thus far.
Where: MetLife Stadium, East Rutherford, N.J.
When: Sunday, Feb. 2, at 6:30 p.m. ET
Live Stream: Fox Sports Go
Spread: Broncos -2.5, per Vegas Insider
This is definitely my favorite commercial of the lot. For starters, Ben Kingsley, Tom Hiddleston and Mark Strong all have cool to spare. And the premise really is spot on—we love us some classy, put-together British villains, don't we?
But what really makes this work is that Jaguar actually ties the themes of the British villains into what makes the new F-TYPE Coupe worth your while. Heck, even the slogan, "It's good to be bad," is catchy.
No, this ad doesn't get any cheap laughs. Nope, you probably won't be yelling the catchphrase like you did for the old Bud "What's Up?" ads. There isn't any controversy here.
Instead, it's a smart, sophisticated ad that features the product. Hard to top that.
I mean, it's pretty hard to go wrong when you combine the Muppets and Terry Crews, wouldn't you say? More importantly, the ad uses them to hammer home the idea that the Highlander is roomy, singing "But we ain't got no room for boring" as the chorus.
But seriously, they had me at the Muppets.
AXE has a history of getting a little silly with their commercials, often pushing sex appeal so hard that they become farcical. That sort of goofy, "our spray will make you THIS sexy" as women fall left and right over the AXE wearer campaign probably reaches the intended audience, but it can be a bit much at times.
So I was pleasantly surprised when AXE instead released the above ad that borders on the profound. Sure, the women in these ads would be equally pleased with the gestures their men made with or without them spraying AXE all over their bodies, but the sentiment of the ad is still pretty great.
So well done, AXE.
This one will resonate with the fathers and sons. Like Toyota, Hyundai found a clever way to advertise one major feature of the Genesis, its Automatic Emergency Braking. There are no frills here, no movie stars, Muppets or profound statements.
Just a dad watching out for his son and a car that perhaps can do the same. Hyundai is selling us warm and fuzzy in a smart way with this one.
But my goodness, how freaking clumsy is that kid? Honestly, how is he still alive? What happens when he goes to school?
Truly, I fear for him once he gets to college.