I’m back on the freelance trail…this time, as a freelance writer for another agency. The back story on this is simple: a friend quit her position as a copywriter at this agency and she very graciously suggested me as a replacement. So far, things are going great – I’m really busy (always a bonus for contract workers as everything we do has to be billable or else we get shown the door) and the vibe seems pretty good. Of course,I’m still learning the office culture, but I feel like I could be really happy here. My contract, at this point, only goes through next Friday, so stay tuned.
Why Can’t I be Like Carrie Bradshaw?
Life as a freelance writer is not as glamorous as I had hoped it would be. I remember watching Sex and the City and thinking about how much fun it could be to be a full-time writer like Carrie Bradshaw – having flexible hours, and making enough money to be able to meet my girlfriends for leisurely lunches at the local hot spots and possibly shop for couture every now and then. Enter reality: freelancing is work. Hard work. In addition to writing, you’re also marketing yourself, doing the books, etc. Definitely not for the faint of heart. Freelancing is especially tough for me because I have to do it with my daughter in tow, provided I’m not working a contract job. Have you ever tried to write a 1,200 word piece with a 4 year old screaming for attention? I double-dog dare ya to try!
i-What???
This week, I was tickled to finally learn the name of Apple’s newest product: the iPad, which is supposed to be a hybrid between the Kindle and the iPod. I’m reserving judgement on the product itself, but I’ll be curious to see what happens with digital advertising on the thing, considering Apple’s inability to produce a mobile device that does justice to Flash.
Super Bowl Preview
Be on the lookout for an integrated Super Bowl promotion from Papa John’s pizza this year. While the chain is mum on the details, it does admit to being in cahoots with the NFL for this one. The “Papa’s in the House” promotion, so far, has gathered fan support and the Big Game promotion is meant to salute NFL fans as well as those behind the scenes at games.
Whatever the buy is, the chain has built up to it with a sweepstakes for two tickets and accommodations for the game, and related special offers, such as the “Super XL IV” (an extra-large pizza with four toppings for $11.99) and the “1st and 10″ (any large pizza for $10), plus if you order a large cheese pizza for $9 during the three days after the game, you can get a free topping for every touchdown scored.
There is nothing that warms the cockles of my nerdy little heart quite like Super Bowl Sunday primarily because it’s the day I get to O.D on commercials. Let’s be honest – we’ve seen brilliant campaigns that have become part of the American lexicon, such as the iconic Budweiser Clydesdale spots, the classic Mean Joe Green commercial for Coca-Cola, and the strangely addictive Budweiser “Wassup” ads. And then there are the spots that make us cringe or wonder what the advertiser was thinking.
So, without further ado, here is my list of the best, worst, and downright bizarre spots in this year’s broadcast.
Best of the Best
Hands down, this year was a tie between Bud Light/Budwesier and Doritos. Both clients went to the extreme in terms of creativity and came up big winners in my book, with Budweiser pushing the envelope in terms of creative, as well as cashing in on the perennial favorite Clydesdales, with Dorito’s making an equally strong showing.
Bud Light – Conference
This is what happens when budget-slashing goes too far.
Bud Light – Swedish
I admit it – I’m a sucker for Conan O’Brien. There is nothing this man does that fails to make me laugh and this commercials proves his genius.
Budweiser – Clydesdale Circus
This tale of “boy meets girl – boy loses girl – boy searches for girl – boy and girl are reunited” is probably one of my favorite spots of the year. Leave it to a horse to teach us that true love knows no boundaries.
Dorito’s – Crystal Ball
I could watch this spot over and over again. Kudos to the art director, who was able to take a subtle approach to a very slapstick gag without making it over-the-top.
Dorito’s – Power of the Crunch
Never underestimate the “power of the crunch,” otherwise, bad things could happen.
Honorable Mention
While there were tons of clever spots, the ones that won my heart were either captivating or spit-take hilarious.
Careerbuilder – Tips
If you haven’t been in one of these situations, you’re either extremely lucky or a terrific liar. Enjoy the insanity.
Cheetos – Spoiled Girl
For some reason, the Hitchcock approach used in this spot works for me, plus utilizing the beloved Chester mascot as the root of evil is both twisted and brilliant.
Pepsi – Refresh Anthem
What’s not to love about a spot that features Bob Dylan, “Forever Young,” and Will I. Am? The music is addictive and fantastic, and keeps the audience captivated until the very end
Sobe – Lizard Lake
This spot is a bit bizarre and doesn’t immediately identify with a product, but it captures the audience from start to finish, which, to me, makes a great spot.
Teleflora – Flowers in a Box
Cruel, snarky, and hilarious all at the same time, this spot comprises several elements that make me very, very happy.
Worst of the Worst
It’s hard for me to be outwardly critical of someone else’s creative, because brilliant is in the eye of the beholder, however, these spots stood out to me because they were either awful, unwatchable, or just plain pointless.
Castrol – Edge Monkeys
I’m sure someone paid big money for this commercial, but, honestly, it gave me the willies. Don’t say you weren’t warned.
E-Trade – Wings
I have been hearing about the genius of the E-trade ads for a couple of years. As much as I wanted to like this, I just couldn’t, and I give it an E for “ehhhhh.”.
Go Daddy – Shower
Again, I’ve heard about the so-called brilliance of the Go Daddy commercials, but this was just too bizarre, even for me.
Hyundai – Angry Bosses
I just can’t like a commercial that stresses me out. You be the judge.
Pedigree – Crazy Pets
I’m sure I would like this commercial if I understood what they were trying to say. The creative is lacking in this spot in the fact that it struggles to make a point that might lead to a sale.
Sprint – Roadies
I’m sure someone thought this was clever at some point in the creative process, but going back to Advertising 101, if a spot doesn’t say anything about your product or brand, you have wasted your money.
