David Reviews

 Biting the hand that feeds us since 2002.

REPORT FROM THE SUPER BOWL ARMCHAIR

If you went to bed with the score 28-3 to the Atlanta Falcons, you missed a fair bit. While the New England Patriots earned a historic 34-28 comeback victory, there were also some commercials broadcast during this yearís Super Bowl. Just how we like it!

This yearís gridiron showpiece came as welcome relief from recent events. While the focus was on entertainment, certain ads made subtle and not-so-subtle nods to issues such as immigration, equality, and race.

Here are a handful of the commercials that advertisers are hoping will offer a return on their astronomical costs.


1. Audi




Directed by Somesuchís Aoife McArdle, Audiís Super Bowl ad depicts a soapbox racer enduring a bruising race to the finish line as her father ponders what kind of world he wants her to live in - one where her triumphs gain just rewards.

Covering gender equality and fair pay is bound to provoke a reaction. Just check out the ad's YouTube comments. Itís a timely communication from the car manufacturer, however, and McArdleís impressive treatment drives home Audiís message.


2. Honda





This offers a neat twist on celebrity-heavy Super Bowl ads. Various stars including Amy Steve Carell, Robert Redford, and Viola Davis make the brave choice to let their yearbook photos be used. Just a friendly warning: you canít unsee Carellís high school moustache. Each contribution reminds us weíve all got to start somewhere, and the brand suggests their success stems from humble beginnings.


3. Intel





Deflategate and a ďfriendshipĒ with Donald Trump hasnít done Tom Brady too much harm. After all, heís now a five-time Super Bowl winner. The computing giant even makes the little moments in Bradyís life seems epic with an eye-catching demonstration of their 360-degree replay technology. It seems to have limited use for everyday computer users, but at least we know Brady never lets a pancake go to waste.


4. TurboTax





Even Humpty Dumpty has to make sure his tax affairs are in order. The scrambled egg seeks tax advice from his hospital bed. Thereís a lovely/grim moment when Humpty starts bleeding yolk. We never got that detail in the nursery rhyme. Itís a fantastical way of promoting convenient tax returns, albeit with an enjoyably droll edge.


5. Snickers





The chocolate barís third consecutive Super Bowl ad is a disaster in the best possible way. Adam Driverís efforts to create a Western are foiled by dodgy squibs and the entire set collapsing around him. Itís a textbook calamity, and it chimes well with the brandís long-running belief that things go Pete Tong on an empty stomach.


6. Bai





Christopher Walken delivers a quintessentially Walken take on NSYNCís ĎBye Bye Byeí. The actor turns the boy bandís hit track into something even more intense. Justin Timberlakeís equally deadpan reaction either suggests Walken has butchered his song, or elevated it to new levels. Should provide a potent nostalgia hit.


7. 84 Lumber





This ad hit a brick wall, if you will. The broadcast version of this mother and daughter saga suffered a late edit, asking viewers to visit the lumber brandís website for the conclusion. Why the drama? Well, the ending involves a giant wall between Mexico and the United States. This reflects the difficulties faced by advertisers in this testing political climate.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.