The Best 2008 Super Bowl TV Spot: Coke Balloons at Thanksgiving Day Parade (Title: "It's Mine")

Hands down, this was the winner for the best spot. Driven by great imagination and enormous heart, this spot just takes your breath away. It's beautifully shot and majestic...summoning up many of the world's most favorite cartoon characters, Underdog, Stewie and Charlie Brown, to pursue the Coke balloon in a Thanksgiving parade gone far astray. The combination of live action and animation is seamless and adds enormous depth to the spot. I loved the juxtaposition of the interior shots with the gorgeous Manhattan sidestreet and Central Park shots.

Best...it's perfect for the historic Coke brand positioning and DNA...it's smack dab in the middle of the great Coke ad tradition of "Teach the World to Sing", "Mean Joe Greene" and "Polar Bears". Hats off to more majestic advertising from Weiden & Kennedy who continues to amaze.

Ironically, it also sets up an interesting, very direct comparison to the "Magnetic Attraction" spot created by Pepsi featuring Justin Timberlake...which is small and insignificant in comparison.

And what a perfect piece of luck that the spot is located in New York, the home of the amazing new World Champion New York Giants.

See the commentary on all the runners up above.

To visit Jugular Advertising click here

To visit Cable Marketing click here

The Best Super Bowl Ad Ever: Apple 1984

With the Super Bowl upon us in less than 48 hours, let's take a look at what, to me, is hands down and without rival, the best Super Bowl tv spot ever. Apple 1984, which ran January 22nd, 1984, introduced the world's first Macintosh--which immediately took the world by storm.

What's usually not considered in any discussion like this is the competitive context this spot appeared in: Apple had introduced the Apple II in 1977 which became in many people's minds the first mass market, popular personal computer. The introduction of spreadsheets for the Apple II drove the computer into the home and small business market. IBM, then the mainframe computer company accustomed to dictating "Big Brother" style to its users, made the radical decision to take a small group of IBM engineers, sequester them in Boca Raton with the charge of developing a competitor to the Apple II quickly...not confined by the typical circuitous, bureaucratic IBM development cycle. IBM launched their first PC, together with LOTUS Accounting software, on August 12, 1981 with a wily advertising campaign featuring the "Little Tramp" Charlie Chaplin figure which warmed up the cold IBM corporate image and was used to demonstrate how easy the computer was to use.

IBM immediately legitimized the market and was instantly carried by new IBM PC stores...and Computerland stores which sold both Apple and IBM products.

By summer 1983, six months before the 1984 Super Bowl, the IBM PC was on backorder and supplies were so low that the company suspended advertising for most of the summer and early fall. At the same time, IBM continued work on their top secret "home" computer, ultimately called PCjr which was to launch with a 1984 Super Bowl commercial featuring Chaplin in home use...sweet little Charlie continuing to interact with his PCjr, introduced from a baby carriage.

I worked on the IBM PC account as a very young kid (the source of much of the background for this entry) at the time and little did any of us every expect to see the spot which Apple, their agency Chiat Day and director Ridley Scott unleashed on the world that January 22, 1984.

This spot strikes back with a glorious competitive and imaginative vengeance never seen before on a Super Bowl and never seen since. IBM is equated to Big Brother (they were know at the time as Big Blue). Hordes of shackled workers/prisoners shuffle toward the telescreen to hear IBM's indoctrination. They are the faceless, lifeless corporate workers who have no choice but to use the BORING computers IBM produces (forget that cute little Charlie Chaplin, please...this Big Brother world is the real IBM).

Apple presents a vivid, athletic and vivacious alternative...an aggressive woman who destroys Big Brother and liberates his followers with a remarkable javelin throw, setting the business world free for a truly innovative, easy to use personal computer.

OK...so that's the backstory...why is this the best?

1. No other spot has ever created such a frightening and exhilirating self-contained world.
2. No other spot has ever been as competitive...or as violent.
3. This is the most beautiful Super Bowl spot ever shot. Gorgeous sets, beautiful lighting, an enormous range of gray tones.
4. The powerful and sexy javelin thrower is a brilliant choice to destroy Big Brother.
5. No ever spot has been as successful at reversing a rival's ad campaign, sending IBM right back to the position they were trying to escape from with Chaplin. Apple bursts right into the lucrative business market while IBM was on backorder and trumpeting a jr computer (why, why, call it that??)
6. And what a way for Apple to enter the business market. They're still there with the a whole line of innovative laptops while IBM no longer even manufactures personal computers...so who has the last laugh now. Well...this was just written on my MacBook Pro.
7. The spot was first Super Bowl blockbuster. Many followed.

For Jugular Advertising click here

For our group blog on Cable Marketing click here