2009 Super Bowl Commercials: A Review (Videos Included)

2000's Super Bowl commercials were again a mixed bag, but overall were better than last year's commercials. Traditional favorite Bud Light had yet another bad year, GoDaddy continued to sleaze up the event, but there were some standouts this evening. My best and worst are at the end. (Watch video of each 2009 Super Bowl commerical by clicking on the link of the title.)

NOTE: Overall scores for each ad are not an average, but overall impression. Number scores given are based on first impression, so my final choice for best and worst may not reflect the score given. Also, NBC Promos were not reviewed.

Bud Light Business Meeting

Entertainment: 6 Selling: 5 Overall: 6

Summary: A man suggests getting rid of Bud Light to cut a business' budget.

Another lackluster start for Bud Light, as a man suggests getting rid of Bud Light to improve the bottom line and literally gets tossed out of the meeting (and through a plate glass window and out several stories). Violent slapstick is a Super Bowl cliche that doesn't get any better with repetition.

Angels and Demons

Entertainment: 2 Selling: 6 Overall:4

Summary: Movie ad for Angels and Demons with Tom Hanks

It's an ad for Angels and Demons. Was the Da Vinci Code a big enough hit to merit a $3 million ad for its sequel? Doesn't make me want to see it.

Audi: Progress is Beautiful

Entertainment: 8 Selling: 9 Overall: 8

Summary: B-Movie Action Star Jason Statham rides various luxury cars through chase sequences, finally getting it right with Audi.

A clever ad showing how the new Audi excels where other luxury champions of previous years does not. Clever use of iconic looks from different eras. Well shot. Great ad.

Pepsi -- Forever Young

Entertainment: 5 Selling: 5 Overall: 5

Summary: Bob Dylan And Will I Am sing Forever Young over contrasting images from various Pepsi Generations.

While this ad nicely follows up prior advertisements of Pepsi throughout the ages, but all I can think is, "Hey, Dylan's sold out again."

Doritos -- Crystal Ball

Entertainment: 6 Selling: 4 Overall: 5

Summary: A guy predicts free Doritos for the office and then makes it happen.

A guy uses a snow globe to predict free Doritos for his office and then makes it happen by tossing it through the machine. Commercials with violent acts are much funnier when they aren't telegraphed way before they actually happen, like this joke was. The commercial ends with a coworker making a wish and hurling it through into the crotch of an unsuspecting older man. While a heavy object to the crotch is always funny, the commercial should have ended there. Instead, it ends on a humorless revisit by the original hurler of the object.

Conan O' Brien For Bud Light

Entertainment: 4 Selling: 3 Overall:3

Summary: Conan O' Brien makes a goofy commercial for Bud Light in Sweden that gets picked up in the U.S., much to his embarassment.

This commercial is far too short to be funny and would be much better if they used a star not known for making a fool out of himself. Bud Light keeps striking out.

Year One

Entertainment: 7 Selling: 8 Overall: 7

Summary: Ad for New Jack Black Comedy

An amusing ad for a movie that appeals to men. This is the type of movie ad that should be in the Super Bowl.

Toyota Venza -- Faces

Entertainment: 1 Selling: 7 Overall: 3

Summary: An artist drives a Venza

Yawn. Why is this in the Super Bowl? This looks like an ad meant for local markets given a $3,000,000 ad slot.

Mr. and Mrs. Potato Head Drive on Bridgestone

Entertainment: 10 Selling: 9 Overall: 9

Summary: Mr. And Mrs. Potato Head are saved by their Bridgestone tires.

The famous spuds are speeding in a convertible along winding roads while Mrs. Potato Head yells at Mr. Potato head. He slams on the brakes, sending Mrs. Potato Head's mouth flying. Funny ad that demonstrates the product well.

Fast and Furious

Summary: An ad for the Fast and Furious

Entertainment: 6 Selling: 7 Overall: 6

Is this a remake? It looks incredibly dumb,. But then, I'm guessing I'm not the target audience. Guy flick for a guy event. Good placement.

Castrol Edge -- Grease Monkeys

Summary: A guy attracts real monkeys with Castrol Oil

Entertainment: 4 Selling: 5 Overall: 4

Monkeys have been done to death in Super Bowl ads. An obvious joke without any payoff. Lousy ad.

Land of the Lost

Summary: Will Ferrell stars in a remake of the low budget Saturday morning classic.

Entertainment: 7 Selling: 8 Overall: 7

Adults will marvel at the way the cheesy show is brought to life, younger fans will laugh at Will Ferrell. Another well targeted ad.

Doritos -- Power of the Crunch

Summary: A magic Doritos bag leads to unexpected results.

Entertainment: 6 Selling: 4 Overall: 5

Another Doritos ad with a violent slapstick ending. The ad itself is memorable, but almost plays like a cynical parody of Super Bowl ads. And in the end, I'm less likely to remember the product than what happened in the ad.

Go Daddy Danica Takes a Shower

Summary: Danica Patrick Takes a Shower in the Go Daddy Ad.

Entertainment: 5 Selling: 9 Overall: 6

Some geeks somehow turn their website into a Danica Patrick webcam. It's cheap, sleazy, and you can bet the farm it worked.

Pepsi Max -- I'm Good

Summary: You can shock 'em, hit 'em on the head, and beat them up, but don't give guys a diet cola.

Entertainment: 8 Selling: 5 Overall: 7

In a commercial that would make the Three Stooges wince, men get shocked, have bowling balls dropped on their head, get walloped while hanging out of a sunroof, and otherwise abused. "Men can take anything, except for the taste of diet cola," the voice-over states. Pepsi Max is being sold as the first diet cola for men. It's a funny ad that appeals to guys. But is there any guy out there who isn't already drinking diet soda who will suddenly find Pepsi Max to his liking? Nice attempt, but I doubt it will work to move more Pepsi Max.

Pedigree -- Crazy Pets

Summary: People deal with the hassle of their exotic pets. Pedigree suggests you get a dog.

Entertainment: 8 Selling: 8 Overall: 8

This ad features people with a series of outrageous house pets who wreak havoc on their lives or just aren't that much fun to be around. Pedigree suggests you get a dog in the Pedigree supported dog adoption drive. A funny animal ad that promotes rescuing animals. What's not to love?

Budweiser -- Fetch

Summary: A Clydesdale outdoes a dalmation in a game of fetch.

Entertainment: 7 Selling: 1 Overall: 7

Yeah, I saw the punchline coming, but I'm a sucker for a Clydesdale and a Dalmation.

Budweiser -- Daisy and Romeo -- Ain't No Mountain High Enough

Summary: A Budweiser Clydesdale and a circus pony don't let distance come between them.

Entertainment: 9 Selling: 1 Overall: 8

Another great ad, with lots of humor, as a Clydesdale chases his love across country to break her out of a circus. The Budweiser ads are keeping in the tradition of Budweiser ads of the past. The Bud Light ads, which used to be the highlight of the Super Bowl, have sucked.

Star Trek

Summary: New Star Trek Movie Ad

Entertainment: 8 Selling: 8 Overall: 8

This teaser ad is also well targeted. Even if you aren't a huge Star Trek fan, the characters are iconic, and the ad shows just enough to make me want to see it.

Gatorade - G

Summary: Sports heroes from all walks of life talk about Gatorade.

Entertainment: 6 Selling: 6 Overall: 7

I think these ads are well done, and I love the inclusion of Jason McElwain, the autistic teenager that went crazy hitting threes for his school team.

Cars.com -- "David Abernathy"

Summary: A man whose life has been full of confidence is still scared when it comes to buying a car. Cars.com comes to the rescue.

Entertainment: 8 Selling: 9 Overall: 9

David Abernathy is super confident from birth. Among his many accomplishments in 28 years are giving his doctor congratulations for successfully delivering him, and applying to Princeton... for the position of dean. Yet even David is scared when it comes to buying a car. Cars.com gives him back the confidence he needs. Cute ad and good job of mixing humor and driving home the main selling point of cars.com, helping you buy a car.

Hyundai Genesis -- Angry Bosses

Summary: Foreign Auto companies get mad at Hyundai

Entertainment: 4 Selling: 7 Overall: 5

Not a very entertaining ad, but this one does a good job of pointing out that Hyundai is making a name for itself.

E-Trade Baby and Friend

Summary: E-Trade Baby and his friend talk about investments.

Entertainment: 6 Selling: 7 Overall:

Not the best E-trade ad, but it is funny to hear a little baby sing Broken Wings by Mister Mister.

UP

Summary: Ad for the movie Up.

Entertainment: 7 Selling: 7 Overall: 7

It's a Pixar movie, and it looks cute. Not as entertaining as the trailer, but does the job.

Bud Light -- Ski Lodge Drinkability Demonstration

Summary: A guy shows the difference between Bud Light and other beers by pointing out two very different skiers.

Entertainment: 9 Selling: 5 Overall: 8

Yes, this one is another violent slapstick ad, but it works because it is so over the top. A guy demonstrates Bud Light's drinkability by using a magical telestrator ability with his hands to draw trees in front of a skier representing other beers. The guy crashes miserably through a ton of obstacles. This reviewer laughs. Best Bud Light ad so far.

H&R Block -- Death and Taxes

Summary: Death gets mad at his tax preparer.

Entertainment: 6 Selling: 7 Overall: 6

Death gives his preparer grief over issues Death had on his tax return. Somewhat amusing, and timed right for tax season. I'd have probably gone with a quickie ad featuring Tim Geithner or Tom Daschle

Teleflora -- Angry Bouquet

Summary: A bouquet in a box starts giving the recipient grief about how little the guy who sent her the flowers loves her.

Entertaiment: 8 Selling: 8 Overall: 8

The ad is an attack on services that send flowers in a box, as opposed to Teleflora who personally delivers beautiful bouquets. The talking flower's insults are very funny, and the ad gets its point across without a sledgehammer. Great ad.

Cheetos -- Pigeon Attack

Summary: Chester Cheetah helps a woman attack an annoying cell phone user with pigeons and Cheerios.

Entertainment: 9 Selling: 4 Overall: 9

Who hasn't wanted to attack someone who is annoyingly talking to her friends on a cell phone while you're trying to enjoy a peaceful bit of time to yourself. Chester Cheetah encourages the offended woman to dump a few Cheetos around the woman, causing pigeons to attack her. Funny ad.

Monsters Vs. Aliens

Summary: Ad for the movie.

Entertainment: 6 Selling: 7 Overall: 7

3D glasses gave me a headache on this one. The movie looks kind of lame, and the commercial plays up the potty humor, which leads me to believe it is less than inspired. But the kiddos probably enjoyed the ad.

Sobe Life Water

Summary: 3D ad for Sobe Life Water with Lizards and NFL players.

Entertainment: 4 Selling: 4 Overall: 4

This and the movie ad before it were two heavily hyped ads, and both were two utter disappointments. The 3D glasses hurt and the ad is simply silly, not entertaining.

Sprint Roadies Run the World

Summary: Old ad with Roadies running an airport.

Entertainment: 7 Selling: 7 Overall: 7

These Sprint ads are both funny and effective at selling "Direct Connect". It's an old ad, but more effective than many tonight.

Toyota Tundra -- Tunnel of Fire

Summary: Toyota Tundra goes through a tunnel of fire.

Entertainment: 6 Selling: 9 Overall: 8

These ads showing a Toyota Tundra doing incredibly odd feats of strength are quite effective.

Priceline Negotiator

Summary: An Asian man gets help from William Shatner talking his wife into a trip.

Entertainment: 8 Selling: 8 Overall: 8

Watching an Asian man imitate William Shatner's speech paterns is more amusing than it has any right to be. One of the more amusing ads this evening, and it gets Priceline's benefits across.

Overstock.com

Summary: Carlos Boozer uses Overstock.com

Entertainment: 2 Selling: 5 Overall: 2

Who is Carlos Boozer and why do I care? Celebrity endorsements aren't effective if I have to look the person up on Google. It isn't clear why Carlos is even on Overstock.com or the connection between him and the website.

Universal Orlando

Summary: A man contemplates his inner child and decides to go to Universal Orlando.

Entertainment: 7 Selling: 8 Overall: 7

Cute ad as a young boy in tights and cape meets up with his older self across skyscrapers. Effective at pointing out that Universal Orlando can help you reclaim your childhood.

Coca Cola -- Avatar

Entertainment: 9 Selling: 9 Overall: 9

Summary: In a world full of people tuned into their gadgets, a lonely man finds love over a bottle of Coke.

This is a brilliant ad and a missed opportunity. As a young guy walks through the city streets, everyone around him is on a cell phone, texting, reading their PDAs, working on a laptop, or playing a video game. And each one of those people turns into some online representation of themselves, be it a monster, an animal, a curvy anime character, a sim, or some other creature. Finally, he steps into a diner and orders a Coke. The ogre next to him on a laptop reaches over and grabs his bottle. The ogre then turns back into a person, a cute girl. The girl stops her online conversation and turns to the guy and they get to know each other. The ad works both with gentle humor and social commentary. We're so wired into our gadgets that we don't seem to have time for each other, so why not get to know each other over a Coke? The missed opportunity here is that Coke's new slogan, "Open Happiness" is as generic as they come. This ad would have been a perfect way to roll out an old favorite Coke slogan, "The Real Thing."

Bridgestone -- Outer Space

Summary: Two astronauts jamming to hip hop lose their tires to thieves.

Entertainment: 6 Selling: 3 Overall: 5

Is this ad slightly racist, with two guys listening to hip hop who have their tires stolen after they park their car? Either way, the payoff of this outer space ad wasn't very funny. And I know it is a joke, but is Bridestone saying their tires are so good they're likely to be stolen? Give me some Goodyears if that is the case.

Denny's -- Mobster Breakfast

Summary: Mobsters trying to take care of things over breakfast have their conversation interrupted by a Denny's waitress making smiley faces on the boss's pancakes.

Entertainment: 8 Selling: 7 Overall: 8

I liked this one because I thought it was going to end with the mobster's talking about something ridiculous, not a waitress coming in and difusing the situation with smiley pancakes. Funny ad, and sure to drive traffic to Denny's with free breakfast.

Monster.com -- Moose head/ Moose butt

Summary: How you feel about your job depends on which end of the org chart you're on.

Entertainment: 10 Selling: 9 Overall: 10

I used to joke with my daughter that with every animal head on a wall, there was a corresponding body on the other side. This ad beautifully illustrates the way many people feel about their job, as their boss gets all the perks, and they get the tail end of everything, eventually running the risk of getting pooped on. This is the most beautifully realized ad concept so far.

Budweiser -- Jake's Ancestry

Summary: A clydesdale talks about his history.

Entertainment: 7 Selling: 4 Overall: 6

Cute ad about a clydesdale telling about his anscestors moving to this country, taking odd jobs, and eventually becoming a Budweiser clydesdale. Lots of these tonight. Funny, but I miss Bud Bowl.

Race to Witch Mountain

Summary: Movie Ad

Entertainment: 6 Selling: 6 Overall: 6

Nothing really distinquishing about this Walt Disney reboot except the fact that the Rock says, "Pimp."

Transformers Revenge of the Fallen

Summary: Standard action movie commercial for the new Transformers sequel

Entertainment: 5 Selling: 7 Overall: 5

Will appeal to fans of the original movie. Everyone else..... yawn!

Career Builder -- "It's Probably Time"

Summary: A list of reasons why it might be time to look for a new job.

Entertainment: 9 Selling: 9 Overall: 9

In the manner of "There was an old woman who swallowed a fly," Career Builder gives you a list of reasons that "it's probably time" to look for a new job that repeat and build. A very funny commercial that those of us who have tough days at work can relate to. Interestingly I think the ad on TV is less funny than the very similar ad posted pre-game. That one ends with the koala bear getting punched in the face, and was more humorous than the remixed version that loses something by being longer.

Coca Cola -- Heist

Entertainment: 7 Selling: 2 Overall: 6

Summary: Bugs steal a picnicing man's Coca Cola while he is asleep.

While a man sleeps, a ladybug, butterflies, bees, and other forest insects conspire to steal his Coke. While the ads a nicely done series of digital effects, the only thing that really seemed inspired was the beetle that was used as a bottle opener. A cute ad, but not memorable. As for selling Coke, is it even possible to sell Coke or Pepsi anymore? You either buy it or you don't.

Kellogg's Frosted Flakes

Summary: A playing field grows in front of the viewer's eyes.

Entertainment: 6 Selling: 8 Overall: 6

A nice tie in to the Super Bowl that shows Frosted Flakes' committment to rebuilding athletic fields for kids. Not a standout, but I can see this playing on many sports broadcasts.

Usama Young -- NFL Super Stories

Summary: Usama Young tells his story.

Entertainment: 8 Selling: 7 Overall: 7

Charming ad for the NFL as player Usama Young tells about working his way up from concessions to playing in the NFL. Did the NFL really need to sell itself though?

Hyundai Assurance

Summary: Hyundai's plan to help those who lose their jobs after buying a Hyundai.

Entertainment: 1 Selling: 8 Overall: 7

This is a recycled ad, but an effective one for the current economy, as Hyundai tells about taking care of you if you lose your job after buying a Hyundai.

Coke Zero -- Mean Joe Redux

Summary: Troy Polamalu tries to reenact a classic ad, but is thwarted by Coke execs.

Entertainment: 8 Selling: 7 Overall: 8

This is the first Coke Zero ad that was as funny as it was trying to be, as the guys who run Coke try to derail the efforts of those promoting Coke Zero. Funny ending with Troy tackling one of the execs, and instead of tossing the kid HIS jersey, ripping the shirt off the exec and throwing that.

Cash 4 Gold.com -- Heeeeere's Money

Summary: Ed McMahon and MC Hammer get rid of their stuff for cash.

Entertainment: 7 Selling: 8 Overall: 7

Washed up stars Ed and MC sell gold records, microphones, pants, and even a gilded toilet to earn cash for themselves. Humorous, but also kind of sad.

Vizio -- Take a Look

Summary: Vizio talks about their value

Entertainment: 2 Selling: 7 Overall: 4

I guess with $3 million spent, they didn't have enough money for a real commercial.

GE: Scarecrow

Summary: A scarecrow singing "If I Only Had a Brain" advertises GE's Smart Grid Technology.

Entertainment: 5 Selling: 7 Overall: 6

This is another head scratcher. Did GE have to advertise Smart Grid technology to the largest yearly viewing audience? It's a good ad with nice production values, but seems like big money wasted to me.

Taco Bell -- First Date

Summary: Taco Bell helps man win over a woman he just met

Entertainment: 6 Selling: 7 Overall: 7

The food in this commercial looks pretty good for Taco Bell. The premise is amusing, as a man goes from getting a girl's number to having her meet his parents in a few short minutes. Not one of the best in the history of Taco Bell Super Bowl ads.

Hulu.com

Summary: Alec Baldwin advertises Hulu

Entertainment: 5 Selling: 7 Overall: 6

I love Alec Baldwin which makes this rather lame ad for Hulu that much easier to take. Side note: This ad made appeared to increase the site's traffic so much, that it kept Hulu videos from loading for a few minutes.

GE Wind Energy

Summary: A kid bottles the wind in a jar and uses it to blow out birthday candles.

Entertainment: 6 Selling: 8 Overall: 6

A cute ad in which a kid in a foreign country bottles up the blowing wind and takes it to his grandfather who is ready to blow out his candles. When he opens the jar, the candles, and much of the house gets blown out with tremendous wind energy. The punchline is too obvious to make it a great ad, but it does demonstrate the advertised product well.

MacGruber Pepsi Ad

Summary: Saturday Night Live character MacGruber sells out to Pepsi.

Entertainment: 6 Selling: 5 Overall: 5

This is a repeat from last night's SNL, probably makes no sense to people who don't watch SNL, and isn't any funnier today.

Bud Light Lime

Summary: A guy turns a winter day into summer with Bud Light.

Entertainment: 3 Selling: 6 Overall: 4

Haven't I seen this done before? Is this really the selling point for this beer, that it'll make winter like summer? A few years ago this ad might have been neat, but some neat effects to a rock beat have been done to death. Lame.

GoDaddy "Enhanced" Senate Hearings

Summary: Another stupid ad from GoDaddy with Danica Patrick and some surgically enhanced bimbos.

Entertainment: 1 Selling: 8 Overall: 1

This ad is even stupider than every other GoDaddy ad. How many Super Bowls is GoDaddy going to sell their rather decent product with the sleaziest of pitches. I'll let you know as soon as I get back from GoDaddy.com

BEST SUPER BOWL ADVERTISEMENT OF 2009

I liked the Monster.com ad with the moose head on one side of the wall, the moose butt on the other side. It perfectly captured the feel that many job seekers have day in and day out. A close runner up is Coke's Avatar ad, which I thought was beautifully done.

WORST SUPER BOWL ADVERTISEMENT OF 2009

Overstock.com's Carlos Boozer ad. Honestly, if you're going to bring NBA star power to a Super Bowl ad, shouldn't you go with a Shaq, LeBron, or Kobe? And if you're going to mention a gold medal, wouldn't it be better to bring Michael Phelps or Kerri and Misti May to your commercial? It's not clear what is being advertised here, and I doubt people were rushing to Overstock.com afterward. Runners up are the two GoDaddy.com ads. GoDaddy has been beating the same tired racy ad shtick for the past few years, and while I have no doubt it works, the ads themselves are lousy.

For my thoughts on the 2008 Super Bowl Commercials, click here.