The Best and Worst of Super Bowl Advertising 2007

If the crop of 2007 Super Bowl ads were the best the world of advertising had to give, then there must be a shortage of creative juices on Madison Avenue. The standard was set high back in 1984 starting with Apple Computer's commercial introducing it's Apple Macintosh computer. Since then, Super Bowl Sunday has not only been the one day to showcase the best in football, it's also been the day to showcase the best in advertising.

So we've come to expect something great in our Super Bowl advertising. There is usually a huge build up to the ads which rivals the build up to the Super Bowl itself, and this year was no different. Leaks of Kevin Federline's Nationwide ad and the subsequent backlash from the fast food workers of America served to build suspense and excitement for advertising's big day.

It's no secret that many people tune into the Super Bowl just to watch the creative advertising. Yet this year seemed to be a let down. Have we grown accustomed to greatness? Are our standards too high? And why is it that millions of dollars are spent on producing some of these mega commercials while a few amateurs were able to create their own Super Bowl aired commercial for Doritos for under $13? As it was, the $13 ad was probably one of the day's stand-outs.

Here is my humble list of Super Bowl Sunday 2007's best and worst.

Best Humor-Blockbuster, Mouse

Oh how I've missed that rabbit and guinea pig that live across the street from Blockbuster. This ad, by far was the funniest of them all. Using a real mouse, the rabbit and guinea pig try to log onto Blockbuster's website to rent movies. Blockbuster has gained a competitive edge against rival Netflix with it's ability to have DVD's returned to the store or through the mail and this ad was a perfectly hilarious way to showcase that edge. http://www.ifilm.com/video/2819648/collection/18373/minisite/superbowl

Worst Humor-NFL, Chad Johnson's Football Party

Janet Reno is a well respected former attorney general and politician, but she is not funny. Why she is in this ad for the NFL, I can't quite understand. There were quite a few celebrity cameos in this ad, but overall, it went way to fast to pick up on most of them. Overall, the ensemble was just strange and mismatched. And honestly, the thought of forgetting to get something for Martha Stewart off her grocery list is more of a frightening thought than a funny one. http://www.ifilm.com/video/2819646/collection/18373/minisite/superbowl

Best Pop-Culture Reference-CBS, Late Night With David Letterman

Who could have predicted this fabulous turn of events: David Letterman snuggling on the couch with none other than the one-time Dave-averse Oprah Winfrey! It was deliciously funny and wonderful to see Oprah having fun with Dave by poking fun at herself.

In the ultimate play of irony, Dave and Oprah have ended up in a Super Bowl commercial together when just 3 years earlier, Dave referred to his dream reunion with Oprah as a "Super Bowl of Love" in which Dr. Phil would help Dave and Oprah heal their differences.

Dave had been playing up a fake feud between he and Oprah after Oprah stated in a December 2003 Time magazine article that she never wanted to go on the Dave Letterman show again because she always felt like the butt of his jokes. All of that ended, however in December of 2005 when Oprah appeared on Late Night and put the feud rumors to an end.

To view this wonderful 15 second spot, follow this link: http://www.ifilm.com/video/2819651/collection/18373/minisite/superbowl

Worst Pop-Culture Reference--Garmin, Ultraman

The idea of making a pop culture reference in an ad is that the majority of people will understand it. That is why Garmin missed the mark with their Ultraman ad. This obscure Japanese TV show which ran from 1966 to 1967 does have a kind of cult following, but it just wasn't main stream enough to speak to more than a few people who might be familiar with the show. Of course most people could probably see similarities to other Japanese super hero shows of the 60's and 70's, but that's about as far as the pop-culture reference went. http://www.ifilm.com/video/2819691/collection/18373/minisite/superbowl

Best Product Demo-Toyota: Tundra is Powerful

I was impressed with the product demonstration in Toyota's ads for their Tundra. This ad shows the Tundra hauling 10,000 lbs. starting up an incline from a stopped position. While it continues up the incline, the ramp switches to downhill and the truck seems to accelerate. Right before it's about to go off the end of the ramp, the driver applies the breaks and the truck stops, even with 10,000 lbs. behind it. This kind of demonstration makes an impact and Toyota did it right.

http://www.ifilm.com/video/2819665/collection/18373/minisite/superbowl

Worst Product Demo-Izod, Phillips Van Heusen

It seems like just yesterday the topic of global warming was serious and divisive. Melting ice caps and loss of the arctic ecosystem required action, not celebration. Evidently, Izod didn't get the memo because their 2007 Super Bowl ad shows the power their preppy clothing has of melting ice bergs and glaciers and turning them into a tropical paradise. Bringing back the clothes of the "Me Decade" might be a good idea, but wiping out the polar ice cap so you can swim in your preppy polo shirt and Bermuda shorts is just selfish. http://www.ifilm.com/video/2819750/collection/18827/minisite/superbowl

Play on Words--E-trade, One Finger

E-trade's Super Bowl ad is a prime example of one of the things that makes advertising great. The clever word play and focus on all the powerful things a finger can do is humorous and memorable. Best of all, E-trade was able to create this great ad with out resorting to sex, violence or a rocking soundtrack. There's something I like about an ad that treats me like I just might be intelligent.

http://www.ifilm.com/video/2819724/collection/18373/minisite/superbowl

Worst Play on Words--Pizza Hut Cheesy Bites Jessica Simpson

Cheesy bites are Jessica Simpson's "one true love?" Come on; was she really stupid enough to agree to do this commercial? While Jessica's love life has been tabloid fodder for the last 18 months, I'm sure most would agree she has more to set her sights on than a Pizza Hut pizza with an abnormally large crust. Jessica was better when she was questioning the contents of a can of "Chicken of the Sea" tuna.

http://www.ifilm.com/video/2818938/collection/18373/minisite/superbowl