Super Bowl Campaign Review: Jeep relives Groundhog Day, Google tugs at the heartstrings and the celebrity cameos that didn’t pay off
Google, Amazon, Budweiser, Jeep, Pringles, Olay, Porsche and Facebook. The biggest and most-talked-about ads of the 2020 Super Bowl were offered up to Wunderman Thompson’s Annie Price and Host Havas’ Olly Taylor in this special edition of Campaign Review.
Brand: Facebook
Agency: Wieden & Kennedy Portland
The verdict: Investing in Sylvester Stallone was not worth it
Annie Price, creative director at Wunderman Thompson, says:
Hey Annie and Olly,
I completely respect your opinions on much of the above work. However I can speak for the Amazon Alexa Spot and I strongly disagree with you both. We were lucky enough to have worked on that project with my partner Steve Rogers directing it. Droga5 were inimitably savvy on this and they not only got Ellen Degeneres in the spot, they also got her exceedingly large audience. Please have a look at youtube views. You will notice there is 61 million and counting above and beyond the 100 million + for Super Bowl. Perhaps compare this to other Super Bowl commercials this year. Not only that, Ellen ran the spot on her show which has an audience of 50 million in its own right. I would suggest this is a good use of a celebrity and perhaps an efficacy that exceeds even the wonderful Bill Murray spot.
Hi Michael. Thanks for the background and insight into the success of the campaign. It’s a good reminder that viewing but one asset in a campaign, out of context and in another market can’t ever offer you a true picture of its real world impact. Thanks, Olly