This year was a pretty incredible Super Bowl (especially after last year when one Giz staffer's hometown Bears lost). And while the most exciting 30 seconds this year were definitely late in the fourth quarter, the commercials, as always, held their own competition to captivate the audience. Here are our favorite tech-oriented spots from the night, designated with some awards that we pretty much made up after polishing off a sixer.
Best Product Placement - Iron Man
The Iron Man movie looks better with every second we see. But did the product placement pass you by? Keep your eyes peeled in the garage scene—Iron Man drives a Tesla Roadster. It's a nice car...but the guy can fly.
Best Lost Cause - HD DVD
This lame commercial plugging "what you watch after the game" was tossed in at the last moment. It's not even worth watching again, but here it is anyway.
Best High Concept - Audi R8 (Old Luxury)
Taking a lesson from The Godfather, a man wakes with an old (Bentley?) front end in his bed. Blood has been replaced with oil, and our longing with the R8.
Audi R8 Luxury Sports Car Super Bowl Commercial Ad
Best Laugh - ETrade.com (Clown Version Sequel)
The first baby stockbroker we met was kinda lame. But then we realized that the first ETrade commercial of the night was just a setup for a great payoff.
ETrade.com
Worst Punchline - Garmin
Little car, little military leader, little horse...and what about the GPS? Is it little or something?
Best Non-Commercial Commercial Moment - Football Terminated
You know that stupid Fox robo football player they've had for a few years as part of their graphics package? On three occasions, the Terminator came in and beat the shit out of him. And damn, it was fulfilling.
Strangest Cross Branding - Ford (regional commercial)
Ford pitches you a Fusion with a free iPhone...to use with Sync...a Microsoft product. And they use an iPod touch commercial style. Very weird. (And note: if this commercial existed before tonight, we're sorry. We use something called 'DVR' so we're a bit out of touch.)
Best Adolescent Humor - AMP Energy
There were sparking nipple clamps, I mean, c'mon.
Amp Energy
Lowest Kick To Disney's Balls - CareerBuilder.com (Follow Your Heart)
Singing crickets just don't have it as easy as they used to.
Career Builder Superbowl Commercial: Follow Your Heart
Best Overall Commercial - FedEx Pigeons
The fisheye POV shot from the carrier pigeon's enhanced eyewear sealed the deal. But GPS and nightvision can only do so much when you're a pigeon.
Fedex Super Bowl Ad: Carrier Pigeons Bad Choice for Shipping















Comments
I thought this year's ad were incredibly forgettable.
yeah I agree, but I liked the R8 one.
@blommer: I agree, though that FedEx stood out, funny as hell.
Also that one Dorrito's one with the mouse was fucking hilarious as well.
i thought the tide stick commercial was hilarious. i was laughing so hard through the whole thing. p.s. R8=boner
The HD DVD one was sad, in several senses of the word.
They must have had it in the can last year, planning to use it for the Superbowl (sorry, "THE GAME"). On paper it seems like a decent tactic: lock in on all those folks who just bought an HD set for the Superbowl, and suggest something else they can do with their new toy (assuming they don't already have HBO in HD).
Unfortunately, even aside from the post-Warners timing, the execution is just as bad as the rest of the marketing from the HD DVD camp. ("The look and sound of perfect." What the fuck does that mean???)
In retrospect, considering that slogan and how the game turned out, it was very fitting to run that ad on this Superbowl. It was a bad day for "perfect".
Actually, I think the one that got a bigger chuckle was the one posted on the godaddy website. The one that Fox declined. It made me chuckle in a pre-pubesant, farting during class, kind of way. (pardon the misspell)
I laughed like hell during the doritos mouse attack, but the tide stick ad was the only one that really stood out in my memory. Though the floating macy's balloons coke ad was cute, and nicely done, especially seeing good ol' charlie brown finally get some.
Most of them seemed like first draft ideas with professional execution.
Audi ad was worth a Tivo rewind, as was the first ETrade. And although not tech-related, the Planters ad was damned funny.
It's not the tech boom age any more, god I miss those peoples' huge, expendable budgets.
Kind of a bad year for commercials, but I have to say the Dorrito's one with the mouse was the best with the FedEx Pigeons as number two.
Might be the case of beer talking, but I enjoyed the screaming forest animals in Bridgestone commercial.
same here. There wasn't anything that I died laughing at. I mean the carrier pigeons is kinda cool/funny, and the baby trading was amusing, but really nothing spectacular. The only reason to put out superbowl ads now is that they get seen by everyone on myspace /youtube afterwards, otherwise it seems like a complete waste
@blommer: Couldn't have said it any better.
A really weak year for commercials. Quite disappointing, though not nearly as disappointing as the Pack not being in the game. Anyway, I did enjoy the baby broker spots.
Come on now, nobody laughed at the Planter's commercial with the fugly unibrow chick?
Pretty sure the car in the Audi commercial was an early 70s 200-series Merc. If I had to guess it'd be the 73 220D (W114 chassis).
But yeah the commercials on the whole pretty much sucked.
The game was so good I wasn't focusing on the commercials for once. R8 = funny in a "DO WANT" kind of way, Didn't see the "Bobs House" ad from Pepsi tho. E*Trade=stupid. Adding 1000 a day, and lost 75 gagillion last night.
I enjoyed the AMP commercial much more after I realized that it was Donkey Lips from Salute Your Shorts attaching the jump cables to his nipples...
@itwasthedog: That was my favorite too. I'm surprised more people didn't.
"I really underestimated... the creepiness."
That commercial alone made up for the whole batch of crappy ones. That and, you know, upset of the century, but what's that got to do with anything? It's the Super Bowl for God's sake, it's about the damn commercials.
I stared at the TV in a total stupor after I saw the iPhone/Sync Ford commercial... Something did not at all compute.
I dug the Iron Man commercial, but movie trailers shouldn't count. The Audi A8 joint rocked my socks off, as did the AMP energy drink one. The Doritos rat commercial gave me a chuckle, the first time I saw it two weeks ago. The rest were just... meh. Yeah, meh.
the Planters ad was by far the best!
the only one really worth watching.
What about the racist SalesGenie.com ads? I'm white, and I was offended by them. Especially the second one with the pandas.
This year the game was actually better than the commercials. No commercial could beat seeing Tom Brady get knocked on his ass play after play.
@Franklin Comes Alive!: My super friends thought the same about the pandas. Commercials on the whole have been lame since Bud Bowl was taken off the air. It was awkward to watch commercials -brings back memories.
yo giz. sommin's wrong. the igoogle gizmodo widget will not maximize posts and firefox is big time crapping each time come to your site. the DOM inspector just popped up.
I laughed the hardest at the eTrade kid.
Good ol' Charlie Brown getting the Coke was a really good one, probably mostly because it was Chuck that ended up with the prize. I think those in my demographic (upper 30's and above?) appreciated that one more because we have the soft spot for Chuck AND Coke.
The Amp commercial I never want to see again. Ever. Thanks.
Though I am not immune to low-end humor. Wheel Suck! was probably my #3 favorite.
Oh yea. I would've loved an Indiana Jones trailer, but alas, like all my loves I was spurned.
Maybe it is kust the sadist in me, but I really enjoyed watching Justin Timberlake get dragged around in the pepsi commericial. If only.
Another vote for the FedEx ad.
Tide commercial was the best. Plus they should have changed out all the Fox sports music during the game and jus tplayed sounds fo the R8 driving around.
@Franklin Comes Alive!: Agree. I fully expected there to be some media attacking those...
Anyone else catch the Arrested Development rip from the Audi R8 ad? Oil and everything.
All I gots to say is "Wheel sucks!" cracked me up. Clicky
I prefer this Audi R8 ad. [www.youtube.com] but maybe Audi thought the use of irony too risky in such an important slot (slowest car we've ever built). As for the 'car in the bed'.....I don't think it is real, but one 'made up' by the creative director from a hotchpotch of different components (manufacturers often do this to avoid legal action by competitors). If it resembles any car, to me, it most looks like a Rolls-Royce Silver Shadow with a Mercedes badge! [en.wikipedia.org]
This would be appropriate as VW own both the Audi and Bentley brands. They thought they had purchased Rolls-Royce too, but due to a mix up, it was snatched off them by BMW at the 11th hour....possibly resulting in the snipe?
I loved that the HDDVD ad wasn't in HD. "Get the most out of your HDTV..." just not with this ad.
Stupid youtube half commercial, guess I should have played it before posting, this one seems to be complete.
@itwasthedog: I preferred the second Bridgestone ad with the screaming Richard Simons. It's just a shame that they bottled out on actually running him down.
@Franklin Comes Alive!: Yeah not only those racist ones, but the Carlos Mencia... Hey, you're a weird foreigner!!! I was a little offended too, and I am white, and not easily offended by that stuff.
@dvicklund:
@FubarGuy:
At our party, none of us regularly watches the NFL. We were all more glued to TV when the commercials ran and were all were very disappointed.
I wonder what the NFL thinks about this? If the commercials lose their appeal (year after year), then will some of the audience "leave".
I would have liked to see the breathing fire Budweiser commercial here :(
The Pepsi caffeinated stuff (I don't know what it is called) with the "Night at the Roxbury" reference was my personal favorite.
So, this is a gadget site, right? How can it be that there's no mention whatsoever of the Garmin spot? It was my fave, anyway.
@Garrison Dean: Ouch!
I've been trying to find an online version of the Cargill ad. Anybody seen one?
I liked the Garmin commercial. I think that the creepy heart coming out of the girl's body for the career builder commercial should have been voted worst of all the Super Bowl adds. Um...who let THAT one go into production? Yuck!
How about most freaky/disgusting commercial going to the follow your heart with the woman's heart ripping out of her and prancing around?
Big fan of the stain.
M'laa Mmm plama plama. Bla'aaaaappp!!!
Best News Corp Cross-Media Synergy Exploitation: Telling viewers to go to MySpace to watch Super Bowl commercials.
It's funny. No Dorito babes, and suddenly everyone's a critic.
Did that Audi have on eyeliner? It looked more like an androgynous glam-rock car of the late '70s than any redefining of luxury. Or maybe something for an Egyptian pharaoh.
@P3nnst8r: Anyone else initially think the heart leaping from her chest was actually a breast implant?
The Richard Simmons one was the best by far of a wholly crappy lot of commercials. So take that for what its worth.
@KinneyX: Yeah I thought it was her breast too, that commercial was kind of creepy and morbid. Thumbs down.
did you guys see the one were the patriots commit the biggest choke in professional sports history?..........
@wwalkersd: Added, because we care. You may not want to know the reason it was omitted in the first place, though.
R8 was my fave. God that thing sounds so badass. I kinda digged the Coke ad with the 'runaway' balloons too. Good ole Chuck gettin his.