Miss the commercials of Super Bowl 2017?
Or maybe you want to relive some of the best ones. Either way, here are our picks for achievement in advertising at the big game this year. Bonus points for humor, topical relevance and pure oddities.
Tell us your favorites in the comments below.
84 Lumber’s political statement
Only the first part of this ad aired during the Super Bowl, because Fox deemed it too political. Viewers were directed to 84 Lumber’s website to watch the rest (see the full version in the video below). A bold and clear statement in opposition to President Donald Trump’s proposed wall at the United States border with Mexico, the commercial from the Pennsylvania-based building supply company follows a migrant mother and daughter as they trek to the border, only to find a tall wall in their path. As the mother tears up in anguish, the daughter presents a makeshift American flag that she’s constructed from errant bits of material along the way. Miraculously, a door opens in the middle of the wall, letting the pair through.
The message: “The will to succeed is always welcome here.”
84 Lumber Super Bowl Commercial – The Entire Journey
“Yearbook,” Honda CR-V
This whimsical spot features (slightly creepy) talking versions of (real) high school yearbook photos of various celebrities — Amy Adams, Tina Fey, Jimmy Kimmel, Robert Redford, Stan Lee, Magic Johnson, Steve Carell, Viola Davis and Missy Elliott. Just remember kids, if you get famous, your goofy yearbook photo could be animated for the Super Bowl!
All-New Honda CR-V 2017 Big Game Commercial – Yearbooks
Avocados from Mexico’s “secret society”
Set in a “secret society” a la the Illuminati, “#AvoSecrets” (see extended version of the ad below) informs us of all the things this hidden group is responsible for — a faked moon landing, DeflateGate (“We found a fall guy for that one”), Area 51 (and Areas 52 to 54) and subliminal advertising (that one’s courtesy of Jon Lovitz shouting “eat them!”). Point is: The secret got out. People know avocados contain “good” fats.
#AvoSecrets | Avocados From Mexico | Big Game 2017 Commercial | Secret Society
“Hero’s Journey,” Kia
Melissa McCarthy is on a roll after giving us an excellent Sean Spicer imitation on “Saturday Night Live” this past weekend. Here she stars in an ad for the Kia Niro that sees her jetting off in the car to save whales, trees and rhinos. McCarthy does plenty of physical comedy to drive the point home — “It’s hard to be an eco-warrior, but it’s easy to drive like one.” (The car’s a hybrid.)
2017 Kia Niro | “Hero’s Journey” Starring Melissa McCarthy
“Cleaner of Your Dreams,” Mr. Clean
The famous bald cleaning mascot gets a “sexy” makeover to become the floor-mopping object of one woman’s fantasies. Creepy and off-putting … just what we want in our Super Bowl commercials?
Mr. Clean | New Super Bowl Ad | Cleaner of Your Dreams
“Daughter,” Audi
The car manufacturer sets its sights on the political football that is pay equity through the story of a father that worries about his daughter’s future as she competes in a downhill car race.
Audi #DriveProgress Big Game Commercial – “Daughter”
Bai (Bai, Bai)
The “antioxidant infusions” company goes with Justin Timberlake, a sentimental, on-message NSYNC reference and Christopher Walken for the win. Short and to the point — which is only that the name of this drink is Bai. Nothing more.
Bai 2017 Big Game Ad – Starring Justin Timberlake & Christopher Walken
“Born the Hard Way,” Budweiser
This spot centers on the immigration story of Budweiser founder Adolphus Busch, who travels from his home in Germany to St. Louis, where he meets future business partner Eberhard Anheuser. Coming at a time when immigrants and refugees have been banned from the United States, the ad struck a poignant note in the days after its release on YouTube.
Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”
“Better Super Bowl,” Hyundai
The car manufacturer’s post-game “A Better Super Bowl” spot was filmed during the game at the Unites States military base in Zagan, Poland. Emotions run high when after several soldiers talk about how hard it is to be away from their families, they’re shown screens that play footage of their families at the game in Houston.
A Better Super Bowl | NFL Hyundai Super Bowl LI
“False Cabinet,” King’s Hawaiian
File this under quirky and memorable. In “False Cabinet,” a father shows his friend where he hides the King’s Hawaiian sweet dinner rolls from being devoured by his family — in a secret panel at the back of a cabinet. The twist is that his son already knows about it and gamely retrieves the food from the space in the next room. We get a bonus laugh when a hand comes reaching out of the hole to scare the son and his friend.
King’s Hawaiian TV Commercial: False Cabinet Amy Kuperinsky may be reached at akuperinsky@njadvancemedia.com. Follow her on Twitter @AmyKup or on Facebook.
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