10:54 AM EST, February 5, 2013
Sunday's Super Bowl telecast was a home for epic ads: Chrysler's Jeep and Ram brands and Samsung all turned in 2-minute spots, succeeding with sincerity (Chrysler) and snark (Samsung). Except for a popular, sentimental Clydesdale, beer ads mostly fell flat. And cars, as befits their function in life, were all over the map. Here's a sampling of what professional and amateur reviewers had to say about the 2013 Ad Bowl:
Super Bowl Advertising Review from Kellogg School of Management at Northwestern University
Best: Tide's Joe Montana miracle stain and M&M's love song "did a terrific job connecting engaging spots to product benefits," said a marketing prof.
Worst: BlackBerry Z10 and Lincoln, which "failed to give consumers a compelling reason to care about their brands."
USA Today Ad Meter
Best: Tide miracle stain and Budweiser Clydesdale reunion in a virtual tie among the survey's more than 7,600 online panelists.
Worst: Go Daddy Bar Refaeli nerd smooching.
Brand Bowl measurement of Twitter impact
Best: Volkswagen's "Get Happy" tallied almost 87,000 tweets and 69 percent positive sentiment.
Worst: Beck's Sapphire's singing fish scored only 57 percent positive among the people who tweeted about it.
Tim Nudd, Adweek
Best: Chrysler Ram "So God made a farmer" for its "beautiful craft."
Worst: None given, though he said "the more lavish and flashy blockbuster ads generally underwhelmed."
Steve Johnson, Chicago Tribune
Best: Ram's alternative storytelling, Samsung's humor and Hyundai's collection of three impeccably crafted spots.
Worst: The new Anheuser-Busch beers, Beck's Sapphire and Budweiser Black Crown, for desperate attempts to look hip.
TiVo's measurement of "most engaging" ads
Best: Taco Bell's depiction of oldsters living young.
Worst: None given, but TiVo users were most engaged of all during three crucial end-of-game plays.
Best: 4 stars (of 4) for Budweiser Clydesdale, Samsung, Coke (security camera) and Tide.
Worst: 1 star for Beck's Sapphire.
Michael Solomon, The Guardian
Best: Clydesdale, even though it "might as well be called Beer Horse, for all it owes to the Steven Spielberg movie."
Worst: Psy ("Gangnam Style") for pistachios because "I thought we all took a vote and decided that Psy and his neo-Macarena needed to go away."
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