In order of appearance during the Super Bowl:
The first one is from 72andSunny for job search giant and debutant Indeed: “It feels exactly right for this cultural moment—it connects with the hopes and fears regarding employment that so many of us are experiencing in the midst of a brutal global recession—and in a brilliant touch, the ad closes with a brief scene of a woman in a car looking absolutely overcome with joy”, says AdAge – we couldn’t have said it better.
The second one is the only funny one – not as funny or brilliant as It’s a tide ad, but Tide does rise to the occasion. Starring Jason Alexander (George Costanza from Seinfeld) in an unusual way, the ad truly feels like comic relief: for a brief moment (55 seconds to be exact) you think it’s Super Bowl business as usual. And that’s quite an accomplishment in these troublesome times.
The third one – at the other end of the spectrum – is from The Boss himself on behalf of Jeep and agency Doner Detroit: Bruce Springspeen who tells it like it is. America (or should we say the world?) needs to find itself again in ‘the middle’ and Jeep kindly shows ‘the road ahead’. “We wanted it to be the most spiritual commercial in the history of Super Bowls”, said Olivier Francois, global CMO of Stellantis NV, owner of Jeep.
Last year Jeep nailed it with Bill Murray and the recreation of the 1993 comedy “Groundhog Day” (‘No day is the same in a Jeep Gladiator’). The ad won USA Today’s Super Bowl ad meter that tracks public opinion and received an Emmy nomination.