My fave ads from Super Bowl XLVII:
“Rav4 Genie” — Kaley Cuoco shines in this Toyota ad as a genie come to grant a family’s wishes. Suddenly the daughter is leading an army to war and the Rav4 is flying through outer space. Well-written and paced, and wise enough to lean on Cuoco’s timing instead of just the effects. “Your chocolate levels are dangerously low.”
“Soul” — A lot of people have gotten worked up about the Kate Upton Mercedes car wash ad, but it’s actually kind of dull compared to this nifty narrative. A guy is sitting watching a Mercedes billboard being put up when the Devil (Willem Dafoe) appears, offering him the chance to sell his soul for the car. The guy imagines all the great things that will happen when he gets his Mercedes — he meets Upton, dances with Usher, women chase him — but then discovers he can actually afford the car. Bye-bye devil.
“Clydesdale Reunion” — Just a simple, sweet narrative, made without too much syrup, a horse is reunited with the man who trained him. The kind of ad that makes you like a company simply for making it.
“Cookie-Cream” — A riot breaks out in a library over whether the cookie or the cream is better in an Oreo. Even as the place is being ripped apart everybody keeps whispering.
“Amy Poehler/Best Buy” — The comic peppers a patient Best Buy clerk with dozens of crazy questions. “Does it make you uncomfortable when I use the word dongle?” Hey, it’s Amy Poehler.
“Got Milk?” — Excellent use/abuse of The Rock’s heroic image as he has to bypass all manner of crises to get milk for some kids.
“Goat 4 Sale” — Isn’t it nice how the most harmless-looking animal can be transformed into a terrifying beast? Give it up for the goat.
“Star Trek: Into Darkness” — Sometimes a good-looking product sells itself.
“Blackberry” — Not real sure what it was about, but it didn’t matter. The ad showed a guy doing magical things, Blackberry lets you do magical things.
“Coke Chase” — Pretty elaborate and entertaining as a guy with a camel, Mad Max motorcyclists, a busload of showgirls and posse of cowboys all race for a Coke in the desert.
More about the ads: The good, the bad and the ugly.