Super Bowl Ad Picks from AbelsonTaylor VP Mitch Apley

Super Bowl Ad Picks from AbelsonTaylor VP Mitch Apley

In the advertising world, Super Bowl Sunday is about anything but football. It's about the commercials! Mitch E. Apley, VP Director of Broadcast and Print Production at AbelsonTaylor, chatted with Screen about highlights and lowlights from the epic event...

SCREEN: What was your favorite spot of the Super Bowl?

MITCH: Everyone is talking about the Jeep ad with Bill Murray. I enjoyed watching that one, and I thought Google’s Loretta spot was worth spilling tears over. But, a few minutes into halftime, a laid back skateboarder whistling Guns ‘n’ Roses’ Patience searches the city for a 12 pack of Saint Archer’s Gold beer. An understated ad for an understated beer, it stood out to me as genuine storytelling amidst the spectacle of the game and amped up ads on all sides.

SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?

MITCH: To me, the Pahk Smaht spot was the celebrity version of the PuppyBabyMonkey spot from a few years ago. The only one more annoying was Cranston’s actual Mt. Dew spot, though the last frame of him as the twins did make me chuckle.

SCREEN: What would you like to see more or less of in terms of advertising in next year's Super Bowl?

MITCH: So many celebrities, it became background noise.

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