Freelance creative director Scott Smith’s career included work on major campaigns for iconic American brands the likes of Allstate, Kellogg’s, and McDonald’s, not to mention a Frito Lay Super Bowl spot, so who better to ask about the highlights and lowlights of this year’s Super Bowl commercial crop?
SCREEN: What was your favorite spot of the night?
SCOTT: I gravitate towards the entertaining spots, and sometimes you get lucky and an entertaining spot will be smart, as well. I thought there were a lot of entertaining spots this year, but the one which made me laugh the most was GM’s “No way, Norway” with Will Ferrell. It also made me aware of something I didn’t know. Not that I cared much, but at least I know something I didn’t already know.
SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?
SCOTT: There were a lot that I didn’t like for various reasons, but I’d have to the one that I remember to be my least favorite, was the Skull Shaver spot. I wasn’t sure if it was a parody spot or not. I was waiting for something funny to happen, but it was a real ad.
SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?
SCOTT: I’m contradicting myself here, because I think the crutch of using “celebrities” is out of hand. And at the same time, my favorite spot, “No Way, Norway,” had three celebrities in it. But I think if you take Will Ferrell out of the GM spot, it doesn’t work as well. Yet Matthew McConaughey as a flat person for Dorito’s, Timothée Chalamet in Cadillac, or Ashton Kutcher and Mila Kunis hawking Cheetos, could be replaced with non-celebrities and still work.
SCREEN: Any final words here, Scott?
SCOTT: In my opinion, investing in a Super Bowl spot is a poor decision. I think $5.5 million for :30’s could be better spent serving the brand in some other way.