Business

Top Super Bowl ads: 25 Charlotte ad execs make their picks

Which was your favorite Super Bowl ad and why? That’s the question we asked 25 local Charlotte advertising leaders. Read about their choices, vote in our poll, and tell us more in the commenting section below.



Jim Bailey

President at Red Moon Marketing

Pick: Nissan - With Dad

Why: This was personal to me and most likely a lot of folks here in Charlotte. Many of us are often away from home following various race circuits. Being on the road means missing critical family opportunities from time to time. To me, this was great emotional adhesive for the brand.





Rudy Banny

CEO + Creative Director at Tattoo Projects



Pick:

Dove Men+Care - Real Strength





Why:

"No more" was the winner this year. While there were a wealth of spots that touched emotional chords (Dove made me proud to be a dad), "No More" left a cold chill. The complicated, layered, things-are-not-as-they-appear message of this spot is a dramatic mirror to the problem of domestic violence, and is well designed to spark conversation. This is what we love about the power of advertising, at Tattoo.





Mark Bruinooge

Managing Partner at Seismic



Pick:

Fiat - Little Blue Pill





Why:

While the pill was falling my youngest son asked: "What happens if he doesn't get the pill back". After the conclusion the entire room of adults and kids laughed. Nice balance of humor, mystery and resolution. Even if we all don’t get the joke, the commercial still works.





John Cavanaugh

VP of Strategy at Belgrave Associates



Pick:

Esurance - Sorta Pharmacist





Why:

Unexpected and memorable. Effectively drove home the point about insurance companies generalizing about customers. Simple and clever.





Matt Ferguson

Managing Partner at Eric Mower + Associates



Pick:

Chrysler/Dodge - Wisdom





Why:

Chrysler's been around for 100 years and is still full of life and driving hard. That's the message that was sent loud and clear by a feisty group of centenarians who are doing the same. The guy at the end peeling out, giving a defiant "rock 'n roll" sign was a nice surprise.





Michael Greenspon

President at Greenspon Advertising



Pick:

Bud Light - Coin





Why:

Who wouldn't want to play in a real life sized Pac-Man game? Great mix of an 80's icon and 21st century technology to create a commercial that visually connects the average beer drinker to the best night of their life.





Jan Ivey

Marketing Director at Wells Fargo Golf Championship



Pick:

Coca-Cola - Make it Happy & Toyota - How Great am I





Why:

So, I know the goal is to pick one, overwhelming commercial. Coke certainly hit the nail on the head with a positive anti-bully-campaign. The "World is what the make it"' is certainly powerful! No shocker for Coke making a strong message for love not war. Also the Toyota " Amy Purdy" Toyota Camry message was certainly inspiring...love the powerful "you can do it regardless" message that is good for all!







Greg Johnson

Managing Director, Orbital Socket



Pick:

Dodge - Wisdom



Why:

Unexpected, brilliantly written, engaging from beginning to end. Made we want more. Wasn't trying so hard to be a great Superbowl ad but was in fact a great Superbowl ad. Bravo!





Marcie Kelso

Partner/Director of Accounts & Strategy at Kelso Communications



Pick:

Fiat - Blue Pill



Why:

The evening was feeling like a continuous PSA fest interspersed with I-love-you-man hymns to Dad, so it was refreshing to get a jolt of European boudoir farce and CGI adventure in this well executed spot celebrating the crossover as the ultimate male enhancement device.





Robin Konieczny

President & CCO at Clear Blue



Pick:

McDonald's - Pay with Lovin’ & Mophie - All Powerless





Why:

What a night. We had CocaCola and McDonald's tugging our heart strings with beautiful well-branded messages. Then, there's Mophie, crossing every line with an incredibly dramatic, yet simple message of battery life. Bravo!







Steve Luquire

CEO at Luquire George Andrews



Pick:

Budweiswer - Brewed the Hard Way





Why:

The King of Beers remains The King of Super Bowl ads. Bud's puppy ad easily wins best emotional spot but their Macro beer versus Micro was brand promotion at its best. A historical perspective on why Bud is #1. But it signifies that Micros own a seat at the table today.





Richard McDevitt

Director of Marketing at UNC Charlotte



Pick:

Budweiser - Lost Dog





Why:

An early online release makes it feel like click bait, but Budweiser successfully connects emotion to the brand. Other similar attempts feel like short, tenderhearted films with irrelevant product placement. Honorable mention to Esurance, connecting creative strategy, carefully chosen celebrities and actual product! Loser? Nationwide. Serious buzzkill.





Jim McPhilliamy

Managing Partner At Charlotte Hounds & Independence



Pick:

Snickers - Very Brady





Why:

Casting was great and how can you not like anything Brady after that comeback.





Shafi Mustafa

CEO/Co-Founder at Savveo



Pick:

Budweiser - Lost Dog



Why:

In a year when many of the ads could suck the joy out of a Superbowl party, the Budweiser spot went with a tried and true formula: Puppies + Horses + Cuteness = Success. Budweiser proves again that a pull on heartstrings has no shelf life.





Randy Poindexter

SVP Marketing at Bojangles' Restaurants, Inc.



Pick:

Always - Like a Girl





Why:

Having two teenage daughters, it was nice to see a commercial that inspires young girls to have self confidence and to be proud of who they are.





Blair Primis

Director of Marketing at OrthoCarolina



Pick:

Budweiser - Brewed the Hard Way



Why:

I am fascinated by the supposed goal of this ad because literally no one sees how they must have intended it. Rallying a growning minority in opposition of your brand...curious decision. Fascinating.





Aaron Putnam

Producer at Wray Ward



Pick:

Dove Men + Care - Real Strength



Why:

Maybe it's because my wife and I just had our 2nd son and I'm typing this from the hospital room but the dad commercial from Dove was my favorite. It was simple, elegant and emotional. Kids and family were the overwhelming themes of the night.





Torrie Savage

Founder at #thesavageway



Pick:

Loctite Glue - Positive Feelings





Why:

Genius way for a smaller company on social media to increase their following. Good use of an actual strategic hashtag #winatglue. It was surprising and actually made me laugh out loud... not want to cry, all while informing me on the actual function of the product.





Dan Roselli

Co-Founder of Packard Place



Pick:

Jeep - Beautiful Lands





Why:

Perfect understanding of their core audience and their values. Then add a great creative twist where everyone 'thinks' this they know where this car ad is going and instead it takes you to a more significant turn. It's more complex then you think - just like their consumer.





Bob Shaw

President at Concentric Marketing



Pick:

Snickers - Very Brady



Why:

In a Super Bowl, top heavy with overly preachy disconnected ads, this is proof that humor still has a place. This is a long running campaign, but we've never seen Danny Trejo cast as Marcia, Marcia, Marcia. You're not yourself when your hungry is an enduring concept.





Mark Smith

VP of Marketing at Charlotte Knights



Pick:

Dove Men + Care - Real Strength



Why:

Dove did a great job pulling at the heart strings with scenes featuring dads in different stages of fatherhood. It was an effective way to showcase the real strength of a man and incorporate the meaning of the word “Care” with its brand.





David Soliday

CEO at Mythic



Pick:

Coca Cola - Make It Happy



Why:

The Super Bowl is a great place to drive brand affinity and there was definitely some well done “anthem” style advertising. However, Coke really nailed it by addressing a universal and contemporary issue. And true to Coca Cola form, it was a beautifully produced and highly entertaining spot.





Rusty Williams

Group Creative Director at Wray Ward



Pick:

Loctite Glue - Positive Feelings



Why:

You have a boring product. You could do a boring demo. But it's the Super Bowl and you break out the fanny packs, awkward people dancing to techno and the hashtag #winatglue. Maybe I was tired of being ripped apart emotionally and just wanted to laugh at that point in the game but I loved it.





Banks Wilson

President & Creative Director at UNION



Pick:

Avocados from Mexico - First Draft Ever



Why:

"In the first draft ever, Australia selects the Kanagroo!" Freaking hilarious.





Barry Wilson

President at Planet Central



Pick:

Nissan - With Dad



Why:

An inspirational portrayal of a dad’s endeavor to achieve career success, and still be a hero in his son’s eyes, who wants to be like dad. Really pulls you into the story to subtlety introduce the new 2016 Maxima at the very end of the spot.



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