Welcome to Ad Nauseam, my weekly blog devoted to the best–or worst–or most interesting– ad I've seen during the week. New Ad Nauseam blogs post every Monday on www.connorjonesstudio.com/adnauseam
What is it about the Super Bowl?
The yearly phenomenon is such a lucrative creative circus. Every break from the field, the cream of the advertising crop jostle for the attention of all 111 million viewers, spending billions in production and ad space. This year, every 30 seconds of commercial time cost companies near $5,ooo,ooo.
That buy-in has elevated the product craft to obscene heights. For many the commercials become the spectacle; the Halftime show the grand climax. But this year, seemingly rife with politicized... everything, it felt like politics were bound to seep into "America's Game" and the media buy with it. Budweiser and Lumber 84 were quite keen to take stance, even at the risk of hostile social backlash and poisonous hashtag-boycots. But it seemed that the day's victors were among those companies whom offered escape from the charged climate. The one that stood out: T-Mobile's #NSFWireless campaign.
This commercial hit the sweet spot between absolute nonsense and brilliant positioning. Their full hashtag for the campaign, #TheSafeWordIsUnlimited is an ingenious tie into both their USP and the campaign premise; the core concept seems like it can lead to bigger and more plentiful spin-offs, a mark of a truly great idea.
Why is this my favorite in particular? It's so simple, art-wise. Two scenes, maybe four angles and a few props. The entire joke is wrapped around the simple dirty twist, and liberally salted with down to earth script-copy. The acting is both ridiculous and very much realistic; the man's awkward look around while she moans into his headset sells the atmosphere. I, personally look forward to the next installments of this campaign, and hope they stick to their formula.