Why the Super Bowl is our favorite holiday

The Archer Malmo Creative and Strategy team offer their takes on 2020 advertising winners.

The Super Bowl is our favorite holiday because for one day everyone in America loves advertising as much as we do. Here, a handful of folks from our creative and strategy teams weigh in on our faves from the Big Game.

Amazon
“Before Alexa”

This year’s commercial lineup was celebrity heavy and… heavy. But one spot stood out for me. The lighthearted “What did we do before Alexa” spot with Ellen Degeneres not only illustrated the power of a single product’s ability to change how we use dozens of other timeless services, but how it has changed our culture.
– Josh Harper, Associate Creative Director / Copywriter

Olay
“Make Space For Women”
Katie Couric’s open was probably my favorite part of this spot, “Is there enough space in space for women.? Who wrote that?! Are people really still asking that question?” Her astonishment hits home. And it’s all to set up Olay’s new rallying cry: Make Space for Women. It’s great branding because it’s bigger than the brand. It’s about being better as a society. And for every #MakeSpaceForWomen that gets tweeted, Olay is donating $1 to Girls Who Code. Make space for that! (If I could pick two faves, Turbo Tax would be next. A rap for taxes? I wish I’d written it.)
– Stefani Zellmer, Creative Director

Jeep
“Groundhog Day”

Bill Murray rules. There is no other side to the argument. So, if you’re going to use him in a commercial, and try to pull off a take on one of his more iconic roles, you’d better freaking nail it. Damn if Jeep doesn’t do just that. A Groundhog Day spoof appearing on Groundhog Day? Boy that could have gone sideways in a hurry, but the geniuses at their agency made it relevant while giving Bill a reason to keep getting up in the morning. And truth be told, I kind of want a Jeep now.
– Eric Christopherson, Creative Director

Hyundai
“Smaht Pahk”

You don’t have to be a New England Patriots fan to appreciate this ad from Hyundai. It has all the hallmarks of success both in terms of entertainment value and marketing effectiveness. A simple and easy to grasp premise, A-list talent (who are all Massachusetts natives), quick, clever dialogue and a differentiating product demo to boot. No one who’s seen this highly memorable ad will ever forget that Hyundai offers “smaht pahking.” You might ask what does a Boston accent have to do with a Korean car company? Nothing. And nothing could matter less, because this ad absolutely works by any metric.
– Wally Rose, Executive Creative Director

Rocket Mortgage
“Home”

Humor still has a place in my heart as more and more celebrities, politicians and companies clamor to align with platforms that resonate with us. It still just feels good to laugh. So, it was refreshing to see Jason Momoa come home to unwind “in his own skin” by taking off boots that make him taller and removing his muscles to reveal a skinnier, punier, more bald Jason. It was just so bizarre, it definitely stood out in my mind at the top of the first half commercials.
– Amanda Casabella, Creative Director

Quibi
“Bank Robbery”

It’s important to preface this by making it clear that I, in no way, shape, or form, condone robbing a bank. That being said, Quibi does a great job introducing their short-form video platform using a situation where one would assume you are extremely pressed for time. At its heart, it answers the two most important questions in advertising: what’s the product and why should I care? Simple, succinct, and makes me want to watch Heat for the 56th time.
– Ross McDaniel, Associate Creative Director / Copywriter

Google
“Loretta”
Google nails it again with a simple and touching love story told through a widower’s (mostly) verbal commands. For a tech company that knows more about you than everyone you’ve ever met combined, Google continues to shine a very human and not-nearly-as-creepy-as-it-probably-should-be light on their products.
– Matt Musick, Senior Creative Strategist

Dorito’s
“Cool Ranch Dance”

It was entertaining and hilarious. The theme cleverly unifies several generations​. Particularly, I love their use of hashtag #CoolRanchDance inviting many young people to do their own dance-off on TikTok to a hit song “Old Town Road”. What a cool way to engage with younger audiences who are typically heavy consumers of snack food and user-generated dance videos. ​As I am writing this, my 13-year old niece is probably already on her phone perfecting her #CoolRanchDance moves for TikTok.
– Gokben Yamandag, Chief Digital Officer

New York Life
“Love Takes Action”

Life insurance undoubtedly falls into the low-interest category designation and trying to tie into the idea of love is a tad overdone in our line of work (yes, that is sarcasm). With a high production value, this New York LIfe ad expresses a nuanced take on love, pulls on the heartstrings without being overly sentimental or cheesy (an immensely tight balancing act), and infuses an urgency for action. It leaves this planner viewer (who likely falls into the target audience) with the clear message that “If I really love my family, I must act now. And that means doubling up on my life insurance policy.”
– Katie Tobin, Director of Strategy & Insights

Cheetos
“You Can’t Touch This”

Everyone knows that eating Cheetos is a messy endeavor, but for the launch of Cheetos’ new popcorn, the brand flips this product inconvenience on its creepy MC Hammer head. Slackers and couch potatoes now have a product benefit that will keep them from having to do or help with ANYTHING by simply showing their orange-tipped fingers. The picnic blanket morphing into Hammer pants was a nice way to finish.

  – Rich Playford, Creative Director