Doug Birling

The real Super Bowl winner

By Doug Birling on February 5, 2013

After an evening and a day of chatter at Core Creative, the clear winner in the Super Bowl ad sweepstakes is the Ram “So God made a farmer.” spot.

At Core, we use Yammer!, an internal communications platform, to enable idea sharing and discourse. At any office, never mind an agency like ours, there’s going to be conversation about the commercials that come along with the Super Bowl. It’s a cultural institution. We’re no different.

At Core, “So God made a farmer.”  was the runaway winner of the night.

Last year, like any year, the Super Bowl ads made us laugh, shake our heads or “oohh” and “ahh.” A few might have motivated us to open our wallets, or listen up the next time a company had something else to say or another way to connect with them.

Until, that is, time stopped when Clint Eastwood declared it was halftime in America.

It was simple, stark and it resonated throughout the year.

This year, the same happened when we heard one of the most trusted voices in American history. Paul Harvey made us listen up and Ram trucks brought us the message.

Here are some of the thoughts members of our team had about this and other ads.

Doug Birling, Senior Graphic Designer
The Ram ad won in my heart and online. There was a perfect combination of imagery and Paul Harvey’s rhythmic voice. Maybe growing up on the farm softened me up, but the message was powerful and proud. The folks behind the spot have also delivered what looks like a strong web experience that integrates the story of the commercial into the story of Ram trucks.

The surprise second best ad of the night had little polish, but like the perfect punch line, it was just in time. Before the lights were back on, Oreo responded with this simple tweet that had everyone chatting online. Simple content shared at the perfect time that made everyone say, “ohh, clever.” Now I want an Oreo.

Kevin Farrington, Account Executive
Looking at the commercials this year, the Ram ad is without a doubt the one that is closest to a piece of art. We can say this; they nailed the message. They have people still talking, days after the first airing. But I think another factor that will drive its ultimate success, and one that made it so immediately engaging – they also nailed the execution.

After roughly three quarters of watching overly produced commercials, it was the stark difference between the Ram ad and all the other commercials that made it stand out, regardless of the product. It traded fast, flashy video cuts for slow, beautiful still images. It replaced overused, impermanent pop tunes with a great, classic and well-loved voice that shared a message that has resonated for generations.

Excellent message supported by excellent execution. I would be surprised if we don’t see several of next years Super Bowl Ad contenders try to mimic what we saw in the Ram commercial. Only time will tell.

Heather Duffy, Designer
While the Ram ad was inspiring, I’m always amazed at how Budweiser continues to reinvent their Clydesdale series and still keep with the strong brand they have built over years. This year was no different as their “Brotherhood” ad took viewers along for the story of a strong bond between the horse and the man who raised him. What brought viewers in most is the actual behind-the-scenes story, as the Clydesdale is also the newest foal in the Budweiser family, only 7-days old during the shoot, and the audience was invited to help name him.

 


Doug Birling is a senior graphic designer who spends his days and many nights exercising his practiced skills in packaging design, video editing and animation. Doug corralled these opinions from some of our team members you’ve yet to hear from.