Team Take: Mo’s Take on the 2023 Super Bowl Ads (By Mo)
The Super Bowl ads are like the Grammy’s to those of us in the advertising industry. For $7 million per 30 seconds and a whole year to produce it, we see the best of the best during the big game. So, how did 2023 fare? While there was no “Hey kid, catch” (Hey Kid, Catch | Mean Joe Greene for Coca-Cola (1979)) moments to speak of, there were certainly some awesome ads. Here are my top 3:
Number 3: Bud Light Hold: Because? You certainly can’t sell Bud Light on its great flavor. But you CAN make me like the brand. We all hate the “on hold” music and know that “experiencing a higher than usual call volume” is total bullshit. So, this guy makes the best of it. When life gives you Bud Light, just dance.
Number 2: Pop Corners: Breaking Bad: Why? If you never saw Breaking Bad, you did not get it, so it was risky. However, if you did see Breaking Bad, this was an epic ad. All the old gang is back together, too. I have yet to taste anything from an air fryer that is remotely edible, but I might give a bag of this stuff a shot. Worst case scenario, just give those Pop Corners a Texas Pete bath and chase them with a Bud Light while you dance.
https://www.youtube.com/watch?v=ZMlemd6U24Y&t=29s
Number 1: Uber One: One Hit: WTF? Yes — this was absolutely my favorite ad. The best will always be debatable, but this was my personal favorite. We all know Diddy don’t do jingles. Not sure how Uber One is different from Uber, but it doesn’t matter because it saves me. Uber One saves me. Now I can’t stop singing it. That’s how ads work. Make Diddy excited.
https://www.youtube.com/watch?v=mnySyKAoLpI&t=60s
Team Take: Dunking on Dunkin’ — Brand Reaches a New JLO with Has-Ben Casting (By Brian)
Last night during the Rihanna concert, a number of high-profile advertisements were shown. Of these, there were great ones (Will Ferrel in Bridgerton, m&m’s with clams) and lame ones (Will Ferrel in Stranger Things, the Tubi Bunny), and weird ones (Adam Driver saying website until it didn’t sound like a real word anymore). But there was only one with Bennifer. And it sucked…
…because I loved it. I was a simp for it. And in 2023, Bennifer does Dunkin’, is just the thin veneer of corporate-mandated nostalgia that we need to cope with another week in this post-apocalyptic, inconsistently simulated dystopia. But before I tell you why we’re currently living in a dystopian hellscape (at the time of this writing, the US/CAN continue to shoot down what I can only assume are wayward gender reveal balloons, according to The Betoota Advocate), I want to talk to you about Bennifer and why this commercial works so well.
BENNIFER: THE BEGINNING
She was from the block. He was Matt Damon’s slightly less successful friend. It was a match made in heaven. Their relationship was one for the ages until it wasn’t, and they both moved on — her to Marc Anthony and him to another Jennifer (that was her real name! Definitely not an…Alias).
Regardless, they went from America’s sweethearts to America’s sour skittles real fast. But they were relatable, and I appreciated that. Also, at this point, Ben Affleck had been publicly committed to two things: his on-screen Boston accent and Dunkin’ Donuts. Did Dunkin’ have an impact on the end of Bennifer? We can only speculate.
BENNIFER: THE MIDDLE PART
Nothing new on the Bennifer front, but in 2009 Ben Affleck goes on record with Collider about the need for an L.A.-based Dunkin’ location. Ten years later, in 2019, Ben Affleck, per The Takeout, again goes on the record: “I have Dunkin Donuts every day,” he tells Collider in an interview. “I feel like I’m spreading the word.”
Does JLO see this and begin to wonder “what if?” Again, pure speculation, though we can safely assume that Ben Affleck runs on at least 78% Dunkin’ by this point. What a Bos(tonian).
BENNIFER: YESTERDAY IS TODAY AGAIN; NOTHING MAKES SENSE…OR DOES IT?
The year is 2023, and the war in Ukraine and high-flying gender reveal balloons are running amok, bringing chaos and instability to the world economy. Who can bring balance to the planet while endorsing a cost-effective, non-Starbucks coffee brand during one of the biggest televised events of the next year? Ben Affleck. But he’s gonna need help. Enter JLO.
Were their reunion and subsequent marriage engineered by Big Dunkin’? I don’t know, but it was awesome. Here was a man who had high-profile struggles with substance abuse (disclaimer: not Dunkin’, never Dunkin’) and a woman who stopped aging in 2005 for health reasons but who definitely was still from the block.
WHY THE COMMERCIAL WORKS:
There are a number of Bennifer-related and non-Bennifer-related reasons why this commercial works. Here are 5 completely arbitrary ones below.
5 Reasons Bennifer & Dunkin’ are a match made in New England
- ½ of Bennifer is famously from Boston. Dunkin’ Donuts was founded roughly 1 hour and 7 minutes (by bicycle) outside of Boston, per Google Maps.
- Emergent trends and Gen-Z are obsessed with the early 2000s, per YPULSE.
- Boston is called Beantown, and coffee is made out of beans
- Ben Affleck has his hands in everything from directing, acting, seducing women named Jennifer, and assorted memes.
- Ben Affleck is Batman, and Dunkin’ was wise to jump aboard the Bennifer Bat-train as it left the station. Next stop: The Flash movie trailer that dropped the same night.
In Bat-conclusion, by casting Ben Affleck in their inaugural Super Bowl commercial, Dunkin’ Donuts shrewdly attached themselves to two extremely relevant, high-profile celebrities who continue to be in the headlines due to their professional and personal shenanigans while rewarding a long-celebrated, high-profile Bostonian in a way that had viewers cheering like Ben Affleck at a Red Sox game.
Looking to amp up your advertising? Contact Mad Men Marketing today!
Email us at support@madmenmarketinginc.com or give us a call at 904-355-1766 to learn more about how we can help your small business with its advertising and marketing needs while giving you more information on Bennifer and other assorted celebrity couples than you could ever ask for, need, or possibly want.
Team Take: Mayonnaise with a Mission — Hellman’s 2023 Super Bowl Ad (By Sam)
We need to do a better job at making taste, not waste.
At least, that’s what Hellmann’s promoted during its 2023 Super Bowl Commercial, featuring Brie Larson, Jon Hamm, and Pete Davidson.
Of course, every year the commercials themselves are considered a major part of the Super Bowl event, particularly with the sense of humor that is invariably infused into many of the spots that air throughout the game.
And while Hellmann’s didn’t necessarily make me laugh, per se, I think that might actually be one of the reasons it worked. I mean, I’m still sitting here thinking and writing about it, aren’t I?
A Tasteful Overview
The commercial begins with Jon Hamm bumping into a giant jar of Hellmann’s mayonnaise. Or rather, it begins with a tiny Jon Hamm bumping into a normal-sized jar of Hellmann’s, seeing as he is bumbling about the inside of a refrigerator.
Sitting nearby — atop a piece of cheese, no less — is Brie Larson, who helps John to realize that they’re inside a fridge because they are “brie and ham.” Pun fully intended. And with Hellmann’s mayonnaise — or leftover “food’s best friend” — they’re definitely what’s on deck for dinner.
We then turn to see the fridge door, opened by Pete Davidson. He looms above the two aforementioned stars with his signature slightly-creepy-albeit-charming smile and announces, “I’m going to eat you guys.”
We then cut to a brief montage of Pete making a ham and cheese panini, complete with Hellmann’s mayo and that satisfying crunch that is all but expected for such a sandwich.
Finally, all three stars stand beside a table full of Super Bowl snacks. And a jar of Hellmann’s, of course.
“You guys are really delicious,” Davidson tells Hamm and Larson, waving his now-bitten-into panini in their direction.
“That’s weird,” is all Hamm has to say in response. Meanwhile, Brie Larson turns to glance into the camera, concern clear in her eyes.
Finally, we close with the ad’s overall message in text above the panini: “Make taste, not waste.”
Putting Your Money Where Your Mouth Is
Let’s take a moment to briefly look at food from another lens. One that is unrelated to mayonnaise, anyway.
The Super Bowl is one of the biggest sporting and entertainment events in the world, but it also has a dark side. Every year, millions of pounds of food are thrown out in homes across America where the game is watched. In addition to this, many fans who attend the game bring their own snacks and drinks to tailgates, which often end up going to waste.
This means that a large amount of food is wasted each year during the Super Bowl, which could have been used to help those in need in local communities.
But it’s not just limited to the Super Bowl itself; rather, it’s a year-round problem.
“Each year, 119 billion pounds of food is wasted in the United States,” Feeding America reports. “That equates to 130 billion meals and more than $408 billion in food thrown away each year. Shockingly, nearly 40% of all food in America is wasted.”
Thus, by committing to eating our leftovers more than the year before, we can each contribute to the reduction of food waste in America. So, maybe a little mayo really can go a long way.
Back to Basics: Why the Commercial Works
So we have our Hellmann’s commercial and we have the fundamental message behind it.
But… does the commercial work? Well, I think so.
First of all, we have big names in the commercial: Brie Larson, Jon Hamm, and Pete Davidson. And between the three of them, it’s highly likely that a viewer is going to recognize at least one individual’s face, even if they don’t necessarily know all of — if any of — the names themselves. (Until, of course, their names are said point blank.)
But it’s more than that.
For one, is it memorable?
Again, I’d argue yes. Regardless of your stance on puns and the commercial’s reliance on an easy play on words, you’re not likely to forget the large, looming face of Pete Davidson as he says, “I’m going to eat you.”
And let’s be honest — it’s weird. The commercial might not have been the type to evoke an actual laugh from me, but it was enough to get me to quirk a brow and keep watching. And really, sometimes that’s all you need.
Oh, and let’s not forget that sizzling sandwich press segment, which looked like the mouthwatering clips you typically see on fast food commercials. It definitely made me think about my own food options downstairs.
Next, let’s consider: Does it have a mission that separates it from other airing commercials?
Again, yes. As previously mentioned, food waste is already a consistent and pervasive issue today, particularly as it pertains to the Super Bowl. And Hellmann’s managed to drive this purpose home with the kind of subtlety that wouldn’t leave some people rolling their eyes.
What’s more, Hellmann’s has remained consistent with this particular messaging for some time now. And, according to the Journal of Advertising, “advertisements are likely to be more effective if they are unique from earlier ads for all brands but also consistent with ads for the same brand from prior periods.”
Finally, and perhaps most importantly, does it drive the audience to action?
Again, I’d argue that it does. After all, even if someone isn’t driven to change their consumption habits by the idea of food sustainability, one thing they’re likely to consider is how much money they can save by simply turning back to their leftovers.
And one simple condiment can absolutely make the difference between making the flavor more appetizing (“make taste”) or letting it slowly stink up your fridge as it molds, forgotten in the back (“not waste”).
Did it make me wonder if I had mayonnaise in my fridge right now? Yes. And did it leave me feeling slightly disappointed that I do not, in fact, have mayonnaise in my fridge right now? Well… yes. So, I’d call the commercial a success, personally.
But what do you think? What this commercial enough to make Hellmann’s mark on the 2023 Super Bowl?
And don’t forget — you don’t have to buy ad space during the Super Bowl to put out an effective advertisement.
Here at Mad Men Marketing, we specialize in helping our clients interact with their audiences, as opposed to interrupting them! By combining creative allure with data-driven strategies, you’ll find we have the ability to help you score a digital touchdown. Yes, pun intended.
So, are you ready to interact? If so, contact Mad Men Marketing today by calling (904) 355-1766! We might not be Hellmann’s, but we still know how to do things with taste.
2017 NFL Mock Draft
1. Cleveland – Myles Garrett DE Garrett's feats of athleticism coupled with his good build will make this pick a lock regardless of whether or not Warren Sapp thinks he's lazy.
2. San Francisco – Solomon Thomas DE There are some people that are as excited about this pick as the one before it.
3. Chicago – Malik Hooker S We actually have no idea who this will be, and it almost certainly won't be a safety, but our head was spinning. What do you get the team that needs everything?
4. Jacksonville – Leonard Fournette RB In an ideal situation, this would be a strong offensive lineman draft class, but it's not so the Jags put the cart before the horse and draft an elite RB.
5. Tennessee – John Ross WR You can't teach speed. That's why Ross goes here.
6. New York Jets – Mitchell Trubisky QB Trubisky seems like the kind of eventual bust the Jets are fond of selecting.
7. San Diego – O.J. Howard TE Gates is getting old. Let him spend his twilight teaching the new kid how to become a Pro Bowl tight end.
8. Carolina – Dalvin Cook RB They need a RB and the best one is gone, but Cook's a heck of a consolation prize and could end up being the best of the bunch.
9. Cincinnati – Jonathan Allen DL We have him falling further than most people due to shoulder concerns, but what if you paired him with that Bengals interior line? Interesting…
10. Buffalo – Jamal Adams S Poor Jamal Adams… in this draft he'll be spending some cold months in snowy Buffalo as their box safety.
11. New Orleans – Mike Williams WR Now that Colston is gone, the ageless Drew Brees needs a big body with jumping ability to throw the ball to.
12. Cleveland – Deshone Kizer QB There has been talk about him being the best QB, but the same can be said of the top 3 QBs available.
13. Arizona – Deshaun Watson QB Carson Palmer and his top receiving threat are both over the hill. Time for a new man under center.
14. Philadelphia – Corey Davis WR Kinda' sounds like an Eagle doesn't he?
15. Indianapolis – Reuben Foster LB Despite his issues at the combine, the Colts need a guy like this.
16. Baltimore – David Njoku TE The top 2 TEs could be really good. Baltimore would do well to grab Njoku if he's here.
17. Washington – Cam Robinson OT With a guy that slings the ball around for 5,000 yards a year, you've got to protect him.
18. Tennessee – Charles Harris OLB Honestly, no idea who Charles Harris is, but a lot of people seem to like him in this spot. Congratulations, Charles.
19. Tampa Bay – Christian McCaffrey RB With the top 2 RBs off the board early, teams scramble to get the last “sure thing” and take McCaffrey.
20. Denver – Ryan Ramczyk OT This guy has tremendous talent and technique. Just kidding, never heard of him. Hope he's good though.
21. Detroit – Taco Charlton DE Saw this guy play in person and love everything about him, plus the marketing opportunities are endless. Good thing his parents didn't name him “Me gusta comida Mexicana”.
22. Miami – Forrest Lamp OG The highest rated guard from the lowly Western Kentucky Hilltoppers goes to the Dolphins.
23. New York Giants – Garett Bolles OT Congratulations to the Giants for drafting this far in the draft. Your reward… this guy.
24. Oakland – Haason Reddick LB – Oakland's putting together quite a little team. It would be nice to pair this guy with Mack for a sack attack that puts QBs on their back.
25. Houston – Patrick Mahomes QB – The Texans haven't had a QB since Matt Schaub. They need one.
26. Seattle – Tre'Davious White CB – The Seahawks have never been an offense first kind of team. Looks like the defense will continue to get good players here.
27. Kansas City – Chidobe Awuzie CB – The real reason we slotted him here is because his name reminded us of Tamba Hali and decided they need another guy with a cool name.
28. Dallas – Quincy Wilson CB – Could this be the year the Cowboys take a decent cover corner?
29. Green Bay – T.J. Watt OLB – If Watt added some weight to his frame, he may be worthy to wield Mjolnir….. we mean worthy of the name Watt.
30. Pittsburgh – Jarrad Davis LB – No Lawrence Timmons means the Steelers begin rebuilding at linebacker.
31. Atlanta – Adoree' Jackson CB – The Bellville, IL native goes to the Falcons who have historically loved athletic corners.
32. New Orleans – Takkarist McKinley DE – Not sure he'll fall this far, but the Saints would have to be stoked. Teach the guy some technique and he's off to the races!
2016 NFL Mock Draft
1. Tennessee Titans (3-13) Joey Bosa- This pick will get updated several times. I heavily question myself putting Bosa here NOW. He's got prototypical size going for him, but he looked clumsy at the combine and his straight line speed isn't where I thought it was either, so he'll rest on that good year he had last year.
2. Cleveland Browns (3-13) Jared Goff- If the Browns reach on a QB from North Dakota here, I might lose my mind. Goff will be a stud in the NFL.
3. San Diego Chargers (4-12) Jalen Ramsy- The Chargers need a replacment for Weddle. Ramsy isn't a coverage specialist, but he can tackle well and he's good, not great in all the areas you want a corner/safety hybrid to be good at.
4. Dallas Cowboys (4-12) Deforest Buckner- Tall, huge hands, and kinda slow. Sounds like a Cowboys D-end already.
5. Jacksonville Jaguars (5-11) Myles Jack- It's possible Myles Jack could go higher than this. His knee injury doesn't seem to be a concern for anyone. He's apparently the best cover linebaacker that anyone has ever seen and San Diego even had him do DB drills. Risk/reward with injury history, but high ceiling in terms of what he could be. Could be amazing when paired with Telvin Smith. Don't worry Jags, I think we'll take Calhoun from MSU in the second round.
6. Baltimore Ravens (5-11) Vernon Hargreaves- The Ravens miss out on Ramsey, but scoop up the best cover corner in the draft. If he can stay healthy, Hargreaves is a total ball hawk.
7. San Francisco 49ers (5-11) Paxton Lynch- He's a poor man's Flacco. Right now, the 49ers will take that.
8. Miami Dolphins (6-10) Dame Judy Dench- This is a 100% dig on the Dolphins for making stupid decisions. What's wrong with you?! You had Lamar Miller and let him go so you could bid on CJ Anderson and lose him (not even that good). Now you're looking at Chris Johnson?! Foolish Dolphins. Foolish.
9. Tampa Bay Buccaneers (6-10) Ronnie Stanley- It's always kind of a foregone conclusion that when you have a new QB, you have to get a piece to help protect him. Gives Winston some time to throw to his tall targets.
10. New York Giants (6-10) Jaylon Smith- As long as this kid's knee isn't made out of the same stuff as RG3's, Smith will be a star.
11. Chicago Bears (6-10) Carson Wentz- At least he's not Cutler.
12. New Orleans Saints (7-9) Jonathan Bullard- I don't know if they're going to use him as a tackle or an end. He's explosive with great push and if he can develop his pass rush moves a little more, look out!
13. Philadelphia Eagles (7-9) Reggie Ragland- Ezekiel Elliott said this guy is the hardest hitter around. He's probably right. Ragland's a beast and he could go before this.
14. Oakland Raiders (7-9) Mackensie Alexander- Good player that plays with a chip on his shoulder. Thinks he's the best and wants YOU to think he's the best.
15. Los Angeles Rams (7-9) Laquon Treadwell- The Rams have needed a player with his size and skill set for a while now. Instant #1 receiver.
16. Detroit Lions (7-9) Taylor Decker- He's 6'7 and played for Ohio State. 'Nuff said.
17. Atlanta Falcons (8-8) Noah Spence- Could slip a little due to his disappointing combine, but only because people thought he'd put up insanely freaky numbers. You would draft spence here if you're sold on his elite athletic potential.
18. Indianapolis Colts (8-8) Jack Conklin- Elite grit and determination that can will himself to beating more talented pass rushers. Work ethic will not be an issue with him.
19. Buffalo Bills (8-8) Robert Nkemdiche- Nkemdiche had done some questionable things off the field. He's kind of a knucklehead, BUT you can't deny he's a gifted athlete at his position and Rex Ryan is just the guy to give him a shot.
20. New York Jets (10-6) Kendall Fuller- Good tackler and a good cover corner that can take an INT to the house or bite on a double move. If he increases his situational awareness and spends a lot of time in the film room, could be one to watch.
21. Washington Redskins (9-7) Emmanuel Ogbah- May be gone by this point, showed more speed than some expected at the combine and played for a solid program. Would be a nice compliment on Washington's line.
22. Houston Texans (9-7) Josh Doctson- The Texans need to take some heat off of Deandre Hopkins and they already filled their need for runningback in free agency so they won't be looking at Elliott. Instead, Houston adds another receiving threat that can go up and get the ball. Doctson already has above average height, but his 41 inch vertical jump makes him a legit red zone threat.
23. Minnesota Vikings (11-5) A'Shawn Robinson- Rebuilding the Williams Wall isn't easy, but this a good start. Robinson has ideal size and strength to clog the middle with enough athleticism to provide some help in lateral pursuit.
24. Cincinnati Bengals (12-4) Shaq Lawson- In my opinion, he's undervalued at this spot. If he were 2 inches taller, he'd move up 10 spots. All that aside, the game tape doesn't lie and Lawson is a gamer.
25. Pittsburgh Steelers (10-6) Eli Apple- Combination of speed, strength, height, and weight may be hard for the Steelers to pass on Apple. Made big plays on a big stage.
26. Seattle Seahawks (10-6) Jarran Reed- A beneficiary of Alabama's intimidating defense. Reed is ideal in the role of run stuffer.
27. Green Bay Packers (10-6) Corey Coleman- This could end up being a great pickup for Green Bay and their aging receiver corps. Coleman is 5'11 but is nearly 200 lbs and ran a 4.37 at his pro day. Ceiling- Antonio Brown, Floor- Charles Rogers.
28. Kansas City Chiefs (11-5) Braxton Miller- Big upside and tons of quickness. Has great instincts and can pull off amazing maneuvers you only see in video games. That being said, he's unproven as a receiver. He's only had one year to develop into the position, but as a former standout QB, could add versatility to KC's offense.
29. Arizona Cardinals (13-3) Kevin Dodd- Racked up the sacks in 2015 as part of the pass rush tandem with Lawson. If Lawson had this guy's frame, he'd be in business. He's still a bit raw, but well worth taking a chance on.
30. Carolina Panthers (15-1) Jason Spriggs- Long arms to provide plenty of pop. Played in a competitive conference. Needs to play more aggressively but he has the tools to succeed at the next level.
31. Denver Broncos (12-4) Leonard Floyd- Some people love Floyd. Bottom line: he's long, lean, and fast. Needs to add some size to his frame, but that's nothing that good coaching, good food, and a lot of time in the weight room can't fix. Great hustle player.
Note: New England Patriots were stripped of their first-round pick for their role in Deflategate.