Super Bowl ads judged in the ‘Ad Bowl’

Posted at 5:26 PM, Feb 04, 2013
and last updated 2013-02-05 08:28:26-05

SALT LAKE CITY – Ad agencies are getting praise for the funny and serious ads that premiered during Sunday’s Super Bowl XLVII. Locally, a Utah ad agency is throwing their opinion into the hat.

Richter 7 holds an “Ad Bowl” every year following the big game. Ad executives aren’t shy about voicing their opinion about which commercials soared and which tanked.

Overall, employees tended to cheer for the humorous, saying the overall trend was over the top…

“More money, more celebrities, smaller concepts, details that really awe consumers, I think,” says senior designer Sam Stroham.

Still, there were a few standouts. Oreo’s whisper ad and Dorito’s commercial about a
daddy fashionista got high marks. On the other hand, Go Daddy’s model and geek makeout bottomed out among the crowd.

The overall winner was Dodge’s ode to the American farmer. Execs say the simple ad using former radio broadcaster Paul Harvey’s “God Made a Farmer” speech, hit a chord.

“It really stood out. Really simple,” says Creative Director Gary Sume. “Actually very low budget in terms of how you can pull something like that off.”

Richter 7 employees rank all the ads on a scale of zero to seven. The top (or low) performers are then given awards.

Here are this year’s winners:

Most Valuable Ad – Ram “Farmer”

Best Low-Budget Ad – Doritos “Fashionista Daddy”

Celebrity Sack – Subway “Februany”

Championship Chuckle – Oreo “Whisper”

Illegal Use of $$$$ - Coca-Cola “Mirage”

Creative Fumble – Century 21 “Wedding”

Should Have Punted – Go Daddy “Perfect Match”