20. McDonald’s New Kid
There is something touching and a little sad about McDonald’s 1987 Super Bowl commercial. The inclusive aim of the spot is somewhat Rocky Balboa-esque. Point being, you don’t need to step aside in life until you’re good and ready. The ad delivers this point effectively, and that is what makes it a great ad. Unfortunately, the sad part comes with the idea that this cute old man is working at a fast food restaurant. We prefer to think he’s doing it by choice because he still wants to feel useful. Nevertheless, yours truly worked at a Sonic Drive-In for 10 months in high school, and if I ever have to go back to a job like that, I pray that one of you will have the decency to shoot me.
19. Pepsi vs. Coke – Diner
The Cola Wars heated up the same year that San Francisco cruised to its fifth Super Bowl victory, this time against the San Diego Chargers in 1995. While quarterback Steve Young was shedding the shadow of Joe Montana, a Pepsi driver and a Coke driver were escaping the cold inside of a roadside diner. After some small talk, the two really hit it off, sharing pictures of their families to the tune of The Youngbloods’ “Get Together.” But things take a dark (and funny) turn when they decide each to try out the other’s product. Pepsi Guy takes a sip and slides his can back to Coke Guy. Coke Guy then tries the Pepsi. All hell breaks loose. Pepsi would later revisit the ad in 2010 with dueling products Pepsi Max and Coke Zero. Director Joe Pytka helmed both and prefers the ending of the second in which the drivers instead of a chair burst through the window, but we choose the original.
18. Bud Light Skydivers
Once again the New England Patriots escape with their lives in a hard-fought 24-21 victory against the always-the-bridesmaid-never-the-bride Philadelphia Eagles. The win marked the Pats’ fifth Super Bowl appearance overall and their third Lombardi – and third by a three-point margin of victory no less. But what had us cheering was this spot from Bud Light. A plane filled with skydivers is up thousands of feet in the air. One guy jumps out no questions asked. The one behind him – scared to death. But when a six-pack of Bud Lights get brought into the mix – well, then things get really funny. The reluctant skydiver scenario captured the top spot from USA Today for Best Super Bowl ad. It also garnered a No. 2 ranking from ADBOWL.
17. Lipton Brisk Babe Ruth
Oh how we miss the Lipton Brisk Iced Tea claymation commercials. While the Rocky version was great, it’s hard to beat this salute to the Yankees, Major League Baseball aficionados, and maybe even a few Seinfeld fans. The setup is this: Babe Ruth, who is somehow playing on a team with Reggie Jackson, managed by Billy Martin, is on the verge of striking out. His distraught nature is illustrated by beads of sweat trickling down his face, to which George Steinbrenner comes out of nowhere and states to Martin: “Why’s he sweating? I’m not sweating and I’m wearing a turtle neck. You’re fired!” Luckily, Jackson saves the day with a can of Lipton Brisk, and the rest is (not really) history. Excellent addition to 1998’s Super Bowl XXXII lineup, which featured an aging John Elway capturing his first of two Super Bowl championships after 15 seasons. The 31-24 win was a narrow one over Brett Favre and the Green Bay Packers.
16. Bud Bowl I – Second Half Action
While Bud Bowl I was not quite as memorable as Super Bowl XXIII, a down-to-the-wire battle between the San Francisco 49ers and Cincinnati Bengals – no, newbie NFL fans, “the Cincinnati Bengals” is not a misprint – it was still a welcome addendum. The Bud Bowl itself was a stop-motion animated football game between Budweiser and Bud Light beer bottles. Fashioned by the creative team of David Henke and Bill Oakley (D’Arcy Masius Benton & Bowles), it incorporated 3D animation and lots of football puns for four quarters of punishing action to determine once and for all which was more true of Anheuser-Busch’s products – tastes great or less filling? What made this first Bud Bowl the best was the classic “Heidi ending” in which a hand reaches down out of the sky and pulls two key “beer players” from the fridge before a final outcome could be determined. This inclusion was a reference to the unfortunate real-life event when in 1968 NBC cut away to the Shirley Temple film Heidi, thus preventing millions of Americans from seeing the thrilling come-from-behind conclusion of the Nov. 17, 1968, contest between the Oakland Raiders and New York Jets. All four quarters of the Bud Bowl are classic television – and easy to digest in a five-minute YouTube sitdown – but the ending is unbeatable. Plus, if you hated the ending, you could always take comfort in the conclusion of Super Bowl XXIII. Joe Montana led a 92-yard drive in the final three minutes of action to steal the Lombardi from the Boomer Esiason-helmed Bengals. The Bud Bowl would return in 1990 through 1995, and then one final time in 1997. Do we miss? What do you think?
15. FedEx Castaway
Football fans probably remember Super Bowl XXXVII for it being the one and only time that you would ever see a perennial doormat like the Tampa Bay Buccaneers put it all together and pull out a Lombardi. But aside from the Bucs’ 48-21 shellacking of the Oakland Raiders, there was also the memorable FedEx Castaway commercial, which capitalized on the popularity of the 2000 Tom Hanks drama. In the commercial, an island castaway (and FedEx employee) goes through Hell and High Water to deliver a package to its destination. Once he completes the mission, he can’t help asking what was in the package. It’s the response that sets this one apart from its competition.
14. Chrysler It’s Halftime in America
One of the longer Super Bowl spots, this addition to Super Bowl XLVI in 2012 – New York Giants vs. New England Patriots – ran two minutes in length. But behind the stirring voice of one of Hollywood’s greatest stars and with a message that Americans from all economic and political backgrounds desperately needed to hear, it really didn’t seem that long. Celebrating the renewal of the auto industry, which, like most Americans, had taken the 2008 Recession quite hard, Chrysler scored with an uplifting promo featuring Mr. Clint Eastwood himself and reminding Americans of their country’s greatness. The $3.5 million ad, directed by David Gordon Green (Eastbound & Down, Pineapple Express) and written by poet Matthew Dickman, was aimed wisely at the most-watched sports event in the country. Close to 167 million Americans – more than half the U.S. – tuned in for the event and were greeted with this message: times are tough, we’ve taken our licks, but it’s time to suit up and charge back out for the second half. In other words, it’s a whole new ballgame.
13. Cracker Jack Really Big Bag
John Elway ended his illustrious 16-year career as quarterback of the Denver Broncos in a way that guys like Brett Favre could learn a lesson from. After capturing the Lombardi in Super Bowl XXXII – his only NFL championship up to that point in his career – Elway gave it one last go and won a back-to-back ring, this time against the Atlanta Falcons 34-19 while earning the Super Bowl MVP for 1999. Also that year, Cracker Jack released its best promo in the Really Big Bag. While rolling out the new “snack-sized” bag, the company also decided to give the much larger version a tryout. The results aren’t quite the same, and neither are the prizes. Very witty and funny spot that successfully lampooned our nation’s “super-size me” mindset of the time.
12. Anheuser-Busch Applause
If you have any respect for the military whatsoever, then it remains difficult to sit through this spot from 2005 without shedding a tear. As someone who has covered a reunion of war-weary troops and their families, I know how emotional and poignant these things can be. Anheuser-Busch captured that sensation perfectly in just 60 seconds. There are no words. Only the effective imagery of troops walking through an airport and being greeted by a host of cheering citizens from all walks of life. For a company to stand the test of time, it must produce more than just a great product. It must also establish an emotional connection to its audience. This creates brand loyalty, and “Applause” from Super Bowl XXXIX manages the responsibility to perfection.
11. Budweiser Clydesdale Respect
Super Bowl XXXVI was a classic between the New England Patriots and the St. Louis Rams. The Pats came out on top 20-17 in that contest, and while the nation was very much tuned in, most were still reeling from the Sept. 11 attacks which cost the lives of thousands of Americans. Budweiser did a fine job of capturing national sentiment using its iconic Clydesdale horses as a means of conveying respect and support to the victims of 9/11. The commercial features a very somber score as the horses make their trek across Brooklyn Bridge to the site of Ground Zero. Once there, they bow to the empty skyline. It’s a moving piece, and Super Bowl XXXVI was the commercial’s only TV airing. The company did keep it available on its website for one year, but it being 2002, online video streaming capabilities were not what they are today. In case you missed it then, here’s your chance.
