Best Super Bowl Ads #3: “Empowering”, Microsoft.
Once again, emotion won out over humor or shock value in this inspiring Microsoft advert.
It features Steve Gleason, the former New Orleans Saints safety, demonstrating how technology—specifically Microsoft technology in his case—has helped him live beyond his diagnosis of ALS, also known as Lou Gehrig’s disease. It said something we all know, that technology is helping people in very tough situations, and doing it in very real and tangible ways.
However it said it in a way that was uplifting and light, rather than overly heavy, preachy or exploitative. It created a genuine emotional response, without the falling back on the usual tropes of epic orchestral scores and melodramatic voiceover work—indeed, Gleason, who narrates the piece can only do so by using his Windows 8 Surface computer, with eye tracking, to speak for him.
A great spot, well deserving of its place on the list.
Worst Super Bowl Ads #3: “Romance”, Chevrolet.
The Chevrolet “Strong” series of adverts have, in the main, followed the inspirational, slice of life model . They celebrate “the strength of hardworking, honest and dependable men and women”, according to a description by Chevrolet spokesman Michael Albando.
Seeming to feel that this was not enough for the Super Bowl, however, Chevy saw fit to add an element of humour into their 2014 “Strong” Super Bowl ad. The joke… Cow Sex.
Need I say any more? I’d rather not.