Rating Super Bowl LI's Beverage Ads
By Steve Holtz on Feb. 06, 2017HOUSTON -- What did the 14 beverage commercials aired during the broadcast of Super Bowl LI highlight? History, humor and inclusion. What they didn’t provide much of was new products or hype about great flavors and tastes.
Here’s a look at the ads that could have people rushing to your cold vault this week—or not …
Coca-Cola: It’s Beautiful, pregame
We’ve seen this Coca-Cola ad before. The 2014 creative is a nice, multicultural look at the brand’s strength across the United States, while also underscoring Coke as a part of everyday life, all while America the Beautiful is sung in a variety of languages.
Points for inclusiveness, both of ethnicities and Coke products: Coca-Cola, Zero and Life.
Fumble for setting the stage for a current political conversation about immigration without following through.
Busch beer: Buschhhhh, 1st quarter
This was the first time Anheuser-Busch brought Busch beer to the big game. Relying on "crisp” and “cold" served as a nice introduction to the brand for some, and probably drew laughter from others.
Points for understated humor.
Fumble for not updating the “great outdoors” image for a new generation.
Lifewtr: Inspiration Drops, 2nd quarter
One of the few new products to be introduced during the Super Bowl, PepsiCo chose to rely on the packaging of premium brand Lifewtr to carry the message with no mention of taste or quality. But the ad made me want to look for it in stores just to see those bottles.
Points for attractive packaging and artful message.
Fumble for not telling us about the product.
Bai: Big Game Ad, 2nd quarter
Bai brings star power—co-owner Justin Timberlake and Christopher Walken—to its trademark humor. This one’s a winner!
Points for effective and well delivered, if tongue-in-cheek message.
Fumble … none.
Coca-Cola: Love Story, 2nd quarter
Coca-Cola has been encouraging retailers to pair the soda with food for years. Here, the beverage maker finally brings that message to consumers: “Coca-Cola and food, a classic love story.” Good for retailers!
Points for bringing a retail story to consumers.
Fumble for not including simple foods such as hot dogs and sandwiches.
Michelob Ultra: Our Bar, 2nd quarter
We've seen this Michelob Ultra ad before and still feel the same about it: Mixing cardio with beer is just awkward.
Points for giving the ultra-buff a beer to aspire to.
Fumble for suggesting runners should grab a beer as they finish a half marathon.
PepsiCo: Pepsi Zero, half time
No real ad, but this halftime-show introduction gave announcers a couple more times to say “Pepsi” before Lady Gaga did her thing. Extra points for using drones to spell out "Pepsi" in the Houston night sky.
Points for getting across that Diet Pepsi has changed.
Fumble for not explaining what exactly that change is.
Budweiser: Born the Hard Way, 3rd quarter
This ad was expected to draw controversy at a time when immigration is a subject of great debate, but Budweiser history + high-quality production = great ad … and quite a change from last year's shot at craft beers, which drew controversy of its own.
Points for quality production and focusing on authenticity.
Fumble for generally appealing to those who already drink Bud.
Fiji Water: Nature’s Gift, 3rd quarter
Fiji Water’s simple message—Earth’s finest water—and dramatic visuals made this ad a winner.
Points for combining a simple message with dramatic visuals.
Fumble … none.
Miller Lite: L-I-T-E, 4th quarter
MillerCoors didn’t exactly break the bank on this 10-month-old creative, but its message was clear: We did light beer first.
Points for sticking to what it’s known for.
Fumble for not creating something new for the big game.
Bud Light: Ghost Spuds, 4th quarter
A-B invested in 90 seconds to bring 1980’s pitch dog Spuds McKenzie back from the death to sell Bud Light. This was the only ad of the night to make us laugh out loud! And, Spuds can talk!
Points for humor and being a surprise.
Fumble … none. We declare this the best "Beverage Ad of the Game"!
Sprite: As Seen on TV, 4th quarter
NBA superstar Lebron James displays his patented attitude to sell Sprite … and manners. Good stuff.
Point for celebrity swagger.
Fumble for an awkward edit that made the ad feel rushed.
PepsiCo: Diet Pepsi Zero Sugar, postgame
Again, not really an ad, but a 15-second sponsorship message of the post-game show highlighting the reformulated Diet Pepsi.
Points for being short and sweet, literally, with no sugar.
Fumble … none.