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Posts Tagged ‘Andre Woolary’

And Now, Our Final Super Bowl Quickfires (Part 2)

As promised, we will close our our Super Bowl ad-related Q+As and coverage on the topic in general with some thoughts from Andre Woolary, digital synthesis director at kbs+ unit, The Media Kitchen. Once again, hope you enjoyed reading the various agency perspectives on the Big Game’s advertising and aftermath. Take it away, Andre.


 Which ads did you like the most this year?
The Ram Farmer ad. It was the one moment when the commercial actually commanded everyone’s attention and there was silence at our Super Bowl party.  It was a departure from the humor, fast edit cuts, pop music and typical tricks seen over and over.  The combination of Paul Harvey’s voice, beautiful imagery and the sentiment just made the entire commercial feel honest and authentic.  Overall it was extremely well done without having to follow the formula for the Super Bowl spot.

How important are the digital tie-ins to the TV spots, i.e. mobile and social, is value increasing?
It’s absolutely critical. The TV spots need a life beyond that intangible moment on the screen. It’s the one moment that consumers are paying acute attention and anything can create a trigger for interaction (search, tweet, shazam, etc).  The tie-in also doesn’t have to be incorporated into the spot itself either.  There are many touch points available as people talk about the game or go view the spot again online that can activate the viewer in some way.  There are several approaches but no matter what, the ad shouldn’t end once the commercial is over.

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And Now, Our Final Super Bowl Quickfires (Part 1)

Before the luster totally wears off, let us roll out our last two quickfire Super Bowl ad Q+As today. First up, we hear from Andrea Spiegel, managing director, New York, at Project: Worldwide agency Partners + Napier. Later this afternoon, we’ll get some thoughts from Andre Woolary, who holds the rather niftytitle of digital synthesis director at kbs+ unit The Media Kitchen. Hope you all enjoyed the wide variety of commentary from industry folks regarding Super Bowl advertising over the last week. Now, on with the show.

What were your favorite and most disappointing ads?
Overall I thought the quality of spots this year was significantly better than recent years. There were many more good and very good efforts in both the funny and emotional camps. It’s hard to pick my favorites – there was a lot to choose from…

Favorites

I loved Audi’s “Prom” spot – great storytelling about bravery that so many people can relate to. Dodge RAM’s tribute to farmers gets the tug-at-the-heartstrings award (more than the Budweiser “Brotherhood” spot, which I wanted to love with the “Landslide” track, but it crossed the corny line). I also really like Taco Bell’s “Viva Young.” Tide’s “Miracle Stain” spot was very clever – funny, memorable and relevant to the game and the brand. The E*TRADE baby continues to delight. The new Samsung spot has grown on me – the writing and performances are terrific – but it feels like an ad for marketers more than Samsung fans. Lastly, Kia gave a good showing. Probably too many spots, but “Space Babies” was a highlight.

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