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Welcome to The Drum's US Creative Works, in partnership with Workfront. This week, we're featuring a roundup of Super Bowl ads ahead of the game this Sunday, Feb. 5.
As always, this section is dedicated to showing the best creative work in North & South America and gives you, the reader, the chance to decide which work we feature as our US 'Creative Work of the Week.'
To vote for your favorite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, Feb. 8.
VML: Wendy's 'Cold Storage'
Agency: VML
Client: Wendy's
Date: January 2017
Wendy's is making its Super Bowl debut this year with an ad plugging its "fresh, never-frozen" beef. In the ad, Foreigner's "Cold as Ice" plays while an employee of Wendy's fictional rival Othr-Guyz LLC defrosts hamburger patties with a hairdryer. The spot directs viewers to Othr-Guyz.com, which includes an infomercial-like ad that promotes Othr-Guyz's "Freezy Diskz" patties.
According to Wendy's, the idea for the campaign stemmed from research that showed that "7 out of 10 consumers don’t believe Wendy’s serves fresh beef."
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Adam&EveDDB: Skittles 'Romance'
Agency: Adam&EveDDB
Client: Skittles
Date: January 2017
Unlike many of this year’s Super Bowl advertisers, Skittles has opted to go the no-celeb route with a quirky spot that tells the story of a family who receives an unexpected late-night helping of Skittles from a boy who is crushing on their daughter.
The spot, which marks the Mars-owned brand’s third appearance in the Super Bowl, is a twist on one of TV’s biggest clichés: the classic “teenage boy throws rocks at his crush’s window” scene.
Created by London-based Adam&EveDDB, the 30-second ad, which continues the brand’s ongoing “Taste the Rainbow” tagline, is slated to air during the game’s first quarter.
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Grey New York: Febreze 'Halftime #BathroomBreak'
Agency: Grey New York
Client: Febreze
Date: January 2017
Febreze is making its first-ever Super Bowl appearance this year with a spot that unabashedly celebrates the fact that millions of Americans will make a mad dash to the bathroom during halftime to free themselves of the beer and snacks they’ve spent the last hour and a half consuming.
Created by Grey New York, the 30-second spot - which will aptly air during the second quarter of the game – plugs the P&G brand’s OdorClear technology that “cleans away odors like never before.”
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Leo Burnett Toronto: Mr. Clean 'Cleaner of Your Dreams'
Agency: Leo Burnett Toronto
Client: Mr. Clean
Date: February 2017
Who needs a hunky celeb when you’ve got Mr. Clean? For its first-ever Super Bowl appearance, the P&G cleaning brand has opted to make its bald, buff mascot the star of a spot that features him getting down and dirty with some housework.
The 30-second spot, created by Leo Burnett Toronto, is slated to air during the third quarter of the game. In the ad, a woman becomes hot and bothered while watching an animated Mr. Clean gyrate his way through her house as he mops the floor, wipes off the stove and cleans the shower.
The ad ends on a cheeky note when the seductive Mr. Clean transforms into the woman’s husband, who has been helping out with some household chores. She proceeds to tackle him onto the couch for a romp before the message “you gotta love a man who cleans” appears on-screen.
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David&Goliath: Kia 'Hero's Journey'
Agency: David&Goliath
Client: Kia
Date: February 2017
After releasing an absurd amount of teaser spots (see here, here, here and here), Kia has finally revealed its 60-second Super Bowl ad that's slated to run in third quarter of the game. Created by David&Goliath, the spot stars an eco-conscious Melissa McCarthy as she tries (and humorously fails) to save the whales, trees and ice caps. The spot plugs the fuel efficiency of the 2017 Niro hybrid crossover.
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Deutsch: Busch 'BUSCHHHHH'
Agency: Deutsch
Client: Busch
Date: February 2017
Busch is making its first-ever Super Bowl appearance this year with a spot that stars its new spokesperson, "Busch Guy."
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Anomaly: Budweiser 'Born The Hard Way'
Agency: Anomaly
Client: Budweiser
Date: February 2017
This year, Budweiser is telling the story of Adolphus Busch's journey from Germany to America in its Super Bowl spot.
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Bullish: GoDaddy 'The Internet Wants You'
Agency: Bullish
Client: GoDaddy
Date: February 2017
GoDaddy's Super Bowl ad features the internet personified as a skinny tattooed white man. The ad, which promotes the brand's GoCentral service, references viral internet moments like "the dress,"the ice bucket challenge and "Is this real life?"
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GSD&M: Avocados From Mexico '#AvoSecrets'
Agency: GSD&M
Client: Avocados From Mexico
Date: February 2017
Avocados From Mexico has released an extended version of its 30-second Super Bowl spot. Created by GSD&M, the humorous spot features a secret society that is having some issues actually keeping its secrets. In the spot, the leader of the society calls a meeting to try and find out who "leaked" the fact that avocados contain good fats and are therefore healthy.
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