Staplegun's Favorite Super Bowl Ads

While the rest of the world tunes in to the Super Bowl to watch football, we tune in to watch the ads.

When the players are on the field, we chat, grab fresh drinks and scrape the last remains of queso from the bottom of the crockpot. It’s the commercial breaks that get us fired up – and get us to lob uninvited opinions at the TV about brilliant copywriting, cheesy dialogue or predictable storylines. Our scorecards don’t track teams. They track brands.

So here’s our 2017 scorecard, compiled from the opinions of Gunners from across the board.

Tie: Airbnb’s “We Accept” and Audi’s “Daughter”

If there was a theme for this year’s Super Bowl ads, it would probably be social issues, and both of these brands proudly fit that motif. Airbnb wants the world to know diversity is what makes us beautiful, and Audi is ready to commit to narrowing the gender gap.

“Airbnb's spot did a number of things very well: It connected its mission and brand to current culture and political conversation (relevance); it built rapport and solidarity with a majority of Americans who support a particular opinion (credibility); and it took another step to making the connection between customers and Airbnb more of a relationship than a transaction. If I have the choice between two companies with similar functions, but I feel one of them supports inclusion and connection as values, I'm going to go with that company. It's a commercial like that – and a steady positive experience with their service – that keeps me with Airbnb and never even looking at VRBO or other competitors.”

“It was a positive message about America being a collective, probably seen by a whole lot of people with hate in their hearts.”

“It was simple. It included everyone. It told a good story.”

“It gave me the feels.”

“It was extremely well-done and relevant.”

“It had substance and managed to be topical in a meaningful way. And it was brave. In an environment trying too hard to entertain, this spot brought value to what will certainly become the brand's number one consumer.”


Buick’s “Not So Pee-Wee Football”

Who doesn’t love to see little kids get trampled by an All-Pro quarterback? Buick does. And apparently so does Staplegun.

“I liked the celebrity endorsement and the digital effects of the little boy flying backwards.”

“It was full of action so it kept my attention, plus it was humorous. Little kids playing football is cute.”

“Simple, cute, funny, and on point with its current branding.”


84 Lumber’s “The Journey Begins”

While this spot may have ranked third in our agency survey, it definitely ranked first in most-debated-around-the-office on Monday morning. Many were impressed by the momentum of a story told in bite-sized moments, the stunning execution, and the topical social commentary we’re all craving. But what does it have to do with lumber? And did you know the website crashed from the traffic that night? There’s a lot to discuss with this one.

“I chose 84 Lumber because it had great storytelling and cinematography, but was also the most effective from a marketing perspective. The 84 Lumber website went down after the commercial because of so much web traffic. It was controversial like many of the others, but it captured way more attention by the media and is now being played on every news outlet and major magazines like USA Today, Rolling Stone and Fortune.”

“This ad was controversial, extremely powerful and very relevant to current day issues. The ad was visually beautiful and the overall message was amazing.”


Bai’s “#baibaibai”

So simple it almost writes itself. But undeniably fun.

“Who doesn't love an ad with Christopher Walken? It was simple. It was funny. It made sense.”

“Bai left you thinking.” (did it?)


Budweiser’s “Born the Hard Way”

Budweiser spared no expense or attention to detail in its 60-second spot. Get inspired, pursue your dreams in the face of adversity and drink beer while you do it.

“With immigration as a popular topic in the news right now, this commercial was relevant and had a great narrative.”

“Effective and powerful storytelling, combined with outstanding camera work and art direction, made for a powerful piece. Especially poignant was the message about America being built on the backs of immigrants, and what we stand to lose if we lose them.”