The Free Press, Mankato, MN

State, national news

February 3, 2013

Oh the drama! Super Ads go epic

(Continued)

NEW YORK —

 

Comedy goes long

Not all of the storytelling ads were dramatic, though.

Samsung’s two-minute ad showed Seth Rogen (“The Guilt Trip”) and Paul Rudd (”Role Models”) getting called in to do a “Next Big Thing” ad for Samsung. But they’re agitated once they realize that they’re sharing the spotlight. LeBron James, an NBA basketball player for the Miami Heat, makes a cameo, appearing on the screen of a tablet.

The ad won over some fans in the ad world.

“I could watch the Samsung ad over and over again,” said David Berkowitz, vice president at digital marketing agency 360i. “It’s as good as any Seth Rogen movie.”

Budweiser, a long-time Super Bowl advertiser, also told a continuing story in two of its ads. One showed rival 49ers and Ravens fans each creating a voodoo doll for the other team with the help of R&B legend Stevie Wonder. In the other ad, fans go to great lengths to curse a rival fan’s “lucky chair.”

“It’s only weird if it doesn’t work,” the words in the ad read.

Mercedes-Benz’s 90-second ad had a Faustian plot.

A devilish Willem Dafoe (”Spider-Man”) shows a man everything that comes with a Mercedes-Benz CLX: A date with supermodel Kate Upton, dancing with Usher, driving around with beautiful girls, getting on the cover of magazines including Vanity Fair and GQ, getting to drive on a racetrack.

The man almost signs his soul away for the car. But then he sees a billboard that says the car starts at $29,900, and doesn’t sign.

 

Not every ad tells a story

Although many advertisers tried to pull people in with lengthy story lines, there were a few that stuck with short, quirky spots with no particular plot.

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