Saatchi scores at Super Bowl with Tide and Rav4

Maybe this Super Bowl ads business is getting out of hand: zillions spent this year but not too many winners according to most of the pundits.

The trouble is: the more the cost goes up and the scrutiny increases, the safer the ads and most of this year’s seem to use tried and tested (and possibly stale) formats.

One agency that does seem to have scored is Saatchi and Saatchi with this football-themed ad for Procter & Gamble’s Tide:

And Kaley Cuoco (whoever she may be) as a ‘Genie’ for Toyota’s Rav4.

Maybe the problem, taking the ads as a bunch, is that they’re so busy shouting “Like Me!” that they forget to sell anything. Tide’s Joe Montana does seem to remember what he’s actually there for.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.