{"id":58092,"date":"2018-02-05T09:39:13","date_gmt":"2018-02-05T09:39:13","guid":{"rendered":"https:\/\/www.biphoo.com\/bipnews\/?p=58092"},"modified":"2018-02-05T09:39:13","modified_gmt":"2018-02-05T09:39:13","slug":"odell-and-eli-highlight-super-bowls-politics-free-ad-slate","status":"publish","type":"post","link":"https:\/\/www.biphoo.com\/bipnews\/sports\/odell-and-eli-highlight-super-bowls-politics-free-ad-slate.html","title":{"rendered":"Odell and Eli highlight Super Bowl’s politics-free ad slate"},"content":{"rendered":"

Odell and Eli highlight Super Bowl\u2019s politics-free ad slate<\/span><\/strong><\/span><\/h2>\n

Humor and celebrity cameos scored big in this year\u2019s Super Bowl as advertisers tried to get the most yardage out of levity rather than politics.<\/span><\/p>\n

And before the game was even over, marketing gurus and social-media users crowned the Most Valuable Placement: the NFL\u2019s spot featuring New York Giants Eli Manning and Odell Beckham Jr. doing a touchdown dance in a sendup of \u201cDirty Dancing.\u201d<\/span><\/p>\n

\u201cFinally, something original and surprising. Don\u2019t put this baby in the corner!\u201d Richard Kirshenbaum, CEO of the agency NSG\/SWAT, told The Post.<\/span><\/p>\n

In the one-minute ad, Manning asks Beckham if he wants to work on \u201cthat thing.\u201d The quarterback completes a pass to the receiver in the end zone before they exchange come-hither looks and launch their rendition of Patrick Swayze and Jennifer Grey\u2019s classic dance \u2014 complete with \u201c(I\u2019ve Had) The Time of My Life\u201d playing and Manning hoisting OBJ above his head.<\/span><\/p>\n

It was the highlight as advertisers sidelined politics and stuck to the more mainstream playbook of comedy and familiar faces, in the belief that viewers have had enough hard-hitting issues in a year of #MeToo, the Russia investigation and the national-anthem controversy at NFL games.<\/span><\/p>\n

\u201cEveryone is saying 2017 was a hard year, and marketers are going back to that humor,\u201d explained Jennifer DaSilva, president of agency Berlin Cameron.<\/span><\/p>\n

Ad watchers said Amazon set the tone with a spot in which digital personal assistant Alexa loses her voice \u2014 and stars such as \u201cHell\u2019s Kitchen\u201d overlord Gordon Ramsay, Bronx-born rapper Cardi B and \u201cHannibal Lecter\u201d Anthony Hopkins step in as replacements.<\/span><\/p>\n

In one scene, Hopkins \u2014 sounding every bit the \u201cSilence of the Lambs\u201d psycho \u2014 tells a woman looking for her boyfriend, \u201cI\u2019m afraid Brandon is a little tied up.\u201d<\/span><\/p>\n

\u201cThey did a good job of pitting human against machine,\u201d DaSilva said.<\/span><\/p>\n

Kia replaced last year\u2019s humorous environmental message with a wistful ad that imagines Aerosmith rocker Steven Tyler aging in reverse as he zips around in a Stinger GT.<\/span><\/p>\n

\u201cKia with a bad-ass spot with a bad-ass guy,\u201d said United Entertainment Group founder Jarrod Moses.<\/span><\/p>\n

Marketing pros agreed there were some indisputable stinkers \u2014 like Febreze\u2019s ad about a guy whose \u201cbleep don\u2019t stink.\u201d<\/span><\/p>\n

\u201cAny air freshener could have put that together and it doesn\u2019t differentiate them in any way,\u201d said LeBlanc, who called the spot \u201csophomoric\u201d and \u201creally dated.\u201d<\/span><\/p>\n

But the stars aligned in a mash-up ad for Mountain Dew and Doritos, featuring a rap battle between Peter Dinklage and Morgan Freeman.<\/span><\/p>\n

\u201cYou have something here,\u201d Moses raved. \u201cCaptivating and spectacular. I\u2019m buying both!\u201d<\/span><\/p>\n

Tide cleaned up, too, with its parodies of Super Bowl ads starring David Harbour of \u201cStranger Things\u201d fame. The spot plays up the trope that Big Game ads don\u2019t reveal what they\u2019re hocking until the last moment. Harbour, tooling around in a sports car or yukking it up with pals at a bar, constantly reminds viewers, \u201cIt\u2019s a Tide ad.\u201d<\/span><\/p>\n

\u201cI think Tide is really having fun tonight! Entertaining, nostalgic, having fun with us and we are along for the ride!\u201d Moses said.<\/span><\/p>\n

Source:-\u00a0https:\/\/nypost.com\/2018\/02\/04\/politics-wary-advertisers-play-it-very-safe-and-very-boring\/<\/span><\/p>\n

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