It’s emotional and relatable, with so many people currently struggling to find work. It highlights the lessons and abilities of parenthood and how they directly link to what motivates people and can make them successful at work. It crafts a story that blends the struggles of parents today with what matters to them and then highlights the product as a way to get through that conflict. Nails it.
Parents who have ever had to answer questions in an interview get it. Extra points for it being from the father’s perspective.
Pfizer
With “Mama Said Knock You Out” playing throughout, a small boy sees a boxing match and then goes to hit the bell at his hospital, showing that he has beaten cancer. He continues to shadowbox through the lobby and into the street, cutting to black-and-white shots of him like an athlete at a parade. He ends at his home, hugging his parents, with the clear message that Pfizer is going to help knock out cancer. A powerful message filled with hope. No notes.
Taco Bell
Taco Bell took the standard Super Bowl celeb trope and turned it on its head, with LeBron James and Doja Cat trying to be part of an ad that was focused on highlighting fans and customers. This speaks so clearly to their appreciation of their customers while understanding what people expect from a Super Bowl ad.
Taco Bell proved that you can have fun and make people feel seen without playing the “make them cry” card. They get it, and the fans included will remember it forever.
