You need it when?

Scott Smith has a good story up about the Super Bowl spot he just directed. The entire thing was started the Monday before the big game and finished just in time.

Advertising has always been a last minute business. It's part of what drives me nuts, but also part of what drives me to try new things. It seems like it's always when you are tired and just about done that you come up with that one last "wouldn't it be cool" ideas. When you take the time to implement those, you usually come out with something great.

These last minute creative marathons are some of the most fun, and yet most draining things you'll ever do.

SB highlights

Below are some of the spots I enjoyed from last night.

Doritos
A pretty good spot for Doritos. I was impressed with the way they equated Dorito flavors with life.


And now a Doritos spot that is totally creepy and wrong, but has some good acting.


Emerald Nuts
There's just enough quirkiness to make this one work. Plus you can't beat watching Robert Goulet eat paper.


Coca-Cola
This spot has been out a while, but is sheer magic. It even works on people (like my mother-in-law) who had never heard to Grand Theft Auto.


Careerbuilder.com
They managed to be great this year ... and without using animals at all.




E*Trade
The love the way this spot is shot.

Another good one for E*Trade. "Save Holland."


Fed EX
"Well said, Mr. Turkeyneck."


Nationwide Insurance
I can't stand the music, but you have to admit this is funny. The best part, though, is the store manager. He was the perfect actor for that two-line role.


Bud LIght
This was one of my favorites. "And a chainsaw!"


Budweiser
One of the few good spots featuring animals.

Talking animals

So far, the SB commercials have been pretty uninteresting. The theme so far seems to be talking animals. While none of these spots are truly great, I am a fan of the Taco Bell spot below.

Mostly because it's funny to hear a lion say Ricardo Montalban.