[해외 크리에이티브] 2023 Super Bowl Advertisement Settlement, Worst Edition

5 ads with Adage ratings of 1.0 and 1.5 on a 5.0 scale

[매드타임스 이지원 인턴 기자] Following the previous best, this time we introduce the 5 worst Super Bowl ads of 2023, which had the lowest ratings. Three ads earned only 1 star, and two ads earned 1.5 stars.

1. Astellas, (1.0/5.0), Saatchi & Saatchi

“A light approach to menopause (menopause), and a light impression”

On the street, a female reporter asks a passer-by what VMS is, and then informs him that it is a word for vasomotor symptoms, meaning hot flashes and cold sweats caused by menopause. Passers-by initially react to VMS by saying, “K-pop band?”, but when hinted at that it has something to do with menopause, they guess “very mean sweat.” The video ends with a message to visit WhatsVMS.com.

I give them credit for letting me know that women make up a big part of the Super Bowl crowd. But honestly, when the game started, I was more interested in the hot sauce than the hot flash.

2. Remy Martin, (1.0/5.0), Fred&Farid New York

“The cacophony of speeches, scenes, and illusions created by products”

Remy Martin used world-renowned tennis player Serena Williams as the model for the ad. But her statement-like speech was a complete failure in a 60-second commercial.

Serena Williams emerges from a long tunnel and stands in front of the football players in the locker room. Part of Al Pacino’s pep talk in the movie ‘Any Given Sunday’ starts with, as Al Pacino did in the play, “I don’t know what to say, really.” At that very moment, the connection disappears. Dancers dance with speeches, restaurant kitchen workers, and men on horseback appear. There is no connection between all these scenes and the contents of the speech called ‘the edge that separates victory from failure’ and cognac.

Fans of Serena Williams and fans of the film may be excited for a while, but the disconnect between speech and product is clear.

3. Pringles; (1.0/5.0), Grey

“I said Tina Turner was the best, but well”

Pringles unwisely repeated the gag of getting a Pringles canister in his hand, and failed. Last year in 2022, Pringles had a Super Bowl ad. tells the story of a man who goes through his life with a Pringles can in one arm. He falls in love, starts a family, raises children, and dies completely with an arm in a Pringles bucket. A big reason this commercial was so effective was because Lionel Richie’s haunting song ‘Stuck on You’ absurdly romanticizes a Pringles passage and a man’s relationship.

This year’s version features a grandfather getting a Pringles canister on his arm, assuring his grandson that “(a Pringles canister getting stuck) can happen to anyone,” and that doctors, pitchers, judges, air traffic controllers, game show contestants, etc. cite as a reason There is even a Pringles in the arm of cousin Timmy, who is still a fetus in the womb. I feel sorry for Meghan Trainer petting her dog poodle with Pringles on her arm. The theme song of the video is ‘Simply the Best’ by Tina Turner. But we disagree.

4. Michelob Ultra; (1.5/5.0), Wieden+Kennedy

“It’s not beer, it’s content advertising”

This is a 60-second sister version of Michelob Ultra’s main commercial, featuring the same scene and same cast as the main commercial, but with some performers appearing longer. Since this ad is a joint promotion with Netflix, it has more to do with selling content than selling beer.

Tony Romo, Ricke Fowler and Alex Morgan are ready to trade jokes on Netflix’s new documentary Full Swing. Unfortunately, however, an important line Morgan stutters (“Tony, are those … tears?”) makes us question how many takes the director had toiled before deciding on this funny but witless joke. But the final QR code delivers a quiet and dignified performance.

5. Ram Trucks; (1.5/5.0), Highdive

“A humor that is not appropriate as a Super Bowl advertisement or a product advertisement”

Ram Trucks advertising in 2013 There is a history of glorious Super Bowl commercials, including But this year, embarrassingly, the decision was made to use last resort, creating a 60-second commercial with sexual humor.

This bland pharmacy parody is built around a false illness called ‘premature electrification’, which is reluctant to drive an electric car because of its performance. Jokes have limited appeal from the start. However, it continues uninterrupted throughout the 60 seconds and is uncomfortable. Besides, this kind of comedy isn’t appropriate for a family-friendly Super Bowl broadcast. And it blurs the message for a great product. As far as the brand Stellantis’ commercials are concerned, I prefer the early Jeep commercials.

※ This article was written by Tim Nudd and Judann Pollack of AdAge This is a translated and adapted article.

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