Results from FBC’s Brand Bowl 2013 + Food Drive

Thanks to all that attended the 2nd Annual Brand Bowl + Chili Food Drive at Freshly Baked Communications last night! We donated 72 cans of chili and more than 125 items to the Crystal Lake Food Pantry! You can view pictures of the event on our Facebook page.

So, what did we think of the commercials? Here’s a rundown:

Most Minimalistic, Yet Effective:

Nothing fancy here. Just great photography. And, Paul Harvey’s haunting voice and dramatic pauses will give you chills.

Best Use of Marketing Budget

Doritos employs humorous animals again in the “Goat 4 Sale” commercial and dads who will do anything for their daughters (and those cheesy tortilla chips) “Fashionista Daddy”, resulting in the top ranked brand of the evening.

Biggest Waste of Money (other than the Go Daddy commercial):

It’s a three-way tie. I mean, did anyone care that Budweiser has another new beer? Gangnam Style is sooo 2012, and Coke is one of the largest brands in the world. Do you expect us to believe that people have to travel more than 50 miles to find it?

Best Use of the Blackout (and Best Use of Social Media):

Oreo’s brand managers and creative agency 360i sat in a “war room” during the Super Bowl in Manhattan. When the lights went out in half the stadium, they leapt into action to prepare the ad above in five minutes. Creativity on the fly proved to be highly successful. This ad was retweeted 13,734 times by 9:30 PM CST last night (when other agencies simply re-tweeted their already aired commercials during the 35-minute break) and set a new standard for advertising excellence.

Top “No, I’m not crying…I got a little guacamole in my eye” Moment

Seriously, is there anything sweeter than seeing love communicated without words? +1 to Budweiser for dubbing Stevie Nicks over this fan favorite. Fun Fact: You can help Budweiser name the baby Clydesdale seen in the commercial by tweeting @Budwesier with #Clydesdale – he’s just three weeks old.

At FBC, we held an informal survey of the commercials and the brands represented. Each brand received a positive (+) or negative (-) rating based on each person’s impressions of the brand as a whole. Then, each commercial received a ranking from 1-10 based on level of creativity for the commercial.

Highest Level of Creativity – Budweiser Clydesdale “Brotherhood” – average score of 9.00

Most Positive Brand Image – (three-way tie) – M&Ms, Got Milk and Doritos

Most Negative Brand Image – Budweiser Black Crown

Here are the overall ratings for creativity (1-lowest, 10-highest):