Which Ads Won Super Bowl 2013? b+f weighs in.

2013 Super Bowl Ad winners and losers. A blog from Hampton's leading ad and design firm Blumenfeld + Fleming. A 30 sec. spot cost 3.8 million dollars this year. Was it worth it? Read our reviews.

How about that game? And how about that power outage? (Rumor has it, it was caused by Beyonce’s curling iron.) It didn’t stop us from watching the commercials! Especially in the automotive category since b+f was just awarded the Porsche, Audi, MINI, and BMW of Southampton BMW  dealerships.

This year a thirty-second spot cost about 3.8 million dollars (or roughly $126,000 a second). So here’s our rating system: WAS IT WORTH IT???



Dodge Ram: “God Made a Farmer”

God knows we watched every second. Why? Because it didn’t sound, look or feel like anything else on TV, which made us stop. Look. Listen and CARE. Borrowed interest? Maybe. But totally compelling. SUPER WORTH IT.


Mercedes: “Soul”

With appearances by Willem Dafoe, Kate Upton (who does nothing for us) and Usher, featuring music by the Rolling Stones you could say there’s too much borrowed interest. But we love this spot! (And watched it days before the game, now that almost everything is posted on YouTube in advance.) Fun and smart: there’s no reason to make a deal with the devil when the new Mercedes is only $29.000. SUPER WORTH IT.


VW: “Get in. Get Happy”

We love the Jimmy Cliff Partridge Family cover. And the spot. It’s fun, funny, and makes us smile every time, boss man. And all the “politically correct controversy” got the spot epic free publicity and extra air time. SUPER WORTH IT. (note: Jill hates the music, Lynn, a Partridge Family fan, loves it.)


AUDI: “Prom”

Driving an AUDI can give you the courage to go for it. Fun. Cute. Our Husbands loved it. WORTH IT.


KIA: “Hot Bots”

Fun. The bots work because they’re saying, hey, we’re high tech. They elevate the brand and kick a little nerd ass while they’re at it. A lot better than babies and dogs. WORTH IT.


FIAT: “Topless” 

Sexy, fun, European vibe. Totally works. WORTH IT.


FIAT: “Sisters”

Amusing casting. Demo works. SORTA WORTH IT.


TOYOTA: “Wish Granted”

The Rav 4 genie (Kaley Cuoco of Big Bang Theory) offers to grant the Henderson Family wishes. Dad’s a dolt. Mom gets chocolate. Junior has squirrels chatting. Sis becomes a princess. Super family friendly. WORTH IT.



KIA: “Babylandia”

What does this have to do with cars? They say they have an answer for everything? Here’s a question: How could you have wasted so much money on that??? SUPER NOT WORTH IT.


LINCOLN: “#Steerthescript”

Ok, we confess, we didn’t followed the Twitter campaign, nor Jimmy Fallon’s involvement. For us this didn’t work, but maybe someone out there cares? SUPER NOT WORTH IT. #SUPERFAIL.



HYUNDAI: “Don’t tell Mom”

Clichéd. Not funny enough. NOT WORTH IT.



Borrowed interest, but better than "Don’t tell Mom". NOT QUITE WORTH IT.


“Race Track”




Came close because it’s a straight-forward demo. But it didn’t work because the product (a burgundy 4-door sedan) looks like Grandma’s ride. NOT WORTH IT.



Other Winners and Losers


Budweiser’s Clysdales always win. Like Santa Claus at Christmas. They’re predictable yet heartwarming. And they build the brand! Note: Jill and her husband’s favorite spot (for their least favorite beer). WORTH IT.


Budweiser Black Crown.. Umm, not “Our kind of beer.” Or our kind of commercial. But clearly the beer for posers and wannabees. That said, lots of beer drinkers watch the Super Bowl. NOT WORTH IT.


Menen’s speed stick. Cute. Sexy. And we know the producer, Jeff Salguero. WORTH IT.
Go Daddy Beauty and the Geek. ICK. We don’t even want to watch models sucking face. SUPER NOT WORTH IT. 

Powerful Coke and Pepsi kept this SodaStream spot from airing, but the publicity and awareness they generated: WORTH IT.


PSYChotic Pistachio spot. Nuts. NOT WORTH IT.


Gildan: “Getaway” T-Shirt. SUPER WORTH IT. 


Oreos in the library. NOT WORTH IT.


Jill Fleming and Lynn Blumenfeld both worked at big Madison Avenue agencies before opening blumenfeld + fleming, the advertising and design firm with worldwide headquarters in Montauk. Neither gives a rat's ass about football.

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Lynn Blumenfeld February 04, 2013 at 09:15 PM
Thanks for your comments. There were supposed to be two Jeep spots on the Super Bowl. We only saw one. We didn't review the Jeep spot that lead into half time because we were torn. We support the troops (we even tweeted about how thrilled we were that Wounded Warriors got air play on the Super Bowl). But, we thought the Jeep spot was a bit heavy handed. There were Lincoln spots that were middle of the road that we didn't review, either.
Catherine February 05, 2013 at 02:01 AM
A commercial that was not mentioned here was the Taco Bell one with the the grandparents and elderly. I understood the concept and that it was supposed to be funny however watching with people ages 6-89 not ONE even giggled. Frankly I was grossed out... They thought they were witty having teenage club music and grandparents partying ad dancing but making out?!!?? Grinding?!!? Yuck. No one wants to see that. Made the commercial super wierd and unappetizing to even think about Taco Bell. The last words on the screen "viva la Taco Bell" uh no.
Ralph perricelli February 05, 2013 at 03:57 AM
Great job Ladies! Fun critique :)) Loved Mercedes " Soul" Any commercial with a Stones song , and the Devil will have serious legs to it !!
Mary Stedman Farnham February 05, 2013 at 11:44 AM
I loved the one about the farmers. Maybe someone could make one about fishermen!!
Lynn Blumenfeld February 05, 2013 at 01:23 PM
Thanks, Mary! We agree! Ralph, i loved the Mercedes, spot too. i think JIll & Thom would go with those Clysdales. Catherine, yes, the Cocoon rip off was dumb. We also didn't mention the TIDE spot which won a lot of votes and was well done.


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