Strategy

Best Super Bowl ads (Part Four)

Monster.com, Tide and Master Lock have all left their mark on past Super Bowl broadcasts.

MONSTER.COM, “When I Grow Up”

No one wants to be a data entry clerk when they grow up. That’s the message of this 1999 spot for employment site Monster.com, by Mullen, Boston and directed by Bryan Buckley. With a borrowed gag from the classroom scene in Woody Allen’s Annie Hall, the ad reminds us that clawing up to middle management is nobody’s idea of a dream job. Beautifully shot and making a bold statement—everything a great Super Bowl spot should be. (Jeff Beer)

MASTER LOCK, “Marksman”

Master Lock was a somewhat obscure, Milwaukee-based company before airing a commercial at the 1974 Super Bowl. They paid over US$100,000 for their 30-second time slot—basically the company’s entire advertising budget at the time. But Master Lock’s gamble is credited with bringing widespread recognition—and subsequent sales—to its products. The commercial is essentially a product demo to test the strength of the company’s padlocks, and after the initial ad’s success, Master Lock continued running this concept, with slight alterations, in Super Bowls for the next 20-plus years. Since the ad’s debut, Master Lock has risen to, at times, hold the largest market share of padlocks in the United States. (Matt Lundy)

TIDE TO GO, “Interview”

This isn’t for a sexy brand of beer or athletic equipment but it nonetheless manages to communicate a universal truth: People are easily distracted. And if you can prevent it, you should. The ad, by Saatchi & Saatchi New York and director Calle Astrand, marked Tide’s first ticket to the big game and it definitely left its… er, mark. (JB)

CLICK HERE FOR PART ONE