![]() This year’s commercial transports us to the Roman Empire, where a spirited tailgate party is in full swing. More from Ad Age: “Super Bowl ads show limited diversity and inclusion progress”Īvocados From Mexico, “Coliseum Tailgate”Īvocados From Mexico’s Big Game spot is pure fun and silliness, packed with the snappy one-liners we’ve come to expect from the brand. But all the elements work seamlessly together, creating an engrossing movie-like experience in a mere 60 seconds.Īnd the quiet revelation (via on-screen type) that the McKeever brothers went on to win 10 Paralympic medals together (with Robin serving as Brian’s sighted guide) has chill-inducing impact given that it’s paired with a shot of the actual brothers, now in their 40s. Given how moving the story (portrayed by young actors) is, it’s easy to discount the craft on display-the artful cinematography, the expert editing, the propulsive violin soundtrack. It dramatizes the story of brothers Robin and Brian McKeever, cross-country skiers from Calgary, Canada, who persevered in training together even after Brian began to lose his eyesight as a teenager. We’re very happy that this Toyota ad, which premiered during the Winter Olympics, is also getting Super Bowl airtime. More from Ad Age: “Listen to music from Super Bowl 2022 commercials” We just hope it’s not too late, baby, for you to draw young investors away from millennial-friendly services like WeBull, Stash and Robinhood. Putting the baby in this commercial is rather like featuring Alexander Graham Bell in a spot for iPhone 13.Īll that said, the commercial is cute, showing a business suit–clad team descending from a helicopter to convince our hero to abandon his off-the-grid existence and save the investing public. The original premise was that E-Trade made online investing so easy a baby could do it, but now digital trading is part of our everyday lives. ![]() What we forgot-as, seemingly, did E-Trade-was that the market has changed radically since the infant savant made his Big Game ad debut in 2008. So we were excited for this commercial, until we realized we were blinded by nostalgia. More from Ad Age: “See the NFT cameo in Bud Light Next’s Super Bowl ad”Įven more from Ad Age: “Prank Bud Light Next website gets taken down”įor advertising nerds, the comeback of Super Bowl icon the E-Trade Baby is the ad equivalent of Deion Sanders, Brett Farve or Reggie White swarming back onto the gridiron. Yep, this thrillingly trippy art project is, go figure, nothing more than a commercial for a lighter-than-light beer. (Plus, “gotta move” sounds like a call to action that just might inspire TikTok choreographers in search of the freshest retro sound.)īut the most incongruent thing of all in this oddball mashup of an ad may be the product itself: Bud Light Next, a new zero-carb brew. ”-work perfectly with the ad’s visual narrative. (For the record, the Ad Age Super Bowl Ad Review team is evenly split.) If it does, half the fun is in trying to pin down the likely aesthetic influences-we’re thinking HBO’s “Euphoria,” Lil Nas X music videos, early “Black Mirror” and various Adidas campaigns, for starters- while pondering the choice of soundtrack: “Gotta Move,” Barbra Streisand’s galloping ode to restlessness and individualism from her 1966 (!) album “Color Me Barbra.” Sure, it’s a 56-year-old song by a 79-year-old chanteuse, but the lyrics-“Gotta move, gotta get out / Gotta leave this place, gotta find some place / Some other place, some brand new place. Either its in-your-face artiness/edginess works for you, or it doesn’t. This is one weird-ass fever dream of a commercial. More from Ad Age: “Watch BMW’s Super Bowl with Arnold Schwarzenegger as an aging Zeusīud Light Next, “Zero in the Way of Possibility” Schwarzenegger and Pinault are lowkey great here, and the production grace notes-the costumes, a (CGI) mini-winged pet Pegasus named Peggy, the use of Eddy Grant’s “Electric Avenue” as the closing soundtrack-are terrific too. “All-electric?!,” he says with such delight that it’s hard not to share his joy. “I figure you could use a little pick-me-up,” she tells him. Zeus resentfully obliges.)įortunately, Hera is attuned to her hubby’s funk-she is (or was) the goddess of marriage, after all-and knows just what to do to snap him out of it: buy him a new BMW iX. (“Yo, Zeus! A little juice!,” a fellow golfer calls out to Zeus from his running-on-low golf cart. It doesn’t help that his friends and neighbors keep reminding him of his glory days by asking him to deploy his thunderbolt-throwing ability for mundane tasks that are, frankly, beneath a god. The couple has decided to retire to Palm Springs, California, and while Hera seems to be adjusting nicely, Zeus doesn’t quite know what to do with himself. Arnold Schwarzenegger is Zeus and Salma Hayek Pinault is his wife Hera in this charming BMW spot.
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