Among the dogs and babies and beautiful bodies, there was one Superbowl commercial that stood head and shoulders above the rest this year.
It wasn’t tantalizing or seductive or funny.
It wasn’t cute or clever or witty.
It was poignant, thoughtful, reflective, raw.
It took viewers to a deep, private place no other commercial in this year’s lineup dared to go. It played on our collective hopes, dreams, and darkest fears. It did exactly what it was designed to do and I would bet I wasn’t the only one with tears in her eyes as it played.
Whether you like football or not; whether your personal bank account is fat with zeroes or zeroed out; whether you are a Democrat, Republican, or neither does not matter. This commercial’s message needed to be said. And I am glad someone other than a politician running for office said it.
When hope is shattered, when dreams die, when it feels as if no matter how hard you try and you still don’t get where you want to go… you watch this commercial and remember that it’s only half time, and the best part of the game has yet to be played. There is hope on the horizon. America will rebuild, only this time it will be different.
It will be better.
I could go into detail about the marketing brilliance behind using Clint Eastwood for the voice, among many other fine choices in constructing this ad. But this post is not about the technical details of designing an effective ad. Nor is it about whether or not this is a cheap attempt by a car company to sell more cars, as some cynics would have us think.
It’s about something much more important.
The best Superbowl commercial for 2012 is about heart and faith and belief. It’s about moving forward. Picking ourselves up. Dreaming again after living through several nightmare years.
And damn if this video didn’t do all of those brilliantly.
