2015 Super Bowl game more interesting than ads?

Super Bowl ads no better or worse than most years

Super Bowl XLIX kept the audience riveted until the final gun. It’s almost a shame the breaks between the action on the field featured commercials that ranged from the sentimental to the cynical, from boring to offensive.

Nearly instantaneous backlash on social medial over one of Nationwide’s spots compelled the company to issue a statement of explanation. The ad featured a young boy who was supposed to be dead doing the kinds of things he might have done had he survived an accident. The company explained the ad was not trying to sell insurance, but rather to start a conversation about the need to prevent household accidents.

A few ads were powerful. A couple were even inspirational. One spot that earned considerable pre-game buzz focused on domestic violence with an authentic 911 call from a victim to police. Similarly the “Throw Like a Girl” ad from Proctor and Gamble’s Always attempted to dispel the notion that girls are less athletic than boys.

Will any of these commercials join the list of legendary Super Bowl commercials? Iconic ads like the 1984-inspired Macintosh ad from Apple, the Mean Joe Greene ad for Coca-Cola or the Darth Vader-inspired ad for Volkswagen are hard to create. It takes great creativity and loads of luck.

Whatever your take on the 2015 Super Bowl ads, our take is that this year’s collective batch is no better or worse than the combined works shown during Super Bowls past. And a lot more people after the game are asking, “What was Pete Carroll thinking?” than “What were Advertisers thinking?”