Beck’s Sapphire Super Bowl commercial certainly made a statement on Super Sunday. What exactly that statement is, though, seems to vary depending on the viewer.
In case you missed it, give it another watch and then we'll get into some of the reactions:
The song being played is the 1996 hit "No Diggity" by American R&B group Blackstreet, just in case you were wondering. Musician Chet Faker, an Australian electronica musician signed by Downtown Records, covered the song for the commercial.
“No Diggity” spent one month on the Billboard Hot 100 chart in ’96, but has been relatively quiet in recent years.
Well, until now that is.
The song is used in the commercial as a serenade by a CGI animated fish towards the bottle of Beck’s new drink, Sapphire—a new beer that is supposedly amped up with fresh and tasty German hops, which are apparently better than other hops.
I’m not brewmaster but I can tell you that they succeeded in drawing in even the most casual beer drinker with this subtle but catchy commercial.
You can probably already guess my initial reaction to it: great success.
I’m the kind of guy enjoys a good German beer, so my interest was already piqued. Mix in some mid-'90s R&B from my childhood and you’ve got me heading to the store to pick up a six-pack within days to give it a try.
But I’m not the only judge out there and there were plenty of people who had mixed reactions to the spot.
Let’s look at some funny, witty or otherwise ridiculous Twitter responses to this ad:
Rory Albanese, the Daily Show Executive Producer, must not have liked what Beck's was putting down. Or Budweiser with its Black Crown commercial:
Trying to figure out which beer I want less, Budweiser Black Crown or Becks Sapphire.#SB47— Rory Albanese (@RoryAlbanese) February 4, 2013
Karen McDougal, former Playboy Playmate of the Year in 1998, apparently has a thing for the fish and the song:
I want the #Becks sapphire fish! Love it...and that song!"I like the way you work it": )— Karen McDougal (@karenmcdougal98) February 4, 2013
RJ Schmidt, a self-described photographer, didn’t get the ad, at all:
Most WTF commercial so far: CGI goldfish covered in oil floating in air singing No Diggity to a Becks Sapphire bottle.— RJ Schmidt (@rjschmidt) February 4, 2013
Jen Bryant, an industrial marketer, had an interesting take on how the idea came to be:
I wish I could've heard the pitch for Becks Sapphire ad. "There's a goldfish, but he's black, and sings No Diggity into a beer bottle."— jen bryant (@jenmooreKY) February 4, 2013
The overarching criticism of the spot was that the beer features a red looking ruby in the center of the label, when Sapphire is not red. The Twitter handle Rattleback, a marketing agency, was among countless tweets pointing this out:
Did Becks Sapphire forget to research what color a sapphire is? #brandbowl— Rattleback (@rattlebacks) February 4, 2013