Super Bowl Ads 2013: Commercials That Stole Spotlight from Ravens vs. 49ers

Tim Daniels@TimDanielsBRFeatured ColumnistFebruary 4, 2013

NEW ORLEANS, LA - FEBRUARY 03:  Ed Reed #20 of the Baltimore Ravens celebrates with the Vince Lombardi trophy after the Ravens won 34-31 against the San Francisco 49ers during Super Bowl XLVII at the Mercedes-Benz Superdome on February 3, 2013 in New Orleans, Louisiana.  (Photo by Harry How/Getty Images)
Harry How/Getty Images

The Baltimore Ravens and San Francisco 49ers played a memorable Super Bowl, which included a near-comeback for the ages and an extended delay due to power issues. The other big takeaway from Sunday night was, of course, the commercials.

Although the overall crop was one of the weakest in recent memory, there were still a few ads that generated a lot of attention and stole some of the spotlight from the action on the field. Since so many companies are battling to stand out on Super Sunday, the ones that actually accomplish it deserve a lot of credit.

Let's take a look at three spots that shined on the big stage. For the other advertisers, it's back to the drawing board to come up with some better ideas for next year.


1. Jeep

It's always tricky when an advertiser attempts to use its Super Bowl time to send an emotional message. Jeep had to strike the right balance between a terrific message for the troops and selling its product, and it did exactly that.

There are subtle references to the vehicles throughout the commercials, but for the vast majority of the time the focus was on the returning troops. It's definitely the type of spot where everybody took a break from what they were doing to watch.

The key is to have everybody understand it's a Jeep ad, which they should have, while actually taking in the much bigger storyline it passed along. The company deserves high marks for making it work so nicely.


2. Budweiser

This is another ad that probably brought some tears to peoples' eyes with the story it told. From an owner raising a young Clydesdale to the iconic Budweiser truck showing up to the reunion at the end, it's a gripping ad.

Over the years, the company had used a lot of different styles for its Super Bowl spots which ranged from funny to touching. The only thing that's remained constant is its placement on these type of lists, because they usually hit it out of the park.

It's not easy to attract attention during the Super Bowl. The sheer number of commercials, combined with the distractions everybody is dealing with while watching the game at parties, is tough to break through. But this ad certainly did it.


3. "Got Milk?" Campaign

Finally, on a lighter note, Dwayne "The Rock" Johnson's quest for milk deserves some recognition. Seeing a star who's known for nothing but action movies and the WWE avoid the fray to chase down a drink for kids was unique and funny.

All the different scenarios, from a bank getting robbed to a woman stuck in a car being guarded by a lion, are situations where you'd expect The Rock to save the day. But not on this chaotic day, as he has a one-track mind.

Using big-name stars in Super Bowl commercials is always tricky, because they can take the focus off the product. But it's always clear during The Rock's journey that he's looking for milk, and that helped the ad succeed.