BMW i3: Sure, they're not all all-electric. And yes, it is just a car. But the BMW i3 ad with Katie Couric and Bryant Gumbel is both humorous and in possession of a story. And it shows the product. 6/10.
Chevrolet Colorado: Not quite as funny as they thought, since 30 seconds wasn't long enough to pull off the stung, the commercial still pulled off the trick of feeling trucky and techy all at the same time. 6/10.
Dodge: Although the Challenger was highlighted, this was really a commercial for the whole Dodge brand. And it was terrific. Now if FCA would invest in Dodge's future as much as they invested in a Super Bowl ad - the brand needs more than Hellcats - all will be well. But what a way to make a statement about brand mission while incorporating legacy, humour, and your product all at the same time. 9/10.
Fiat 500X: Funny, offbeat, with a story that built nicely over a matter of only a few seconds, the 500X ad can't be confused with a commercial that thoroughly highlights the product, but the product was very clearly identified, as was the message relating to it. 8/10.
Jeep Renegade: Is it easier for Jeep because their message has never needed to be muddled? Perhaps, but they nicely integrated their new international mindset. Too bad the ad wasn't original, or else we'd give it more points. 8/10.
Kia Sorento: Meh, it's decent. Pierce Brosnan performed well, the Sorento looks great and is shown frequently, and the commercial works well in terms of, "This is what Super Bowl commercials do." But it's not memorable. 6/10.
Lexus NX: Is this 1989? At least they showed the product, the RX's baby brother NX crossover, which looks a lot better in person than it does in 2D. But the commercial is uncomfortably uncool. 3/10.
Lexus RC: This is much better than the NX ad, but aside from their creased styling, you'd never know the two products were built by the same company. Advertising for one brand doesn't require perfect cohesion all the time, but the two messages seemed at odds with one another, and given the venue, that represents a missed opportunity. 5/10.
Mazda CX-5: Penn & Teller can be pretty funny guys, so why didn't Mazda let them marry the comedy and the magic in the ad itself? There'll be nothing wrong with this spot when it becomes a routine part of your TV-watching routine, but it's flat for a Super Bowl broadcast. 4/10.
Mercedes-Benz AMG GT: Is this how six-figure supercars from historically classy automakers ought to be marketed? Sure, if you're advertising to the children of the rich dudes who are watching the game. But none of the AMG GT/Jerry Rice stuff was funny, and the ad brought down the image of the car. 2/10.
Nissan Maxima: It may be unrealistic - so are lost puppies chasing off wolves with Budweiser horses - and it shouldn't have taken so long to build the story. But the message was positive. If only it didn't end by showcasing the next Maxima, an odd-looking car that has been far from Nissan's core product line over the last few years. 6/10.
Toyota Camry: GCBC's recent review of the Toyota Camry XSE was quite positive. But no Camry, you're not that great. 5/10.
Toyota Camry: The dad theme was pervasive in Super Bowl XLIX ads, but this one was perhaps the most divisive. Touchy-feely? Yes. But too touchy feely? Yes. And do Camry-driving fathers send daughters to war? 4/10.