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Hyperbole 2016 – Second Quarter

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For the last nine years, we’ve divided up the Super Bowl and taken a look at the best and worst executions on the world’s largest/most expensive ad stage.  And this year, the Hyperbole tradition continues, with our CEO, Rick Schardein and the Second Quarter.

Well, if a Reality TV show personality and the pitch-perfect-parody of Larry David can be Presidential frontrunners for their respective parties in 2016, why not a beer?  Amy Schumer and Seth Rogen kicked off the 2nd quarter ad action with “The Bud Light Party.”  Amusing, but not as fun as the “Security” sequel featuring Rhonda Rousey.  

Steven Tyler may be pushing 70, but his unmistakable screeches keep him timeless.  Skittles connected with a Steven Tyler mosaic portrait, which led Tyler to tweet “A wise man once said:  Spending time w/a true @Skittles artist builds caricature.”  Nice.

Teenage Mutant Ninja trailer shouldn’t count as a Super Bowl Ad.  Period.

I don’t understand the specifics claims T-Mobile is making about its cellular/data coverage, but it seems pretty impressive.  And that’s the point.  Adding Steve Harvey—straight from his botched Miss Universe reveal—to emphasize updated and newly revised coverage information was brilliant…and funny.

I confess that even though I’ve seen umpteen trailers for Deadpool, I had no idea who Ryan Reynolds was.  Two ladies in a Hyundai stumbled into a town where every man is Reynolds, and they consequently suffer from distracted driving.  Seems like the advertiser might have given at least some attention to the car itself, but a 58 year old male is not likely in the demo…

I kept waiting for the punchline for the OIC (opiod-induced constipation) spot.  The black-and-white scenes and campy acting—complete with a 50’s-something soundtrack and announcer—seemed the perfect set-up for bathroom humor. (Sorry.)  Even though I now know more about OIC than I ever considered possible, it remains unclear what outcome was hoped for.  (Again, sorry.)

Speaking of old-school…the Persil detergent ad actually highlighted a product benefit.  How novel!  Boom.  Never heard of it.  Makes me want to try it for those tough stains…

When you’re Coca-Cola, you can spend whatever it takes to be entertaining, and their spot for Coke Mini delivers.  Unfortunately, just like the product, only a little.

WeatherTech has built it’s reputation and product differentiation on being American-made and it works.  This spot focuses on the impact the auto floor mat company makes for real people in real communities.  It’s an effective buttress against the inevitable off-shore competition.  Smart and effective protection, just like the product.

Independence trailer.  No consideration given.  None deserved.  Trailers are just the best scenes of a movie all cobbled together.

The ninety-second spot for the Prius 4 was the most entertaining of the quarter, taking all the “slings and arrows” hurled at the Toyota eco-sensation and turning them into benefits.  From the early Uber-bash (they’re frequently SUV’s, after all) to cops appropriately being blocked by public transportation, to referencing farmers markets and flowers, there’s much to love for the crunchy granola and Birkenstock crowd.  Then the brand’s raving fans turn the chase into “a global phenomenon” before the Prius’ fuel economy and silent-running (in battery mode) allow the meditating (not sleeping) driver and three full-sized passengers to elude capture.  It’s a brilliant bit of scripting that weaves features and benefits throughout.  #GoPriusGo

And no, CBS doesn’t get a pass with its “Beyond Borders” promo.  No cookie for you!

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Ed Sharp

Ed brings 15 years of traditional and digital media sales experience to the agency, giving us a perspective most agencies don’t have. When he’s not working or seeking new knowledge, Ed hangs out with his wife, two kids, two dogs, one cat, and a hamster. And yes, the cat and hamster are best friends.

Chaney Given

Chaney is a talented and accomplished designer and illustrator, who has expanded his skill set to include motion graphics and video editing. With nearly a decade of experience, his client work includes Waterstep, Baptist Health, the Archdiocese of Louisville Catholic Schools, First Harrison Bank, and many more