Doing good over looking good

I don't put a lot of stock in the metrics of ad scoring because commercials that are familiar typically outscore those that break new creative ground. That's been proven time and time again.  But, what I do put a lot of stock in is themes that people respond to.  These themes tell us a lot about what we want more of in our lives and in our society.

The 2013 theme from Ad Meter's most liked Super Bowl commercials is heartening. People like the good guys over the guys who look good.

Four of the top five commercials that people liked were ordinary people doing something good. Something that makes a difference. A-B's Brotherhood spot topped the list this year.  Sure it's true that we almost always love the Clydesdales commercials but this one grabbed our hearts more than usual. What's not to love? It's got a baby (who is also an animal), a hard-working selfless guy and a touching reunion. There was the RAM farmer spot. It's poetic. Simple. Powerful. It harkens to a time that doesn't exist and an industry that we've all but obliterated. Its power comes from calling for our better selves to reemerge --the farmer in all of us. Doritos takes a totally different tone but in the end is about doing the right thing, even if for slightly spurious reasons. The spot is a charming look at the dad we aspire to be and have. And, Jeep. Although heavy-handed the spot is a strategic departure from the days of presenting a Jeep as a means to get away from (and above) our community. Today it's about togetherness making us whole.

What about the bottom of the list? They were all about image. People so shallow we can't imagine them as real people. Classic imagery from the years it seemed normal to chase wealth and flash abundance. The spots were so socially tone-deaf they were uncomfortable to watch, almost as uncomfortable as looking at pictures of your high school hair.