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FROM READERS: Doritos’ Goat, Budweiser's Clydesdale ads and more win big with college students in MOJO Ad Bowl

Monday, February 4, 2013 | 3:56 p.m. CST; updated 8:04 a.m. CST, Tuesday, February 5, 2013
Darla, a 7-year-old Clydesdale, watches over her young foal, Wednesday at Warm Springs Ranch in Boonville. The foal, born Jan. 16, is the star of a Budweiser commercial that aired during the Super Bowl.

MOJO Ad is the nation’s premier student-staffed advertising agency specializing in the youth and young adult (YAYA) market, which consists of Gen-Whatevers between the ages of 18 to 24. Staffed with seniors and graduate students at the Missouri School of Journalism, the agency has helped national brands such as Hallmark, TGI Friday's, U.S. Bank and Famous Footwear.

Students from MOJO Ad recently ranked this year’s crop of Super Bowl ads in what they call the "MOJO Ad Bowl."

More Super Bowl ad rankings

If you want to see how others ranked this year's Super Bowl ads, click on the links below:



“Even if the YAYA market isn’t the brand’s target yet, they will be soon enough," said professor Mark Swanson, the agency’s co-creative director. "That’s why when our students open their mouths, brands sit up and take notice. Of course, many of these ads aren’t aimed at YAYAs – but we think their take on this can tell advertisers where the trends are headed."

MOJO Ad staff members used their expertise to form the MOJO Ad Bowl, where Super Bowl ads are ranked on a scale of 1-10 in three important categories: YAYA relevance, tweetability and originality.

Here’s how some of this year’s spots fared:

Most Inspiring: Coca-Cola's "Cameras"

If you can't see the video above, view it on YouTube here.

Originality: 8

YAYA Relevance: 8

Tweetability: 7

Coke hit square to the heart of YAYAs this year with their ad showing unexpected moments of kindness and joy caught on hidden camera. Meredith Hayford, an account planner, thought it was "Just really, really cute. Much more relevant than the crazy polar bear social media campaign no one even knew about last year." YAYAs are suckers for unexpected acts of kindness and seeing the best in people.

Most Anticipated On Social Media: Doritos' "Goat 4 Sale"

If you can't see the video above, view it on YouTube here.

Originality: 9

YAYA Relevance: 8

Tweetability: 9

Doritos ran a nearly perfect YAYA campaign. A lot of people got excited on Facebook and Twitter about what fan-made videos would make it to the Super Bowl. Jackie Hade, a copy editor, confessed that she also got caught up in the hype: "I previewed and voted for Doritos’ 'Goat' commercial several weeks back and have been raving about it to everyone I know. The commercial was lighthearted with a twist of shocking sound effects that had the whole room laughing. Bravo, Doritos!" We’ve been anticipating the ad for days, and the payoff was just right.

Worst To Watch With Your Parents: Go Daddy's "Perfect Match" (Bar Refaeli kiss)

If you can't see the video above, view it on YouTube here.

Originality: 2

YAYA Relevance: 2

Tweetability: 9

This ad was pretty bad for anyone to watch, but if you were unlucky enough to be in a room with your parents, it was the worst. The discomfort allowed it to gain some traction on Twitterc for all the wrong reasons. Go Daddy is known for their sexual ads, but this one seemed over the top, even for them. As interactive specialist Bobby Adamson put it, "I actually used to host domains with them. I have switched to another service provider since they started running these ads. Let me be clear, I love sex just as much as the next dude, but my god."

Best Use Of Music: Taco Bell's "Viva Young"

If you can't see the video above, view it on YouTube here.

 Originality: 6

YAYA Relevance: 8

Tweetability: 7

Taco Bell flipped Fun.’s "We Are Young" by putting it in Spanish and featuring it as the backdrop of this irreverent ad. "The song really helped drive the message home. We do things to stay young and we all have those wild nights. Seeing a spin on it, starring older people is hilarious" quipped Megan Becker, a media planner.

Biggest Waste Of Money: Subway's "FebruANY"

If you can't see the video above, view it on YouTube here.

Originality: 1

YAYA Relevance: 2

Tweetability: 1

This ad elicited sighs from many viewers. As Courtney Ledo, an account executive put it: "This ad was unoriginal, repetitive and basically the same as every other commercial I have ever seen Subway put out. I don’t pay attention to them when I see them run during normal programming, and I sure didn’t pay any extra attention to it during the Super Bowl."

Most Likely To Be Googled: Axe's "Apollo"

If you can't see the video above, view it on YouTube here.

Originality: 6

YAYA Relevance: 8

Tweetability: 8

A lot of brands want YAYAs to take an interest and look them up, but Axe upped the ante this year with their ad promising to send contest winners into space if they applied before midnight. Caroline Merten, a copywriter, experienced the interest that the ad drove. "I was at a party and after that ad, everyone was on Google looking up the details. They are offering a chance to go to space. Nothing you could be doing is more important than getting your name in to go to space."

Worst Meme Use: Wonderful Pistachios' "Get Crackin'"

If you can't see the video above, view it on YouTube here.

Originality: 1

YAYA Relevance: 3

Tweetability: 1

Gangnam Style was a funny meme.... 3 months ago. "Don’t get me wrong, I love Pistachio, but they missed the mark. Not only is the Gangnam Style meme way overdone and so 2012, but pistachios dressed as dancers was just plain creepy." commented Caroline Dobrez, a researcher. Outdated fads are a huge turnoff to YAYAs.

Best Super Bowl Tie-in: Tide's "Miracle  Stain"

If you can't see the video above, view it on YouTube here.

Originality: 7

YAYA Relevance: 6

Tweetability: 6

A few companies made good use of the spirit of the Super Bowl when writing their ad, but Tide seemed to do the best job. Kathryn Jankowski said, “found this spot to be absolutely hilarious, because it really played to the irrational superstitions of sports fans, which YAYA viewers could really relate to. The kick from the wife was an absolutely perfect ending.”

Most Likely To Post On Your Mom’s Facebook Wall: Budweiser's "Brotherhood" (Clydesdales)

If you can't see the video above, view it on YouTube here.

Originality: 6

YAYA Relevance: 6

Tweetability: 9

The Budweiser Clydesdales added a touch of sentimentality to the Super Bowl ad lineup, one sure to bring a tear to the eye of anyone’s mom. Account planner Anna Gilligan said, "It immediately caught my attention because I had heard a lot about it beforehand since the foal was recently born. It may not have the laughter and entertainment as some of the other spots, but the story it tells is more authentic that way."

What was your favorite ad from Super Bowl XLVII? Let us know in the comments below.

This story is part of a section of the Missourian called From Readers, which is dedicated to your voices and your stories. We hope you'll consider sharing. Here's how. Supervising Editor Joy Mayer.


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