Chevrolet debuted a new ad slogan and CoverGirl trotted out a stable of stars in Grammy commercials during the award show’s broadcast Feb. 10.
More than a dozen advertisers bought air time for the 55th Grammy Awards, hawking mainly beauty products, clothing, new music releases and tech. With the exception of two Herbal Essences spots, the ads seemed to score with viewers, who took to Twitter to proclaim that the 2013 Grammy commercials were better than this year’s crop of Super Bowl commercials.
(Super Bowl commercials cost an average $3.8 this year, while the 30-second Grammy commercials cost an average of $850,000 to $900,000, according to Billboard.)
CoverGirl commercials dominated the night, with multiple spots featuring Pink, Sofia Vergara, Nervo and Janelle Monae. As might be expected, the Pink Grammy commercial was the edgiest, showing the pop superstar kicking out windows in black vinyl, fishnets and spiked heels.
X-Factor winner Tate Stevens showed up in a Grammy commercial for Pepsi, introducing his new song “Holler if You’re with Me.” The commercial shows Stevens in the bed of a pick-up truck, singing to a crowd to, “pull out your twang and show me how you use it.”
Pepsi also aired other Grammy ads, including one spot featuring Beyonce and another with up-and-coming singer Hunter Hayes, as well as a Diet Pepsi commercial in which Sofia Vergara made googly-eyes at a can of soda.
Other celebrities making appearances in 2013 Grammy commercials: Robin Williams and Bobcat Goldthwait for Snickers, Natalie Portman for Miss Dior perfume and Justin Timberlake for new Bud Light Platinum, featuring his song “Suit & Tie.”
Auto maker Chevrolet, which opted out of the Super Bowl this year, chose the Grammys to debut its new tagline “Find New Roads” in what may have been one of the best commercials of the night. The ad followed a toothsome little girl and her robot dog as they watched a series of scenes showcasing the Chevy line-up, from the Volt to the Corvette, and ended with the dog touching noses with a live deer.
Meanwhile, Herbal Essences revived its well-worn ads showing a woman being overheard making orgasmic noises while she washes her hair. The reaction on Twitter was mixed, with some glad to see the “retro” commercial making a return, while others weren’t impressed, including one who wrote, “Herbal Essence commercial: turning a fun Grammy experience into an awkward family moment.”
And speaking of awkward, CBS also brought back its testicular cancer promo with actor Chris Beetem suggesting that men “give the family jewels” for Valentine’s Day.
The remainder of the 2013 Grammy commercials included spots from AARP, McDonald’s, Twix, Target, Microsoft and Sprint. None of them were particular stand-outs, although the Target commercials with all the clones did manage to give off a bit of a creepy vibe.
Did you watch the 2013 Grammys? If so, let us know what you thought about their year’s Grammy commercial line-up.