Kim Donahue, senior lecturer in marketing

The two things I consider when determining if each ad was good or not:

Screenshot from Honda's "Yearbooks" commercial. Courtesy:

1) The target market and message,

2) Was the Super Bowl the right venue?

One of the issues with the venue situation is a large portion of the viewing population is watching the commercials at a party.

Therefore, some of the commercials that were strong and among people’s favorites, I rank low simply because they didn’t play well in a crowded noisy room.

Here are a few of my favorites:

Kia - Melissa McCarthy – This was entertaining and did a great job of relating the story with the product; Honda didn’t do that as well.

Honda, "Yearbooks." This was entertaining, uplifting and memorable.

Mr. Clean – This was interesting. It caught people’s attention, but bordered on creepy until it got to the end. Then women enjoyed it – and they were the target market – while men still thought it was creepy.

T-Mobile – Unlimited – with Justin Bieber (and Gronk and TO). This was effective at reaching a younger demographic, and it was entertaining and reinforced the "unlimited" message that T-Mobile is using to differentiate themselves. It also encouraged audience involvement by sending in your own moves (again, younger demographic).

Wendy’s – This made my best and worst list. See reason below.

Kim Donahue's least favorite Super Bowl commercials

Fiji Water - Too esoteric for the Super Bowl.

Pistachios – Why? Just why? The elephant on the treadmill didn’t do anything to further the brand.

Intel – I don’t believe Tom Brady eats pancakes off the floor. I don’t even believe that Gisele lets him eat pancakes. It was expensive and pointless.

Wendy’s – The commercial itself was silly and very short. It showed a man using a blow torch to unfreeze the frozen patties belonging to the ‘other guys’ while Foreigner’s Cold As Ice was playing (best part of the whole night was hearing that song!). The ad was not effective. However, it said to go to Once I did that, I couldn’t stop laughing. The web site was fantastically entertaining.

Kim Donahue's list of notable commercials

Notable – these were all well done. The issue came down to if people were at parties or watching at home. They didn’t play well in a party setting, but they are very effective in a quieter atmosphere.

1. Audi, "Daughter" - Equal pay for equal work

2. Notable - the history

3. 84 Lumber – They sent people to their website to ‘finish the journey’ but the website wasn’t working (at least for a while). Big NO-NO!