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Super Bowl XLVIII - The tail of two CarMax adverts

47 sec read
18:10 PM | 30 January 2014
by Jim Compton-hall
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We can imagine the scene at advertising agency Silver + Partners. The account guys relaxing, feet up. The CarMax Super Bowl advert is complete, everyone's happy and with a few weeks to spare. Suddenly a junior creative bursts into the room "Guys! We just found out that everyone LOVES puppies!". "What?!" replies the most senior account man. "We've got to capitalise on this!"

"Slow Clap" is CarMax's first Super Bowl advert since 2011 but only represents the human half of their efforts this year. Justified by the actual, real-life existence of something called the Puppy Bowl that really exists, CarMax have also produced a puppy version of their advert called "Slow Bark". It's a shot for shot remake, except with puppies instead of humans, that will run online.

Given the sarcastic connotations of a slow clap, the human advert seems a little insulting. Nevertheless there's some pretty funny parts and a cameo from Sean Astin.


Agency: Silver + Partners

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