Pokémon - 20 years / I can do that (2016) :90 (USA)

Pokemon celebrate twenty years with this foray into Super Bowl advertising. The 90 second won't be airing during the big game, an edited 30 will instead. Using the Pokémon language in the tagline, only players will fully grasp what "train on" really means. Kids declare "I can do that", a young boy runs, a young girl challenges a row full of players to chess, the edit becomes faster and the challenges become bigger, leaving us with a sports ads feeling. In the end we see what it's all about. J.C. Smith, senior director of consumer marketing at The Pokémon Company International, said:

"For 20 years, the Pokémon world has inspired fans to train hard and have fun. This ad is reflective of that passion, and I can't think of a bigger stage to share this story than the Super Bowl."

The ad looks great, it was shot in Rio de Janeiro where the cast and nature could give the feel of an "around the world" shoot. It will likely ignite passions in former and current Pokémon players, but is it one of the best super bowl ads of 2016? Hardly. However, thanks to a deal with CBS this spot will be included in a Feb. 2 special called "Super Bowl's Greatest Commercials".

ad agency: Omelet