Just looking at this year's lineup, Sam Elliott is a perfect fit for a western-themed Doritos spot. Wesley Snipes for Planters? Not so much. Feel as big as the stage.
So producing a spot that just feels like any old commercial fails to maximize that showcase. T-mobile , for example, ran a series of spots last year offering free giveaways, which didn't rise to the occasion creatively. Familiar points of reference help. With only 30 or even 60 seconds to get the message across, commercials have to do a lot of business in a short amount of time.
So tethering the spot to something else in pop culture see Bud Light's "Game of Thrones"-themed ad last year or the world at large is especially useful in creating an ad that will linger beyond the game's final whistle.
Nationwide's Super Bowl ad was considered a major misfire. Don't get too cute. Ad agencies can easily outsmart themselves with their desire to create something that's going to garner attention. Being overly coy or obscure might play well in a Madison Avenue conference room, but it's not necessarily the way to make people remember your commercial.
Think the GM commercial where an assembly-line robot contemplates suicide, which many saw as more depressing than amusing. This Pepsi ad featuring Cindy Crawford stepping out of a red Lamborghini in a white swimsuit was an instant classic. It was impossible to drink a Budweiser in without thinking of these three monosyllabic frogs.
This Google ad tells the love story of a foreign exchange student in Paris, showing search queries typed on a computer screen. The commercial, while romantic, also kind of makes us want to delete our cache immediately. If you watched Steve Jobs , you caught a glimpse of this controversial Apple ad, which premiered during the Super Bowl. The post-apocalyptic ad was directed by Oscar-nominated filmmaker Ridley Scott The Martian and was revolutionary at the time for not showing the product it was advertising.
This series by E-Trade proved that a talking baby can make anything sound simple, even online trading. The first ad was such a hit, the company featured the talking baby in their Super Bowl ads for six years in a row, until he finally retired in As a sports fan, there was nobody bigger at that time than Jordan and Bird.
Above all, it was fun, entertaining and something you could actually imagine happening. Clearly, our favorites from past years are Super Bowl champs. Get alerted to new job postings, events, and insights by registering for our monthly newsletter. This site uses cookies and other tracking technologies to assist with navigation and your ability to provide feedback, analyze your use of our products and services, assist with our promotional and marketing efforts, and provide content from third parties.
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These cookies do not store any personal information. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. Send email if other questions. In his debut article of his expert channel "LevelUP Your Research", Joel Rubinson dives into the connection between consumer attitudes and behaviors, and how it can benefit market researchers.
Forethought Executive Chairman Ken Roberts discusses the importance of the value chain approach for guiding effective marketing communications. And CMOs know it, too. Find out why brands and businesses are increasingly turning to research technology. By: Michael Wolfe. This metric covers five critical functions and aspects of an ad. What ingredients are most important in Super Bowl ad effectiveness? Creating awareness and brand linkage. This is found to be the most important factor.
Good ads must cement the brand identity. This is fundamental and, without it, the ad will not be effective. Message Clarity. Each effective Super Bowl ad also must generate a message which is clear to the audience and understandable. In particular, top performing ads have very much higher levels of positive shifting brand reputation perceptions and also a large rating on positive purchase intent.
Michael Wolfe on February 17, at am. Michael Wolfe. Michael brings 30 years of direct experience in marketing analytics both on the client and consulting side. Michael has broad experience in marketing analytics covering marketing ROI modeling, social media analytics, pricing and brand strategy. Michael has a masters in Economics from the University of Iowa.
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