If you are in Marketing and advertising, you would have watched all the Super Bowl ads by now. Every year around this time, the heat is on between brands to make an impression and get maximum instant reach for their messages. Some try being playful, some introduce new themes, and some try to provoke.
In all, a total of more than 50 advertisements get released in the Super Bowl at an astronomical figure (by Indian standard) of $5.6 Mn per 30 seconds. Most brands must be finding it relevant and efficient, as some brands always have spots aired with the Super bowl. The inventory is almost sold by November of the previous year.
Brand, creative and media specialist mourn the absence of any such opportunity in India. Neither the pre-festival advertising in October nor the hyped-up IPL. And let us not talk of the opening episodes of any of the famed reality shows like KBC, KKK or Bigg Boss – none have the oomph, aah and wah of a Super Bowl.
Not unexpected there is beer advertising as a category dominating the super Bowl commercial. And surprise, everyone investing what we would call a long story format to get their simple message across.
When brands invest in an immediate reach build-up with an event that guarantees a massive number of eyeballS, it is good to see them invest big. The super bowl spots maybe shorter version, but these extended versions show the intent.
Like every Super Bowl event, many brands spots are just nice or templated around their style of storytelling. They made you smile and at the same time got the brand message across. All under one roof. You can watch all these spots at Adweek.
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So here are my 12 favourites brand spots. That’s a high percentage of likability from the commercials aired during the Super Bowl. They are rightly messaged, superbly crafted and executed.
While watching the Super Bowl, the consumer mind aperture is open for entertainment and excitement. Hence, the ads that have a similar story presentation style that stimulates and engages are contextually better placed than others trying to present the message in a different way. And one who uses the context and the DNA of the event best, win.
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MICROSOFT screened a lovely commercial. The protagonist Katie Sowers- first female super bowl coach, explaining that she wants not to be the best female coach but the best coach. People expect women to do certain things and do not expect to do many other things. However, the first in the filed opens the arena for others. That is like ENCOURAGED BETI ENCOURAGED FUTURE. An attitude we mostly miss in advertising. It is one of the best-crafted spots. It is my Favourite ad.
GOOGLE has this ad about how people lived before Alexa. It is contextually better placed in the event environment. It is humorous with some crazy situations to drive home a simple point of what Alexa can do.
GOOGLE has another emotionally powerful linking ad. It is very product dominant in all its visual impact and experience and hence my favourite Number II. ,
So, how can beer as a category be away from the super bowl?
BUD LIGHT two spots, INSIDE BRAIN, are highly engaging and entertaining.
Then there is BUDWEISER, identifying Typical American with their beer. And I am partial to beer advertising.
MICHELOB ULTRA does it one better with its simple message, ‘it is only worth it if you enjoy it.’
MICHELOB ULTRA PURE GOLD makes a passionate appeal to pick 6 packs and see how it can change American farming. I literally love this very Patriotic beer ad.
Another category that uses Super bowl best is cars. Here HUMMER ELECTRIC makes an impactful promise and delivers message quite soundlessly.
HYUNDAI SONATA is not far behind in its impact with self-parking demonstration has an extra edge on conversation and experience. It is nothing new, but it engages because of the conversation and the way it clarifies self-parking at any place.
But PORSCHE, Wins the category battle of commercial with THE GEIST. It is so captivating and smart. My favourite number, -3.
In FMCG, coke, Pepsi, Doritos, Mountain Dew, Cheetos, Sabra SodaStream and others were there. But there was not much excitement around them. They were what they were.
HEINZ innovative ‘four in one’ commercial does stand out. However, it is a bit disorienting to see them simultaneously- but does that matter?
There was this REESE’S TAKE 5 with ‘The best bar that you have never heard of’. Likeable but then you have seen Bars and chocolates in that territory so many times. For me, SNICKERS beat it hollow any day.
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And the last one for Milo Kotnala, the WEATHER TECH spot.
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What say, will we see such hype with brands and IPL, I doubt, but one never knows. Why do you think, IPL will never reach this type of hype as a powerful window with such a hype?
BLOG- 05/2020
