In years past years I’ve watched the Super Bowl advertising extravaganza with a tight focus on evaluating each ad and the tools of persuasion used by their creators through rankings, analysis, etc.
This year--not so much. I watched with interruptions, people talking around me, showing me dog YouTube videos and Peyton Manning related tweets. In other words, how real consumers see the ads.
Something Old, Little New, and Lots of Red, White, and Blue
So, I won’t try “best” and “worst.” But certain ad themes do seem to show up every year so I picked a couple that stood out this year to me among the Super Bowl Advertising.
Super Bowl Advertising Theme 1: Didn’t You Used to Be Famous?
Again, a Super Bowl perennial. Appearances here included Arnold Schwarzenegger for the Bud Light Skankmobile, Bruce Willis for Honda safety, and everybody they could dredge up from the 80s for Radio Shack. Arnold and Bud Light should have been embarrassed and I wasn’t sure the Honda ad was ever going to end. But I just might go to Radio Shack and see what’s changed. Not because the ad was funny or beautiful or made both laugh and cry in 30 seconds, but because it got across the desired message: we’ve changed and we think it’s worth your time to see how. I also liked the Oikos ad. Not sure I ever watched a full episode of Full House, but this ad balanced the product, the actors and the inside baseball jokes in just the right way.
Super Bowl Advertising Theme 2: Patriotism
A perennial theme of Super Bowl ads. This year’s the efforts ranged from Chrysler’s return to Detroit only this time with Bob Dylan rather than Eminem, to Budweiser’s Hero Parade with the Clydesdales to Coke’s multilingual “America, the Beautiful.” The Chrysler and Bud ads were more replay than original. Coke broke some new ground, however, and apparently, riled up a few folks who thing “American” is a language. The patriotism themed ad I liked best was the one from WeatherTech. It hit right chords on buy Buy-American without being over produced or jingoistic. A relatively small company making a cut through the clutter message.
Other Super Bowl Advertising Stand Outs
Outside of those themes, there were four other ads I thought particularly good. Microsoft did a great job making technology seem human, General Mills made Cheerios seem timeless rather than old fashioned, Jaguar did much the same for its new F-Type, and Nestle put peanut butter inside chocolate in a whole new way. – Barrett Sydnor
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