Every year around this time, the world is graced with thousands (or more) articles written about Super Bowl advertising. At millions of dollars for just 30 seconds, I suppose the ads are worth discussion!
It is easy to get caught up in what ads made you laugh or made you emotional (#Clydesdales, anyone?). However, the point of the ads is not just to make you laugh; it is to build awareness and make you feel more connected with the brand or an individual product. Based on this concept, the following are my favorites and my least favorites.
Favorite: Best Buy
Amy Poehler is a hoot, and she naturally makes things more entertaining. But the best part about this commercial was that the concept related to the brand (unlike some brands that just have some random funny thing). Best Buy wants to be the technology expert — your technology expert. The employees are there to answer your questions, no matter how many (and how ridiculous) they might seem. They expressed that here, and got a couple laughs, too.
My favorite Doritos commercial was the one with the daughter who convinced her dad to play dress up with her by bribing him with Doritos. Besides just being an entertaining concept, I love that the Doritos commercials are crowdsourced. It gets the audience involved and allows for everyone to participate in the brand.
The Coca-Cola brand is all about enjoying the good things, life’s pleasures. This commercial captured that perfectly; it helped us believe the world is a good place by videotaping (via security cameras) strangers performing acts of kindness for no other reason than to be kind. Among all of the sleazy, arrogant ads out there, this ad was refreshingly different.
Least Favorite: Budweiser Black
I get the idea. This is a better, higher class beer and they tried to illustrate that with a seemingly upper class party, filled with dark glam. However, I have a problem not only with the product, but with the placement. I don’t think the Super Bowl is really the ideal audience for this beer product, let alone this type of commercial. That being said, if all Budweiser hoped to do is build awareness (versus build appreciation or like for something), I think this accomplished the goal. It certainly informed millions of the new product – although I doubt they are running out to buy it any time soon.
Least Favorite: GoDaddy
This was an easy one. I don’t think anyone liked it; it was unpleasant to watch. Additionally, a colleague pointed out on Twitter that it was downright offensive to the target mark, which is primarly the tech “geek”. Just because someone is smart or an IT person does not mean they are unattractive. The idea of GoDaddy’s other commercial also seemed out of touch. I get it that they were trying to convince people to reserve their URL names before others have the same idea, but it seemed mean spirited to me.
GoDaddy didn’t necessarily fail because of the awkwardness of the kiss; it failed because it portrayed its brand as haughty and simply out for attention, two less-than-desirable characteristics these days. I’d much prefer the humorous or the heart wrenching. That being said, if their goal was to get people to talk about them, they succeeded; that commercial received one of the strongest responses of the night!
I did not get their actual commercial (maybe it was me?) but they hit the ball home with their highly discussed social media piece regarding the game’s power outage. The piece not only demonstrated creativity and wit, but it also showed they were ready and prepared. We all should take notes and learn from Oreo’s success: Always be ready to take advantage of the unexpected!
You can watch all the commercials here. Then tell me: Which commercials did you love? Which did you hate? And why?