It was a pretty disappointing Super Bowl both in the game and in the multi-million dollar ads. I couldn’t seem to rally around either team – the Ravens have a double murderer taking deer antler supplements as its poster child (Ray Lewis), and the 49ers are just a wee bit too arrogant yet boring (even for football).
As for the commercials, there was no clear winner like last year’s “Halftime in America” ad with Clint Eastwood by Chrysler. Chrysler attempted to repeat its performance with a Jeep ad with an Oprah voiceover and featuring veterans; the other a Dodge Ram ad with a Paul – no relation to Steve – Harvey voiceover and featuring farmers. While many folks liked the two spots, to me they seemed a cheaper versions of the Eastwood spot (or the Eminem spot in 2011).
Another spot that received a lot of praise from the pundits was Taco Bell’s Viva Young ad. This was a takeoff of the 1980’s movie Cocoon in which old geezers in the twilight of their lives show us they are still young at heart. I would have loved this more if Taco Bell hadn’t made a point to give this a Mexican flavor with the Spanish language version of We Are Young by the band Fun (its other web ad, Grande Papi, also played the Spanish version of Notorious BIG’s Big Poppa). The result is that I have a quasi-Mexican restaurant (it is really an American version of Mexican cuisine) with Spanish versions of music soundtracks… but I didn’t see any Latinos in either video.
Those were among the ads that seemed to miss the mark either in creativity or audience. Other brands falling into this category were Budweiser’s ads not featuring a Clydesdale; Calvin Klein; Coke (excluding the Security Cam ad that was posted online in 2012); Pepsi; Blackberry; Subway; and Sketchers among others.
Enough of the downers. Here is my list of the Top 5 Super Bowl ads:
Budweiser
This heartwarming ad made me cry. Enough said. The commercial tells the story of a man and the young Clydesdale horse he raises, the challenges they face together, and then their sad separation when the horse leaves to join the Budweiser team. The next scene is the man reading about the Budwieser Clydesdales coming to town and well, you have to see the commercial to see how it ends.
The ad works because it plays on the familiar story themes of a parent seeing their children leave home (essentially this is the bond created between the trainer and the horse). This is why it works so well. It evokes emotional ties to family, love, and friendship among others themes. Fleetwood Mac’s Landslide is the perfect match.
The lesson for your small business web ad development: As I previously written, each video should be aimed at a particular stage in the video marketing sales funnel. Because we know where we’re at in the funnel, we also know the goal of the video – to move them to the next stage possibly downloading a white paper or buying a six pack of beer. Knowing those two things, we should look at what story themes fit with our funnel stage and goals. Once we know that, we should think of creative ways to convey this theme that is authentic to our businesses. Bud does this with the Clydesdales.
Samsung
Comic actors Paul Rudd and Seth Rogen are separately called into Samsung’s offices for the “Next Big Thing” ads and then comedy ensues for two minutes, “Are you sure you aren’t here to see a guy named Sam Sung?,” as they try to one-up the other to be the spokesman for the brand only to lose out in the fourth quarter by LeBron James.
The ad works because it features two masters in their field doing what they do best, which is not take themselves too seriously. The ad goes on to poke fun at the other Super Bowl commercials that feature animals, outer space, and talking babies. Samsung is winning the “hipster” battle between it and Apple (for that, I am happy).
The lesson for your small business web ad development: Stay in your comfort zone. Samsung is not asking Paul or Seth to become action heroes or dramatic actors, but be the funny guys that they are. Let’s feature you and your business in its most authentic sense. If you are uncomfortable in front of the camera, perhaps you have an employee or customer who isn’t.
Best Buy
This is very similar to the Samsung ad and features another comic actor, Amy Poehler, shopping for electronics at Best Buy. I am totally biased because I love her sitcom, Parks and Recreation, but I sincerely think the spot works. If you are aware of Amy’s style, then her asking so many questions to a helpful Best Buy employee makes sense. Questions like, “Can I use a dongle with this?” “Does it make you uncomfortable when I use the word dongle?”
The ad works because with all of Poehler’s questioning, we are able to see that Best Buy has all the products we want, and it has the staff with the expertise to answer any questions we may have.
The lesson for your small business web ad development: Use humor or parody or whatever other theme only when it works with your brand and message.
Tide
This wins for its creativity. In the ad, a 49ers fan drops some salsa on his jersey and a miracle Joe Montana stain appears and fame and good luck result. That is until his wife, who we learn is a Ravens fan, uses Tide to wash out the stain. Topical and relevant!
The ad works because in the football universe, Joe Montana is viewed religiously even 24 years since he last appeared in the Super Bowl, winning it in 1989. The ad is also topical, with both teams represented. It also plays on the “miracle” phenomena that happens when a Virgin Mary or Jesus or other deity appears on a piece of clothing, wall or landscape. And I think there is also the tie to the superstitious nature of sports fans, who would make a pilgrimage if it helped bring good luck to their team (Bud Light was playing on this theme in its Super Bowl ads).
The lesson for your small business web ad development: Again, this is a matter of knowing your audience, your product or service offering and your marketing goals. Here locally, we could play on the love affairs many Oregonians have with the Ducks. Perhaps we could play off those O’s that we see everywhere. Or perhaps we could play off the stereotype that the Northwest’s rainy weather depresses people and your product/service turns that image upside down.
Oreo
A massive riot takes place in a library with folks arguing whether the best part of an Oreo cookie is the crème or the cookie. The best part is that the folks are not yelling, but whispering. This ad was done by our local Widen Kennedy group that was responsible for last year’s Halftime ad so it is good to see they made it in my top five roundup.
The ad works because it plays with and against what we think of when it comes to library. The folks start out whispering their cases for or against the cookie or crème. It plays against that theme when the action explodes into a riot – we don’t expect that in a library. It plays against the riot theme by maintaining the whispering throughout the ad. My favorite part was the cop with the bullhorn, whispering “You guys have to stop fighting. We’re the cops.”
The lesson for your small business web ad development: break the pattern (read chapter two in Made to Stick). We’ve all seen the somber and staid lawyer ads. Instead, perhaps a law firm should attempt to parody the Gangnam video (that will never happen, but you get the idea). While I am talking about creating web videos that are authentic to you and your business, there are opportunities and benefits to turning stereotypes on their head. Have fun and take chances. The beauty of web videos is that taking these type of chances are not cost prohibitive. If it doesn’t work, we can delete and start over.
What were your favorite Super Bowl ads and why do you think they worked? Email me your thoughts and I will share in a future follow-up post