What Makes a Good Super Bowl Ad?


The time has come to have a good time what many think about the height of American sports activities leisure: the Super Bowl. We are about to see the 2 finest groups within the NFL battle for this 12 months’s Lombardi Trophy. For some, the media frenzy and promoting campaigns that air in the course of the recreation are extra entertaining than the sport itself. The Super Bowl is without doubt one of the most prestigious televised occasions in North America, and types are prepared to pay to reap the benefits of the chance to achieve hundreds of thousands of potential prospects. Despite NBCUniversal charging $7 million for a 30-second spot, all the industrial time was bought out nearly two weeks earlier than the sport, in accordance with AdvertWeek. As entrepreneurs, we are able to’t assist however take into consideration the adverts as we watch the sport and analyze how properly we expect they conveyed their message. However, this begs the query: what makes a good Super Bowl advert, anyway? Let’s discover.

  1. It has to be easy, with a clear model message.

If a model goes to be spending hundreds of thousands of {dollars} for a single 30-second spot, they’ll wish to reduce by the litter of the opposite competing commercials. Ideally, they need the viewers to recollect two key issues about their advert: the advert idea, and extra importantly, the model behind the advert. Unfortunately, variations of this actual dialog will happen throughout the nation early subsequent week:

  • “Hey, did you see that humorous Super Bowl advert with (insert memorable facet right here)?”
  • “Yeah, that was nice! Who was the model, I can’t bear in mind?”
  • ”I can’t bear in mind both, was it Tide? Pepsi? Volkswagen? Whoever it was, it was hilarious!”

In this dialog, the model in query was capable of seize the eye of the viewer, however wasn’t in the end capable of cement their title into top-of-mind consideration. Brands typically attempt to throw a bunch of various parts on the viewer to face out from the competitors, however this typically works in opposition to them. Good model messages are memorable, clear, and sometimes easy. Here are some examples of profitable adverts that stayed easy:

Volkswagen was capable of create one of the vital memorable and legendary Super Bowl adverts of the twenty first century with simply a easy idea. In this 2011 Volkswagen advert, the corporate was capable of incorporate their model into the endearing advert whereas making it memorable, candy, and simple to observe. The advert follows a younger youngster dressed up as Darth Vader from Star Wars, who merely desires to imagine they’ve “the Force.” 

Inspired by the statistic that 60% of physique wash purchases in households had been made by girls, Wieden + Kennedy created an advert concentrating on this viewers in a distinctive manner. The 2010 Old Spice advert spawned the “The Man Your Man Could Smell Like” promoting marketing campaign, concentrating on girls who need their companions to embody the traditional and “manly” odor of Old Spice. 

  1. The theme and tone of the advert should align with fashionable values.

One key consideration to recollect is that Super Bowl adverts should align with fashionable values. This has been made particularly obvious over the past two years in the course of the COVID-19 pandemic, with some manufacturers selecting to masks the actors within the commercials, whereas others don’t. 

This 2021 advert was commissioned by in style web site design software Squarespace, that includes famed nation artist Dolly Parton singing a reworked model of her tune “9 to five.” However, this advert falls quick in that it promotes working extra time and the “aspect hustle” life-style in a time when individuals are already mentally and emotionally drained from dwelling by a world pandemic, isolation, and dealing from dwelling. The advert options folks completely satisfied to be working late hours on their very own time, when maybe a totally different angle ought to have been taken to spotlight the options of Squarespace in the course of the workday or on a weekend as a passion. 

  1. The advert ought to stand out.

Another guideline that manufacturers ought to observe is that the advert they produce ought to stand out from their rivals. An efficient manner to make sure that your advert will stand out is so as to add some surprising parts to your marketing campaign. For instance, some firms might give attention to causes exterior of these affecting their conventional market. If a rideshare firm like Uber or Lyft wished to make a memorable advert, as a substitute of merely selling their providers by exhibiting a group of individuals having enjoyable behind a automobile, they might record statistics of how many individuals are injured in drunk-driving accidents yearly. Likewise, if a non-profit or charity wished to seize the eye of customers, they might add emotional parts to their adverts in regards to the affect of what donations and volunteers do for his or her trigger (offering communities with entry to meals, shelter, water, and many others). 

However, manufacturers must be cautious with what number of surprises they add to the marketing campaign. It needs to be simply sufficient to seize the eye of their target market, however not a lot that they might face backlash for worry mongering. 

The Super Bowl is an thrilling custom each February for soccer followers and entrepreneurs alike. While the sport won’t curiosity everybody, it’s at all times enjoyable to soak up all the commercials in the course of the recreation and think about the thought and technique manufacturers should have put behind each to get their message throughout. So this Sunday, get out your snack unfold, sit again, and prepare for a nice night time of leisure!

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