when it is the time of the Super Bowl all advertising related people are eagerly awaiting the spots of its advertising breaks. Often a firework of great creative work, often really costly produced – and more importantly a first indicator of what messages are or will be of relevance to the public. This year did not stand back – some strong messages were amongst the spots, let’s have a closer look if done well or not…
(Btw, normally Valentine’s day also offers great examples of content. This year’s examples did not entirely convince me, that is why no example made it into my selection.)
My first example is the spot of Audi. You might have seen it already as it was heavily shared on Social Media. I would rate their statement as definitely brave as well as very relevant for the world where currently the discussion about equal pay for equal work is very up-to-date. Especially also as Audi completely sets asides any technical feature of their cars. That is definitely great! However, I struggle a bit with the thoughts of the father to refer the value of a woman or man to their salary only. Furthermore, the father would do best when not mentioning any differences between genders to allow his daughter the self-confidence she needs. Anyway, a good attempt of Audi and worth the contribution to the discussion. Being aware, is the first step for change!
Less political but still a message towards gender equality is the next example of P&G “Mr. Clean”. Run also during the Super Bowl, very funny and nicely executed.
The hint that a man who cleans has also a good impact on the relationship is a fun insight, hopefully also one who convinces that cleaning is not just the woman’s responsibility. The music and great casting adds to the entertainment.
Made me giggle. Am also convinced that the ad is very memorable through the very concise usage of the Mr Clean icon. Well done.
The intention was probably not meant in that way – but the spot from Budweiser during the Super Bowl could not have been released at a better time. It celebrates the former immigrant Busch who
grounded a brewery which now is among the biggest breweries in the world and sells America’s most famous beer. When the spot has been developed and executed, it could not be foreseen that the new
president of America would close its borders for certain countries. What irony!
Anyway: it makes the current Budweiser spot even stronger. Executed in movie-style, great storytelling and spot-on.
No political message at all has the next example. An ad for Squarespace, simply executed based on a simple but striking insight, too. The use of a testimonial for this service makes absolute
sense. John Malkovich brill as ever. And btw the ad is to his advantage, too, as he really sells his own fashion collection.
Very entertaining. Clever! Love it.
Also very light-hearted is the Super Bowl campaign from Skittles.
Always a big player in this advertising battle, their story now comes across as quite small in comparison to Budweiser & Co. – but not less entertaining – and isn’t it all about that entertainment during Super Bowl?
Their story is fun and nicely highlights their benefit of great taste. And also memorable. Makes me want to try one immediately, too!
My last example did not run during the Super Bowl. But that doesn’t matter. It is very striking anyway – and got the attention also without the big event behind.
Denmark’s TV channel TV2 nailed it in the current Trump times – and gives an important lesson about tolerance and acceptance.
Again, a simple insight – but often it is the most obvious which is not cracked so easy. This example is – although so obvious – still surprising. It tickles your curiosity, very engaging through the storytelling. So good, so true, so touching! I like!
Hope you enjoyed today’s selection.
Stay tolerant and be brave when it comes to creativity. It will pay off, I promise.
If you need a bit more bravery for the development of your campaigns, I will happy to support you. Just send me a message at firstname.lastname@example.org .
Best regards from Berlin,