February is an advertising highlight, at least is supposed to be - as it is the month of the Super Bowl in the US. I am not overwhelmed by this year’s collection of Super Bowl ads but at least there were a few highlights.
I start right away – and as we sneak previewed the Skittle ad in my last edition already, let’s see what they made of
it during the game. (As a gentle reminder: “Who is Marcos Menendez?” was their leading topic and instead of airing the ad during the game (as in all previous years before!) they “saved” the money
and aired their Super Bowl ad to just one consumer – named Marcos Menendez. Viewers were able to watch Menendez's real-time reaction to it through a livestream on Skittles' facebook page but
still you did not get to see the commercial.)
It was a weird approach for sure, but hey, it's got us talking.
With regards to results I can only judge on the obvious numbers on their facebook page: it got only 55k views but when you take all of the PR it got upfront into account, am sure it was a success! Isn’t that what counts? Maybe the story behind it was just less important as the focus was on the buzz around it to generate curiosity and awareness.
If you want to check Marcos reaction on facebook, click here:
Surely P&G is (again) amongst the top spots, who would have thought? There’s so much to love about this work. It springs from a clever idea that feels fresh and unexpected.. Their Tide ad is funny as it nicely plays with allusions of former famous Super Bowl spots. And they just turned the fact to mention the brand’s name in an absolute positive – as much as they mentioned it is a Tide ad, there is no way you are going to forget for which brand they are advertising – clever and fun!
I quite liked the spot of the football league NFL, too. After the game is before the game, so the season will start again. The Giants may have had a rough season this year but with this ad they had a great showing in the Super Bowl -- even if they didn't make the playoffs. Maybe it is my 80ies inner me but it made me laugh and watch it til the end. It is cheesy but unseen and therefore distinctive and leaves you in a good mood.
Amazon Alexa also aired a TVC during the game. The spot is celebrity-heavy and funny which are the conditions to reach the top 5 of Super Bowl spots. It left me with a smile although I would say the spot is not breakthrough but just nice. Far more interesting is the fact that they invested the money behind it. From a Marketeer perspective I am 100% sure that Alexa as well as KI in general needs to be considered in the communication mix rather sooner than later. There are tests already with Influencers and in the background advertising possibilities are investigated. As a brand you need to start to think how you could use Alexa for your communication objectives. Not tomorrow. NOW! Mark my words…
I save you from the typical Doritos M&M and Budweiser ads. Feel free to browse for them on YouTube, am sure you have fun watching them. However, as already mentioned I was not overwhelmed and even when my heart beats for Coke even their ad was just a nice ad but nothing which really sticks to your mind or makes you talk about.
I end with a non Super Bowl ad but with one I really like. It plays with a “what if” inspiration.. Great storytelling, surprising twist in the end, whoohoo, just imagine what if it could have been you… From DDB in New Zealand for Lotto Powerball. Have to reveal that I also tried my luck with the Euro lottery when the jackpot was over 90 billion Euros.. Sadly with no luck but the dream was nice! Btw this spot is based on a true story. Nice, eeh?
Let’s make the success of your brand not a lottery. Am here to support you! firstname.lastname@example.org
Have a fantastic weekend,