We all know that Superbowl commercials are expensive to produce and air. And it’s the only TV event of the year with viewer expectations for the commercials.
So why did so many brands blow it this year? I agree with Stuart Elliot, who writes in his New York Times advertising column:
The commercials that CBS broadcast nationally during the game were, by and large, disappointing. They represented a missed opportunity for marketers and agencies to demonstrate that they had at least some understanding of how contemporary consumers think and behave.
Most of the brands appeared to have been creating commercials that viewers would like. Liking a commercial, however, does not necessarily contribute to brand awareness and product sales.
I’m sure there are lots of brand and ad agency execs who feel swell this morning because their commercials were well received. The cotton-candy effect, though, wears off quickly if the commercials produce no benefit the day-after-tomorrow.
I watched nearly all of the Superbowl ads this morning. The ad that stood out for me was for Dodge Ram trucks.
What did it do right?
- The commercial spoke to the passions of those who buy the brand’s products. Few of the other commercials succeeded in that essential task.
- The story told in the commercial has wide appeal, enabling positive brand connections by those who may not be in the market for the products but could be in the sphere of influence of truck purchasers.
- The commercial is part of a coherent campaign. The millions spent on this ad will pay dividends for Dodge the day after the day-after-tomorrow.
Let me know if you agree with my take, as well as which other Superbowl XLVII commercials you think well serves their brands.
