So the NY/NJ Superbowl is now over and everyone is left with a feeling of BORING! This year’s crop of Super Bowl commercials was one of the least inspired in recent memory. So let’s take a look at the least and the most. And the lack of an integrated maketing plan carried through by some companies.
The worst, in this marketer’s opinion are the ones you don’t know what was being “sold” or what they stand for.
1) SquareSpace – Creepy commercial. I get what the company was saying about the cluttered and confusing state of the web today… but there’s nothing to tell you what they do or offer. What’s in it for me, SquareSpace? Where’s the conclusion? There was no story wrap up.
My Conclusion: When your Super Bowl ad doesn’t set you apart or tell who you are, it doesn’t work! I don’t know what your brand promise is, SquareSpace.
2) My second nominee for the worst commercial – and it pains me to say it because they usually stun me with their creativity and focus on the 21 – 25 market. Bud Light’s Dancing aluminum bottle. Very simply, it was boring without a focus and a great time to take a bathroom break. There was no social media tie-in or brand representation to make an emotional tie.
My conclusion here: A Blah commercial for a Blah SuperBowl. Again – what’s the brand promise, Bud Light?
3) One final worst – Johnny Galecki, oh why did you get involved in this one. Car commercial? Why aren’t you doing a tech themed commercial where your audience will respond to your comic genius rather then being confused by you and Dennis Miller. I was waiting for you to wake up and think it was all a dream except for the beautiful girl next to you – now that would have been a great finish. No continuity, no story, no true content and no point.
My conclusion: Hyundai wanted a star, they chose Johnny Galecki but didn’t choose him for his fan base. The commercial would have been more effective if an action show based star was used like Kevin Bacon or Chris McDonald where things blow up on a regular basis and the characters have to handle it. Or turned it into a dream with comedic moments. Again – no continuity between the commercial, it’s brand and the characters.
However, when it comes to the best commercials, I have to say the old traditional emotional tactics that pull the viewer into the brand and make them feel for it are the ones I think are the winners.
1) Take the Clydesdale and the Puppy for Bud. It tells a great story for the brand – an iconic stoic and serious image (Clydesdale) is connected with a rambunctious pup and the Clydesdale brings him home. The brand brings together old and new; men and women; transitions the love of brand from an older generation to the younger. Smart moves from Bud on this one.
My conclusion: Stick with what works – dancing bottles vs. emotional connection. The emotion will always score like the SeaHawks did.
2) Now for another winner – Ian, oh Ian. I want to believe you weren’t an actor and just agreed because a beautiful woman asked you to come with her and you had nothing better to do – I really want to believe you weren’t in on the staging. So I’m going to let myself believe – Don Cheadle with a Llama, Arnold in pingpong and then a One Republic concert. Bud Light – this one you did well. Your brand stands for going with the flow, having a good time and putting a smile on those around you.
My conclusion: Bud Light (with one of the worst and one of the best) should have invested in ONE type of commercial rather than the unconnected set of three we received. Your quarterback needs a substitute.
3)So my final winner – and no Budweiser is not paying me for my opinions here. My emotional response was verge of tears to this one – as should be. A Hero’s Welcome was poignant, smart and had legs beyond the commercial – there’s a documentary about the homecoming of this soldier that’s added content – and then they had the Lt. Chuck Nadd and his wife AT THE SUPERBOWL. They were real people and Bud paid for them to enjoy the game from a box. Classy in a number of ways. Also – pointing out that EVERY soldier should have a homecoming of praise and love and cheering. This one hit me in the heart.
My conclusion: Way to go Budweiser. Great subject, great tie ins with social media and the documentary. This one has legs that will run miles for the company. Sponsoring a return party or parade or raising money – this campaign can go far. My hope is to see how far you’ll run with it so that all returning service members get the star treatment they deserve.