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Photographer: Luke Sharrett / Bloomberg© 2015 Bloomberg Finance LP
Each year, advertisers spend millions of dollars creating and distributing Super Bowl ads, hoping to raise awareness and interest in their brands. With an estimated audience of over 110 million people, there is no other opportunity to communicate directly with so many Americans at once. On top of that, Super Bowl ads are just as important to most viewers as they are to the game (and for some of us, even more important). Rather than jumping ads, the Super Bowl is the only event where consumers specifically turn to entertain themselves with commercials.
Despite the importance of the big day, & nbsp; unfortunate incidents have occurred and some ads are not being shown. Below are five common mistakes Super Bowl advertisers make and how to avoid them.
1. Be clear. Ok, it's so obvious and fundamental that it seems ridiculous to have to mention it. Still, the lowest-rated announcement of the 2018 Super Bowl in USA Today's Ad Meter was Diet Coke's Groove. It was an advertisement in which a woman drank a light coke and danced awkwardly to the sound of music. What was the purpose of the advertisement? It was not clear. In my course on strategic positioning, I ask students to write the central idea of a series of announcements. For some ads, the purpose of the ad is clear. For others, this is not the case. A basic deliverable is that your target should not have to guess what the purpose of the advertisement is.
2. Connect the brand advantage to the drama of the ad. Many ads are quite funny. However, for some, consumers can not remember the advertised brand. The drama is disconnected from the product and the integration of both fails. During the 2018 Super Bowl, the commercials of Dorito's / Mountain Dew with Peter Dinklage and Morgan Freeman did a great job in integrating the benefits of the "flamboyant" and "glossy" product into advertising (both visually by imaging and copying) without sacrificing entertainment. value. However, in 2019, the Dorito product is not integrated with advertising until the end. Even in this case, nothing in the content of advertising that connects openly to the product. I call these "brought by" commercials because they have: 29 drama, then in the end, a banner appears with the logo of the mark. And in most cases, any number of brands would work because of the lack of clear integration.
3. Do not be too emotional or dramatic. A number of ads go beyond the invisible threshold, ranging from authentic and convincing to manipulative and unbelievable (and it's not just Super Bowl Sunday). It's an invisible line and hard to know when advertising has just enough drama to work as opposed to falling into the abyss. An ad that did not work (featured in the last quartile of the ads featured at the 2015 Super Bowl) was Nationwide's "Boy" ad about a dead child. In contrast, Budweiser's "lost dog" was the top rated ad by USA Today's Ad Meter that same year. The emotion about a lost dog finding his way home was resonating. Part of the difference was that Bud's advertising did not have a copy / voiceover – all the drama was in music and visuals. It would not have worked if there had been a voiceover. Making fun of this phenomenon, Stephen Colbert created the advertisement below. As you watch the ad, try to guess what brand will appear at the end of the ad. The end of the advertisement marks the point mentioned above (# 2).
4. Stop being superficial on serious subjects. As Brent Walker, vice president general manager / marketing director of c2bsolutions, points out, brands that use "virtue signage instead of [authentic] principles induce the nauseated reflex. Consumers want brands to be interested. But just as talking about a topic, such as unequal pay between men and women or social injustice #MeToo, does not mean that a person intalize it to the point of acting and making a difference the same goes for brands. Brands that present a point of view create skeptical and suspicious consumers who expect the brand to do more than just talk. At the 2017 Super Bowl, Audi aired a dramatic ad about the gender pay gap "Girl": "What do I say to my daughter? Am I telling him that his grandfather is worth more than his grandmother? … "The copy was about a serious social problem. The problem. What Audi had done besides that & nbsp; talk about the topic: 30 in the ad to fight the unequal pay between men and women? It should be noted that Audi contacted and indicated that they had put in place initiatives to promote equal pay for men and women, inclusion and diversity.
5. Start focusing on social impact advertising. Instead of talking about social issues (for example, Gillette's "Toxic Masculinity" advertisement), brands should focus on action over words. One of the most value-based advertising messages was Budweiser's "Stand by You" announcement in 2018 about how the company used its bottling plants to provide water to communities affected by a natural disaster. The ad was not read, reprimanded or reprimanded. She was simply saying what the company had done (and the heroes of the announcement were workers from rural manufacturing plants and truckers). This is the model that others should imitate. Do not talk about values or what matters to you. Make a difference Only then should you say something – if at all. Just as people who talk about their incredible virtues are incredible, so are the commercials. Although the announcement of 2015 by Audi is a failure, that of 2019 was much better. Audi "cashew" ad incorporates drama, emotion and a little humor. It focuses on the beauty of the car and on a message about their commitment & nbsp; achieve 1/3 of all electric models from here to 2025. & nbsp; & nbsp; Although it's better to announce what they've already accomplished compared to what they hope to accomplish in the future, it's much stronger than their 2017 announcement. because the subject is actually related. to cars, is therefore more relevant and credible, and focuses on action. It should be noted that this car is beautiful and that I would like to test it. And it's a good place to finish, because after all, the interest of advertising is not to win an Ad Meter contest, but to raise awareness, interest and will among the target.
Join the discussion: @KimWhitler
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Photographer: Luke Sharrett / Bloomberg© 2015 Bloomberg Finance LP
Each year, advertisers spend millions of dollars creating and distributing Super Bowl ads, hoping to raise awareness and interest in their brands. With an estimated audience of over 110 million people, there is no other opportunity to communicate directly with so many Americans at once. On top of that, Super Bowl ads are just as important to most viewers as they are to the game (and for some of us, even more important). Rather than jumping ads, the Super Bowl is the only event where consumers specifically turn to entertain themselves with commercials.
Despite the importance of the big day, unfortunate incidents occur and some ads fail to air. Below, I highlight 5 common mistakes made by Super Bowl advertisers and how to avoid them.
1. Be clear. Ok, it's so obvious and fundamental that it seems ridiculous to have to mention it. Still, the lowest-rated announcement of the 2018 Super Bowl in USA Today's Ad Meter was Diet Coke's Groove. It was an advertisement in which a woman drank a light coke and danced awkwardly to the sound of music. What was the purpose of the advertisement? It was not clear. In my course on strategic positioning, I ask students to write the central idea of a series of announcements. For some ads, the purpose of the ad is clear. For others, this is not the case. A basic deliverable is that your target should not have to guess what the purpose of the advertisement is.
2. Connect the brand advantage to the drama of the ad. Many ads are quite funny. However, for some, consumers can not remember the advertised brand. The drama is disconnected from the product and the integration of both fails. During the 2018 Super Bowl, the commercials of Dorito's / Mountain Dew with Peter Dinklage and Morgan Freeman did a great job in integrating the benefits of the "flamboyant" and "glossy" product into advertising (both visually by imaging and copying) without sacrificing entertainment. value. However, in 2019, the Dorito product is not integrated with advertising until the end. Even in this case, nothing in the content of advertising that connects openly to the product. I call these "brought by" commercials because they have: 29 drama, then in the end, a banner appears with the logo of the mark. And in most cases, any number of brands would work because of the lack of clear integration.
3. Do not be too emotional or dramatic. A number of ads go beyond the invisible threshold, ranging from authentic and convincing to manipulative and unbelievable (and it's not just Super Bowl Sunday). It's an invisible line and hard to know when advertising has just enough drama to work as opposed to falling into the abyss. An ad that did not work (featured in the last quartile of the ads featured at the 2015 Super Bowl) was Nationwide's "Boy" ad about a dead child. In contrast, Budweiser's "lost dog" was the top rated ad by USA Today's Ad Meter that same year. The emotion about a lost dog finding his way home was resonating. Part of the difference was that Bud's advertising did not have a copy / voiceover – all the drama was in music and visuals. It would not have worked if there had been a voiceover. Making fun of this phenomenon, Stephen Colbert created the advertisement below. As you watch the ad, try to guess what brand will appear at the end of the ad. The end of the advertisement marks the point mentioned above (# 2).
4. Stop being superficial on serious subjects. As Brent Walker, vice president general manager / marketing director of c2bsolutions, points out, brands that use "virtue signage instead of [authentic] principles induce the nauseated reflex. Consumers want brands to be interested. But just as talking about a topic, such as unequal pay between men and women or social injustice #MeToo, does not mean that a person intalize it to the point of acting and making a difference the same goes for brands. Brands that present a point of view create skeptical and suspicious consumers who expect the brand to do more than just talk. At the 2017 Super Bowl, Audi aired a dramatic ad on "Gender Inequality" entitled "Girl": "What should I say to my daughter? Am I telling him that his grandfather is worth more than his grandmother? … "The copy was about a serious social problem. The problem. What had Audi done besides this discussion on the subject: 30 in advertising to combat unequal pay between men and women? It should be noted that Audi contacted and indicated that they had put in place initiatives to promote equal pay for men and women, inclusion and diversity.
5. Start focusing on social impact advertising. Instead of talking about social issues (for example, Gillette's "Toxic Masculinity" advertisement), brands should focus on action over words. One of the most value-based advertising messages was Budweiser's "Stand by You" announcement in 2018 about how the company used its bottling plants to provide water to communities affected by a natural disaster. The ad was not read, reprimanded or reprimanded. She was simply saying what the company had done (and the heroes of the announcement were workers from rural manufacturing plants and truckers). This is the model that others should imitate. Do not talk about values or what matters to you. Make a difference Only then should you say something – if at all. Just as people who talk about their incredible virtues are incredible, so are the commercials. Although the announcement of 2015 by Audi is a failure, that of 2019 was much better. Audi's "cashew" advertising incorporates drama, emotions and a bit of humor. It puts the emphasis on the beauty of the car and on a message on their commitment to making 1/3 of all electric models by 2025. It would be better if the ads advertise what's going on. They have already accomplished by is much stronger than their 2017 announcement because the subject is actually related to automobiles, so is more relevant and more believable, and focuses on the action. It should be noted that this car is beautiful and that I would like to test it. And it's a good place to end because, after all, the purpose of the ad is not to win an Ad Meter contest, but to raise awareness, interest and will among the target audience.
Join the discussion: @KimWhitler
