This was originally published in the MBAA Newsletter on 2/8/2011. In it, I provided some short analysis on my top five favorite Super Bowl commercials.
Like any diligent marketing student, I’ve been analyzing Super Bowl commercials for several years now. It’s fascinating to see what companies will do to get their product/service noticed when 111 million pairs of American eyeballs are watching. The price tag was around $3 million for a 30 second spot, and undoubtedly there were plenty of wasted ad dollars. Since 1989, the USA Today Ad Meter has ranked the commercials based off group sampling. While I may not agree with some of their results this year, it was interesting to note that consumer created Doritos/Pepsi Max commercials captured four out of the top ten spots (including a tie for the number one position!). In the spirit of the Ad Meter, I have picked my top five commercials and offered some quick analysis on them.
Something about watching a Chevy Silverado play "Lassie" and rescue little Tommy from a well, whale, volcano, etc. really entertained me. The truck is portrayed as a helper for life’s tough challenges and the striking visuals conjure up a great sense of adventure.
For me, this one was an excellent use of a unique fantasy world tied to a great brand message. By showing us that we live in a world of constant product innovation, in which we never settle for version 1.0, the only logical point the consumer can realize is that Hyundai's Sonata Hybrid is in fact, an improved, and better car.
A fellow MBA and I agree that this was a bit conceptual for the time slot. However, I think this is truly the most underrated commercial of the game. Turning the tables on one of the most famous and heralded Super Bowl commercials ever, Apple is portrayed as the conformist dystopia it once sought to destroy. A lone individualist uses his XOOM tablet (running Google's Android 3.0) to woo the heart of one of the hundreds of earbud wearing drones. We are then beckoned to "create a better world" ["Think Different" anybody?] with this new non-iPad tablet.
The best commercials are those that capture those small idiosyncrasies of life. What kid who grew up on Star Wars didn't want to use "The Force?" I especially like this because it not only entertains, but is able to integrate the product feature [Remote Car Starting] seamlessly into the storyline.
#1 Bridgestone: "Carma"
Like any memorable ad, this one has a great emotional appeal. What’s better than an adorable beaver returning a lifesaving favor? I predict this one to be discussed around the water cooler this week, and eventually canonized in one of those “Best Super Bowl Commercial” shows, right along with the kid who sucks himself through the straw into the Pepsi bottle.
Like any memorable ad, this one has a great emotional appeal. What’s better than an adorable beaver returning a lifesaving favor? I predict this one to be discussed around the water cooler this week, and eventually canonized in one of those “Best Super Bowl Commercial” shows, right along with the kid who sucks himself through the straw into the Pepsi bottle.
What do you think? Feel free to send me an e-mail or tweet telling me what would be on your favorites list!
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