By: Derek Davis
The Super Bowl brought over 113 million viewers to the television on game day. Even more impressive, the halftime show with Rihanna brought in even more viewers, with 118 million people gathering to watch her return to the stage.
In case you missed it, the Kansas City Chiefs defeated the Philadelphia Eagles, 38-35, in a sensational game that sadly did not feature the Cincinnati Bengals (we’re still not over it).
Aside from the Cincinnati-less game (again, still not over it), the real stars of the show were RiRi (and her future child) and of course, the commercials.
While it may have cost $7 million for a 30-second ad, your brand doesn’t need to hand-off (football pun) that kind of money to get consumers to take note.
We’ve studied the film, ranked our top nine ads from the big game and outlined potential marketing takeaways for your brand.
Our thoughts:
It’s refreshing to see a commercial featuring Sarah McLachlan that doesn’t empty the box of tissues. In classic big game fashion, this beer ad gave us a nice chuckle.
Takeaways for your brand:
Be willing to think outside the box when it comes to a brand collaboration. Who would have thought we’d see ASPCA spokeswoman Sarah McLachlan teaming up with Busch Beer? Well, it happened and we’re so glad it did.
We’ve helped our clients think outside the box when it comes to collaborating with those outside of their organization and we’d love to do the same for you!
Our thoughts:
In this alternate reality, we see the city of Boston, in a kinder, gentler light. Filmed in Sam Adams' hometown, we got a nice laugh at the brand poking a bit of fun at the place they call home and the reputation that the people of the city carry.
Takeaways for your brand:
When done in the appropriate context, it’s ok to poke a little fun at yourself. Consumers like seeing humility from brands and having fun at your own expense is one way to show that.
Our thoughts:
Who hasn’t gotten their hand stuck at the bottom of a Pringles can while reaching for that last chip?
Takeaways for your brand:
Your customers might experience something with your brand that was completely unintended, but taking advantage of the unexpected and having a plan in place is the key. If you ever need a hand in pulling together a plan for the unexpected we’re here to help with our crisis and reputation management services.
Our thoughts:
Somehow, Ram managed to relate the pain points that consumers have with electric vehicles to the exact pain points that, ahem, uh, well let’s just say the pain points that loving couples face every day.
Takeaways for your brand:
If it fits with your brand identity, don’t be afraid to get a little edgy with your marketing. Brands such as Liquid Death, Wendy’s, Scrub Daddy and Duolingo are just a few examples of brands who have seen a tremendous increase in brand awareness by taking a walk on the wild side.
Our thoughts:
“Tight! Tight! Tight! Yeah!” PopCorners recreated this iconic scene from “Breaking Bad” and it flowed beautifully. This ad certainly was, as they said, “Tight!”
Takeaways for your brand:
The final episode of “Breaking Bad” aired in 2013, and 10 years later this ad still resonated with consumers. This just goes to show that even decades old pop culture trends can still garner high engagement for your brand.
Our thoughts:
This ad left us frantically searching for the remote, only to find out that the screen change was all part of the ad. Well played, Tubi.
Takeaways for your brand:
Just like the Tubi ad took us all by surprise, perhaps your brand is ready for a pivot that takes your customers by surprise. Maybe it’s time for a rebrand? Perhaps a new logo? Our brand and positioning services can be tailored to the needs of your brand to help wow your customers.
Our thoughts:
In the midst of the news that Netflix would be cracking down on password sharing, many consumers threatened to take their hard earned money to a different streaming service. While they may be in the middle of some PR damage control, Netflix found a way to not only collaborate on an ad with another brand, but poke a bit of fun at themselves, as well.
Takeaways for your brand:
As we mentioned earlier, it’s always a good idea to have a plan in place for crisis and reputation management and it’s ok to poke a bit of fun at yourself. If you can add someone like Will Ferrell to that plan, it’s an added bonus.
Our thoughts:
Does Ben Stiller actually enjoy the taste of Pepsi Zero Sugar or was he just acting? Actor, writer, director, the man can do it all. We’re going to give the new Pepsi beverage a try, so I guess you could say the ad did exactly what it set out to do.
Takeaways for your brand:
Although including actors or spokespeople in your advertising efforts can be beneficial, it's still very important to keep the voice of your brand authentic.
We offer a variety of media and influencer relations services where we can facilitate and ensure that your brand's true and authentic voice comes through to consumers via partnerships.
Our thoughts:
Boston is two for two on our list this year. Ben Affleck is a known Dunkin’ addict and a Boston icon, so this commercial was a match made in glazed donut and iced coffee heaven.
Takeaways for your brand:
Consider partnering with an influencer who aligns with your brand's target audience and values. An influencer partnership that’s the right fit could go a long way towards reaching potential customers and raising brand awareness.
In conclusion, it's important to remember that not all marketing involves spending $7 million for a 30 second ad spot. Developing creative, relatable and strategic narratives with your brand… Now that’s a winning game plan.
Interested in working with us? Slide into our DMs to get started.