Posts tagged ‘Super Bowl Commercials’
Thoughts on This Year’s Super Bowl Ads
Another year, another Super Bowl in the books. This year’s contest was particularly disappointing as the game wasn’t very competitive. However, the advertisements were enjoyable. Here are my top three:
#1 – T-Mobile featuring Tim Tebow “#NoContract” <a
Former NFL quarterback Tim Tebow is out of football, but likely would suit up in a heartbeat if given an opportunity. This commercial (the second of the two that aired) was unexpected and really funny.
Takeaways: It’s OK to poke a little fun at yourself and taking chances can change the way people think of you. (To me, Tebow is hilarious, especially when he intones in the mock film trailer for Illegal Formation, “You better hold on to those donuts!”
#2 – Chrysler featuring Bob Dylan “We Will Build Your Car”
Bob Dylan in a car commercial? It was strange, but Dylan is always a wild card. (Remember when he appeared in the background of a Victoria’s Secret ad?) The Super Bowl has become Chrysler’s signature advertising moment – “Halftime in America” and “God Made a Farmer” both caused quite a reaction in the past. The ad is an unabashed play on patriotism (same as its predecessors) and showed another side of Dylan. It was odd but effective. People paid attention, and now Chrysler has set expectations for each Super Bowl pretty high.
Takeaways: Try something different. One impactful ad can yield more buzz than a dozen mediocre ones. (Just think Apple’s “1984” spot that only aired once.)
#3 – Radio Shack featuring 80’s Icons “The Phone Call”
This ad has arguably garnered the most buzz. Seeing – among others – Hulk Hogan, the California Raisins, Cliff Clavin of Cheers and a DeLorean speed away after ransacking a RadioShack featuring signs advertising “Boomboxes” and “Fax Machines” was clever. It was also an admission that RadioShack stores have an image problem in that they are perceived as meccas for your odd uncle who likes to spend hours building his HAM radio set. The ad is funny, but it offers only a fleeting glimpse (five seconds out of the 30 seconds spot) of the modern ‘Shack that they are trying to project. You could easily walk away from this spot thinking that, indeed, RadioShack is dated without considering that maybe they were changing or had changed.
Takeaways: Be sure your main point is always business driver. Avoid making ads that almost seem like a plug for your competitors.
Facebook Advisory: Is Your Employment Profile Linking to the Right Company Page?
The problem is that when Facebook made one of its many upgrades, this little linkage seems to have slipped through the cracks. So now it’s up to you to fix the problem.
Super Lessons from Big Game’s Commercials – Update
Seems Groupon is now listening! Founder Andrew Mason pulled the controversial ads. Per the company’s official blog:
“We hate that we offended people, and we’re very sorry that we did — it’s the last thing we wanted,” Mason said. “We’ve listened to your feedback, and since we don’t see the point in continuing to anger people, we’re pulling the ads.”
Super Lessons from Big Game’s Commercials
The marketing and PR world is abuzz over the Super Bowl commercials – the annual attempt to convert millions of customers with a 30-second spot and, if not full conversions, at least get them talking about you. What can professional service firms take away from this (because your home “before” and “after” hiring an accountant just isn’t that funny)? Listen up!
Yes, that was the point. Listen.
- Volkswagen builds a campaign on the kid dressed as Darth Vader; releases it to its 25 – 45 demographic (parents, in particular) via social media in advance; gets them talking; listens in; airs the ad during the Super Bowl to living rooms full of “check-this-one-out, I-saw-it-on-Facebook” fans; and racks up the “positive impressions” in print and social media after the game.
- Compare this to the backlash (buzz doesn’t really apply here) against Groupon and its commercial. Who was the target audience? Was there a survey, focus group or other exploration of the Tibetan ad concept? Is there enough widespread knowledge of Groupon’s cause-focused roots to pull this sort of satire off? And when listening to the reactions that suggest the ad fell flat, Groupon again misses the mark with an “explanation” of the ad concept and why it’s supposed to work, rather than apologizing to those offended. They just don’t seem to be listening.
No, not all PR is not good PR – especially if it provokes conversations with words like “boycott.” Providing professional services is about using one’s specialized expertise for the benefit of paying clients. If you don’t know what benefit they’re after, how are you going to successfully deliver service? It’s not enough that you understand where you’re coming from, all the good of which you’re capable, and who you are. It’s about the clients. So listen up.
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