Every year I get excited about the Super Bowl not only for the game itself, but for the ads of course!
It's a chance to see what some of the best minds in advertising have conjured up, and it often boosts the entertainment value of the broadcast.
This year, I found that we saw much of the same, tired themes that we typically see:
I did notice, however, a theme that was somewhat unfamiliar or at least uncommon: a couple of ads focused entirely on social responsibility. Both WeatherTech and Verizon dedicated their entire ad unit to good causes (veterinarian science and first responders, respectively). In both cases a mere second or two mentioned the brand/product, with the remainder of the spots dedicated to tugging on our heart strings and talking about important things in the world.
In my opinion, it's a bold strategy to get our attention and trigger an emotion (which are both fundamental components of effective advertising). It's not new per se, but it's bold because it's an awful lot of money to spend ($5.6 million for 30 seconds!) without talking about a product. But at the same time, the emotional connection created between brand and consumer is a valuable outcome of the advertising spend, and the bonus is the attention paid to meaningful causes!
This year, those ads win the battle for Super Bowl advertising supremacy, but I'd be interested in your thoughts. Is it effective? Or a wasted opportunity (especially considering the cost)?
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!
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