As I quickly reflect upon the commercials that I believe are the 5 best, I notice that they are all meant to be funny. Upon further reflection, however, that makes sense.
Commercials HAVE to be memorable to be effective. If the viewer can't remember the ad afterwards, was it even worth making? Furthermore, if the viewer can remember the ad, but can't remember the brand it was advertising, that's just as bad. What these 5 brands have done effectively is use comedy to be memorable. And since brands have figured out that they can't use sex to sell any more (read more about that here), humour becomes the best way to leave an impression. There were other ads that attempted to be impactful without comedy but in comparison, just weren't as effective (see Lexus and Dodge Ram).
So without further ado, here are the 5 best commercials from Super Bowl 2018:
This ad works because its portrayal of the insensitive rich dude is funny. But it's even more effective because the message is crystal clear: Buy local.
Also, Tiffany Haddish's laugh at the end is the BEST.
E*Trade continues its dominance of Super Bowl advertising (one of the all-time best Super Bowl ads came from E*Trade 10 years ago) with this gem. It's funny, but like Groupon, made its point loud and clear: Too few people have enough saved to retire. It's not exactly clear how E*Trade solves that problem, but the ad still served its primary purpose.
3. Michelob Ultra
Good on Chris Pratt, who is perfectly self-deprecating in this ad that reminds us quite effectively that if you care about fitness, Michelob Ultra is your choice.
The one-liners and funny bits in this ad just roll along hilariously, making it memorable (and re-watchable in my case). Throughout the first 50 seconds of this minute-long ad, you're left wondering what the point is. But that's just one more advertising tactic that they execute perfectly to get your attention. Then at the end they reveal the connection and better yet, tie it directly to the Super Bowl itself, reminding the viewer that they are important. Four top advertising tricks (comedy, suspense, message delivery and viewer appreciation) all rolled up in one tidy package. Well played, Febreze.
And the winner is... Tide!
Tide has accomplished a feat that I don't think I've witnessed, ever: They made ALL the commercials about THEM! A feat, indeed.
THE LESSON FOR MARKETERS:
If you're making an ad (any kind of ad, not just a Super Bowl commercial), the 3 most important objectives are:
Which ads not on this list did you like, and why?
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!