Super Bowl advertising is expensive and represents some of the best known ‘spots’ in global advertising.
Traditionally, it is the best cocktail of TV and outdoor that has the power (audience) and prestige (position) to make or break a brand, but cash alone (approx. USD 3.5 million for 15 second spot) does not guarantee position. That comes down to creative (and relationships).
With Super Bowl kicking off in the wee hours of Monday morning (Sydney, Australia time), Super Bowl creative is top of mind in corporate and creative circles around the world.
This year, Visa declined a spot in favour of social, while Kia and Budweiser have put together some key spots.
Although, Mercedes inspite of the the use of fire, not so hot.
And while fellow automotive VW creative was controversial, GoDaddy.com ‘s shock and awe tactics won out, by pairing a Sports Illustrated Swimsuit model and nerdy computer type in a raunchy game of tonsil tennis.
Samsung, put a fresh spin on the use of celebrity ambassadors, as Coca-Cola raised the engagement stakes for gamification, but potentially at the cost of the creative. While also highlighting why Super Bowl ads are not always broadcast outside of the USA, with this gem. Anyone else thinking Bundy?
While Doritos reverts to its original point of (campaign) origin for Super Bowl creative: story-telling by an amateur creative and Doritos Crash the Super Bowl competition winner, Pizza Hut keeps it simple in a fabulously contextually relevant way.
When it comes to ad creative EVERYONE has an opinion. Talk Super Bowl and quite frankly, it doesn’t get much bigger.
But as with all marketing communications, what works, and what doesn’t is personal.
So what works for you this Super Bowl final advertising season? And most importantly, Why?
For the Quantitatively-minded: Check out the latest Super Bowl consumption infographic from Nielsen:
Hello and thanks for stopping by. A lover of all sports, and former rugby editor, these days I fill the roles of Digital Analyst, Business Strategist, Educator, Social Technology Researcher, Multi-Platform Writer and IMC Specialist.
Current labels bestowed on me for conformity's sake include: Founder & Principal Mentor @ How2Social, Founder & Community Manager @4WomenWhoWork and formerly Lecturer and Unit Coordinator in Media Relations @SydneyUni.
Academia is my indulgence.
Awarded a High Distinction for my master's thesis, 'Social media as strategic communications in Australian Rugby Union', my current research and writing projects include: PhD preparation looking at the development of capital (both social and economic) through social and wearable technology in international sport.
As well as, film and television projects: Australian-based drama 'The Point' and international generational thrillers 'Next In Line' and 'Guhara'.
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