Super Bowl 44 was an exciting game. But how were the ads? Seems the Super Bowl ads have lost some of their sizzle from a few years ago. What’s your opinion? Read on and then send me your thoughts and favorites.
My goal isn’t to rate all the ads, but try to pick out some that show good marketing savvy. (And believe me, not all these ads do show savvy...some just show a waste of money!)
Hyundai vs Kia – Clear Winner is Hyundai
You could say Hyundai and Kia are in similar market positions. Trying to gain in a crowded (and slow) market dominated by Honda and Toyota. Hyundai were promoting their redesigned Sonata. They showed their employees as all being part of the quality control team. Showed some of the steps they take to make their undercoating and paint better than Mercedes. They even had a funny commercial with Bret Favre still playing in the 2020 season...tying it to the fact a new Hyundai will still be under warranty. Great spots showing real value of their brand and product.
Kia ran an ad with classic toy and cartoon characters shown more than the Sorento vehicle. The only real feature shown was a button that starts the ignition. Waste of money...it didn’t add to the brand or the vehicle. It wasn’t even that clever when you saw that it was all a dream of the toys that were sitting on the backseat of the car. Yawn.
Coke – Refresh Everything
Coke didn’t run an ad against Pepsi, but they did co-op Pepsi’s concept of “Refresh Everything”. It is difficult to continue to renew a brand with fresh ideas. Their “Simpson’s” ad was a fresh take that ties into an old brand attribute...that Coke makes you feel good and is great to share. A great commercial that was engaging and reinforced the brand.
Bud and Bud Light – I guess it sells beer...
They just seem to try too hard sometimes. The Bud Light commercials weren’t all that funny. And the clydesdales series has jumped the shark. Move on...please.
Monster vs. CareerBuilder – A Tie
Ten percent unemployment and the best the two top job websites can do is have a violin-playing beaver (Monster) and an office full of people in their underwear (CareerBuilder)? Monster did at least tie in a new service feature (advanced targeting).
Flo TV – Great Placement and Content Tie-in
Flo TV ran a few spots, but the real winner was their spot leading into halftime. Using a song from The Who, the halftime show, the Flo TV ad caught attention, and was intriguing visually. It tied together well the creative angle and their product - a handheld TV device that will allow you to not “miss” your generation. Great ad.
Cars.com – Subtle but Effective
The cars.com ad featured crazy smart guy who feels uneasy about buying a car. Subtle message (even if you’re smart, you need help buying a car) but effective...we all feel a bit nervous when facing a new car purchase.
Focus on the Family – Whole Lot of Pregame Hot Air
Based on the hype media coverage, I thought the Tim Tebow ad was going to feature people with pitchforks and torches. Complete non-event on this one. Nice ad, but does it make you go to the website to learn more about Tim Tebow. Maybe?
Go Daddy – Don’t Go to the Website
Speaking of strong call to action, I know that the Go Daddy ads drive traffic to the website. I just choose not to patronize a company that markets like this. Several years ago I showed my young daughter Danica Patrick racing at Indianapolis in the “you can be anything you want sweetie” category. Now I tell her not to watch Patrick in the Go Daddy ad. Free country...they can advertise as they like. And I can choose not to shop there.
Washington, Please Stop!
The census ad. Why? Don’t waste our money that way Washington (in fact stop wasting our money in a million ways!). If you are going to do an ad for the census, here’s a crazy idea: actually say something more than “there is a census in 2010”. How about some useful information, like what the requirements are for citizens. What to expect (are they calling, visiting, emailing me?). Something! Don’t just do a “cute” Super Bowl ad with no point.
The Mind of a Guy
Dove skincare and Charger both hit on the guy thing. Guys have to put up with a lot and so they need/want something for themselves. I just wonder guys...would you rather have smooth skin or a hemi?
No matter what type of marketing you do, here’s a couple pointers to takeaway from the Super Bowl ads:
- Don’t trade cleverness for product info. It’s almost always more effective to communicate benefits and have a strong call to action.
- Stop Borrowing Interest. Sexy women, silly ads, famous stars...they make an ad memorable, but rarely does that interest borrowed from another source rub off on a product. It has to have a reasonable tie in to the product.
- Direct Isn’t Bad. As a mentor of mine used to say, “Tell them what you’re going to say, tell them, then tell them what you told them.” It never hurts to directly tell the consumer why they would be well served to buy from you.
Let me know your thoughts. Have a favorite? Hate one of the ads? Let me know...email me.
SLE
