Super Bowl Sunday aside, NFL games are primetime real estate for brands to capture millions of eyeballs. With a captive audience fueled by touchdowns, hot dogs, and trash talk, it’s no surprise that companies unleash their most creative (and sometimes questionable) advertising strategies. But among the barrage of commercials, some shine brighter than a perfectly thrown Hail Mary, while others fumble worse than a rookie quarterback under pressure.
Top of the Leaderboard:
1. Humor with Heart: Ads that tug at the heartstrings while eliciting chuckles tend to win over viewers. Remember the Budweiser Clydesdales reuniting a soldier with his family? Or the heartwarming Google Pixel ad showcasing a dad’s devotion to his daughter’s basketball dreams? These ads connect with viewers on an emotional level, making them truly memorable.
2. Star Power, Used Wisely: Celebrities can add star power to an ad, but using them just for their fame rarely works. Instead, look for ads that integrate celebrities authentically, like Peyton Manning’s hilarious “Omaha” commercials for Nationwide or Serena Williams’ empowering message for Michelob Ultra.
3. Storytelling that Captivates: The best ads tell a story, taking viewers on a journey within the 30-second (or shorter) timeframe. Nike’s “Equality” campaign with Colin Kaepernick sparked conversation, while the heartwarming Amazon commercial “The Jacket” tugged at heartstrings.
4. Innovation that Impresses: Technology can be a game-changer in advertising. Remember the Skittles ad where viewers could change the flavor outcome by tweeting? Or the Doritos Crash the Super Bowl campaign that utilized user-generated content? Pushing boundaries with technology can leave a lasting impression.
Fumbled Opportunities:
1. Misguided Humor: Humor can backfire. Jokes that fall flat, offend, or rely on tired stereotypes leave a negative impression. Remember the Pepsi ad featuring Kendall Jenner that sparked cultural appropriation accusations?
2. Overhyped Celebrity Endorsements: Celebrity endorsements can feel inauthentic and forced, especially when the star has no connection to the product. Imagine a rock musician hawking dishwashing liquid – not exactly believable.
3. Confusing Messes: Some ads try to be too clever, leaving viewers scratching their heads instead of reaching for their wallets. Avoid overly complex storylines or visuals that distract from the message.
4. Sales Pitches over Storytelling: Ads solely focused on features and benefits can be dull. Remember, people connect with emotions, not just specifications. Tell a story, evoke an emotion, and then subtly weave in the product’s benefits.
