WRITTEN BY SHERRI GARCIA
The Super Bowl is known for its amazing athletes and fandom comradery, but it’s also known for its amazing, sometimes wacky commercials that air between plays. In an age where memorable and competitive advertising is key to the success of a brand, we took a deeper look into what makes the best Super Bowl commercials and what makes them so successful.
First, it’s important to recognize that the Super Bowl is unlike any other television event when it comes to advertising. Research has shown that the majority of viewers on game day tune in with anticipation for the commercials. It is the one day a year that consumers give marketers a break.
When it comes to developing a strategy, many advertisers see it best to entertain rather than promote. As much as viewers love being entertained, solely entertaining isn’t good for the brand. The best commercial integrates the brand into a memorable story that creates an emotional connection. Let’s face it- when a hilarious commercial comes on the television and we have no idea what company backed it, we’re left longing for more information. It leaves the viewer feeling confused. Millions of people tune in to the Super Bowl to watch the ads- they want to see the commercials! So in return, advertisers need to let them know who they are in addition to what they stand for.
With that being said, people also expect to be “wowed.” This is a MUST when it comes to advertising during the Super Bowl. Companies need to balance that demand while they stay on target and on brand. For example, 2015’s Budweiser commercial “Lost Dog” hit all of the marks when it aired during Super Bowl 49. If you recall, the ad features an adorable and adventurous puppy that accidentally leaves his horse farm and seems to remain lost forever, only to be rescued by his band of Clydesdale brothers. What’s interesting is that the brand is never mentioned. We don’t even see anyone pop open a bottle of Bud, yet everyone knows the commercial is for Budweiser long before they display the famous logo at the end.
This advertisement works because it leverages the hallmarks of the brand: Clydesdales, sentimentalism, and rural America. It created an important and impactful connection with the viewer. It was emotional, sentimental, on brand, and most important of all- memorable.
This year’s Super Bowl presented itself with some pretty awesome commercials, including those from brands like Bai, Budweiser, and Honda. Others may have missed the mark, but creating the perfect advertising recipe is no easy task. This is why it’s important that brands hire skilled professionals to work on their campaigns.
Here at Direct Development, creating that perfect recipe is what we live for. Maybe one day we can help you make your mark on game day.
