Pint-Sized Dynamos from the Super Bowl 50
Too bad. Because, let me be clear: There is no gig in advertising like the Super Bowl commercials. For a 30-second spot on national broadcast, you pay $5 million to reach out to an audience of 150 million Americans.These ads, believe it or not, are viewed by an audience distracted by bacon fritters, buffalo chicken wings, and a flight of beers; and most let’s not forget, the nation’s burliestlycra-clad athletes
This year, advertisers dusted off same old vanilla to idiosyncratic formulas:They deployed a combination of celebrities, humor, and plenty of furry little creatures to create commercials.After all, that’s what football is all about, right? Annual appeal festival for the attention of the games’ viewers.
Even if you’re not a football fan, there are reasons enough to watch these ads.Here is a subjective, indefensible breakdown of the winners and the losers. Some ridiculously ads which not only took our attention away from the game, but had the internet spilling over the best and worst lists.
Watch your back, wings.
SOCIALLY CONSCIOUS MESSAGES
In a 30-second spot, Colgate, a first-time advertiser, chose to promote a socially conscious message (more of a public service announcement) rather than a product.
Scott Campbell, General Manager of Integrated Marketing Communications for Colgate-Palmolive in North America, says water conservation is a very much essential part of the brand. “Sustainability is something that’s ingrained in our corporate culture. I would suggest to you that it does promote a brand in the way that modern consumers want to know a brand,” he said.
A slew of advertisers, including Budweiserfeaturing DameHelen Mirren(exclaiming “Ooo my beer, lovely!”)and the advocacy group No More offered socially conscious messages.
A CELEBRITY AFFAIR
A good number of celebrities appeared in Super Bowl commercials this year, including Helen Mirren, Ryan Reynolds, Serena Williams, Christopher Walken, Eugene Levy, Amy Schumer, and Seth Rogen.
Musical Superstar, late David Bowie, who died last month at age 69, made an appearance in Audi’s Super Bowl ad “Starman”. It featured the classic song Ziggy Stardust, in the first quarter of the Big Game, telling the story of a retired astronaut who rediscovers his passion for life, and power machines – the 2017 Audi R8 Plus – when his son lets him drive he beast.
LA DOLCE VITA for FIRST-TIMERS
At Super Bowl 50, we saw 15 newcomers, including PayPal, SunTrust Banks, Fitbit, and Apartments.com. A majority of the first-timers were smaller companies with a significant advertising budget. While, most first-timers do not return the following year, we saw Avocados From Mexico, Skittles, and website building service Wix.com, making a second appearance.
Nearly all advertisers these days put in their ads, or teaser ads online, in days before the big game. Below are a few ads that spurred up excitement, according to the metrics from iSpot.tv:
- Pokémon, a first-time Super Bowl advertiser, garnered nearly 15.7 million organic online views and drew 18 percent of the online activity about the Super Bowl spots.
- Hyundai “First Date” captured 9.6 million organic online views and a fair share of 12 percent of online activity.
- Heinz featuring stampeding “wiener” dogs attracted 4.2 million organic views and drew 9 percent of the online activity.
Overall, Hyundai, Wix.com, and Amazon won the pregame-day context for most online views, even though all major advertisers put a lot of money in getting their spots seen on Facebook and YouTube. On game day, it was T-Mobile’s spot “Hotline Bling” featuring Drake in a chunky sweater and Budweiser’s anti-drunk-driving commercial featuring Helen Mirren that had the whole town talking.
THE TRUTH IS IN THE NUMBERS
Doritos “Ultrasound” was crowned a winner among Super Bowl ads online, generating 893,465 shares in 24 hours.Following Doritos “Ultrasound,” the extended version of T-Mobile’s “Restricted Bling” featuring Drake, a meme worthy ad indeed, featured at spot No. 2, with 346,854 shares, driving less than half of Doritos’ total shares.
The top 10 Super Bowl 50 ads based on the total number of shares they garnered across the internet was shared by video metrics firm Unruly. This year’s Super Bowl ads have not performed as good as last year’s, generating a mere 2,889,156 shares, a 36-percent plungein contrast to the 4,485,297 shares won by last year’s Super Bowl ads.
Budweiser, which won the No. 1 spot last year with its “Lost Dog” ad, bagged the third spot this year.
The most shared Super Bowl 50 brand was T-Mobile, which took three of the top 10 spots, with its extended cut and the 30-second spot for “Restricted Bling” both taking the top spot, along with “Drop the Ball”. Garnering a total of 585,073 shares, T-Mobile adsaccumulatedless shares than the No. 1-ranked Doritos ad. The only brands, to make it to the list twice was Heinz, with its extended cut of the “Wiener Stampede” ad, making it to No.5 and No. 10, respectively.
The most buzz-worthy of all was the #PuppyMonkeyBaby ad, earning the most mentions during the Big Game. “There’s no such thing as bad publicity as long as they spell your name right,” believes Mountain Dew’s marketing team.Bizzare as it sounds, it’s true. In today’s world, any publicity is good publicity as long as they get the #hashtag right.
Now, let’s take a look at #hashtag volume, i.e. mentions during the game telecast, pulled from Brandwatch:
#PuppyMonkeyBaby: more than 65,000 mentions
#AvosInSpace: more than 16,000 mentions
#CrashTheSuperBowl: nearly 14,000 mentions
#Pokemon20: more than 12,000 mentions
#OLEDisHere: more than 8,300 mentions
The NFL also ran an adorable ad about Super Bowl babies who were born nine months after the big game in winning cities. An ad featuring opioid-induced constipationdrew criticism from health advocates and even the White House Chiefof StaffDenis McDonough, and spurred interesting commentary on Twitter.
If anything, we are waiting for the most wonderful time of the year to star-stud every day with commercials and make it furry and adorable as the time that just went. Budweiser #GiveADamn. Hyundai #Ryanville. Pokémon # Pokémon20. It’s tough to say, which ad we love best. Then again, you folks can help you pick a winner.