By Cary Hatch, MDB Communications
Perhaps nothing warms the heart of an “Ad Guy” more than the 30-second TV spots celebrating the brands that invest $4.5 million for a chance to be memorable and capture the hearts, minds (and wallets) of 112 million Super Bowl viewers.
This year, one of the more innovative approaches is that of Newcastle Beer which is actively seeking a crowdfunded ad buy so they, and a few friendly brands, can appear in a Big Game spot with their logo “prominently” displayed. This pre-game online pitch for co-branded sponsorship has a cheeky “call for cash” mocks the annual super scramble to place and produce a great ad. Brilliant.
2015 will also see fewer auto ads and many first-time brands. But the real stars this year are the previewed stories from the likes of Toyota, Nissan and Dove who may have already won favor with women with their “Dadvertising”. These spots show regular dads and the key roles they play in their children’s lives – this is best exemplified by Dove’s #RealStrength TV spot, which is shown above. The online video lead up to the Super Bowl ads with pro football players is a notable and effective approach to increasing a favorable nod from consumers.
While most ad professionals agree that a single commercial is “rarely enough to change perceptions of an existing brand”, there are exceptions, especially when they get the all-important buzz or PR bounce before and after the big day. Being acclaimed on the USA Today AdMeter is a short-term win, but a TV spot that can get noticed and create a preference or remind a consumer that it’s a great product is far better. The numbers show that online and social media can advance promotions and peer validation that motivate purchase. And for most brands – that’s the very definition of heartwarming.
As of today, here are some spots to watch for:
- BMW– “New Fangled”
- Dove Men + Care “#RealStrength”
- Bud Light – “PAC MAN”