By Chris Ilcin, Account Superintendent, Sonnhalter
It’s not late, I promise.
Yes, I know the Super Bowl was well over a month ago. So what’s the point of reviewing the commercials now? Well that’s pretty much my point.
Advertisers at this year’s “Big Game” (as the nonsponsoring like to call it) spent more on commercials during the broadcast that was spent on Super Bowl ads in the 60’s, 70’s and 80’s COMBINED. So quick, how many do you remember like the 1984 Apple commercial? How many have become the new brand for a company like Chrysler’s “Imported from Detroit”?
Not one. And that’s because for most major brands (or at least the ones that can afford Super Bowl ads) that’s no longer the point. These ads are now focused more on creating “buzz” by being as interruptive as possible. It’s about how many tweets it can spark when it airs, how many shares it can get on Facebook, and how many best/worst listicles it can make it onto the next day. And then it’s on to the next thing, or back to the standard messaging.
A perfect example? PuppyMonkeyBaby. Outrageous by design, its general air of “too cool for you” hits you harder than the overly caffeinated drink it’s selling. It’s all buzz and very little brand (other than the 3 dudes on the couch representing their target demo).
The antithesis? Death Wish Coffee. Sure it’s a CGI-filled 30 seconds, but it sets up the niche this coffee wants to serve, and doesn’t lose its message in the effects.
Of course it was also done for them for free as part of an Intuit campaign. But that makes it an even smarter move for them as they show that they truly are willing to help small businesses, while also poking fun at the bloated advertising/pop culture spectacle that the Super Bowl has become.
So what’s the takeaway for B2T Marketing?
Don’t believe the hype. Set your brand and create collateral that builds on it, not on a fad or trend. Be a thought leader, not another voice in the crowd. And know you market well enough not to launch a broadside at everyone, but a targeted message where you need it to be.