It’s as Much a Goal as a Game — The Annual “Big Game” Ad Review

By Chris Ilcin, Account Superintendent, Sonnhalter Hi Sports Blog Fans, time for the annual Sonnhalter Super Bowl, er I mean “Big Game” ad review. As with past years, it’s not on time or really about the ads, but rather the marketing lessons manufacturers can take from all the hoopla. This year, let’s look at the three main types of ads, and the pros and cons of each. 1) The Big Build Up This is the type of ad campaign where there’s a buildup, or teasers dropped across different channels that all build up to a big “event” ad during the game. This year’s best example is the Crocodile Dundee movie campaign that wasn’t. Instead it was all just a build up to a new campaign for Australian Tourism. Pros – Gives your entire message a framework and direction. Sets the tone and content for everything to come for a good long while. Cons – It works if you’re a country or a well-defined brand. If you don’t have a clear, concise message (or lots of beaches that aren’t going anywhere) and the intestinal fortitude to stick with it past the fourth quarter, you’re throwing away money. 2) The Big Splash This is the type of ad that seeks to surprise, jar your expectations, or thumb its nose at traditions. It also only typically works during the game. It’s there to cause a splash and get attention right then and there. For this example, let’s look at what I think was the worst example. For me that would be the Chris Pratt Michelob Ultra commercial. Sure, the setup is kind of funny, the famous actor thinks he’s landed the role of a lifetime in a beer commercial, only to find out he’s an extra. That part is fine, but the second…read more >