Battle of Nostalgia vs The Future

By: Matt Sonnhalter, Vision Architect This year’s Super Bowl ads were dominated by “future” themed ads from the multiple crypto currency ones, the metaverse and what seemed like an electric vehicle ad during every commercial break! But my favorite commercials brought back a little nostalgia. Here were my top 4 commercials from the big day: 1. Chevy’s Silverado all-electric Sopranos homage was ingenious. As soon as you hear that initial beat and the “woke up this morning” music by Alabama 3, you are instantly taken back to the Sopranos series. Then of course the shots of New York skyline, the New Jersey turnpike and glimpses of a woman driving…which makes you start wondering who’s driving the truck. The entire commercial did a great job at building anticipation…with no voiceover until :50 seconds into the minute-long commercial to then payoff the tagline “whole new truck for a whole new generation”. By far, my favorite commercial of the day. 2. Rocket Homes & Rocket Mortgage Dream House with Anna Kendrick and Barbie. Such a clever way to work in finding and financing your dream house with Rocket. I loved their “competitive bid” buyer characters like Better Offer Betty, House Flipper Skipper and my favorite Ca$h Offer Carl! And then the special guest appearances by He-Man and Skeletor for the “fixer-upper” castle at the end. 3. GM Electric Vehicle line with the Austin Powers cast. How can one go wrong with Dr. Evil and his infamous pinkie finger?!?! Combined with Scott Evil, Number 2, Frau Farbissina and then a special appearance of Baby-Me instead of Mini-Me. And then having classic lines from Dr. Evil like “Help save the world first, then take over the world”! 4. Irish Spring Body Wash. As soon as you hear that Irish music you are taken back to…read more >

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 >