For those of us in the marketing and advertising business the super bowl presents a unique opportunity to talk about a collection of ads that have come to represent the best we can collectively offer. Fans vote them up and down on a multitude of sites, e.g. www.adbowl.com, pundits pund, and peeps tweet on #superads.
So, here’s a different take: which ads delivered on various aspects of marketing?
In no particular order, but we should probably create categories like the Oscars or Grammy’s.
- Differentiating - Bridgestone. By making tires cool in Taters and Hot Item they set themselves from your mother’s tires (safety).
- Clear Value Proposition - Vizio: While it might not have been the best venue for this kind of ad, it made absolutely clear that when you’re looking at TVs this brand should be in the consideration set.
- Gratuitous Use of Sex - Go Daddy, again, with the enhancement ad. The shower ad was stronger and tied with their base and product.
- Entertaining To Watch: Coke’s Heist; brand work at its finest.
- Signs of the Time (Dust Bowl): Hyundai’s continuous use of the Assurance campaign to tap into our uncertainty and put it at rest
- Brand Essence: Pepsi’s Refresh campaign of transitioning it from one age group to the next. The new logo that looks remarkably similar to the Obama style probably isn’t an accident.
- Missed the Mark: Monster and Career Builder. With unemployment rolls at record levels they had a wonderful opportunity to help people find their next job. Instead, they enticed people with jobs to find a better one - and we know that those currently employed are more likely to get the offer than those unemployed. Good in boom times; not so sure today.
- Truth in Advertising: Hulu for admitting that this stuffs rots your brains, now you can do it where ever.
- Best Offer: Denny’s Serious about breakfast; give everyone in America a taste of what it should be.
- Crossover - Cash4Gold for breaking the barrier. The super bowl was once the domain of ‘big brands’. Now that direct response has entered the mix, what’s next?
- Victimizing - TeleFlora, there shouldn’t be victims in your ads. The woman who received flowers shouldn’t be made to feel like a heel just because somebody cared.
- Repositioning - G. The nikesque Talking Heads put style into the effort, not just carb replacements.
- Continuity - AB for the Clydesdales; there’s comfort in the sameness.
