Yesterday, some folks threw around a ball. That’s not what we are here to talk about. As we said before and will say every year, Super Bowl commercials are the championship of video ads. A team can drive the ball down the field. Ads drive the heart of commerce and the spread of information. Football Sunday in February is the time when the biggest companies will premier their most spectacular ideas for branding purposes.
For $10 million a minute airtime, the purpose of your video must focus on a long-term goal. This year saw some ads to inspire a tired nation. With technology the way it is, people not watching the Super Bowl are not immune to #AdFever and all its hype. Those just wanting to watch a YouTube video yesterday became part of Tube’s Ad Blitz, a campaign to highlight the best ads as they launch.
The Biggest Gamechanger
As we said the premiers of new commercials is huge this day. None more drew excitement like the official Solo trailer. This makes up a little for Last December. Was Luke milking a space cow? Star Wars news aside, this is an appropriate way to spend money on huge ads. You have a vast audience and the best platform to procure massive, communal response. Fans watching the game together will be googling the commentaries and rewatching in less than twelve parsecs.
The Confusing Ad
As the camera pas in a circle to show babies of multiple ethnicities, a lullaby version of Nirvana’s All Apologies plays. A soft, female voiceover talks about equality. Her voice harshens as she is almost scolding the children how accomplished they will become. SBNation has this video’s production budget at $15 million which seems far from off. However, a million for the song rights, a million for babies, and a million for production, plus a million cause why not and then the 10 mil they spent just to ait the full minute version. Honestly, the ad gets a little tiring and drowns in the rest of commercial time. Cut this down to a pre-roll spot T-Mobile.
The Self Aware Ad
Thank you Tide for realizing how fantastic the joys of considering laundry are when you are spilling nacho cheese on your jeans. Stranger Things adult actor David Harbour sets the audience up for a sleek, high-profile, luxury car ad. Nope, this is a self aware, 4th wall teardown. They acknowledge they are a commercial premiering at the Super Bowl. Then, the ad mentions it is a lonely, Tide ad. No, don’t get too excited they call out to the audience. The video plays for a minute of hilarious sequences piled into a collage of ad parodies. Kudos from every copywriter who attempted stand-up comedy.
Toyota and the Safe Bet
“Buckle your seatbelt” asserts the rabbi picking up the impatient priest as they then play horse grab drive away on the Imam. Did I mention the Buddhist at the bus stop and the cheerleader nuns? No, this is not a joke. Toyota wants to let us know that we all worship the church of football. Those days actually came to an end this week (and months ago for some teams) but we got a new coach so WE should be good next year! And we are back to our lives sans football. This is in stark contrast to Toyota’s “Good Odds” video which strikes a far more unnerving emotional reaction.
Dodge Rams into Disaster
Of course there were some offensive ads. A little hint, don’t use MLK to hock your wares. Just don’t. It’s not a fine between inspiring and offensive. There are very distinct, fat lines. If you’re thinking of a 20th Century icon as the spokesperson for your product. Stop! Just please stop and think about the effing connotations.
Sorry Dodge, take the brunt of the joke, make an apology, and hire a new marketing team. Maybe someone from sunny San Diego.
Check out our Super Bowl Analysis from last year:
Flops from Past Super Bowl
Super Bowl Promo Video Licensing
2017 Super Bowl Commercial Highlights