Its that time of year once again. The biggest day of television advertising, also known as the Super Bowl. This is probably the one time each year people turn on their sets and tune in, actually looking forward to watching commercials. Many don’t even know the difference between a field goal and a safety.
Being in the advertising/marketing field, I too enjoy the spectacle of commercial creativity that the big game brings. As designers and advertising professionals, we look at these ads a bit differently than the average viewer. While there is always an assortment of interesting approaches to ad content, it rarely relates directly to the product being sold. And that’s ok. In fact, the commercials that create the most buzz are usually the weirdest and most irrelevant. If it’s enough to create a memorable experience that people will be talking about for days and weeks following the broadcast, then it may be considered a success.
The creativity and uniqueness of an ad can directly affect the success of a product and even a company itself. It obviously boosts awareness and sways a percentage of people to try a brand they might normally overlook. Entire annual advertising budgets have been spent on a single 30-second spot during the Super Bowl resulting in historic sales for some companies.
So, is it worth spending massive amounts of money to air an ad during the big game? It definitely can be, especially if the product is properly supported beyond the broadcast.
The truly great campaigns may start with a Super Bowl ad, but it will need more. Marketing materials placed in stores, online, and out among the public help to keep the message fresh in minds. In-store displays featuring visuals from the commercial will help to solidify the campaign and generate sales prior to and after the ad airs. Shorter commercials creating a bit of mystery or suspense in the weeks leading up to the game can also increase the effectiveness of the big ad. So it shouldn’t be limited to an interesting 30 or 60 seconds, it should have consistency, carrying over multiple mediums such as print and web. Otherwise, the message is momentary, coming and going almost as quickly as the game itself…
Here are a few of the greatest ads from Super Bowls past. And one final thing… GO STEELERS! (Not an easy thing, being a Pittsburgh fan here in the Pacific Northwest following Super Bowl XL.)
Mean Joe Greene Coca Cola Ad
Talking Stain Tide Ad
1984 Apple Ad