Ads that were shown during last night’s Super Bowl were numerous. Some worked better than others. Football, television and advertising all come together on this occasion, battling for effective advertising and reach.
The 52nd Super Bowl took place on Sunday evening, where reigning Super Bowl champs the New England Patriots attempted a repeat victory against the Philadelphia Eagles. The Patriots hoped to meet the record of six wins in a row. However the Eagles came out on top and are the pride of Philadelphia today. The conversation over the match and teams were engaging, but the discussion on the ads were just as big for internal audiences.
The Eagles won the Super Bowl last night, but who won the marketing fight?
The Winter Olympics
Due to kick off in a few days, the NBC worked hard and spent big to ensure that viewers knew about the Winter Olympics. The last time both of these events ran so close to each other was 1992, so this was the perfect opportunity to promote this event. One of the ads, which featured music from ‘The Greatest Showman’, was possibly the most effective.
Doritos & Mountain Dew
This cameo-filled ad was possibly the most effective of the night. Game of Thrones star Peter Dinklage and Morgan Freeman both featured in the ad, rapping Busta Rhymes and Missy Elliot respectively. We reckon there was enough name dropping and humour here to create awareness for Doritos & Mountain Dew.
Lexus & Black Panther
The Lexus LS 500 found a perfect match as it teamed up with one of the most hotly anticipated films of the year for this one. Black Panther (Marvel) was cleverly promoted here. The ad is stylish and slick, cleverly promoting both this new car and film in one rip roaring mash up.
M&M brought the fun and delivered on their brand well here with another celebrity appearance. Danny DeVito stars here as the a ‘lucky’ M&M transformed into a human being complete with tongue in cheek jokes and sharp wit.. Celebrity appearances are bound to capture attention with any advertisement, as well as a good use of humour as displayed here.
— TODAY (@TODAYshow) February 5, 2018
Justin Timberlake, as part of his half time performance, picked out a kid in the crowd to dance next to and take a selfie with. The kid was then seen typing something in to this phone. This has lead to a flurry of speculation online on what the kid was typing in to the phone. He has been branded ‘Selfie Kid’ on social media and has been trending on Twitter, with over 17,000 tweets referring to the teenager. Not bad kid!
This one was just plain silly. The Bud Knight’s entrance on to the battlefield was probably not as well executed as it could have been. It didn’t really get Bud Light across that effectively, it just looked a bit try hard. Don’t worry Bud, there’s always next year.
T-mobile’s Super Bowl attempt was to describe it kindly ambiguous and bland. Everyone loves cute babies in their advertisements – it appeals to the masses. However their use here has nothing to do with T-mobile. Any brand could have been placed at the end of this ad and it would have made as much sense.
No. This one simply didn’t work. The company tried to get across the wide variety of flavours that Pringles now sell, such as barbecue, pizza and jalapeno. As impressive as this is, the execution was just tacky and unfunny. Totally missed the mark.
This Groupon ad fell short. It started out with a lot of promise. Tiffany Haddish recently had a viral appearance on Jimmy Kimmel where she told an amazing story about taking Will Smith and Jada Pinkett on a Groupon swamp tour. That appearance set this up nicely, however the final product left a lot to be desired.
The Super Bowl is the biggest advertising event of the year, companies take to the arena to fight it out for space,reach and commentary. Sometimes it can go well and other times it can go horribly wrong. Big brands should make the best use of humour and celebrity cameos to give a good impression during the Super Bowl. If it goes wrong, then the whole world is likely to notice.