This year’s Super Bowl ads are in, to the tune of hundreds of millions of dollars. Though few brands will ever be able to afford to make and air a spot during the big game, we can all learn something from those who have. Here are my top takeaways for branding your business from this year’s ads (and you don’t have to spend a penny).
1. Make one (and only one) point
A problem I see ALL THE TIME in brand communications is trying to say too much in one execution.
Tide wanted to advertise its Power Pods in the Super Bowl. Did they pull out every possible feature and benefit? 10x heavy-duty cleaning! Freshens foul odors! Leaves clothes gleaming! NO. They chose ONE message tied to ONE consumer benefit…that with Tide Power Pods, you don’t have to rush to treat a stain. “Now stains can wait” is the only line of product copy in the whole ad. The rest is pure storytelling.
This is how you execute a message people remember.
2. Flip your flaws
If you know sentiment about your brand or product is just so-so, or there’s an inherent flaw in what you offer, see if you can turn the criticism into an advantage.
Cheetos has cleverly turned a chief complaint about the food — that orange dust you get on your hands — into an a positive thing. This ad positions the orange dust they now call “Cheetle” as a legitimate excuse to kick back and relax.
Budweiser also did this well, turning popular sentiment of the beer being “typical” into an anthem celebrating “typical” Americans. In a world craving new and exciting craft beers, Budweiser is making what’s perceived to be a ho-hum beer not only acceptable to drink, but wonderful. They turned “typical” into awesome. Good stuff.
3. Defy your category
For years, energy drink advertising has conjured images of snowboarding off cliffs and partying until 4 a.m. It’s been all about getting energy to do the extreme.
Coke took a different approach by leveraging the real human truth that real people need an energy boost just to get off the couch and show up to a party at 9:30pm.
Now, as a consumer, I’ll associate that drink with the little jolt I need to get my tired ass up and out the door — while the others will be there when I need energy for bungee jumping. (Guess which one I’ll be buying more often.)
Coke zagged in the category and will win because of it. So take a look at how your competitors are showing up…and do the opposite.
4. Don’t take your product so seriously
Do you have a product or service like Hyundai’s Smart Park that’s truly innovative? Naturally, you want to brag about it to the world. But Hyundai proves there’s magic (and 36 million+ views) in taking a fun and lighthearted approach.
You can even view the Hyundai Sonata website in “Bostonese,” extending the joke all the way to the product fine print.
Invite consumers in with a laugh, and they’re more likely to hang with you ’til the end to hear about all the details you want them to know.
5. Find a true and unexpected angle
Insurance as an act of love?
You’ve probably never thought of it that way. It’s certainly not the typical message you see in the category, around protection and security and prevention.
When you say something in a way people haven’t thought of before, it makes their brain go, ‘Ohhhhh’ and they pay attention.
What makes this ad work so well is that it isn’t just unexpected, it’s true and it’s emotional. It’s born from a real insight that as much as people love their families, they’re not taking action to set up insurance that will take care of them. Hitting that emotional button will spur people to rethink their choices.
6. Don’t over-engineer it
I hate that this ad is an example of what not to do, because I wanted to love it. I’m all about the female empowerment. Buuuut this Olay ad is a classic case of trying to force much into one piece of communication—most likely out of fear of it not being successful.
It’s natural to worry that your customer will not register all the awesomeness you want them to. However, trying to compensate for that by throwing MORE at them will only backfire.
This ad fell victim to a long list of ideas like:
“Our ad has celebrities! Let’s make sure viewers see their names and titles, twice, so they don’t miss the fact that these people are famous!”
“We need people to KNOW this is an Olay ad — let’s incorporate our logo in EVERY frame to the point of total obnoxiousness!”
“Oh and let’s give the audience something to do — tweet for a good cause! (But the call to action will come out of nowhere, and appear only for 3 seconds, because that’s all we have time for!)”
“Oh and don’t forget to mention our URL like it’s 2002 so people know where to find our lotion that’s in every store in America!”
Relax and keep things simple, k? Don’t make your ad, video, or website the kitchen sink.
7. Don’t try so hard
Let it be known that no number of celebrities can save a bad idea. You can hire a dozen influencers to back your brand, but if your message is weak, they’re not gonna do you any favors.
The lead-in to this Sabra commercial, “How do you ‘mmus?” is truly lame and lazy. It’s not tapping into any kind of real insight, yet they want people to start using it. It’s confusing, contrived, and a real stretch attempt at getting a phrase into our vernacular.
Between the celebs and the hashtag, they’re really, really trying here. But it lacks authenticity and the whole thing just feels forced. Instead, put your influencer budget into learning how people really think and feel about your product, and talk to them genuinely based on what you find.
That’s a wrap on this year’s Super Bowl…and the ads. If you found this post at all helpful, let me know in the comments or shoot me a note on Instagram @jenn.aspinwall.
