Advertisers, Account Executives, Copy Writers, Production Companies, Graphic Designers and Story Boarders have worked long and hard to launch campaigns by the Global Media platform provided by the National Football League and the FOX network.
According to USA Today's Ad Meter, Doritos and Bud Light tied for first of all Super Bowl XLV advertising.
In my personal opinion I think Audi and Chrysler provided the BEST Super Bowl XLV spots. The use of celebrity didn't really help marketers as it has in past years on the BIG GAME DAY.
Snickers should have saved the money and pulled out from the Super Bowl or used a totally different agency or a different creative strategy that would keep consumers engage into the brand. After the AMAZING success of the Betty White spot, I think the should have re-routed consumers to a digital platform maybe utilizing Facebook or an original domain that would've allowed users to take a deeper look into their Super Bowl XLV preparation and execution. VOTE: WHAT WERE THEY THINKING
Sketchers and Kim Kardashian; though relevant to her brand and loosely-based from her past personal mishaps, I think it was too little, too late to actually resonate with target demographic in which the Sketchers was looking to capture. Though Kim was in a gym setting it gave no relevance to the actual product in which they are trying to sell. VOTE: BAD
In the world of Social Media (Twitter, Four Square, Facebook, etc...) I think only few marketers took an effective post Super Bowl XLV approach to give their brand and/or campaign extended life.
Audi "Release The Hounds" spot was very direct, reflective of the demographic (age, income, celebrity integration and music) in which they looking to target. Implementing the likeness and music of adult contemporary and smooth jazz saxophonist "Kenny G" was right on time as well as sitting the product "Audi A8" next to it's main U.S. competitor the Mercedes S500 allowed viewers to spark an instant conversation and/or debate in why they would choose Audi over Mercedes and allowed them to back their arguments up with simple but effective extensive online execution and information. VOTE: GOOD
Chevrolet "Miss Evelyn"
Have you ever had a conversation with a buddy about how you would make a great Super Bowl ad if you just had the chance and the budget? Answer: YES... Well Chevy Camaro's new 2011 Super Bowl TV spot titled 'Miss Evelyn' does just that, as the fun ad features the running commentary of a couple of armchair ad execs ideas come to life. A clever idea as the spot has everything a Super Bowl car commercial should have; sexy girls, a desert scene with mirrors, a cool car chase threw city streets with helicopters and hay bails, and a slow motion shot of the Chevy Camaro flying off a building. But all great ads need a twist, and in this ending we all get schooled. VOTE: GOOD
Credits:
Advertising Agency: Goodby, Silverstein & Partners,
Co-Chairman/Creative Directors: Jeff Goodby, Rich Silverstein
Executive Creative Director: Hunter Hindman, Rick Condos
Copywriter: Alex Flint
Art Director: Dino Spadavecchia
Producers: Susan Crimley, TJ Kearney
Better spots not beyond reach
Chevrolet also leverage it's partnership with the Transformer's movie franchise and the NFL MVP Award to effectively position it's self as a leader in American Auto-Makers.
THOUGHTS FROM ADAGE.com..... AND I AGREE 100%
Treasure was hard to find in last night's Bowl, it's true, but there were definitely some pieces of gold among the dross. Wieden & Kennedy helped power both Coca-Cola and Chrysler to memorable commercials. In one Wieden Coke ad, a small bottle of Coke helps de-power a fiery dragon who is about to lay waste to an entire populace, and in the Chrysler spot, the automaker ties itself not only to the fading metropolis of Detroit, but also to themes of economic recovery and getting up after taking a punch. You can't import a car from Detroit if you live in America, as Chrysler suggested last night, but it's fascinating that Chrysler has enough chutzpah to think its cars are worthy of such an image.
The list goes on. Volkswagen won the sentimental vote with its depiction of a young child as Darth Vader. The NFL effectively plucked nostalgia with its culled-from-dozens-of-family-sitcoms montage (although one wonders if fans will remember the good feelings conveyed by this ad if players' and owners' contract fight cancels games next season).
Simply put, Pepsi and Anheuser may have won the Ad Meter, but they seem to have lost the war. The Volkswagen and Chrysler ads are the talk of the town this morning, not the frat-boy antics that Pepsi and Anheuser dusted off the shelf yesterday and pretended were new.
Maybe the Super Bowl simply doesn't fit either company's mission and marketing method as much as it once did.
'Refresh' remembered better than ads
Pepsi pulled all its beverages out of the big game last year, citing the social-media, good-feelings-themed "Refresh" campaign it was launching. The company got as much as if not more attention for doing so than it might have gotten if it ran ads in last year's Super Bowl.
Anheuser, for its part, is now controlled by a much bigger, overseas brewer, and these days seems uncomfortable talking about the image that the old Anheuser-Busch spent decades building. What does it say that the best Budweiser ad last night featured the company's iconic Clydesdales making a brief cameo, but not taking up the main storyline?
A Super Bowl without Pepsi or Budweiser? Why, it sounds un-American. But it might be more fun to watch -- and give millions of viewers more advertising that's truly worth their time and, yes, later consideration.\
By Brian Steinberg
All in all I think these large corporations that hire these "power house shops" should look to pull creatives from college students and smaller shops who often get over-looked when it's time to take the big stage. Though they might be used for online, on-the-ground and experiential programs these inviduals are in the green room waiting to on their names to be called so that they have an opportunity to play on the big field instead of the practice squad.
I think last year's Super Bowl ad's took a better approach to it's programs and executions beyond the TV platform. They gave the consumer to do quick at home research with the use of social media platforms. I also think that the use of celebrity is outdated though at times if done right can be very effective. In a time where our economy is still in the hole the average consumer can not relate to certain celebrities using certain products. i.e. When was the last time TMZ spotted Kim Kardashian purchasing or even jogging in a pair of Sketchers.
No comments:
Post a Comment