This week we witnessed the advertising event with a bit of
sport thrown in that is the Superbowl.
From nipple slips, to epic splits and smash hits, it’s an event that
rarely disappoints for talking points. No
surprise then it’s big business; big viewing figures (100 million+ a year), big
ad spends (circa $5 million per 30 seconds) and of course big celeb
appearances. Here’s 5 things I think we
can learn from this year’s ads:
#1. Advertising fuels
pop culture, pop culture fuels advertising
The reminder that across borders, race and religion we all
speak the common language of popular culture. For all the negatives said of
advertising, we can all be proud to be part of an industry that spreads this
language. Ads from Doritos and Tide highlighted
this best. Tide in particular, which
could have really smashed it with some clever spot placement!
#2. It’s time for a
2017 has its fair share of doom and gloom. So this year more brands took a break from activism
and blasting Trump, instead providing light hearted respite. Tourism Australia and Mexican Avocados were a
welcome reminder of the value of humour to brands.
#3. Great power.
I’ve always believed that advertisers have a responsibility
to reflect how society could be, rather than what it is. This year Toyota, Coke
and SquareSpace championed individuality, with positive messages to just be
you. In times of increasing understanding of mental health issues this deserves a nod.
#4. Power of talent
Practically every ad in the super bowl features top
talent. These two examples highlight why
sometimes top talent is essential. For
SquareSpace it’s the deadpan performance of Keanu Reeves in the ad and his
ability to do his own stunts that makes the idea. Verizon’s cleverly used Justin Timberlake for
their VO for ad bought first in break after his half-time performance (research
shows this type of integration works well).
#5. Blockbuster epics
Sometimes a big idea needs a big budget. The use of entertainment partnerships with
these campaigns shows a good use of a generous spend, at a time when more
audiences are expecting to be entertained by brands. Intuit using theirs to partner with Pixar for
a 4 minute extravaganza and Lexus tying up with Black Panther.
Ketan Lad. Creative Media Director