Super Bowl Advertising Touchdowns or Fumbles Take some time and review the Super
ID: 415425 • Letter: S
Question
Super Bowl Advertising
Touchdowns or Fumbles
Take some time and review the Super Bowl Commercials that were aired at this year’s game. If you can’t access this year’s Super Bowl Commercials for any reason; simply use the ones from last year.
After watching each of the Super Bowl ads, identify which advertisement you feel is the most effective by Quarter (select one commercial per quarter). Then, describe which two were the least effective in your opinion. Support your ideas, and provide rationale for your selections.
Explain in detail why you believe this commercial to be the most effective/ by quarter:
- Who does it specifically appeal to?
- What strategy does it use? (fear, sex, humor)
- Is the ad designed to raise awareness, position the brand, or introduce a new product?
- Why would this company select the Super Bowl as a platform?
- Has this company activated at any other events surrounding the Super Bowl?
- How many commercials has this company launched during this event, and in what quarters?
- Do you think this commercial would have done better in another quarter, or at a different time during the game? Why?
- Who is this company’s target demographic, and what % of Super Bowl viewers fall into that listing?
- Where else should this company look to advertise?
- How much did each of these commercials cost to air during the Super Bowl?
- Is it worth the price, why or why not?
Once you have described all four of your top choices, select your favorite and defend your choice by explaining why it is the most effective out of the four. What does this advertisement have that the others don’t? Why is it the most effective? Which two commercials were the Least effective? Why? Where did they fail, and what could they have done to improve?
In your conclusion, provide some insight regarding your thoughts to Super Bowl advertising, and weather or not it is cost effective. Support your thoughts with quality sources that back your beliefs, and explain what type of advertisements seem to work, and which ones don’t. List your references.
List of commercials to be analyzed:
1- Google home smart speaker
2- Budweiser
3- Avocados from Mexico
3-Audi's Daughter
Explanation / Answer
The Google home Smart speaker advertisement was an interesting one which intended to be different and unique. It lit up Google devices of American homes with the 'OK google' addition in the advertisement. This was an intelligent way of connecting with the audience. It was like breaking the third wall and literally showing off the new functionality of Google. It was a heartwarming ad of families sticking together and using the app. It connects to the family audience which forms majority audience of super bowl who sit together to watch it. It costs around 5 to 5.5 million dollars for wiring a 30 second ad and it is estimated that there are more than 111 million viewers who watch the game. It serves as the biggest stage to tell the story of the brand. Humor was used as the theme for the ad.
The analysis for marketing well reveals that humor was the winner for the Super Bowl 2017 as an effective theme.
Budweiser created a polity sensitive ad regarding immigration and equality. It comes under emotional theme and reaction to the ad. There was indifference and neutral scoring to Budweiser. Around 30 percent for neutral and 46 percent for happiness. However Audition in comparison to Budweiser had a powerful response. The viewers loved the message of audi and in the wake of immigration ban found the message heartwarming.
Avocados from Mexico was a wacky ad which focuses on the versatility of guacamole. The whacky ad did not make a huge difference in the minds of consumers.
If all the advertisements are picked then avocados stands as the worst ad and Google home Smart speaker was the most effective ad.
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