With the “Big Game” just a few days away, it’s hard to escape the hype of this year’s Super Bowl ads, no matter how hard you try. Ads have already been previewed on morning television, leaked to the web and radio hosts chatting. Most notably this year though, is how social media will impact these hefty spending advertisers.
Social media news source, Mashable.com, offers a great analysis as to how brands are taking a number of different approaches to their social strategy with the Super Bowl. Frito-Lay for instance has continued their “Crash the Super Bowl” contest while Mercedes is running a campaign called “The World’s First Twitter-Fueled Race.” Others are advertising their advertisements. E*Trade for instance is releasing outtakes on their YouTube channel from their iconic talking babies, all in an effort to generate buzz leading up to the new spot’s release during the game. In another positive sign for the economy, a record number of automotive advertisers purchased spots this year. However, Volkswagen on the flip-side seems to be taking a more standoffish approach – just putting it on their YouTube channel. Within just 48 hours, their “The Force” ad was a trending topic on Twitter and had 1.5 million views on YouTube.
During a segment on the Today Show this morning, Matt Miller reported that 15% of Super Bowl viewers will post something on Facebook during the game. Of those, most say they’re more likely to post about an ad versus the game itself! Knowing the vastness of Facebook and how quickly one person’s post gets released into a feed, which is then commented on, shared, liked, etc. suddenly one commercial has garnered exponentially more impressions online.
For that reason, Sally Hogshead, featured on the Today Show, says a three million dollar TV spot in the Super Bowl is the best bargain in advertising. I’m sure there are varying opinions on her statement but one thing is certain – your ad better amaze, inspire or illicit great laughter. With such emphasis put on Super Bowl commercials, it sure would be horrible if those billions of social media impressions were buzzing about a ‘let down’ of a spot.
“Men in tighty whities are disgusting.” – Mary Ann Mele, R&R Partners President and Chief Strategic Officer
Google won by simply being themselves. The eTrade babies’ “milkaholic” ad was a winner. Punxsutawney Polamalu is not only difficult to spell – it was also fairly creepy, but effective. Coke, while easy to spell, was painfully irrelevant. The GoDaddy ads should just go away.
That’s the general consensus from a solid hour of R&R Partners’ Monday morning quarterbacking of the advertising blitz surrounding that roman numeral-suffixed game played the day before. Our panel of critics included people from all disciplines within the agency.
In case you used commercial breaks for something other than awaiting the unveiling of new advertisements, every spot is easily viewable online. Check out YouTube’s channel, where you can vote for your favorite, or Fox/MSN’s site, which organizes them by quarter.
Overall, our panel thought the 2010 ads were mediocre, with a few bright spots. Absent were the emotional tearjerkers and ads with brand engagement through the Internet. Plentiful were ads bashing white, out-of-shape men – and other concepts we felt like we’d seen many times before.
“I just don’t like the tired formulas,” Associate Creative Director Tony Marin said. “People getting hit, underwear jokes – all of that just makes me cringe.”
“It’s a reflection of the times, but everybody is very, very afraid of doing anything that isn’t pretty safe,” Executive Vice President/Creative Director Randy Snow added. “Even the stuff that was ‘edgy’ was pretty safe. As much as I loved the Google ad, it was just a product demo. There was really no risk in that ad. … It’s because of the economy. Nobody wants to take a shot with $3 million. They’d rather animate animals or pull Troy Polamalu out of a hole.”
That fear kept some normally ad-friendly brands, such as Fed Ex, out of the game entirely.
“They said it was because of cost and because of scrutiny. They laid off employees,” Executive Vice President Rob Dondero said. “And the official NFL beer, Coors, wasn’t even in it.”
Public Relations Group Account Director Clinton Pope asked about the propensity of allowing people to preview the ads prior to the game through YouTube, etc.
Executive Creative Director Arnie DiGeorge had firsthand knowledge. “I did that; I went on the night before and watched all the ones that I could actually see before the game and they all seemed to be bad ones, for the most part. I think those are the ones people are previewing – the ones that really don’t have confidence,” he said. “Your best choice is to have a teaser for the ad that isn’t the ad. But it still has to be great.”
That’s what it boils down to, of course – having a great ad. Some brands, like Doritos and Bud Light, chose quantity over quality, each using a bunch of completely unrelated spots hoping for one or two that “stuck.” Some chose to stick to one message.
“If you’ve got a good campaign and you’ve got multiple pieces of the same thing telling the story, that’s cool, and if you’ve got a brim of broad audiences and you’ve got one against different passion points, that’s cool, too,” Associate Media Director Jeremy Thompson said.
“I thought the Budweiser ads fell short. You go into it with people really expecting a lot from them, and I don’t think they got there,” LVCVA Group Account Director Kim Downing said. “I really liked the (Volkswagen) ‘slugbug’ ad. It was nostalgic; it showed the product. I just thought it was really good.”
Corporate Director of Digital Marketing Sean Corbett was enamored with the reaction from perhaps the world’s largest focus group – the instantaneous opinions offered up on Twitter.
“The minute a spot ran, you’d start seeing the opinions flow through the Twitter stream. It was really cool to watch. A lot of ad folks, obviously, every agency in the country, seemed to be online last night – and then general people catching on and talking about the ads was really cool,” he said.
WINNERS
Google’s spot, essentially a product demo, was lauded by the entire group. “It did everything it needed to do. It showed you how much Google is part of our life, it told a story. It was simple. It used their user interface. … It was a great spot,” DiGeorge said.
“It reminded me of why I choose to use it every day over Bing. They are about simplicity; they are about ease-of-use. It was a really great change-up from everything we had seen,” Corbett added.
“I think they accomplished in one ad what Bing has been trying to accomplish with tons of ads,” Marin said.
The T-Pain ad, even though it was basically a different vision of the “Wassup” ads of a few years so, still worked.
The eTrade babies, specifically the “milkaholic” spot, was solid.
“I liked the eTrade babies but I’d like to see them go in a different direction now. This should be the end of that type of campaign,” Pope said.
LOSERS
Coke’s efforts, which included a certainly-not-cheap use of “The Simpsons” and a few even less memorable spots, completely missed the mark. Nobody really cared for the sleepwalking guy, either.
“The fact that a bunch of people from an ad agency sat in a room just to talk about the commercials, and for an hour Coke never entered the discussion – for a brand that big to go that unnoticed says a lot,” said yours truly, Web Content Developer Sal DeFilippo.
The Who, and more so, the people who were stuck watching them.
“The Twitter backlash on The Who was vicious. One of the better comments was, “can somebody please hurry up and wrap up The Who show because they have to get home and watch Matlock.”
GoDaddy.com – most disappointing “by far,” according to Pope.
Taco Bell – the commercials that aired in advance leading up to a very dull “Green Eggs and Ham” spot featuring Charles Barkley. (Note: In fairness, not too many words rhyme with “gordita.”)
