The Super Bowl is the largest single day of advertising, with companies that this year usually spend more than $ 5 million to run a place. And with the low-score game that became a string party, the focus of the ads was perhaps more intense than ever.
This year's Super Bowl advertising was a "solid mass of ads" but lacked pizzazz of some of the all-time greats, like Apple's "1984" ad or Volkswagen's ad with a little boy dressed as Darth Vader, said Derek D. Rucker, professor of business finance marketing at Kellogg School of Management at Northwestern University. Kellogg School is reviewing Super Bowl ads every year for marketing efficiency, ad rating on a scale from "A" to "F."
Top Super Bowl ads must be more than fun or eye-catching to be considered successful from a marketing standpoint, Rucker said. The best places combine a first-class creative component ̵
"You really want to know what a brand hopes to do," he said. "For some brands it is to ensure that my brand is up in the mind or that you are aware of a new product – and then the goal is:" Should I see an increase in sales? ""
Six ads received an "A" this year, according to Kellogg's benchmark. Only one earned a weak class – Burger King's ad with the late artist Andy Warhol. These rankings do not always match the US Today's ranking of Super Bowl ads, which is based on consumer responses rather than the marketer's judgment.
Best Super Bowl Ads
- Microsoft's "We All Win."
This commercial served a "A" from Kellogg because of its distinctiveness and emotional depth. The message was about how Microsoft develops tools to help everyone win, such as a gaming device that helps people with disabilities play with greater ease. It helps consumers understand the brand's DNA, Rucker said.
- Washington Post's "Democracy Dies in Darkness"
Another "A" for this compelling ad told by Tom Hanks and presenting journalists who have lost their lives, like Washington Posts Jamal Khashoggi. "We acquire and desire knowledge. It's something we want," Rucker said.
- Expensify's "Expensify This"
The ad – the first ever TV ad for this company – used humor and lightning to highlight the benefits of the service: It's easy to pay for your receipts. "That ad not only entertained me – it made it relevant," Rucker said.
- Bumble's "Ball in her Court"
With Serena Williams, this ad used emotions in a powerful way, Rucker said. His message that empowering women was distinct and tied back to the brand, he added.
- Google's "100 Billion Words"
This site showed that people using Google translate words and phrases and connect with people from other cultures. Said Rucker, "They've been thinking about how to border their brand with their lives and their emotions. The ad used emotions in a powerful and positive way."
- Amazon's "Not Everything Makes the Cut"
Amazon's second year in the Super Bowl again scored. "They showed all these different entertaining situations, with the idea of things they don't do well," Rucker said. "Then they showed everything they do well, and it revealed why they are as good as a brand."
Worst Super Bowl Ad
- Burger King's #EatLikeAndy
The ad had a number of problems and was the only place to earn a "F," Rucker said. At first it was not clear that there was an advertisement for Burger King, with some viewers thinking that it was advertising Heinz ketchup, because artist Andy Warhol proved to be struggling to get the ketchup out of a bottle.
"There is an expectation that you will do something interesting and engaging, and it fails with these basic basics," Rucker says. "It's uninteresting, and there's not strong brand positioning behind it."
It is also unclear how many viewers will recognize Andy Warhol, who died in 1987, which limits the advertising appeal.