In Communicus CEO Jeri Smith’s latest piece for the Observer, she cuts through the Super Bowl advertising hype and explains which ads actually worked. That means a focus on brand-building rather than entertainment for the sake of it. An excerpt:
After every Super Bowl, pundits weigh in on which ads were the best and worst. But those lists all focus on what was entertaining, rather than which ads are likely to boost sales. In that respect, Super Bowl commercials tend to struggle—no matter how funny or poignant they are. Last year, only one-third of viewers of the typical Super Bowl ad could connect the spot to the brand being advertised.
This year, advertisers shelled out at a rate of $10 million per minute for Super Bowl media buys—plus tens of millions for creative, production, agencies, PR and associated costs. As ever, there were more duds than triumphs, but some brands did manage to pull out a win.
To find out which advertisers nailed it this year and why they rose above the crowd, read the whole piece.
Featured image by Samantha Levang, licensed under Creative Commons
