Pin of the Month – Super Bowl Ads

Super Bowl Advertising by the numbers. Infographic by Engagor

Super Bowl Advertising by the numbers. Infographic by Engagor

Our February “Pin of the Month” wraps up our NFL and Super Bowl coverage this month.  Building off of our Super Bowl Ad Review, our “Pin of the Month” summarizes the overall impact of Super Bowl ads and which brands got the most out of their investment.  The infographic above was created by engagor who measures social customer experiences and engagement.

The numbers from engagor aren’t too surprising, albeit incredibly impressive for the NFL and its Super Bowl ads.  Almost two million mentions of Super Bowl ads on Twitter and Facebook – however, note the discrepancy in percentages between the two sites, with Twitter claiming the vast majority of references.

So what brands won and lost during the Super Bowl?  McDonald’s and T-Mobile won according to engagor, while Nationwide was largely panned for its (disgusting) ad.

Here are a few other items that caught my eye from the infographic:

  • The dominance of mobile over desktop – continuing to display the shift to mobile in our behavior.
  • Campaign hashtags were all the rage – but only a couple of brands specifically hit the top of the list – Doritos, Nationwide, and the new Jurassic Park movie.
  • Glued to the television, I largely stayed off of social media during the game and had no idea that McDonald’s was essentially live tweeting and commenting on other brand’s ads.  Great idea from their social media team.

What brands caught your attention during the Super Bowl?  What ads did you particularly like or dislike?

For those unfamiliar with our “Pin of the Month”, every month we post one of the better infographics, pictures, etc. that we find on our Pinterest page and (over-) analyzing it in our “Pin of the Month”.  If you have an infographic that you would like to promote here on Shore Branding, just let us know.

 

Super Bowl Ad Review 2015

 

It is that time again!  Last weekend’s Super Bowl XLIX managed to break the preceding year’s viewership record, drawing 114.5 million viewers vs. last year’s 112.2 million.  This year’s Super Bowl was one for the ages, even if my favorite team lost in heartbreaking fashion.  That also meant that more people were still glued to their TV as the game wore on and the brands that spent money for advertising late in the game got what they paid for – attention.

As we have done in the past (2014 & 2013), here is my Super Bowl ad review from a panel of one.  One important caveat for this year’s countdown – there are two countdowns here.  Welcoming a newborn to the family in mid 2014 leads to a complete bias for the sappy ‘Dad’ commercials.  So I’m ranking those separately.  They would be at or near the top of the regular countdown.  Aside from the Seahawks pulling on heart strings, the ads in the “second countdown” below also led to me needing to call my own timeouts.  Good grief.

The overall countdown:

#5 – Jeep’s “Beautiful Lands”

Jeep selected a great song for the background and did enough on the branding on the back half of the ad itself.  What I particularly liked is that they showed a domestic side for the first 30 seconds but then seemed to suggest their global footprint through the rest of the ad.

 #4 – Budweiser’s “Lost Dog”

Excellent follow-up from Budweiser on past Super Bowl ads.  The Clydesdales are essentially Budweiser branded and at this point, I’m starting to think this puppy is too.  Budweiser also chose to use “I’m gonna be (500 miles” which was probably stuck in at least 1 million people’s heads after the ad aired.  I actually thought this was performed by FUN but Budweiser’s YouTube page gives credit to Sleeping At Last.

 #3 – Carnival’s “Come Back To The Sea”

To be perfectly honest, I’m still not sure what it is about this commercial that I really like, other than the fact that it was simply enjoyable.  You knew it was for a cruise line pretty quickly but the branding for Carnival isn’t that great at all.  The voiceover and the visual of the ad were both powerful though.

 #2 – Doritos’ “Middle Seat”

This one made me laugh out loud, probably due to first hand experiences and wanting to pull similar stunts off to avoid having someone sitting next to me on a plane.  The branding of Doritos was OK, as they show the bag in the middle and then again at the end of the ad.  As always though, Doritos went with a humor angle and this one simply worked for me.

 #1 – Avocados from Mexico’s “#FirstDraftEver”

Simply phenomenal.  Catered perfectly to the Super Bowl and a draft theme.  There were multiple one-liners in here that are/were hysterical.  The dodo bird fainting, the polar bear going “Beach, Beach!”, just a really well done ad from a humor angle.  The branding was weak for 45 seconds but it finished up nicely and included a hashtag to boot.

 Now, here are the three ‘Dad’-driven ads that made their own list.  As if the Super Bowl itself wasn’t tough enough to watch, these advertisers had to throw this in the mix this year?  Come on!

 #3 – Microsoft’s “Braylon O’Neill”

To the ~300 people that gave this a thumbs down on YouTube – have mercy on your soul.  Occasionally, people are the worst.

 #2 – Dove’s “#RealStrength”

Yep … this was equivalent to two quick jabs to the face and got me.  I don’t care that there wasn’t an ounce of branding until 47 seconds into the ad.  Throw in the hashtag for some social media tracking and I include this in my “winner” column.

 #1 – Nissan’s “With Dad”

… And there it is, the right cross to the jaw and I’m out.  “Cats in the Cradle” in the background a mirage of images and snippets of the kid growing up … done.  Nice use of another hashtag as well here, going with #WithDad.

Time to go watch the Doritos and Avocados From Mexico ads again.

There were two ads that went for the quick one-liner in comedy and failed miserably.  Weight Watchers starting off their commercial with “You wanna get baked?” was disgusting.  CURE Auto Insurance also failed miserably in trying to make noise with the NFL’s “DeflateGate”.  Both came off as crude … and lame.

What were your favorite or least favorite ads from Super Bowl Sunday?  Let me know in the Comments section below.

Super Bowl Ad Review 2013

 

You may have already heard that the Super Bowl was this past weekend, which brings on the annual tradition of dissecting the advertisements and putting together our own rankings from “tremendous” down to “hideous”. Well, I’m no better. Here are a handful that I thought were well done for our first Super Bowl Ad Review. This list will not include this year’s one colossal failure – which, likely to no one’s surprise, is GoDaddy’s mess. Here are my personal favorites:

#5 – Doritos, “Goat for Sale”

This Doritos ad had strong branding right from the very beginning all the way through to the end. The bags are highly visible throughout much of the ad. At the same time, I thought it was pretty comical. I giggled when the goat screeches at the empty kitchen the next day and again when he closes the door behind him at the very end. Well played!

#4 – Oreo, “Whisper Fight”

Again, the ad quickly tells you who the ad is for if you are paying any attention to the words. The “Creme” vs. “Cookie” has the potential to go a long way. It immediately brings back memories of the Miller Lite “Tastes great, Less filling” ads that ran … well, almost forever. I thought there was a decent amount of humor in this one as well, but the end really stuck with me. The link/directive to go to Oreo’s Instagram page caught my attention right away; I don’t recall another brand pointing consumers to Instagram, so that was certainly unique to me.

(One other ‘win’ for Oreo was from their Twitter feed during the blackout at the Super Bowl. This is fantastic, on the spot / in the moment engagement with consumers – see the tweet below. Wired had a very nice write-up about this as well.)

#3 – Budweiser, “Coronation”

Budweiser is releasing a new variant into the family (Black Crown) and I thought the first ad that they aired, ‘Coronation’, had slightly stronger branding in it vs. the second ad, ‘Celebration’. To me, ‘Coronation’ built a stronger “prestigious” image to it in both the ad content and with the music selected for the background. Showing the people around the table and having the guy make a proclamation made me think that this was more of an up-scale product vs. the ‘Celebration’ ad which was a bunch of people dancing around like you see in two-thirds of the ads for beer.

#2 – M&M’s, “Love Ballad”

M&M’s has made it easy for themselves. The M&M characters are an obvious way to break through the clutter of advertising, build recognition and have people correctly associate the appropriate brand to the ad. Not bad at all, huh? The ad uses a very memorable song (good ole Meatloaf is back!) and while I wasn’t aware of this at the time, also stars actress Naya Rivera from the TV show Glee. Sorry, I don’t watch Glee. Excellent use of sponsorship and an actress that will resonate with a younger audience, plus the added bonus of Meatloaf’s “I will do anything for love (but I won’t do that)” song for the background that might appeal to a slightly older audience. (I may or may not have slid in the word “slightly” there after realizing I was falling into this category…)

#1 – Taco Bell, “Viva Young”

Admittedly, there is some bias here. Fun’s “We are young” has become one of my favorite songs released and is perfect for advertising to a younger audience (or those that want to believe they are still young). Taco Bell’s slight twist to sing the words in Spanish was brilliant. For those that want to complain that the translations don’t match up, I can only say … that was the point! My first thought was that this was a good way to appeal to the growing Hispanic market, but I could be wrong there as some people are apparently offended at the translated version. Again, that was the point, it was tongue-in-cheek.

Nevertheless, this was my favorite commercial from Super Bowl Sunday. I thought it was hysterical and included my favorite song from the past handful of years. Could it use a little more branding? Sure. Was it still the funniest commercial released? Absolutely. You have a man doing the robot, another man flashing his “upper body” to customers in a restaurant, and the silence when the cops drive past them. Phenomenal.

What did you think of this year’s ads? What were some of your favorites?