With the Super Bowl only a few days away, it makes me think of one thing… and no, it’s not about the Atlanta Falcons finally making it to the Super Bowl again; it’s about the commercials. Since Advertising and Marketing is my profession, I can’t help but to think of those 30 seconds of pure entertainment. Don’t deny it, you know it’s the only time you actually want to watch the commercials instead of fast forwarding ahead. You and 100 million other viewers, to be exact. According to CBS, last year, companies spent $500 million for a 30-second commercial slot. Let’s break this down a little more; that’s equivalent to $166,666 per second. So, here’s the million-dollar question: What’s the secret to a memorable commercial that will, in turn, become an investment for a company? After all, this isn’t just another commercial, this is a Super Bowl commercial.
Each company needs to focus on their brand, what they’re selling, who their consumer is, and how they want to engage their consumer in 30 seconds. Listed below are a few of the top creative strategies companies have used in producing the most unforgettable Super Commercials to date.
Nothing gets a viewer’s attention like a #throwback to a time when they were young and everything was perfect. At the 2014 Super Bowl, Radio Shack debuted a commercial where the ‘80s called and every Generation X’er got to reminisce on how great life used to be. You see the likes of Hulk Hogan, Chucky the demon doll, Alf, and loads of VHS video tapes. Did I mention colorful spandex workout clothes? What a time to be alive!
Who doesn’t love a good laugh? Commercials that incorporate a funny plot usually end up performing well. Doritos tends to take the cake every year with a commercial that leaves the viewer’s laughing. Last year, they showed a group of dogs trying to figure out a way to buy bags of Doritos from a grocery store. It ends with them piled up in a trench coat trying to pass as a human. How about the Doritos commercial where the home owner set a Dorito on a mouse trap to catch the mouse, unexpectedly being tackled by a human-sized mouse costume. Doritos’ commercial ideas are outside the box, unexpected, a little weird, but always funny.
It’s safe to say cute dogs and cats steal viewer’s attention. So, anytime a company produces an adorable animal commercial, people tend to remember. Anyone recall the Bud Light commercial with the dog, Wego? The owners would call their dog over by saying, “Here Wego”, and their dog would fetch a Bud Light for them. Brilliant and adorable. It tied into Bud Light’s tagline, Here we go. In addition, the Budweiser Clydesdales and dog will never be forgotten. It’s a classic commercial that brings depth and emotion to the Budweiser brand.
I’m sure we can all look back and remember that really weird commercial that aired on Super Bowl Sunday. The idea seemed as if it came from left field and we’re not quite sure if it made any sense at all. Well, that’s okay because guess what? They got you to remember. Last year, Mountain Dew introduced their Kickstart beverage with the famous Puppymonkeybaby. A combination of three things, just like Mountain Dews’ beverage. Brand recognition works for memorable ads, including outrageously odd commercials. Let’s tip our hat to Mountain Dew on that one.