Advertising on the Biggest Entertainment Stage

As most marketers have done today, I’ve read many posts and articles about the big game last night: the winners and losers of the “ad bowl”; why Nationwide made such a goof; how Loctite took a gamble and how everyone spent most of the game crying.

This year’s Super Bowl was certainly worth remembering. As NFL fans, we work ourselves up to a frenzy in anticipation of this one game, but all too often, we are disappointed by a lopsided score and a game that doesn’t really feel as competitive as it should be. If you know me, you know I’m a Saints fan. So, the 2010 matchup will always hold the top place in my heart. However, I do have to say that this year’s game was excellent…true entertainment experience from beginning to end. I know I wasn’t alone in that moment when I gasped thinking my cable signal had gone out just at the top of the game nor was I alone in that last gasp when the most unexpected interception of the season happened. Wow!

For the last four years, a fellow marketer, Debbie Laskey has graciously asked me to participate in a post review of the game ads. It’s been great to hear her point of view. Although she asked again this year, she was unfortunately put on the sidelines by a sudden illness. With her on injured reserve, I felt the need to carry the torch for the two of us. In the past we’ve done our take on winners and losers. This year, I think I’m going to go with the “winners of the quarter”.

For me the hands-down winner for first quarter was that epic spot by Chevy. If you want to stand out in a field of excellent marketers, shock and awe are a way to go and boy did they do it. Unfortunately for Esurance, their spot with Lindsay Lohan followed it immediately and was lost in the “What just happened?” discussions that abounded in homes and online. I realize that this spot may not have technically been a “Super Bowl ad”, but it was just too good to keep it out of play. Offsides for jumping off the line early. I’ll take the penalty.

Second quarter obviously went to “Lost Puppy” from Budweiser.  Successful sequels are few and far between. It’s like lightning striking twice on the same spot. No offense, but do we really think Furious 7 is going to match the essence and unexpected success of the original. We all remember the VW Star Wars kid like it we just saw that ad yesterday. The sequel was…an approach. The animal love factor just didn’t work until Budweiser thought to take a turn at it. We fell in love with that little puppy last year as if we could smell that sweet puppy smell right through the television. When Budweiser announced they would follow up with a sequel, I thought, “Oh please, be good.” It was.

Liam Neeson is a gamer? Who knew? Third quarter goes to Supercell’s Clash of Clans spot “Revenge”. In the years that I’ve worked on this annual review, I’ve stayed away from game ads. The very business they’re in is dependent on an attention grabbing platform. I think they have a bit of an advantage. What I loved about this spot was that I was absolutely surprised. From a consumer point of view you start to realize that maybe gaming isn’t just for darkened basements (no offense to you gamers). This is a 62-year-old action hero. If it’s cool enough for him, maybe it’s cool enough for all of us Boomers.

My fourth quarter winner isn’t as clear. Like video games, I typically don’t include movie promotions. The makers of movie trailers are genius. You take one shot and without knowing if this movie is even good, you drive people by the thousands to buy tickets. Am I going to see Ted2? Ummm….probably not, but what I loved about the spot was the use of Tom Brady. I love a commercial that leverages the program it’s running in. So right…and yet, so wrong.

My other leader is Mophie – a brand with a niche audience, and yet it signed God as the spokesperson. Hey, if that’s your spokesperson, the Super Bowl seems like the proper stage. I also liked the storytelling aspect of the spot.

My original goal was to pick four and only four advertisers to spotlight, but as a marketer, I feel I need to give some voice to some additional brands. Halftime: mad props to The Voice. I’ve only ever seen one episode of The Voice, but might just try becoming a regular viewer now. A Thunderdome-style battle of the voices? I can watch that. Honorable mention goes to BMW. How many of you emailed that info email address to unlock an entry to win a new i3? McDonald’s just slammed Twitter with retweets. Who expected them to do so many giveaways?

Special mention must go to Loctite. What a gamble! I don’t love the spot. Heck, I don’t even like the spot, but I have to admire the guts it took to spend that kind of budget on a one-time roll of the dice. As a marketer, I feel the need to go out and buy some glue. I think you should too.

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Advertising on the Biggest Entertainment Stage