Insights and Branding Tips from 5 Great Super Bowl Ads
The Super Bowl isn’t just about football; it’s a platform for some of the most creative and memorable advertisements of the year. In recent years, brands have invested millions to captivate audiences with their commercials, aiming to leave a lasting impression long after the final touchdown. In this blog post, we’ll revisit some of the most memorable Super Bowl ads from recent years and extract valuable branding and marketing insights from each.
2018: Tide – “It’s a Tide Ad“
One of the most talked-about ads of Super Bowl LII was Tide’s clever campaign featuring actor David Harbour. By parodying typical Super Bowl ad tropes and incorporating clean clothes into various scenarios, Tide successfully blurred the lines between different commercial genres. The key takeaway here is the power of disruption; by flipping expectations on their head, Tide managed to stand out amidst the noise of other advertisements.
Branding Insight: Consistency is Key
Tide’s branding was consistent throughout the ad, reinforcing its association with clean, fresh laundry. For businesses, maintaining consistent branding across all touchpoints helps build trust and recognition among consumers.
Marketing Tip: Embrace Creativity
Don’t be afraid to think outside the box and take risks with your marketing campaigns. Creativity often leads to memorable ads that resonate with audiences long after they’ve aired.
2019: Microsoft – “We All Win“
In a heartwarming Super Bowl ad, Microsoft showcased the inclusive design of their Xbox Adaptive Controller, highlighting how technology can empower individuals with disabilities to play video games. The ad struck a chord with viewers, emphasizing the importance of inclusivity and accessibility in product design.
Branding Insight: Authenticity Matters
Microsoft’s ad felt genuine and sincere, resonating with audiences on an emotional level. Authenticity is crucial for brands seeking to connect with consumers, as it fosters trust and loyalty over time.
Marketing Tip: Tell Compelling Stories
Storytelling is a powerful tool for marketers, allowing them to create narratives that engage and inspire audiences. When crafting your brand’s message, focus on telling stories that evoke emotion and align with your values.
2020: Jeep – “Groundhog Day“
Jeep’s nostalgic ad featuring actor Bill Murray reprising his role from the classic film “Groundhog Day” was a hit during Super Bowl LIV. The ad cleverly tied into both the Super Bowl and Groundhog Day, showcasing Jeep’s rugged vehicles while delivering a message of adventure and spontaneity.
Branding Insight: Leverage Cultural Moments
By capitalizing on the cultural phenomenon of Groundhog Day and the excitement surrounding the Super Bowl, Jeep effectively generated buzz and captured the attention of viewers. Brands can similarly leverage cultural events and holidays to create timely and relevant marketing campaigns.
Marketing Tip: Create Shareable Content
Jeep’s ad was highly shareable, prompting viewers to discuss and share the commercial across social media platforms. When developing your marketing strategy, prioritize creating content that is entertaining, memorable, and likely to be shared by your target audience.
2021: Doritos – “Flat Matthew“
Doritos’ Super Bowl LV ad featured actor Matthew McConaughey in a humorous and surreal scenario where he becomes “flat” after discovering a bag of Doritos 3D Crunch chips. The ad stood out for its comedic value and memorable visual effects, capturing the attention of viewers with its absurd premise.
Branding Insight: Stay True to Your Brand Personality
Despite the fantastical nature of the ad, Doritos remained true to its brand identity by incorporating humor and irreverence into the commercial. Brands should always align their marketing efforts with their established brand personality to maintain authenticity and resonance with consumers.
Marketing Tip: Embrace Humor and Creativity
Humor is a universal language that can help break through the clutter of traditional advertising. Incorporating humor and creativity into your marketing campaigns can make your brand more relatable and memorable to audiences.
2022: Coca-Cola – “Open For Better“
Coca-Cola’s poignant ad during Super Bowl LVI, titled “Open For Better,” struck a chord with viewers by emphasizing the theme of unity and optimism during challenging times. The ad showcased diverse individuals coming together to share moments of connection and joy, all while enjoying Coca-Cola products. By tapping into the universal desire for positivity and human connection, Coca-Cola effectively resonated with audiences on an emotional level.
Branding Insight: Reflect Cultural Values
Coca-Cola’s ad aligned with the cultural zeitgeist by addressing themes of unity and hope, reflecting values that resonate with a wide audience. When crafting your brand message, consider how you can tap into societal values and aspirations to create meaningful connections with consumers.
Marketing Tip: Evoke Emotion
Emotion is a powerful driver of consumer behavior, influencing purchasing decisions and brand loyalty. Coca-Cola’s ad leveraged emotion to create a memorable and impactful message that resonated with viewers. When developing your marketing campaigns, strive to evoke emotion that aligns with your brand’s values and resonates with your target audience.
So Why Does It Matter?
Super Bowl ads have become a cultural phenomenon in their own right, offering brands a unique opportunity to showcase their creativity and connect with audiences on a massive scale. By examining some of the most memorable ads from the past five years, we can glean valuable insights and tips for branding and marketing success. From the importance of authenticity and consistency to the power of storytelling and creativity, these ads demonstrate the endless possibilities for brands willing to push the boundaries and captivate consumers. As we look ahead to future Super Bowl commercials, let’s remember the lessons learned from these unforgettable campaigns and strive to create advertising that leaves a lasting impression in the hearts and minds of viewers.
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