LIV Super Bowl - Commercials 2020

February 3, 2020| Branding, Event

Super Bowl Commercials 2020

This 54th Super Bowl took place at the Hard Rock stadium in Miami, Florida, with the matchup between the San Francisco 49ers and the Kansas City Chiefs.

Like in the years before, this years big game ads were anything other than cheap. A 30 seconds spot was available for $5.6 million and according to FOX they sold the entire allotment by late November.

 

Before we dive right into this years overview of commercials, the NFL itself had something to celebrate as well – 100 YEARS OF NFL. According to the motto ‘Here’s to the next 100 and the game’s future stars!’ we’re celebrating the sport, which is lager than any team or individual, reaching and bringing people together from all across the US (and let me add worldwide).
Below, also find a well made animation graphic taking you through a brief history of NFL.

https://youtu.be/lbkafMhmvMo

Agency: 72andSunny

(Image credit: Sports Logos.net)

Given the responses on the internet, it is fair to say that this years Super Bowl ads seem to have done quite well in general, with a a few exceptions of course. Nevertheless, this year ads did not spark a huge discourse, nor was there a single one that stood out in particular, like in the previous years.

Interestingly enough though, we were surprised to see two political ads from President Trump and Bloomberg, which we have not seen in recent history. According to a USA Today report the last political ad aired in a Super Bowl can be dated back to 1989.

A lot of commercials were star-studded again, featuring Ellen DeGeneres & Portia de Rossi, John Krasinski, Chris Evans, Maisie Williams, Post Malone’s, Martin Scorsese & Jonah Hill, Sam Elliot, Sylvester Stallone, Chrissy Teigen & John Legend, Jennifer Lopez, Tom Brady, Taraji P. Henson, Sofia Vergara …. and many, many, many, many more

DASHLANE
Agency: Lightning Orchard

Let me start with one of my favorite ads, that literally is to die for, because it’s simply hilarious and captures the essence of this business so very well!

https://youtu.be/B5lslSPfhkg

ROCKET MORTGAGE
Agency: High Dive

Your home is the one place where you can truly be yourself. What a clever way make this topic approachable, fun and Jason Momoa is just the perfect person for this!

https://www.youtube.com/watch?v=g2ERWFMLptw

Did you ask yourself as well,…. how?!

Watch a behind the scenes video

https://www.youtube.com/watch?v=cCVftPzNB8A

MICROSOFT
Agency: McCann New York

Katie Sowers is the first woman to coach in a Super Bowl. Well done ad, that brings the message across in a very natural and positive way.

https://www.youtube.com/watch?v=_xPn4DXIj5w


SNICKERS
Agency: BBDO New York

Seeing mixed opinions of a ‘Snickers-hole’ that’s feeding the world some Snickers. You make up your mind on this one… I’m fine with just the candy bar.

https://www.youtube.com/watch?v=SLAV4LYO-yU

HULU

Whether you like Tom Brady or not, is Hulu missing the point when using a double meaning that mostly gets people talking about the player not the service?

https://www.youtube.com/watch?v=6Ed61xjrZx8

SQUARESPACE
Agency: In-house

I really don’t mind simplicity but without the context of the extended version of the ad it’s extremely difficult to follow!
Quite confusing… don’t worry I can create your website 😉

https://www.youtube.com/watch?v=TVqtGHcQeos


LIII Super Bowl - Commercials 2019

February 4, 2019| Branding, Event

Super Bowl Commercials 2019

Agency: 72andSunny SPOILER: WINNER! Not sure it’s fair to say that an ad for the NFL can be the winner of them all, but it simply is! Celebrating its 100th anniversary more than 40 current and former NFL Players have come together to make this ad truly stand out showing the passion for the game in all its glory- or should I say messy banquet hall.


Did you watch the big game? Well, let’s get down to business. If you wanted to appear on the big screen at this years LIII Super Bowl you had to put $5 million and up on the table. Hereby CBS was pretty much on the same level in comparison to NBC’s pricing last year.

Homerun for CBS

Apart from all the hype of the most anticipated ads in a year don’t forget to keep an eye on how CBS promoted its network including CBS all Access and Showtime.

Companies are increasingly taking their new brands and products to the big stage
Accomplished, well-known brands take a step further seeing the value in promoting new products. There’s no bigger platform to grab millions of potential customer’s attention that ‘easily’. Basically, it’s guaranteed that people will actively pay attention, not mentioning the social impact. However, such companies can’t make a lightly decision about going into the Super Bowl- in the end it’s a $7 – $10 million outlay. It definitely depends on the product and the creative. This year companies like PepsiCo, Kraft-Heinz and Anheuser-Busch were going for this marketing strategy.

  •  Kraft-Heinz: Frozen Food Brand Devour
  • Anheuser-Busch: Budweiser (Copper Lager), Michelob Ultra (Pure Gold), SpikedSeltzer (Bon & Viv)

PepsiCo – Spotlighting it’s 1 year old water brand Bubly feat. Michael Bublé

Agency: Merkley+Partners

Super Bowl Commercial contenders, who will score a TD?!

Automotive: Mercedes-Benz, Audi, Hyundai, Kia, Toyota, Lexus, Jaguar

Airlines & Travel: Turkish-Airlines, Norwegian Cruise

Food & Beverage: Bud Light, PepsiCo, Pringles, Avocados from Mexico, M&Ms, Bon & Viv, Doritos, Devours, Skittles, Planter, Bubly, Pizza Hut, Budweiser, Burger King, Stella Artois, Michelob Ultra, Planters

Consumer Goods: Colgate, Olay, Persil

Media & Online: T-Mobile, Mint Mobile, Verizon, Bumble, Wix, Hulu, Amazon

Others: TurboTax, SimpliSafe, WeatherTech, Sketchers

Mercedes Benz – Say the Word feat. Ludacris

Agency: Merkley+Partners

This Mercedes ad has not really been mentioned in either the top or the bottom section, but it definitely made it on my top list. It’s just simple, not trying too hard, puts a smile on your face and most importantly brings the message across- own a Mercedes, and get what you actually want.

Amazon – Alexa, Not everything makes the cut

Agency: Lucky Generals

Alexa might not have made the cut in all sorts of products, however Amazon did with their commercial. It was one of the more pleasing ones to watch, probably also because of Harrison Ford’s acting.

Bud Light & Game of Thrones

Agency: Wieden+Kennedy, Droga5

The genius collaboration of Bud Light and Game of Thrones scored a TD amongst the viewers! The creative twist in the end of the commercial, despite the risky move of having the Bud Knight getting knocked off his horse, turned out to be a huge success. The unexpected crossover with the teasing of the final season of Game of Thrones definitely got everyone talking about it.

Sketchers – Easy feat. Tony Romo

Agency: Wieden+Kennedy, Droga5

Whether you’re a Cowboys fan or not, how can you not like Tony Romo?! – It might not be a smashing commercial but come on “Romo Mode” and that smirk,  just pure entertainment!


Given the fact that PepsiCo was an official sponsor of the NFL, which was held in Atlanta- the hometown of Coca Cola-  it’s interesting to take a look at them as well.

PepsiCo undeniably had their full branding game on, eg. they put up ads all over Atlanta with slogans like ‘Look who’s in town for Super Bowl LIII’ and ‘Pepsi in Atlanta, how refreshing.’ An extremely witty way to approach the rivalry between those beverage giants.

When it comes to their big Super Bowl ad it’s not quite sure whether the question ‘Is Pepsi OK?’ will be answered with certainty. The commercial is not bad, but it also doesn’t really hit the mark, rather features a mess of celebrities.


What you could also observe was that a lot of companies used cross media marketing extensively to get the most of their ads, spendings, respectively. Basically this is not a new strategy at all, however this omnichannel approach has been extended so that brands started to create a wider story around their messaging. Whether it is an extended ad, short movie, live-stream, online game etc. the viewer is supposed to interact with the brand in a deeper way.

 

Overall, the commercials this year really tried to stay away from anything controversial or politic and focused on sending across positive messages including climate change, diversity, unity, empowerment and human connection.