Each year, the Super Bowl spectacle grows, and slowly the event becomes less about football, and more about the advertising.
It’s almost like a beauty pageant, or the Hunger Games, where tributes (big brands) from every district (beers, cars, etc.) put on their best dress, choose a talent, and load their weaponry in hopes of making it out alive.
Indeed, it is extremely dangerous. Can you imagine the pressure of making an ad for over a 100 million people to see (with at least 4 million of your dollars invested)?
Lucky for viewers, we can comfortably sit at home and safely watch the competition, cast our vote, and join the conversation.
Yet, in 2014, the discussion is becoming more and more volatile. Thanks to social media, platforms like Twitter are a battle ground for fans and critics to duke it out and decide upon a winner. Here at Sparxoo, while live-tweeting our reactions to the ads, one of our tweets was favorited by Hyundai, and one of our FB posts was attacked by some very unhappy Americans over a can of Coca-Cola.
Coke, a global icon sparked awe and controversy with one simple, yet resonating message: #AmericaisBeautiful because it is so diverse. They did this by playing an ad with a harmonious, multi-cultural rendition of America The Beautiful with subtle, but striking visuals.
We personally found it admiring, and it seemed so did everyone else. But then, this happened.
And then this…
Which made us realize, no single ad can please everyone. We all are so different and we each have unique values and beliefs. Some people love the silly entertainment from brands like Doritos and Volkswagen. Some people find it stupid. Others love to have their hearts strings tugged, but at the same time some people end up being offended.
This is the beauty of advertising – #AdvertisingIsBeautiful.
What makes an ad the best? Well, that’s subjective. It depends first on the company’s objectives, but it also depends on the consumer. Is there such thing as a bull’s-eye? Or is it impossible to please everybody?
We think the latter – you can’t win over everyone, but you can absolutely lose if no one cares enough to talk about your ad. As they say, the worst is when people are not talking about you.
Bottom line: Brands, take sharp aim at your target audience, but create a message with a big enough explosion to move others.
So, who do you think won last night’s Ad Bowl? What made it successful in your eyes? Comment below, or connect with us on social @sparxoo.