Super Bowl Commercials: The Art of Advertising Excellence
The Super Bowl is not just a platform for the biggest sporting event in the United States, but also a highly anticipated event for advertisers. With an audience of over 100 million viewers, the Super Bowl provides a unique opportunity for companies to showcase their products and services through commercials. These highly specialized advertisements have become a crucial part of the Super Bowl experience, attracting millions of viewers every year.
But what makes Super Bowl commercials so special? The answer lies in their ability to capture the attention of the audience and leave a lasting impression. Let’s take a closer look at the art of advertising excellence in Super Bowl commercials.
Highly Specialized Targeting
One of the key reasons for the success of Super Bowl commercials is their highly specialized targeting. Advertisers carefully select their target audience and cater their commercials to appeal specifically to them. This is done through extensive research and analysis of consumer demographics and behaviors.
For example, in 2020, Google’s “Loretta” commercial showcased the emotional story of an elderly man using the Google Assistant to remember precious memories of his late wife. This ad was specifically targeted towards older adults who may have a sentimental connection to the idea of preserving memories. By understanding their target audience, Google was able to create an ad that resonated with millions of viewers.
Logical Appeal and Message
Super Bowl commercials often use a logical appeal to convey their message. Advertisers focus on providing practical examples of how their product or service can make a difference in the lives of consumers. This approach helps to establish credibility and persuade viewers to consider their brand.
In 2018, Amazon’s “Alexa Loses Her Voice” commercial showcased the functionality of their virtual assistant, Alexa, through humorous scenarios. This logical approach not only highlighted the practical uses of Alexa but also entertained the audience. As a result, Amazon’s message was well-received, and the commercial was highly successful in promoting the brand.
Innovative Storytelling
Super Bowl commercials are known for their innovative storytelling techniques. Advertisers use creativity and imagination to tell a compelling story that captures the attention of the audience. These commercials often incorporate humor, sentimentality, or even controversy to pique the viewers’ interest and leave a lasting impression.
One such example is the 2020 “Before Alexa” commercial by Amazon. Through a series of historical re-enactments, the ad humorously showcased the inconvenience of living without their virtual assistant. The ad’s unique storytelling approach not only entertained viewers but also effectively communicated the benefits of Alexa.
Impactful Branding
Super Bowl commercials are not just about showcasing a product or service; they also aim to create a long-lasting impact on the audience. Advertisers use branding strategies to ensure their ad is memorable and leaves a lasting impression on viewers.
A prime example of this is Budweiser’s “Whassup?” commercial from 2000. This iconic commercial not only showcased their product but also created a catchphrase that became a pop culture phenomenon. Even today, the ad’s impact can be seen in pop culture references and parodies, making it a prime example of impactful branding.
In conclusion, Super Bowl commercials are the epitome of advertising excellence, with highly specialized targeting, logical appeals, innovative storytelling, and impactful branding. These commercials have become an integral part of the Super Bowl experience and continue to captivate and entertain audiences year after year. With a platform that reaches millions of viewers, Super Bowl commercials have the power to make a significant impact on brand awareness and consumer behavior, making them a vital tool for companies to showcase their products and services.