12th February '13

Super Bowl Ads of 2013 – Overall, Hit or Miss?

by David Molho

Most people evaluate Super Bowl ads based on whether or not the ad made them laugh. Ad Age claims the intent of the advertiser is to delight you. But at a cost of five or six million dollars, once you add in production costs, these ads should do a little more than delight you. They ought to motivate you to DO something. Of course, the advertiser hopes that for all the money spent, you’ll be motivated to eventually buy the product.

Let’s evaluate the spots based on what you think your cube-mate would do after seeing one of these ads.

With that in mind, what do you think of the Budweiser spot with the trainer and the Clydesdale?  Heavy on the schmaltz factor, we learn from instant polling that this spot resonated with women. Of course it did. Women love horses, but after the spot aired were women motivated to buy Budweiser? No. Women who drink beer tend to drink Bud Light or Michelob Ultra. Guys, on the other hand, thought the trainer probably needed to meet a girl.

How about the GoDaddy spot with the nerd making out with the model? After the spot, did you run out and register a domain with GoDaddy? Will you ever register a domain with anyone? My guess is most women were disgusted by the ad and most guys wondered who the model was and if they could find naked pictures of her online.

Most young people cannot envision themselves as old people, and it’s typically young people who eat at Taco Bell, because they still think Cheetos are a gourmet snack. They probably don’t identify with hipster grannies. What did the average person in a cubicle do after the Taco Bell Super Bowl ad ran? Probably checked their will to make sure their kids can’t stick them in a retirement home.

If the guy in the cubicle next to you is a farmer, then the Dodge ad with Paul Harvey praising farmers will make him consider a Ram pickup. Otherwise, after that ad ran he probably thought, “Wow, farmers do all that? I had no idea.” And that’s a good thing, since most people have no idea how much farmers do.

The guy in the cube next to you probably drinks Bud and is pretty content with it. The Budweiser Black Crown ad shows a bunch of hipsters at an Eyes Wide Shut party claiming that there’s finally a beer with taste. It’s probably not the best idea to put your brand on a line extension that, right out of the gate, insults every user of the brand.

Your cubicle neighbor doesn’t care about laundry. Neither does his wife. Tide is probably in their laundry room anyway. As long as the clothes are clean, everybody has better things to do than laundry. That said, if you can monetize a stain, nobody cares about detergent.

Nobody’s going to even consider selling their soul to the devil for a mere car, except for maybe an Aston Martin DB9 Volante in Mariana Blue with the Carbon Fibre Pack and the B&O Beosound System ... not that I was asked to be specific or anything...

So what will your cubicle buddy do after watching the Bud Light voodoo ads with Stevie Wonder? Well, let’s see, Budweiser Black Crown questions his taste in beer, Budweiser has shown him a strangely intimate story between a man and a horse, and by this time, our friend is probably wondering how good a Heineken might be right about now and that it might take some magic to help this sad brand.

Ads, especially ads in such a high-profile area should appeal to and engage viewers. They should resonate and have purpose.

Looking to next year, I’d recommend that all advertisers show consumers how a product makes their lives better.

Most of the Super Bowl ads were entertaining, but I’m not sure they motivate the consumer to do something. To accomplish that, every ad for a product should make it real, relevant and desirable, and sadly, most missed the mark.

Now, only 51 weeks until the next Super Bowl…



comments powered by Disqus