UNITED STATES—Oh, if you watched the Super Bowl, which likely took place for 90 percent of America, you saw a ton of commercials, some with epic highs, some not so much. Must say that Snickers commercial starring William Dafoe portraying Marilyn Monroe delivered a few laughs, but what separates a good commercial from a great one: the ability to make you purchase the product.
The Hyundai commercial involving the talking bears and watch starting vehicle offered a few chuckles, while The Jeffersons themed Apartments.com bid involving rapper Lil Wayne and a faux George Washington underwhelmed in my opinion. I mean what was the point? Now that Doritos commercial involving the ultrasound was absolutely hilarious. That is how you do funny, not to mention it was quite clever to say the least.
We got some awesome teasers for upcoming flicks arriving in theaters in the coming months, like “Captain America: Civil War” and seeing that first tease of the latest installment in the Jason Bourne series will have people talking. After missing in action for the fourth chapter, Matt Damon is back! Fans were also teased to the sequel “Teenage Mutant Ninja Turtles: Out of the Shadows” which arrives on June 3. Other notable movie spots included “Independence Day: Resurgence,” and “X-Men: Apocalypse.”
I will pinpoint that the level of emotional and mood sour commercials were not that prevalent this time around. Not sure if consumers made it clear to advertisers that the Super Bowl is all about excitement and energy; no one wants to see a commercial that will place them in a sad mood. But why are so many companies willing to spend millions to advertise a product during a 30 second spot? It’s all about putting the product out there for the public to consume.
To be honest plenty of the commercials seen during the Super Bowl are no different than ones from times past. We see the same companies time and time again rolling out their products in hopes of generating massive buzz (the movie studios) or to be a part of the water cooler conversation the day after. I mean let’s be honest if you hadn’t purchased a Hyundai or any other model car in the past year, seeing a commercial involving talking bears, sheep or anything else out of the normal will NOT entice you to run out and spend money.
I have seen a ton of Doritos commercials and I’m not doing cartwheels to get to the supermarket. I think the concept is to place the item into the American public’s mind so that it’s everlasting. At some point, that commercial is going to pop into the mind of the consumer when we least expect it. I feel like the anticipation for a product is more enticing (i.e. a new movie hitting theaters).
We can probably estimate that billions of dollars has been made by the loads of ads that ran on Super Bowl Sunday. The question that most of the advertisers will be left wondering is what direct impact their ads have had on the public. Is revenue spiking the day after, will it take weeks, months, years or longer to see what impact the actual ad had on consumers. Advertising has been proven to work in favor for any business, but until we see business halt advertisers we will never truly know if advertising or not advertising really impacts a businesses’ long-term return.