There was huge hype around the Super Bowl 50 adverts again this year. Teasers were put out in advance and the marketing press have been covering it for weeks, so who had the stand out advert?
Well, it was a pretty difficult call for us. Given the budgets and the hype, not many lived up to the expectation. There were lots of movie launches, car adverts, weird animals (see #puppymonkeybaby) and, of course, lots of celebrities.
But most adverts were gimmicky rather than emotive, this is a significant change in trend from last year. With so many adverts, you need to employ strategic tactics to not only achieve stand out but also recognition, recall and brand preference.
You can usually rely on a car manufacturer to perform well and the best advert for creating that emotional appeal was Jeep with their 'Portraits' advert - "We don't make Jeep. You do."
There was another car manufacturer that stood out for us, Toyota ran a series of adverts telling the story of a botched robbery where the improvised getaway car ends up being a Prius. Over several spots the story develops and focuses on changing the perception of the Prius car. It was one of the few brands to carry a narrative. It was exciting and had a purpose of changing perceptions.
But it's innovation that appeals to us and the brand that delivered the most innovation was Intuit with Death Wish Coffee. Intuit took their own ad space in which they used Anthony Hopkins to promote their Turbo Tax product, but then gave a second spot away in a competition to a small business client. Death Wish Coffee won and got to have a $5m Super Bowl advert. They also took over the Intuit Quick Books twitter page.
Another example of giving ad space away for a better cause, was Colgate asking people to turn off the tap when brushing teeth. Their brand appeared in the ad, of course, but the social responsibility message was strong.
Social media monitoring showed us how the quirkier adverts caused a frenzy of mentions. Postano monitored Twitter and Instagram to deliver live results. Here's the chart of mentions at the end of the game. After #PepsiHalfTime the winner was #AvosinSpace after the advert for Avocados from Mexico launched an interactive campaign on Twitter too.
So for all the build up, there were a few shining examples in an otherwise mediocre group of adverts. At least the game itself lived up to the hype with Denver Broncos winning 24 - 10 against the Carolina Panthers.
To see videos of all the adverts mentioned above, please visit http://bit.ly/1SaeIl5