The Super Bowl is the biggest game of the year for football lovers. These days, the game is known for more than just what goes down on the field, but as the night for notable advertisement launches. According to CNN, last year’s Super Bowl had an average audience of 111.3 million viewers. This number doesn’t account for those who engaged in social media conversations before, during and the game. For companies spending big bucks on advertising, Super Bowl Sunday is their opportunity to leave a mark on the minds of the largest television audience of the year. But what components make a commercial memorable for years to come?
In this week’s Teak Talk, we take a look at three of the most memorable commercials of Super Bowls of the past decade and discuss the important characteristics that make them champions.
- Use Humor: Old Spice “The Man Your Man Could Smell Like” (2010)
With an audience that always has their finger on the clicker, advertisements must catch the viewers’ attention. Humor is one sure fire way for an ad to stick in the mind of the public. Not only was this ad hilarious, but it appealed to both men and women. The actor in the advertisement recites rapid-fire monologues during various activities while looking directly at the camera. By breaking the fourth wall and using quick language to poke at daily activities, this commercial quickly became a cultural phenomenon. The ad transformed into a launch pad for the Old Spice Man personality and its viral success. According to Nielsen, sales of Old Spice Body Wash rose 11 percent over the 12 months post the Super Bowl commercial spot.
- Form an Emotional Connection: Honda- “Yearbooks” (2017)
This mesmerizing ad was talked about for days after last year’s Super Bowl. Honda brought to life high school yearbook photos of Tina Fey, Amy Adams, Magic Johnson, Steve Carell, Missy Elliott, Jimmy and others. Using voiceovers and CGI magic, the talking photos urged the audience to follow their dreams, and ensure them that Honda would be there supporting them along the way. This was a creative and out of the box way for the car company to sell more than a product, but nostalgia and possibility. The ad formed an emotional connection with the viewers, tying the brand with a universal memory of high school. The comedic yet nostalgic approach using the faces of household names worked, making this commercial a touchdown.
- Seize Your Moment: Beyoncé “Formation World Tour” (2016)
When we typically think of commercials we think of brand advertisements. As the 2016 halftime performer, Beyoncé broke the mold by launching a show stopping commercial announcing a new global tour. This ad was the first time a performer has used an advertisement to promote her personal brand, and not a consumer driven product. She knew the spot would reach fans who were watching the game purely for her performance, but it also reached a whole new set of eyeballs who would later see her perform and have her tour fresh on the mind. Beyoncé capitalized on her airtime to gain as much exposure as possible, and the commercial helped to turn the Formation World Tour into one of the top grossing music tours of all time at $210 million.
Tune in Sunday to see more than whether Tom Brady adds another ring to his collection. Look for these traits in the ads you see to predict what notable commercials come out of this year’s game.
Check out Teak’s take on last year’s top Super Bowl spots with a CSR spin in our A Reverse Direction For Super Bowl Commercials: Super Bowl LI Teak Talk.