While there were no must-see, spectacular ads last night, there were many excellent ads that were well worth the $3.5 million investment for the ad time, pre- and post-game public relations and social media legs. Super Bowl advertisers returned to their senses with strategically sound brand communications that focused on persuading consumers to buy one return-on-investment, rather than misguided attempts to win on entertainment and humor. Doritos, Oikos, Skechers, H&M and most of the car ads, just to name a few, had their brands central to the storyline (vs. prop ‘afterthought’) and told engaging stories about the quest for the brand.
Special groans for Chevrolet’s dark and tasteless Silverado apocalypse ad. Visuals of tragic wreckage, in which the guy in the Ford perished. Disgusting and a terrible statement, if any, about the brand.
Here are the winners (and worst) from three marketing mavens – USAToday‘s AdMeter (panel popularity) and USAToday’s Facebook AdMeter (FB popularity), Mullen and Radian6’s Brand Bowl (twitter volume and sentiment), and us (effectiveness).
1. Doritos (dog bribes cat owner)
2. Volkswagen (dog gets fit, Star Wars)
3. Skechers (dog in sneakers wins race)
4. Doritos (sling baby)
5. M&M/Mars (Mrs. Brown)