Super Bowl LIII
Once a year we pay homage to the Super Bowl. It’s kinda like Thanksgiving, you get really excited by the prospect of the big event, but seldom does the day truly live up to the hype.
Given that advertising research is a passion of mine I feel it appropriate to share my point of view on the championship showdown.
The Ads
And the winner goes to Bubly water. Think about it... of all the ads you saw, what brand name did you actually remember? The #bublyvsbublé play on words; Bubly water vs Michael Bublé was genius. And Michael with his sharpe pen at the end, righting the (perceived) wrong of his misspelled last name was simply entertaining. Kudos to the ad agency and marketing team.
One of the worst ads for me was Oil of Olay. Wow! What was the scary movie idea all about? I found it completely off-brand, and too much of an abstract idea for a brand that is rooted in the credible promise of skin rejuvenation.
Budweiser. ‘Disappointing’ would be the one word take away. Why? They get one shot every year and it seems like they aim to talk about anything but themselves. I was really hoping they would take center stage and make the narrative all about them. Instead they focused on saving energy. Yes this is a subject matter this is extremely important and we commend all companies that chose to take a positive stance in this area but is advertising at the Super Bowl the right forum? I don’t think so.
Let’s keep it real. The money spent on a single GRP during the Super Bowl is high, creative quality should be exceptional to truly cease the opportunity.
My prediction. Sales for Bubly water are going to rocket, while Budweiser sales will not to be positively influenced by the overpriced ticket they paid to advertise during this prime time event.
The Game
A defensive game is never as rewarding as offence and open play. That being said I am sure there are a core group of people who appreciate the strategic plays that had the score sitting at 3-3 in the third. Inversely I’m sure many were bored and underwhelmed.
The Halftime Show
Queen B and Prince continue to reign. I wasn’t enamored by any of the talent that took centre stage despite some of the songs being classics. Yes, the expectations are high. The audience is captivated. The stage has been set. Yet the performance just didn’t deliver. Sigh. If only we could bring back Purple Rain, in the rain and the marching and drum bands. We want and expect more!!!!
My critique is based on years of experience in reviewing thousands of ads for hundreds of brands. If you would like to learn more about how On Point Insight can help avoid advertising nightmares and ensure your ad shines and drives sales, feel free to reach out to us for a confidential consultation. Contact: sabrina.clarkeduffy@onpointinsight.com.