For those of us who watch the Super Bowl for the commercials
By: Cecilia Rodriguez
Super Bowl ads (unlike any other ads at any other time of year) are eagerly anticipated, not the mute, we don't change them, but we do criticize them.
The “recipe” always seems to be the same: Celebrities + comedy + huge budgets. However, there are those who go further, or manage to find a new angle to achieve a greater impact.
Here's a summary of what caught my attention:
Celebrities making fun of themselves
It is very common (and expected) to see large celebrities starring in Super Bowl commercials. This year was no exception, however there were 2 that took it to another level:
CeraVe with Michael Cera: The Brand and Its Agency Ogilvy created the illusion that Michael Cera was the founder of CeraVe (as you can read, the brand and the actor share a certain similarity in their names). The actor fully embraced the role, participating in Strange public appearances (Which, although strange, were not entirely surprising coming from as peculiar an actor as Michael) and fueling rumors weeks before the Super Bowl, leading to it being the most talked-about and anticipated announcement before the game.
Paramount “Throw the child”An eclectic group of talented and lively people Sir Patrick Stewart Stewart, Miami Dolphins quarterback Tua Tagovailoa, Survivor’Jeff Probst, Drew Barrymore, Knuckles, Arnold, Peppa Pig, and Creed You're trapped on Paramount Mountain, why? It doesn't matter. The result is a witty and unexpected ad, with touches of dark and absurd humor that make it mega entertaining.
Engaging viewers
On the other hand, brands like Miller Lite and DoorDash opted for transparent strategies that actively involved viewers. Miller Lite launched an experimental campaign (Running of the Beer Ads) what consisted of t-shirts with QR codes offering money for beer, mocking typical Super Bowl ads full of explosions and/or talking animals trying to sell you things, versus their ad that gives you free beer. For their part, DoorDash, with its campaign DoorDash All the Ads, undertook the enormous task of coordinating deals with all the Super Bowl advertisers to demonstrate its real-time delivery capabilities, while at the same time promoting not only its brand but all those involved.
Original narratives
Etsy captivated the audience with a charmingly absurd story. (Gift Mode) what was imagined in the search for a reciprocal gift for the French, who had gifted them the Statue of Liberty. This narrative was not only amusing but also achieved subtle moments of reflection on culture and international relations.
BONUS – The Power of the Unexpected
A surprise moment was definitely the Duolingo advertisement, that made me smile in just five seconds. Without any rush to spoil, the ad consists of the rear end of our beloved Duo and a push notification. The reason for the butt is born thanks to research focused on its users.
Unlike many other commercials, this one was made in-house and surely on a small budget, which allowed them an unconventional approach and reinforced their ability as a brand to continue surprising and captivating us.
Random fact: One of the creative directors recorded over 200 fart sounds (made with his armpit) because he wasn't happy with the sounds available on the internet.
“There's music to farts. They have an emotional range - from happy to defeated. We knew we had found the right sound when we hit on a fart with a smile.” – Nicholas Forshee, Creative Director, Duolingo
In conclusion...
Let's remember that beyond spectacle and ingenuity, what truly defines a great advertisement is its ability to emotionally connect with the audience and leave a lasting impression.
It is this ability to excite, surprise, and entertain that ensures some ads will be remembered long after the stadium lights go out.
If you are interested in understanding and deepening your users' needs, in Gerund We can help you. Contact us here.
