The talk on mornings after the Super Bowl is as much about the game as it is about the commercials! That ad chatter tends to be based on what spots people most enjoyed. What is often forgotten is the effectiveness of ads. In other words, what ads will result in the most incremental business?
But this year, as the lights went out during last night’s Super Bowl, the electricians scrambled, the Baltimore Ravens and the San Francisco 49ers tried to keep their muscles warm, fans dug into some 47 layer dip and Oreo jumped into action. In the midst of the blackout, the company behind the popular cookie rushed out a timely blackout ad via Twitter: The ad features the caption “Power out? No problem” reminding Oreo eaters that you can “dunk in the dark.” The timeliness and pithiness made the pitch funnier, more effective and undoubtedly millions of dollars cheaper than Oreo’s actual Super Bowl commercial, which you can watch below and in NewsFeed’s roundup of the Best and Worst Commercials of Super Bowl XLVII. The ad spread across Twitter like wildfire, and has since been retweeted more than 14,000 times. Oreo posted the same image to their Facebook page, where it has gotten more than 20,000 likes. Undoubtedly other ad agencies and companies are paying attention to this unexpected advertising coup, which could mean more responsive, cheaper and funnier ads in the future.
The commercials that CBS broadcast nationally during the game were for a lot of marketers around the world, by and large, disappointing. They did not relay with contemporary consumers: back to familiar strategies and usual themes. Most ads targeted toward men — the ads that often get the laughs — bombed as far as real impact is concerned. The spots that people thought were funny were some of the worst-scoring ads: the Super Bowl isn’t about sophomoric dude humor or fart jokes anymore.
Fortunately, all was not so bad. There were some enjoyable commercials that sought to be timely by including in their plots New Orleans, the site of Super Bowl XLVII, or references to the contenders, the Baltimore Ravens and the San Francisco 49ers.
> BUDLIGHT featured Stevie Wonder as a mysterious purveyor of “mojo” for football fans in New Orleans.
> M&M’s evolves around the Meat Loaf hit “I’d Do Anything for Love (But I Won’t Do That),” and stars the red M&M at the piano singing about his dealbreakers.
> OREO stood out for its focus on a selling point with the longtime debate among brand fans over the “best part”: is it the cookie or the cream filling?
> TIDE told a fanciful tale of a “miracle stain” on a 49ers fan’s jersey that resembled the team’s former star quarterback, Joe Montana. The sendup of media hype was knowing, and the surprising punch line was perfect.
Here enjoy a melting pot of advertising that have been released this year.
Don’t hesitate to tell us your opinion!
M&M’S — Love Ballad
OREO — Whisper Fight
GO DADDY — Perfect Match, Bar Refaeli’s Big Kiss!
BUDWEISER — The Clydesdales: “Brotherhood”
BUDWEISER — Black Crown Coronation
BUD LIGHT — Journey
TIDE — To Go Talking Stain
TACO BELL — Viva Young
MILK — Got milk
SAMSUNG MOBILE USA — The Next Big Thing Extended
MERCEDED-BENZ — “Soul”
VOLKSWAGEN — Get In. Get Happy.
Hyundai, Santa Fe — “Epic Playdate”
Toyota — “I Wish” Starring Kaley
Article du Matin Dimanche du 10 février 2013 sur le sujet avec l’avis de Didwedo.