Who’s Tom Brady? Our Take on the Real Super Bowl MVPs
With ad slots going for as much as $5.5 million for a 30 second spot, viewers were delivered creative commercials from top brands everywhere in Sunday’s Super Bowl 55. We found there to be an ironic theme of “escapism” and some tiptoeing around the pandemic-times we are currently in. Masks were rarely seen in ads, and brands instead focused on being together and connected to inspire unity. Read below for 6 of our favorite ads!
This commercial with Ashton Kutcher and Mila Kunis triggers major nostalgia for us, especially with the “It Wasn’t Me” Shaggy reference. The Cheetos product is also featured multiple times throughout the commercial to remind viewers the focal point of the ad. It’s relatability hit home, as everyone knows the inevitable orange hands you get when eating Cheetos.
Jeep is a global, iconic, American brand and adding Bruce Springsteen, ‘Mr. Born in the USA,’ was a fitting addition to the message. Advertised as “The Middle,” the ad shows Springsteen traveling to the middle of the USA, Kansas, in a Jeep, and speaking about how America should be “reunited” again by meeting in “The Middle” with their views. Using a 2 minute time slot was also a smart (not to mention expensive) move to communicate this.
While food waste can easily be a heavy topic, Hellman’s commercial starring Amy Schumer took an unexpectedly fun and lighthearted approach to introduce millions of Super Bowl viewers to their Make Taste Not Waste brand platform. Their use of teaser videos and press appearances by Amy before the game gave Hellman’s a chance to build anticipation for their Super Bowl spot. Multiple touchpoints were also provided (PR, website, email, social media) for consumers to stay informed on the Super Bowl spot and future food waste messaging/activations.
Bass Pro Shops and Cabela’s: Get Back to Nature
Bass Pro Shops and Cabela’s really hit home in this ad with the soothing voiceover along with the warm and uplifting message and imagery. The gorgeous landscapes and outdoor shots made us want to get outside once it’s warmer. The ad is also very timely, given that they addressed being cooped up inside and feeling disconnected from one another. The message of unity, connection and nature was positive and unique while promoting the company’s environment for their products.
Amazon did a great job promoting Alexa and also entertaining viewers at the same time. Including a well known celebrity like Michael B. Jordan gives viewers a familiar face. We love this one because Amazon was able to tell a story throughout this one minute spot, while informing consumers of all the things and tasks Alexa can complete.
This ad was a winner for us for 3 reasons: it’s authenticity, being shown at the right moment, and it’s talkability. The ad itself was short (only 5 seconds!) but also honest and authentic, and appealed to the community driven Reddit audiences perfectly, and shows the power of staying true to your brand. It also came at the right moment. Right after the GameStop debacle this was a very calculated/relatable message to respond to the “Wall Street vs. Underdogs” debate. This became an instant hit because the short ad stood out among others, and gathered PR coverage, more than some brands got who paid more for their longer spots.
