Many scoff at the price of Super Bowl ads, but it is a singular moment where you can separate yourself from other brands in your category. The ads, like the teams, have won the year-long battle and can relish in the notoriety and fame. As the CMO of US Bank has been quoted for saying, “We anticipate 200 million eyeballs on our brand during the 10 days of festivities.”
Nielsen states that more than 110 million people will be armchair advertising critics. It’s the one time of year where people really tune in to watch the commercials. Plus, add in online views and social impressions and you have an audience behemoth.
The problem is that we mostly grade ads only on what we like or don’t like. That forces advertisers to steer toward comedy. But does sales follow likability of an ad? I don’t believe you have to like an ad, to be sold. It’s really the difference of sales and entertainment. If I’m not engaged from a potential buyer’s perspective, entertain me and make me laugh. If I am engaged, I want authenticity and insight–and solve an issue I may have.
So, with that said…here are my top commercials I liked: Red Lobster “The Hard Way,” Australia.com, Verizon “All our thanks.com,” Amazon Alexa.
Here are the commercials I think will drive sales: YouTube Live TV, Lindsey Vonn “Olympics,” Tide and all its ads (the cumulative effect was impressive).