The Super Bowl isn’t just about football; it’s a huge stage for advertisers. During Super Bowl 60, the Seattle Seahawks triumphed over the New England Patriots, but the spotlight also shone on the commercials. Brands put in serious cash to create memorable ads, with a 30-second spot costing around $10 million. That doesn’t include the extra millions spent on production and celebrity endorsements.
This year, the ads that really connected emotionally stood out. Northwestern University’s Kellogg School of Management noted that Google’s ad for its Gemini AI service took the top spot. It beautifully combined a touching storyline with a practical use of their product. The ad featured a mother and her son using the app to visualize their new home, complete with a fresh garden and cozy decorations. Tim Calkins, a marketing professor at Kellogg, praised it for its effective storytelling and product integration.
On the flip side, Coinbase struggled. The Kellogg panel gave it a low rating for using a catchy Backstreet Boys tune, but failing to explain what Coinbase actually does. Viewers were left confused about the crypto exchange’s purpose.
The Best and Worst Ads
Best Ad: Google
Google’s “New Home” ad received an “A” rating. It showcased their AI capabilities in a relatable way, featuring a charming family moment. The emotional connection and clear demonstration of the product’s value made it a winner.
Worst Ad: Coinbase
In contrast, Coinbase earned an “F.” The ad’s unclear message about cryptocurrency left many scratching their heads, missing the chance to engage potential customers.
Ad Ratings Overview
The Kellogg review panel rated commercials based on their effectiveness. Here’s a brief overview:
A-Rated Ads:
- Bosch
- Novartis
- Michelob ULTRA
B-Rated Ads:
- Lay’s
- T-Mobile
- Uber Eats
C-Rated Ads:
- Dunkin’
- Bud Light
D-Rated Ads:
- Instacart
- Salesforce
F-Rated Ads:
- Coinbase
- Poppi
A Shifting Advertising Landscape
The stakes are high for brands, especially in an era where consumer attention spans are shrinking. According to a 2023 report by eMarketer, 71% of viewers watch Super Bowl ads mainly for entertainment. This means brands must fuse creativity with clarity to resonate.
Social media also plays a crucial role in shaping ad success. Many viewers took to platforms like Twitter to share their thoughts in real time, creating a dialogue that could make or break a brand’s impact.
As we move forward, understanding these dynamics can help brands craft better ads that not only entertain but also inform. The Super Bowl remains an invaluable opportunity for advertisers to connect with millions, leaving lasting impressions that go beyond just the game.
For further insights and analysis, you can explore the full breakdown by the Kellogg panel here.
Source link
Super Bowl
