The Super Bowl has come and gone once again! There was food everywhere, Lady Gaga and her drones flew through the halftime show flawlessly and the greatest of all time, Tom Brady, gave fans another reason to love him or hate him.
With most of the world watching, the ads during the breaks are held just as high as the game and to some people, they are even more important than the game. The reason I think people are so enticed by the commercials is because of the creative elements that go into the commercials, however also the way in which the networks value such a small window of time with such a high monetary value. Every year the price for 30 seconds rises, and in fact there was a new record set this year for the Super Bowl era, coming in at a whopping $5 million, up from $4.8 million for last year’s game.
That is quite a bit of money for 30 seconds, where most people won’t remember in an hour, let alone the next day. However some companies have been able to develop Super Bowl ads that quickly become viral sensations and truly impact the business positively. Whether it be cute puppies in a beer commercial (Budweiser) or a gorgeous super model eating a burger (Carl’s Jr), there are always ads that are fantastic and really grab the audience, however then there are ones that are almost painful to watch. Here are some examples of both.
1. 2017 Kia Niro | “Hero’s Journey” Starring Melissa McCarthy
I thought this was a great Super Bowl commercial. It was funny, had a celebrity that people recognize quickly and brought a need for environmental action. With the upbeat music and detailed visual surroundings, it’s almost as if you are saving the world with Melissa. By the end of the ad, Kia makes “saving the world” a reality for anyone driving the car, like Melissa. Rating: 7.5/10
2. KFC Super Bowl 2017 Commercials “Real Colonel”
This ad was short and a little odd. Not only does the company logo not show up on screen during the 30 seconds, but the name of the company or in this case fast food chain, is not mentioned once. For someone who has never heard of KFC or seen one of their commercials, this would just confuse them, but the same goes for people who do know KFC or have seen one of their ads. It is probably an attempt to draw people in by their curiosity, which has been a successful tactic before, but I think this was little farfetched and missed the mark. Rating: 5/10
3. Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”
With most of the world falling into a political frenzy, or sideshow depending on how you look at it, it was a given the companies would make advertisements directed at certain plans on President Trump’s agenda. I feel Budweiser was able to accomplish that goal and provide audiences with a statement that had nothing to do with beer, but the creation of a product that has become as American as apple pie. Just as equally though, Budweiser took a massive risk putting what could be seen as a very controversial ad out, depending on where you stand politically. The advertisement tells the harsh stor
y of a German immigrant who suffered greatly to make it to America. He was not welcomed openly and he had to work for his dream but eventually he achieved insurmountable success, with the help of another German immigrant. What a powerful message with the current political climate in the United States being what it is. Rating: 9/10
4. TurboTax 2017 Commercial “Humpty Fall”
This was a strange one. Sometimes companies reach too far in terms of creativity and the underlying message that is being presented to the audience. The message at the end of this ad is that doing your taxes with Turbo Tax is easy and can be done anywhere, though the creepy Humpty Dumpty is a little off putting. The fact that it looks so realistic makes the message less clear about taxes and more about what it would actually look like if Humpty Dumpty had a great fall. The commercial itself was very well done and looked as real as they get but I feel like it went over a lot of people’s heads. Rating: 4/10
We will not fully know the outcome of these advertisements until these companies release their quarterly numbers, however even still it’s difficult to gauge the success of a Super Bowl advertisement immediately.
Zach Marmurek is a recent graduate from Seneca College with a diploma in Business Marketing. He is currently interning at the Canadian Association of Marketing Professional’s. Zach spends his free time going to as many concerts and sports events as he can!