Let’s be honest, the Super Bowl is not only about football but all about the advertisements. They’re everywhere whether we are aware of them or not: months before Super Bowl, during the playtime, and after the game. What makes the Super Bowl so grand is how it connects Americans through this one social event. Even though it’s supposed to be about football, it is really about being a part of this cultural event – the advertisements, the products, the pre-game and game-day rituals. Everybody is talking about the game and the best and worst commercials of the night.
The commercials are what make many people tune in as they are known to be amazing, well-thought-out ads with familiar faces like celebrities and fan commercial favorites from certain companies. Many of last night’s commercials have people talking about the good and the bad ads – which is the sole purpose of these ads, to get everyone remembering and talking about their advertisement and company. Everyone has their own opinion about which ads were a hit and which were a miss. Many big companies have multiple commercials to target different audiences and portray different messages.
A favorite of the night was the Budweiser Lost Puppy commercial. This ad was so heartwarming, a short story of a puppy lost then brought home. The purpose of this commercial was to evoke a happy and inspiring emotional response in the audience tied to their traditional Budweiser Clydesdales horses and their puppy. They did an excellent job to tell a story that people want to relate to.
Another commercial Budweiser had was a different style. The “Brewed the Hard Way” took an interesting attack on craft beer. In contrast with the Lost Dog commercial, this ad focused on distinguishing Budweiser beer from craft beer. Their advertisement didn’t work as well as they hoped and there has been some backlash. As craft beer continues to become increasingly popular, they are trying to play up their traditional tasting beer by mocking craft beer. They admit that their beer is not to be “fussed over” or “dissected”, but this says their beer that they mass produce has no differentiating taste because it’s sending the message that it’s “just beer” so just drink it. Not a smart advertising strategy to admit that Budweiser beer is a one-note, uninteresting beer.
Another well-done ad was “Invisible Mindy” by Nationwide. It featured celebrity Mind Kahling and Matt Damon and uses comedy and relatability to connect to the audience. The concept is that Mindy is “invisible” so she does whatever she wants, but in reality, she’s not invisible, people just ignore her and the message is that Nationwide doesn’t do that to customers. It’s a light and fun ad that people enjoy as it uses familiarity with well-known celebrities and funny ideas which is a great advertising tool that makes the commercial memorable.
Nationwide had another advertisement that has been very controversial called “Make Safe Happen”. It features a young boy not having any experiences because he died in a household accident. They tried to evoke an emotional response to make the audience connected to the commercial but the commercial was poorly done as many people have experienced this loss. Many are angry that they chose to do that ad to sell their product, especially as it was shown during the Super Bowl which portrays insensitivity and just wanting business. They were trying to convey the message that accidents happen and can be prevented but it looks like they are using the death of children to sell insurance. This shows how using ads for an emotional response doesn’t always work and can bring controversy. Sure people are talking about their company but it’s not the good kind and it will hurt their business.
An advertisement is important for companies to show their products and have their name out there. There’s a right way and a wrong way to do so. The main point to remember is that your advertisements should clearly portray your company’s goals and products. The Super Bowl commercials are entertaining and great to watch, but companies need to make sure the audience knows what they are trying to say and sell.
That being said, over here at BlueForest Studios we LOVE craft beer!