While the world around us still feels?somewhat in a crisis, many companies have been using Super Bowl?2022 as a moment to?entertain and engage with the?estimated more than 140 Million viewers worldwide,?most of them in the US. Super Bowl is unique for brands as it is an event, in which people are ready for (entertaining) advertising, in which creative industry benchmarks are set and where delivering ROI remains challenging. Media cost inflation has set another record of $6.5-7 Mio. per 30" TV ad and therefore driving CMOs to generate buzz beyond the actual live event, with true digital first appearances, partly as teasers or long versions, extensive storytelling and digital merch like apps and games, like the Coinbase
moving QR code.
The Super Bowl is a moment for the most innovative advertising techniques and ideas to appear, yet again many companies are playing it safe and are satisfying people's graving for a new normality and the familiar entertainment factors. This is also shown by a number of travel companies, like in the case of the booking.com
teaser playing with advertising icons like Isaiah Mustafa, the "Man on a horse
" past Super Bowl campaign hero from Old Spice.?
Past recipes were at work with:?
- star studded ads for instance with Scarlett Johansson and husband Colin Just featuring as side acts for?Amazon Alexa
or Jim Carrey as The Cable Guy for plug & play Verizon
5G.
- continued successful campaigns like?avocados from Mexico
?allowing viewers to escape into another time and age?
- familiar characters and core values like friendship and resilience, as in the Budweiser
horse & dog Clydesdales sequel or eTrade baby
- humor either as part of the story or with the help of famous comedians like Lays
did with Seth Rogan and Paul Rudd remembering golden times
- popular songs for instance with Doritos
animals concert "Push it"?
- powerful human interest stories in Toyota's
joint Super Bowl and Olympics ad (by the way, NBC almost forced Super Bowl advertisers into package media deals covering less popular winter Olympics programming)
- tackling societal issues like Google
Pixel 6 camera designed for all skin tones removing according biases and Hellmann's
mayonnaise tackling food waste.
What's new in 2022 Super Bowl?
Building on the massive eGaming growth and computer graphics technology, brands are showcasing gaming like fantasy worlds. Pepsi
lets an epic lineup of superstars arrive in spectacular ways and created a bespoke app around the Pepsi sponsored halftime show. Nissan
action heroes enter into a virtual car race. Computer animated scenes mixing with real world views seem to be everywhere.
New categories take a front seat
- Crypto currency companies take on Super Bowl with ads from FTX
trading, coinbase, crypto.com activating attention for crypto currencies with mass?audiences. Some people are reminded of the year 2000, when dot.com companies were entering Super Bowl, before many of them disappeared. But the FTX team created one of the most entertaining ads of the year, when comparing crypto to some of the initially underestimated world changing innovations like the wheel and electric light.
- Quick commerce goes Superbowl choosing a relevant moment for the potential short-term delivery of Super Bowl essentials. For instance, Ubereats
makes it clear in a rather gross way that its?delivery services go way beyond food now.
- Latest electric and hybrid cars as well?as wallbox
appear. While Kia's?robo dog
somewhat distracts from the actual car, BMW features the new IX model as "Ultimate Electric Driving Machine"?that is?helping out Arnold Schwarzenegger in a godly role as retired Zeus. Both teaser
?and full length ad
with Salma Hayek as Hera are as ambitious as the BMW claim. ?GM
with Austin Powers confirms its commitment to go all electric by 2025.
- In line with the Metaverse vision and massive investments by the correspondingly renamed company,?virtual?and real world are connecting. Non Super Bowl sponsor Miller Lite is riding on the Super Bowl wave by creating a metaverse bar as real time experience for its fans.
- Mindfulness app inventor Headspace
features John Legend, who is inviting audiences to "sleep sleep" with him and includes a free trial mechanism for conversion.
What does it mean for us?
- Brands need to work harder than ever to connect with people in meaningful moments, like the Ubereats example shows.?While Super Bowl is big, soccer is even bigger (world cup finals reach 4 times the audience of Super Bowl) and a chance for sponsors to activate the masses. Get ready for the next world cup in Nov. 2022 or other target group relevant events.
- Test a little, sell a little, scale a lot. Many new technology startups have learned to scale fast, after proving the initial business model. Headspace skillfully balances brand building and conversion to not miss a chance to turn attention into app downloads. How can established brands reapply? Watch T-Mobile
as example.
- Count on agencies delivery amazing outcomes in the New Normal, i.e. also under Covid restrictions, Super Bowl ads have not missed a beat in production quality and using the latest computer animation technology to keep us watching.
As Matthew McConaughey says in the Salesforce
epic: "It ain't rocket science, it's right here."
I wish you all a week with the right balance between past recipes and innovative ways to create fantastic value.
https://www.nbcnews.com/pop-culture/pop-culture-news/super-bowl-2022-notable-commercials-released-far-rcna15179
https://www.cnet.com/news/super-bowl-commercials-2022-watch-all-the-big-ads-before-sundays-big-game/
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2 年Great summary Beate Rosenthal. Thank you for sharing