And why one brand may have missed the AI mark

The Super Bowl, attracting 123 million viewers, is not only the pinnacle of American football but also a battleground for brands vying for the spotlight. This year's Super Bowl offered a plethora of insights into the shifting dynamics of marketing. Having been on marketing teams creating Super Bowl, Olympic and World Cup ads over the years, I invariably have opinions to offer. Some of my previous opinions can be found in?Forbes,?Ad Age,?Adweek,?Huffington Post?and the?Harvard Business Review. This year, my views are AI laced (for obvious reasons) and I look forward to hearing your feedback. Here’s my take:

1.?Clarity and Connection: State Farm

State Farm emerged as a clear winner, epitomizing clarity and consistency reminiscent of its previous campaigns. It came in first in the?USA Today Ad Meter, but for me, what mattered more was that its message tied?directly?to its brand proposition and long running tagline (since 1971!) -?Like a good neighbor, State Farm is there. The?Super Bowl ad?was distinctive, linked to the service the company provides, engaged the viewer (Arnold Schwarzenegger and Danny Devito helped), answered the 'what's in it for me?' question, and re-enforced State Farm’s core brand truth. In the AI Era, powerful?and?consistent brands are going to win. That’s what State Farm is.?

2.?When the insight matters: Uber Eats

Uber Eats delivered on a fun insight grounded in?science?from researchers at the University of Southern California, "To remember something, you need to forget something else." Uber Eats has a simple objective - to increase the number of orders by constantly showcasing the breadth of its delivery offerings. Their?Super Bowl ad?delivered on that objective in an attention grabbing, entertaining, and memorable way. The ads purpose was clear and so was the product benefit to the consumer. With generative AI helping us do better creative work, the bar for creative excellence only gets raised and in turn it is extremely important to mine for?even?richer insights on which to base the creative. Uber did just that.

3.?Authenticity and Entertainment: Dunkin’

True to its brand and its audience, Dunkin’ showcased characters that viewers would expect—rooted in local Boston culture, yet entertaining for a national audience. This?Super Bowl ad?reinforced the idea that staying true to your brand's essence resonates most deeply. And how did Dunkin’ do that? With Ben Affleck, Matt Damon and Tom Brady of course. It helps that Ben Affleck has starred in Dunkin’ commercials before. Adding to the authenticity of the moment, Dunkin’ announced that Ben will have his own official drink on the menu - DunKings Iced Coffee named after Dunkings, their boy band from the commercial. I’m searching for an AI takeaway here but maybe that’s besides the point. Dunkin’ won by being human and with the best product story.

4.?Emotional Resonance and Feature Highlights: Kia

The Kia?Super Bowl ad?showed us how best to integrate technology into a film without sacrificing on the emotional appeal. Who knew that the mobile power source in an electric car could be so vital for a tear jerker of an ad. Kia is still finding its way as a brand having changed its tagline multiple times in the last few years, however, with the tagline, “ Movement that inspires” this ad couldn’t be more fitting. There’s also a larger message here, in the future more of the products that are marketed at the Super Bowl will invariably have technology (and AI specifically) as the differentiating elements. Knowing how to bridge the worlds of deep human connection with technological advancements in a single story is going to be key.

5. Showcasing the best of us: NFL?

With its?Super Bowl ad, the NFL highlighted football’s emerging global appeal and how sports brings us together. With?global peace deteriorating for the 9th consecutive year, this ad emphasized the power of sport and how it connects us all as human beings. It was a powerful message delivered in a light hearted, entertaining and yet emotionally rich way. The ad caught our attention, was most certainly distinct, emphasized the benefit clearly and left us feeling hopeful. Ads like these are hard to create but arguably, the NFL, by virtue of what its purpose is, has a slightly easier job. I hope to see more ads like this in the future. The ad was shot on location in Accra, Ghana, with a diverse cast?and?production team and a script that resonated extremely personally for the NFL athletes that traveled to Ghana for the shoot. The ad serves as a reminder that we must always prioritize?people (and children) first?in the AI Era.

6. Maybe?a Missed Opportunity for AI: Microsoft

Microsoft's Co-Pilot?Super Bowl ad?got lost in the shuffle of Silicon Valley clichés where personal computing enriches individual lives. The ad crammed too many Microsoft Co-Pilot features into one message, losing the chance to truly impress. Instead of casting a wide net, Microsoft could have mirrored Google's strategy: highlight a single, magical feature that gives human beings superhuman powers, not powers to match what others like ChatGPT are already able to do. The Super Bowl could have been AI’s moment but instead served as a missed opportunity for Microsoft to not only elevate its brand but also to inspire people. In fact, even though the ad would have obviously driven downloads, it may have also furthered the understandable anxiety that some people have around AI taking their jobs. Sigh.

6.?The Complete Package: Google

Google Pixel presented a?Super Bowl ad?that had it all—people-first focus in an AI world, emotional depth, education, and an incredibly touching moment to show the power of its AI technology. By singularly focusing on one feature (Guided Frame for Pixel 8) and its dramatically valuable consumer benefit, Google demonstrated that its technology can enhance the human condition. The ad wasn’t about AI, it was about life strengthened with AI. The back story is also interesting with the?Director, Adam Morse, being blind. And it is worth pointing out that the feature highlighted is?exclusive?to Google’s Pixel 8 phone. Unlike the Microsoft Co-Pilot ad, where some viewers were left wondering if the features were any different from what ChatGPT or Midjourney may provide, there’s no doubt about the uniqueness here. The ad is guaranteed to increase awareness, consideration and purchase intent. This is what I hope our future looks like - enhanced by AI in immeasurable ways without taking away an ounce of humanity.

Looking Ahead: The Narrative Continues

As the Academy Awards approach, the question looms: which brands will continue to tell their story with emotional depth, consistency and richness? The Super Bowl has set the stage, but the journey shouldn’t end here for most of these brands. Brands that connect their Super Bowl momentum to a larger narrative into the spring stand to retain the attention of consumers. As I learned in my PepsiCo days, the larger challenge is not just to shine on the world's biggest advertising stage but to sustain that glow, turning moments of engagement into an enduring narrative in a world that is fast changing.

In sum, this year's Super Bowl ads have not only entertained and engaged the 123 million viewers but also offered valuable lessons for marketers everywhere. In a world clamoring for authenticity, positivity, and connection, these ads serve as beacons, guiding the way toward a future where brands and consumers meet not just in moments of transaction, but in stories of shared values and visions. These are traits that matter more in the AI Era as we determine how best to interact with the new technologies, with each other and with the brands that we’ve grown to love and admire.

Where I’m going and where I’ve been

I’m looking forward to speaking at?The Future Proof Project Dinner ?on February 22nd in San Francisco. Started by the team over at Traction, The Future Proof Project is all about understanding new technologies and turning them into a competitive advantage for marketers. It promises to be a thought provoking evening!

I will also be speaking at the?2024 ANA AI for Marketers Conference?on Tuesday, April 9th in Hollywood, Florida. And meanwhile, we’re planning something special for the?AI Trailblazers?community at SXSW. Follow the Linkedin page for more.

I would welcome the opportunity to speak at your event or educate your business and marketing teams on succeeding in the AI Era.?Get in touch.?

What I’m writing about this week

I'm in the process of writing my third book, centered on artificial intelligence in the realms of business and marketing. This week, I'm finalizing a chapter on SEO in the AI Era. If you have resources that could help with my research or a perspective to share, do get in touch! Stay tuned for further updates and insights from the book.

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