Here’s What We Thought of This Year’s Super Bowl Ads
Every year, our favorite brands spend millions of dollars in the creation and airing of commercials during the Super Bowl with the expectations of generating major awareness and interest around their brands and/or products.
With viewership estimated to be around 100 million people, there is no greater opportunity to connect directly with so many consumers at once than on Super Bowl Sunday. You would think everyone who tunes into the Super Bowl is there to watch the big game, but Super Bowl Ads have become just as popular as the game itself. With that in mind, advertising during the Super Bowl has become somewhat of an event all on its own. Companies spend tons of money on strategies that try to one-up each other by using celebrities, pop culture, humor and other unusual tactics to get viewers and consumers talking.
Check out what we thought of some of this year’s Super Bowl Ads:
Stephanie Godfrey: Social Strategist
T-Mobile had a whopping four commercials in the Super Bowl with my favorite being the Lyft partnership. For background, in 2017, a user on Twitter posted a text conversation between Uber and a driver that quickly went viral on social, which we later found out was completely made up.
When the commercial aired, people went to Twitter to blast the ad thinking T-Mobile ripped off the year-old meme. Often, people who create memes aren’t given the credit or profit they deserve when their work is repurposed. However, T-Mobile and Lyft did the right thing and licensed the tweet for the Super Bowl ad. Brands are relying more heavily on user-generated content to market their product and the company, not only on social but beyond the digital space. It was a smart move for T-Mobile to leverage the popularity of meme culture into their larger marketing strategy, targeting the right audience and becoming a huge topic of social conversation, back to where it all originated.
Jasmine Ginyard: Content & Social Strategist
Burger King took the classic route and used vintage footage to highlight the timelessness of one of America’s favorite fast foods, the hamburger. In a scene from 66 Scenes of America, directed by Danish filmmaker Jørgen Leth, artist Andy Warhol unwraps and eats a Burger King burger for the length of the commercial. The silence and simplicity of the spot juxtaposed against the energy of the event make for an interesting moment of levity amid an emotionally charged night for many.
Instead of taking the shocking, emotional, or edgy route that many big game commercials are known for, the brand chose to pull an oldie out of the vault that not only speaks to pop cultural influence of the company but also it’s consistency as a brand throughout time.
Allison Turner: Social Strategist
While the Super Bowl is one of the most exciting events in American culture, it’s also one of the noisiest. Bombastic music underscores every ad, the stadium cheers with every score, referees make calls, and people at home yell at the screen. Which is why, of course, a rare moment of peace is wholly unexpected and entirely necessary.
However, Michelob Ultra Pure Gold didn’t just grant us some much needed calm during the event; they combined it with one of the internet’s most striking phenomena – ASMR. Add to that mix a down-to-earth, authentic celebrity who is well-loved by a millennial audience, and Michelob had a winning recipe.
For those unfamiliar with the term, ASMR stands for “autonomous sensory meridian response”, which is the scientific name for a static-like or tingling sensation that you sometimes feel when you hear certain types of sounds. Often known for being very calming and pleasant, ASMR has had a massive subculture on Youtube for a while. It has recently started creeping into the mainstream, and with Michelob’s help has now been thrust into the spotlight.
Brands often try to tap into internet culture, but few do it well – which is why this is my favorite ad of the night. I spend a LOT of time online researching, learning, and exploring, and to see a brand actually get internet culture is refreshing – just like this ad.
Brent Wagner: Senior Account Manager
With Game Of Thrones Season 8 being one of the most highly anticipated television releases of the year, this mashup promo was exciting! It was also crazy to see two large brands like Bud Light and HBO come together to make such a killer ad.
The Wall Street Journal reported this ad is part of an estimated $20 million marketing blitz for the final season of Game of Thrones. Also, according to the Journal, this commercial is “the biggest and boldest marketing tie-ins [HBO] has ever orchestrated.”
After seeing the success of this commercial, we will hopefully see more brands come together and collaborate in the future for ad spots such as this one.
Post below on what was your favorite ad from this year’s big game was!
Disclaimer: DEFINITION 6 is in no way affiliated with the NFL or the Super Bowl trademark.