The Super Bowl is one of America’s great traditions for both NFL fans and non-fans alike. I myself am not a football fan, yet I watch the Super Bowl every year. It’s a great time to spend with friends and family. One of my favorite parts is watching all the commercials. Everyone anticipates the Super Bowl commercials to see what’s new, funny, controversial, or shocking. This year a 30 second Super Bowl ad cost companies $5 million (or $166,667 per second!), according to a post from Business Insider.
With so much money being spent on a so little airtime, it’s critical for brands to strategize the best way to get their message across to their target audience in a meaningful way that sticks. This is where creative agencies come in. In order for an ad agency to effectively connect a brand with its audience, they have to do at least four things:
- Know the audience the brand is targeting (the “users”)
- Know the values that motivate users to action
- Connect the dots between the brand’s offerings and the user’s values
- Develop a value proposition that addresses all of the above
While some Super Bowl commercials were produced strictly for entertainment value with the hopes that the ad would be so memorable it would stick in the minds of its users, others were more thoughtful in how they positioned their brand. Below are a few examples of some of the 2017 Super Bowl commercials along with the underlying message behind the ad.
2017 Ford Go Further | Ford
No one likes to be stuck. Restraints that hold us back from what we need to do are frustrating. There’s a voice inside all of us that says, ‘Go Further’, and that is when things start moving. From innovation to realization, people are at the heart of everything we do at Ford. We go further so you can.
We Accept | Airbnb
We are inclusive of everyone… Stay in a judgement free environment when you travel. Acceptance starts with all of us. #weaccept
