Three Best Super Bowl Ads From A Marketing Perspective.
Whatever team you supported (hopefully not the Patriots) in the Super bowl, there’s one thing that unifies us: commercials (even if you’re a Patriots fan). We can all come together and appreciate the beauty, absurdity, and yes, the stupidity of each million-dollar ad. Being a marketing company, we would be remiss if we didn’t run through our three best super bowl ads.
Skittles takes classic suburban tropes and translates them into an absurdist, yet effectively memorable ad. Considering the fact that Super Bowl ads cost around $5 million for a 30-second spot, Skittles wisely wastes no time in establishing the plot. You know what’s going on when you see the teenage boy calling for “Katie” while throwing skittles at a window. Then we get the flipside view of Katie catching the Skittles in her mouth. Even if the ad ended there, it would have been great, but Skittles takes it several steps farther. After we see Katie, we see a linear plot progression from daughter, to parents, to grandma, to robber, to policeman, to gopher. The progression makes sense up until the gopher, but by the point the furry creature arrives, the absurdist theme has been so well established that even the gopher fits. Weird, memorable, yet cohesive enough to tell an interesting story. Well done, Skittles.
SquareSpace capitalizes as much as humanly possible on their celebrity star: John Malkovich. What a great choice, by the way. Sure, SquareSpace could’ve chosen a Zac Efron, Kim Kardashian, or Channing Tatum type of celebrity, but no, they chose John Malkovich. Someone who may not have as much notoriety as previously mentioned celebrities, but undeniably demands your attention for every second of the ad. They basically gave him one minute to act like he was in a best picture drama, and he just did it. Attributing to the sense of classiness that Malkovich brings to the ad, SquareSpace includes a German fashion designer. Combine that with the instantly recognizable keystrokes of a Macintosh keyboard, and the ad just has this pleasing aesthetic. Now that we geeked out over the little things, the rest of the ad really just speaks for itself. The point of conflict with the lost domain is engaging, funny, relatable, and directly ties back to the service provided by SquareSpace. Well done, SquareSpace.
This is one of those commercials where you think that you’re watching a preview for the next Martin Scorsese movie. The cinematography immediately grips the viewer and gives the impression that whatever you’re watching must be important. The ad somehow manages to take the viewer on a cohesive adventure that spans eight completely different settings. From including a ship being tossed in the waves of a storm, and a riverboat caught ablaze. You can’t help but start rooting for this handsome German pioneer. When you see the sketchbook foreshadowing the beginnings of one of America’s most famous breweries, it all comes together. Budweiser tells an incredible immigration story about coming to America to create a brand that is synonymous with American industry. Is this a not-so-subtle commentary on recent immigration politics? Absolutely. No matter your political leanings, you can’t argue with the fact that this ad gets its message across.
What did you think were the best super bowl ads?