Which Super Bowl spots were most effective?
Welcome to The Marketing Accelerator Podcast – Super Bowl 59 Edition - Episode 2, featuring three insights in about three minutes. I’m Drew Dinkelacker. I had a client tell me that I have a talent for making the obscure obvious. If you have a marketing conundrum, then let’s talk.
A general rule of thumb is that an advertisement does one thing really well, two things OK, three things very poorly. I want to point out a few examples that did certain things very effectively.
Let’s start with the Reese’s Don’t Eat the Lava spot.
Playing off of human nature, telling your audience not to do something can be very attractive if you position it correctly. Reese’s spot dialed the negative in just the right way with bit of tongue-in-cheek scenarios. The next time I’m in the candy aisle, I’ll be taking a second look to see where the lava is.
Another spot worth calling attention to for a good and a bad reason is Cirkul.
The narration says, “America, Cirkul just delivered Adam’s orders. One could be yours. Seriously. Check your front door.”
And then Adam adds, “Did I send one to you?”
I found this CTA – this Call To Action – highly engaging and wanted to know how to get on the list since the commercial said he ordered 100,000 of them. This was all very compelling until I looked at the official rules. Here’s what I discovered:
• First, Adam’s order that they claim to be distributing is actually 20,000, not 100,000. So, that’s only 20% of what the commercial referenced.
• But worse, the rules for the entry period state that it ends at 6:30 PM on February the 8th, 2025.That’s exactly 24 hours BEFORE the Super Bowl kicks off and the spot is even seen by the audience.
This kind of manipulation is how marketing gets a bad name.
The Marketing Accelerator Podcast is a production of MarketingAccelerator.com where business leaders gain confidence in their marketing efforts and marketers turn into high performing leaders. If you have a marketing challenge keeping you awake at night, let’s talk. I’m Drew Dinkelacker.