My Favorite Super Bowl Spot
Welcome to The Marketing Accelerator Podcast – Super Bowl 59 Edition - Episode 3, featuring three insights in about three minutes. I’m Drew Dinkelacker. I ask really good questions that get to the marketing truth. If you have a marketing conundrum, then let’s talk.
I am constantly asked which is my favorite Super Bowl commercial. I‘m hesitant to answer that question because, honestly, I feel like it’s irrelevant. From my experienced marketing perspective, I would rather look at the effectiveness of the spot. Or what kind of branding was delivered. Did they target their tribe well? Was the deliverable positioned correctly? Was there even a strategy behind the spot? Was the message compelling? Finally, how did all of these things relate to what they wanted to accomplish? That’s how I approached Super Bowl commercials.
However, this year I really did have a favorite! It was the ULTRA Hustle spot featuring Catherine O’Hara and Willem Defoe.
I think most people’s favorite spot is directly connected to whether or not they are the target for the spot. The ULTRA Hustle is a perfect profile for me. I love to play pickleball. I fit the age group they presented, and I especially enjoy beating people who are younger than me. That was the emotional connection to the spot.
However, here is the part that doesn’t connect. I like dark beer. Nice and roasty and malty. Few people drink ULTRA for the taste. Most drink it just for the low calories. I was raised on the concept that, “In heaven there is no beer, that’s why we drink it here!” So, even though this spot was a perfect fit for me, I have no desire to pick up ULTRA the next time I buy beer. I’m sticking with Killian’s. And that is why knowing which spot was my favorite is somewhat irrelevant.
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.